"Only a Land Cruiser or a camel can get you over these dunes." — Words of villagers in Saudi Arabia

The Land Cruiser—Toyota’s iconic four-wheel drive beloved in 170 countries—is a legend in its own right. Yet, nowhere is its presence more deeply rooted than in the Middle East. Amid deserts, mountains, coastlines, and scorching cities—where harsh natural conditions intersect with daily life—the Land Cruiser has become much more than a mere “car.” Here, it is seen as a “trusted companion,” a lifeline in which people place their utmost faith.

The Middle East—particularly countries like Saudi Arabia, the UAE, and Oman—is defined by vast deserts and rugged mountains. For instance, the highway connecting Riyadh, the Saudi capital, with the commercial hub of Jeddah stretches approximately 920 to 930 kilometers, and in the peak of summer, temperatures soar above 50°C (122°F). Locals must drive straight to their destinations, minimizing stops to withstand such extreme conditions.
In this environment, the Land Cruiser demonstrates overwhelming reliability and durability. Local drivers continue to choose the Land Cruiser as the companion that can “go anywhere and always bring you back alive.”

The Land Cruiser’s impact extends far beyond simple transportation. Along the coasts of the UAE and Oman, fishermen use Land Cruisers to haul in seine nets, and they serve as police vehicles as well. In the tourism industry, they are indispensable for desert tours.
One particularly striking example: in a fishing village in the UAE, a 40 Series Land Cruiser, over 50 years old, is still actively pulling nets to this day. This is more than a testament to durability—it speaks to the Land Cruiser’s deep integration as a trusted “partner” in people’s daily lives.

More than 50 years on, a 40 Series Land Cruiser continues to haul fishing nets in a UAE fishing village

Land Cruiser first made its way to the Middle East in the mid-1950s. Thanks to the efforts of local distributor Abdul Jameel in Saudi Arabia, villagers began to say, “Only a Land Cruiser or a camel can get you over these dunes.”
This phrase encapsulates the extraordinary trust placed in the Land Cruiser in such unforgiving terrain. Camels have always been regarded as indispensable companions for surviving the desert. To be mentioned in the same breath is a powerful testament to the Land Cruiser’s capabilities and reliability.

In the Middle East, station wagon-type Land Cruisers, which emphasize comfort, are especially popular. This aligns with local lifestyles where long-distance travels and family use are common.
Meanwhile, in mountainous or unpaved regions, models focused on off-road performance maintain strong popularity. The Land Cruiser line-up is intentionally diversified, with each model tailored to meet these various needs.

The 300 Series had its world premiere in 2021 as the successor to the 200 Series.

Land Cruiser engineers have visited the Middle East to hear directly from customers and experience how the vehicles are actually used.
“I immediately understood the depth of trust between local customers and the Land Cruiser,” recalls Sadayoshi Koyari, who oversaw the 70 Series and Prado.
“Local users drive across the desert at the highest speed possible, in temperatures exceeding 50°C. They avoid stopping at all costs—they just keep going,” he remembers.
In such conditions, “never breaking down” and “always making it back” are not mere conveniences—they are absolute requirements, sometimes a matter of life or death.
The Land Cruiser’s developmental philosophy was forged through these real-world experiences. Its three pillars—reliability, durability, and off-road capability—have been honed and perfected on Middle Eastern soil.

Nicknamed “Mr. Land Cruiser”, Sadayoshi Koyari led the development of the 70 Series and Prado before his retirement.

The continued use of the 40 Series Land Cruiser in UAE fishing villages is made possible by ease of parts sharing and reparability, demonstrated by the longevity of the Land Cruise in the region.
“There are cars that get back on the road by taking parts from an old wreck in a junkyard. This is the true meaning of reliability,” say the engineers.
This isn’t just about longevity; it’s about sustainability—empowering local people to keep their vehicles running with their own hands.

A 40 Series still in service crossing UAE deserts

The Land Cruiser is far more than a four-wheel-drive vehicle. It supports the harsh natural environment and daily lives of Middle Eastern people, sometimes even protecting lives themselves, earning deep and lasting trust as a true companion.
“To go anywhere and always come back alive”—in order to keep this promise, the Land Cruiser will continue to evolve, meeting the needs of the people who rely on it, now and into the future.

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