Why Did They Stop Selling FJ Cruisers?

Toyota discontinued the FJ Cruiser for several reasons…

1. Changing Market Preferences – One of the primary reasons for discontinuing the FJ Cruiser was changing consumer preferences in the SUV market. Customers were shifting towards more fuel-efficient and car-based crossover SUVs, as well as larger SUVs with three-row seating, which the FJ Cruiser did not offer. The FJ Cruiser’s design, which prioritized off-road capability, ruggedness, and a unique retro-style appearance, didn’t align with the evolving market trends.
2. Emission and Safety Regulations – Increasingly stringent emission and safety regulations in various markets, including the United States, made it more challenging for older body-on-frame SUVs like the FJ Cruiser to meet these requirements without significant modifications and investments. Compliance with these regulations could have led to higher production costs.
3. Limited Sales Volume – The FJ Cruiser had a niche appeal and a relatively limited customer base compared to some other Toyota models. Its specialized off-road capabilities and unique design attracted a specific segment of buyers, but the sales volume didn’t justify the ongoing production and development costs.
4. Ageing Design – While the FJ Cruiser’s retro-inspired design was distinctive and garnered a loyal fan base, it had remained largely unchanged since its introduction in the mid-2000s. The design had started to show its age, and Toyota may have considered it necessary to refresh the model or invest in a new generation to remain competitive.
5. Focus on Other SUV Models – Toyota chose to allocate its resources and production capacity to other SUV and crossover models that were more aligned with the evolving market trends and had broader consumer appeal. Models like the Toyota RAV4 and Toyota Highlander, for instance, became more prominent in Toyota’s lineup.

While the FJ Cruiser was discontinued in many markets, its unique design and off-road capability continue to make it a sought-after and collectible vehicle among enthusiasts. While Toyota may have stopped production for now, there remains a dedicated fan base that appreciates the FJ Cruiser’s unique qualities.