The Toyota Land Cruiser 300 Series, a top-tier SUV known for its rugged performance, has seen remarkable success worldwide. In 2024, Toyota sold over 100,000 units of this flagship model, even though it’s not available in North America. Surprisingly, Australia has become the leading market for this vehicle, surpassing even Japan, Toyota’s home country. This article dives into the details of the Land Cruiser’s global success, highlighting key markets, sales figures, and exciting updates for the future.
Why the Toyota Land Cruiser is a Global Hit
The Toyota Land Cruiser has a legendary reputation for its durability, off-road capability, and reliability. The 300 Series, launched in 2021, builds on this legacy with modern features and powerful performance. Despite a slight 2% drop in sales compared to 2023, the SUV sold an impressive 105,700 units worldwide in 2024, according to automotive analyst Felipe Munoz. This strong performance shows the vehicle’s lasting appeal across diverse markets.
Key Features Driving Popularity
- Rugged Design: Built on the TNGA-F platform, the Land Cruiser 300 Series is tough enough for harsh terrains.
- Advanced Technology: The 2025 model includes a digital instrument cluster, enhancing the driving experience.
- Powerful Hybrid Option: The 2026 model introduces a hybrid powertrain with 457 horsepower, combining a twin-turbo 3.5-liter V6 engine with an electric motor.
- Global Appeal: Its versatility suits markets from the deserts of the Middle East to the outback of Australia.
Australia Takes the Lead in Sales
In a surprising twist, Australia emerged as the top market for the Land Cruiser 300 Series in 2024, overtaking Japan. The country recorded 13,790 sales, just ahead of Japan’s 13,174 units. Australia’s love for the Land Cruiser stems from its ability to handle the country’s vast and rugged landscapes, making it a favorite for off-road enthusiasts and adventure seekers.
Why Australia Loves the Land Cruiser
Australia’s terrain, from deserts to mountains, demands vehicles that can withstand tough conditions. The Land Cruiser’s four-wheel-drive system, robust build, and reliability make it a perfect fit. Its strong sales reflect Australia’s loyalty to this iconic SUV, cementing its place as a cultural and practical favorite.
Middle East: A Powerhouse Region for Sales
While Australia led as a single market, the Middle East dominated as a region, accounting for 59% of global Land Cruiser 300 Series sales in 2024. Several countries in the region made it to the top ten markets, showcasing the vehicle’s popularity in desert environments.
Top Middle Eastern Markets
Here’s a breakdown of the top Middle Eastern countries for Land Cruiser sales in 2024:
| Country | Sales (Units) |
|---|---|
| Saudi Arabia | 12,381 |
| UAE | 9,319 |
| Oman | 8,882 |
| Qatar | 8,685 |
| Kuwait | 8,028 |
| Iraq | 7,133 |
| Jordan | 2,849 |
These figures highlight the Middle East’s crucial role in driving the Land Cruiser’s global success. The SUV’s ability to navigate sandy dunes and extreme heat makes it a go-to choice in these markets.
Russia’s Unexpected Presence
Despite Toyota halting official deliveries to Russia in 2022 due to geopolitical issues, the country still ranked ninth globally with 3,682 units sold. These sales likely came through unofficial channels, such as parallel imports, showing the Land Cruiser’s enduring demand even in challenging markets.
North America Misses Out
The Land Cruiser 300 Series isn’t available in the United States or Canada, where Toyota offers the smaller 250 Series and the luxurious Lexus LX instead. Analysts suggest that including North America could have pushed global sales even higher. For now, North American buyers opt for alternatives like the Toyota Sequoia, which shares some features with the 300 Series.
Why No 300 Series in North America?
Toyota’s decision to exclude the 300 Series from North America may stem from market preferences and competition with the Lexus LX. The 250 Series, also known as the Prado, caters to buyers seeking a slightly smaller but still capable SUV.
What’s New for the Land Cruiser
The Land Cruiser 300 Series continues to evolve, keeping it competitive in the SUV market. Recent updates include:
- 2025 Model Year: A modern digital instrument cluster for improved driver interaction.
- 2026 Hybrid Model: A powerful hybrid option with 457 horsepower, combining performance and efficiency.
- Styling Updates: Minor design tweaks to keep the SUV looking fresh.
These updates are expected to boost sales further, especially in markets like Australia and the Middle East, where demand remains strong. However, competition is heating up with the launch of the new Nissan Patrol, which could challenge the Land Cruiser’s dominance.
Land Cruiser vs. Nissan Patrol
| Feature | Toyota Land Cruiser 300 | Nissan Patrol (New) |
|---|---|---|
| Engine | Twin-turbo V6 + Hybrid | V6 (Updated) |
| Horsepower | 457 hp (Hybrid) | 317 hp (est.) |
| Platform | TNGA-F | Updated chassis |
| Key Markets | Australia, Middle East | Middle East, Asia |
| Hybrid Option | Yes (2026) | No |
The Land Cruiser’s hybrid powertrain gives it an edge in efficiency, while the Nissan Patrol aims to compete with updated styling and performance.
The Land Cruiser’s Legacy
Since its debut in 1951, the Toyota Land Cruiser has built a legacy as one of the world’s most reliable SUVs. From its origins as a military vehicle to its current status as a premium off-roader, the Land Cruiser has sold over 10 million units globally by 2019. Its ability to adapt to modern demands while staying true to its rugged roots keeps it a favorite worldwide.
Historical Sales Milestones
- 1952: First Land Cruiser exported.
- 1981: Reached 1 million exports.
- 2019: Surpassed 10 million global sales.
Conclusion
The Toyota Land Cruiser 300 Series continues to shine as a global favorite, with over 105,700 units sold in 2024. Australia’s emergence as the top market, surpassing Japan, highlights the SUV’s universal appeal, while the Middle East remains its strongest region. With exciting updates like a hybrid powertrain and modern tech, the Land Cruiser is poised for even greater success. Whether tackling Australia’s outback or the Middle East’s deserts, this iconic SUV proves why it’s a trusted choice for drivers worldwide. As Toyota continues to innovate, the Land Cruiser’s legacy grows stronger, ready to conquer new roads and markets in the years ahead.
