The decision to discontinue the Toyota FJ Cruiser was driven by several factors…
- Declining Sales – While the FJ Cruiser initially enjoyed strong sales and popularity, demand for the vehicle waned over time. By the time of its discontinuation, sales had declined significantly, making it financially unviable for Toyota to continue production.
- Changing Market Preferences – Consumer preferences in the SUV market have shifted towards smaller, more fuel-efficient crossovers and SUVs, as well as towards vehicles with advanced technology features and creature comforts. The FJ Cruiser’s relatively large size, poor fuel economy, and utilitarian interior did not align with these changing preferences.
- Regulatory Compliance – Meeting increasingly stringent emissions and safety regulations, particularly in markets like the United States, required significant investment in vehicle development and engineering. The cost of updating the FJ Cruiser to meet these regulations may have been prohibitive for Toyota.
- Aging Design –Â The FJ Cruiser was based on a platform that dated back to the mid-2000s, and its design and technology had become outdated compared to newer vehicles in the market. Continuing to produce the FJ Cruiser without significant updates would have made it less competitive against newer offerings from other automakers.
A combination of declining sales, changing market trends, regulatory requirements, and an aging design likely contributed to Toyota’s decision to discontinue the FJ Cruiser. Despite its discontinuation, the FJ Cruiser remains popular among enthusiasts and off-road enthusiasts for its ruggedness, retro styling, and off-road capability.