The Land Cruiser was launched in August 1951 as the four-wheel-drive Toyota BJ equipped with a powerful engine, which demonstrated a high level of off-road performance in adverse environments, for example, becoming the first vehicle to climb up to the sixth checkpoint of Mount Fuji. Due in part to its performance record, it began to be adopted as a police patrol car all over Japan.
Thus began the tradition of, “Striving to deliver safety and security to all customers as well as others involved with this vehicle.” This tradition would continue for 70 years and can be considered the foundation of a mobility company.
Since then, a cumulative total of approximately 10.4 million units and more than 300,000 units* a year have been enjoyed by customers in 170 countries and regions all over the world. The essence that the Land Cruiser has been maintaining for the sake of customers consists of reliability, durability, and off-road performance.