No, Toyota, don’t bring the FJ to India

I know this blog is going to ruffle a few feathers. After all, against all odds, I’m arguing that Toyota should not launch the uber-cool Land Cruiser FJ in India, even though it is slated to roll out of Toyota’s new Maharashtra plant, which has an estimated annual capacity of 89,000 units – 40,000 earmarked for exports. But before I make my case, here’s a quick recap of what we know about the FJ, scheduled for an India debut in 2028. 

Toyota unveiled the Land Cruiser FJ at the 2025 Japan Mobility Show. It’s a body-on-frame, muscular SUV built on the IMV platform – the same one that underpins the Innova Crysta and Fortuner. It measures 4.57 metres in length with a 2,580mm wheelbase, both shorter than its natural rival, the Mahindra Scorpio N. Interestingly, the FJ is expected to come only with petrol and hybrid powertrains. And at first glance, neither the equipment list nor the cabin room of this two-row SUV impresses. 

Now, if you go by social media chatter, the FJ is poised to take the market by storm. But I have serious doubts – and here’s why.

First, history shows that “quirky and cool” rarely translates into mass acceptance in India. Think Maruti A-Star, Ignis, or even the Jimny. Despite Maruti’s backing and nationwide network, these charming but unconventional products struggled. Some “quirky and cool” non-Maruti examples I can think of are the Honda Brio and Skoda Yeti – all of these failed to make an impression on the sales charts. Just being cool is not the only reason for their failure, of course, but you get the drift.

Second, only a sliver of buyers is willing to sacrifice space and features for a standout design and four-wheel-drive capability. Most Indian buyers want something that not only tugs at the heartstrings but also keeps the family happy. With its relatively cramped cabin, basic interior and modest feature list – based on the Tokyo showcase – the FJ doesn’t seem to hit the sweet spot. Meanwhile, the Scorpio N offers a third row, and the Thar Roxx has a seemingly roomier second row and packs far more kit. Since its basics aren’t right, I don’t think even Toyota’s stellar reputation for reliability will be able to create demand – something that continues to drive sales of the Fortuner.

Some will argue that the lack of a diesel or a price tag north of Rs 25 lakh will hurt it. I think the problem is more fundamental – only cool doesn’t sell in India; it has to be spacious, well-equipped and make buyers feel they’ve spent their money well. And since it doesn’t deliver on these aspects, the FJ is simply a non-starter for India. It may thrive internationally, and that’s exactly where Toyota should focus its energy. There’s little sense diverting resources to launch it here.

Toyota, you can thank me later.