As automotive technology advances, new car prices continue to rise. From high-tech powertrains to advanced suspensions, the latest tech typically brings cost increases.

And when a storied nameplate returns—like the Ford Bronco—manufacturers have even more opportunity to charge a premium. With the retro-inspired 2024 Toyota Land Cruiser set to debut, one would think it would cost more than its predecessor. But that isn’t the case. Toyota actually lowered the price.

Let’s explore why this is a rare move, and also go over the new Cruiser’s specs.

2024 Toyota Land Cruiser: accessible and adventure-ready

When the Toyota Land Cruiser first debuted in the U.S., it was a no-frills workhorse with superb off-road chops. The 1958 20-Series was reminiscent of a Willys Jeep, with narrow tires, body-on-frame construction, and a spartan appearance.

Over the years—with models like the FJ40 and FJ60 — the nameplate built a reputation for expedition-ready performance and watch-like reliability. But in 2021, when it was last sold in the U.S.A., the Cruiser was more luxo-barge than trail crusher.

That included an MSRP of $87,300. But thankfully, the 2024 Land Cruiser is ready to change that.

While the exact MSRP isn’t yet available, Toyota states the new Land Cruiser will start in the mid-$50,000 range. And that’s more than fair, with the new model’s significant upgrades like a hybrid powertrain, advanced suspension, and sweet retro bodywork.

Now, more adventure-focused enthusiasts can own a Cruiser and put it to its intended use. That should increase sales for the storied model, and make it a more familiar sight on roads and trails. And with its striking new design, that’ll be a cool thing.

Toyota deserves credit for reversing the trend of increasing MSRPs, especially in the case of a legendary model with a large following. That’s a win for consumers—and for the company—with sales likely to rise.

2024 Toyota Land Cruiser: features and specs

The 2024 Toyota Land Cruiser gets back to its roots with an off-road focus and rugged styling. From its new ladder frame to its available round headlights, the newest Cruiser is capable and cool. Here are the details.

Outside, the 2024 Land Cruiser appears ready for anything, with short overhangs and squared-off bodywork. 8.7 inches of ground clearance show it’s a capable ride, and available round headlights hearken back to Cruisers of the past. It’s a strong, functional look.

Under the hood, things get interesting. Like the new Tundra and Tacoma pickups, the Land Cruiser will offer an i-FORCE MAX hybrid powertrain. Standard on all Cruisers and combining a turbo 2.4-liter four, electric motor, and NiMH battery, the innovative setup produces 326 hp and 465 lb-ft of torque. Not only that, but rumors suggest it’ll get 27 mpg combined. That’s superb efficiency for a full-size SUV.

For burly yet comfortable performance, Toyota’s TNGA-F Global Truck Platform underpins the 2024 Cruiser. Using laser welds and high-strength steel, the ladder frame is more rigid than the prior 200 series. It also makes the SUV 4.4 inches narrower and 1.2 inches shorter, for improved agility on any terrain.

High-tech running gear makes for a modern ride. An advanced suspension system tames the trails and smooths out daily drives. In front, a new double-wishbone design uses twin-tube shocks, while in the rear, a multi-link setup features coil springs. Electric power steering provides a better feel and paves the way for safety enhancements.

17-inch disc brakes all-around haul the Cruiser down from speed, and when equipped with a trailer hitch, towing capacity is 6,000 lbs.

Multi-Terrain Select offers settings for Mud, Dirt, and Sand, helping optimize traction. CRAWL control maintains an even speed during slow off-road driving. And Downhill Assist Control helps drivers navigate challenging descents.

Inside, a modern, high-tech interior takes the nameplate into the 21st century. With touchscreen infotainment, available JBL premium audio, and a clean layout, the ’24 Cruiser interior provides comfort and function. We especially like the spartan black fabric seats on the retro-inspired 1958 trim.

The 2024 Toyota Land Cruiser returns to form with its modern yet retro design. With a high-tech powertrain and brawny components, it’s an SUV that’s efficient and strong. And its appealing bodywork gives it a utilitarian look like nothing else. While Toyota could’ve raised the price of the new Cruiser, instead they made it more accessible, letting even more enthusiasts get behind the wheel. It should be a hit.