Why Did Toyota Discontinue the FJ Cruiser?

February 24, 2025

The Toyota FJ Cruiser debuted in 2006 as a retro‑styled, off‑road‑focused SUV inspired by the classic FJ40 Land Cruiser. It was praised for its rugged capability, unique design, and Toyota reliability. Yet, despite a strong cult following, Toyota decided to end production for the U.S. after the 2014 model year (and globally by 2022).

Reasons Why Toyota Discontinued the FJ Cruiser

Declining Sales

Strong Start – In its first year (2006), the FJ Cruiser sold over 56,000 units in the U.S.
Sharp Drop – By 2014, sales had fallen to under 15,000 units annually.
Reasons for decline included limited updates, niche appeal, and stiff competition from newer SUVs with more modern interiors and better fuel economy.

Market Shift Toward Crossovers

The late 2000s and early 2010s saw a surge in demand for car‑based crossovers that offered better ride comfort, fuel efficiency, and family‑friendly features.
The FJ Cruiser’s body‑on‑frame construction, while great for off‑road use, was heavier and less efficient, making it less appealing to the broader market.

Fuel Economy & Emissions Regulations

With a 4.0‑liter V6 engine and curb weight over 4,200 lbs, the FJ Cruiser averaged only 16 to 19 mpg.
Stricter fuel economy and emissions standards in the U.S., Europe, and other markets made it costly for Toyota to keep the FJ compliant without a major redesign.

Limited Practicality for Mainstream Buyers

Rear‑hinged “suicide” doors and small rear windows limited passenger accessibility and visibility.
Cargo space was adequate but not as flexible as competitors in the same price range.
Many buyers prioritized comfort and convenience over hardcore off‑road features.

Toyota’s Strategic Focus

Toyota shifted attention toward the 4Runner, Tacoma, and Land Cruiser Prado in global markets to cover the rugged SUV segment.

In the U.S., the 4Runner filled the niche for a traditional body‑on‑frame SUV, offering more space and everyday usability.

Legacy of the FJ Cruiser

Despite being discontinued, the FJ Cruiser has maintained a strong second‑hand market value thanks to…

Proven off‑road ability (A‑TRAC, rear locker, high approach/departure angles).
Durable drivetrain (1GR‑FE V6 engine).
Unique styling that sets it apart from all other SUVs.
Loyal enthusiast community and high demand for clean, low‑mileage examples.

Toyota discontinued the FJ Cruiser due to declining sales, changing consumer preferences, regulatory challenges, and overlapping products in its SUV lineup. Regardless, its cult status ensures it remains a sought‑after used SUV, and its design continues to inspire concept vehicles and special‑edition models. For many, the FJ Cruiser was ahead of its time, and its legacy still thrives on trails around the world.