The History and Heritage of the Land Cruiser

1. The Origins of the Land Cruiser

The Land Cruiser’s story begins in 1951, with the launch of the vehicle model Toyota BJ. At the time, prompted by requests from Japan’s National Police Reserve (the predecessor to the Self-Defense Forces) and the U.S. military, Toyota set out to develop a four-wheel-drive vehicle. Although the original BJ was not officially adopted by the U.S. military, its capabilities were proven by an extraordinary feat: driving under its own power to the sixth station of Mt. Fuji at an altitude of 2,700 meters. This pioneering spirit—and the conviction of chief developer Hanji Umehara tha “a vehicle without confidence inspires no trust”—became the bedrock of the Land Cruiser.

In 1954, the name “Land Cruiser”—meaning “cruiser of the land”—was bestowed upon the vehicle. It embodied a determination to “forge a path wherever one is needed.”

2. The Three Core Values the Land Cruiser Upholds

2-1. Reliability

2-2. Durability

2-3. Off-Road Capability

3. The Evolving Land Cruiser Family Tree

Three Distinct Lineages

Key Model Milestones

4. Motorsports and the Pursuit of Ever-Better Cars

Forged by the Dakar Rally

The Philosophy: “Roads Train People, People Build Cars”

5. Looking Ahead: A New Chapter for the Land Cruiser

“Back to the Origin” and New Challenges

An Unchanging Mission

Conclusion

“Land Cruiser 40 Meeting East” and “LAND CRUISER FES. JAPAN“

Each vehicle drove off one by one, receiving heartfelt sent offs from the staff

About This Article

There are many ways to enjoy your vehicle. Some people love going for drives, others take their vehicles to the circuit for races. Some enjoy camping, tuning, or customizing their vehicles.

Among these, one unique way to enjoy cars is gathering with people who love the same model and spending time together. In Japan, such gatherings are called “meetings” or “fests.”
Recently, there were two such events: one for Land Cruiser 40 Series enthusiasts, and another for Land Cruiser fans in general.

I attended these events, and I’d like to share what makes these “meetings” and “fests” so enjoyable.

About the Events

I participated in two events this time.

The first was officially called the “Land Cruiser 40 Meeting East.” It’s mainly for people in eastern Japan who love the 40 Series, and it’s organized voluntarily by fans. This year marked the 23rd time the event has been held, making it a long-standing tradition.
I once attended the BuschTaxi Treffen in Germany ( https://buschtaxi.org/buschtaxi-treffen/), and a Japanese friend I met there is one of the organizers of this event. He invited me to join.

The other event was “LAND CRUISER FES. JAPAN,” which is jointly hosted by manufacturers, magazines, and circuit venues. Mr. Koyari ( @s.koyari) , also known as Mr. Land Cruiser, introduced me to this event.
The festival welcomes not only Land Cruiser owners but also those who don’t currently own one, as well as families with small children.

The Vehicle We Used

Our company owns a Land Cruiser 70, so we decided to participate with this vehicle.
Mr. Koyari previously introduced this car in a video. If you’re interested, please check it out:
https://toyota-community.kinto-technologies.com/community/1/channel/4/post/17/discussions

KINTO's Land Cruiser 70

It was my first time driving this car, and the experience was truly unique. The steering had a lot of play, the handling responded with a slight delay, and the brakes only engaged when the pedal was pressed deeply. The engine’s vibrations and the creaking of the body all added to the charm. It was a joy just to drive it.

Event 1: Land Cruiser 40 Meeting East

This event was held at a campsite near Mt. Fuji.

Not only did many Land Cruiser 40s gather, but participants also set up tents and enjoyed a relaxing time together. Being surrounded by so many 40s and spending time with fellow fans was pure happiness.

A lot of Land Cruiser 40 fans enjoyed camping

Although the 40 Series is quite old, everyone kept their vehicles in beautiful condition, showing just how much these cars are loved.

Mt. Fuji and a Land Cruiser 40

On the second morning, about 200 Land Cruiser 40s gathered in a parking lot halfway up Mt. Fuji. The sight was truly spectacular, and the 40s looked right at home in the mountain scenery.

About 200 Land Cruiser 40s gathered

At the end, each vehicle drove off one by one, receiving heartfelt sent offs from the staff. This scene reminded me of the BuschTaxi Treffen I attended a year ago. It’s wonderful how people who share the same passion can connect.

Each vehicle drove off one by one, receiving heartfelt sent offs from the staff

Event 2: LAND CRUISER FES. JAPAN

This event took place at Fuji Speedway.

A wide range of visitors attended, and the scale was impressive. According to the organizers, 1,420 Land Cruisers gathered that day (I couldn’t count them all myself!).

1,420 Land Cruisers gathered

There were also displays of replacement parts for Land Cruisers. Having access to spare parts is crucial for keeping these vehicles on the road for years to come. I hope these parts reach many owners.

Displays of replacement parts for Land Cruisers

Mr. Koyari, also known as Mr. Land Cruiser, held a talk show where he discussed communication between fans and manufacturers. I hope this site (Toyota Community by KINTO) can also become a place for such connections.

Mr. Land Cruiser, held a talk show

There was also a demonstration run by Toyota Auto Body’s LC300, who participates in the Dakar Rally. It’s rare to see a Land Cruiser in action like this, so watching the vehicle move so dynamically was exciting. I hope their racing activities continue to thrive.

A demonstration run by Toyota Auto Body’s LC300

Conclusion

I attended two events this time. At first glance, they seemed quite different, but both valued communication with fans.

I was reminded of the importance of connections—between fans, and between fans and manufacturers. I hope this site can help support such opportunities for everyone.