Day 2｜Gathering at the Sacred Ground, Passing on the Legacy

The Present and Future of the Land Cruiser Meet in Salt Lake City

On the second day of our journey, we headed to Salt Lake City, Utah. This city hosts one of America’s biggest Land Cruiser festivals every year: CruiserFest 2025, now in its 16th edition.

For Sadayoshi Koyari, this was his second time attending — the first being ten years ago. Back then, the Land Cruiser Heritage Museum, run by owner Greg Miller who invited him, was just a small warehouse holding about 40 vehicles. But the venue today is vastly different.

Recently relocated, the museum is now known as the only Land Cruiser museum in the world, with more than 100 classic models on display — from the very first generation to the latest 250 series. The sheer scale of the collection embodies the deep history and culture that Land Cruisers have built in America. (Land Cruiser Heritage Museum)

At the event, nearly 300 Land Cruisers lined up, attracting over 500 passionate fans. It truly felt like a “sacred ground” for Land Cruiser enthusiasts in the U.S.

The day was packed with enriching programs: keynote talks featuring expedition experts Clay Croft from Expedition Overland and Scott Brady from Expedition Portal, guided tours of the museum led by specialists, and workshops teaching essential off-road skills. Everything was designed to help attendees “know, share, and deepen” their Land Cruiser experience.

Mr. Koyari took his time at each vehicle, chatting with the owners about when they acquired their vehicles and how driving them felt in real life. Each Land Cruiser, though different in age and use, carried its own story and history.

One striking aspect of the Land Cruiser culture in America is the respect for originality. While European owners often modify theirs extensively into camper-style adventures, about 70% of American owners prefer to maintain their vehicles’ original condition, cherishing their beauty and longevity.

Especially in mountainous and snowy states like Utah and Colorado, Land Cruisers have earned a reputation for reliability. Older models remain in active, careful use, passed down through generations.

Another heartwarming sight at the festival was the multi-generational participation. While most attendees were in their 40s and 50s, many younger enthusiasts in their 20s and early 30s joined with Land Cruisers inherited from their parents. The event staff was also largely made up of this younger generation, actively supporting the gathering.

Mr. Koyari also explained a uniquely American regulation known as the “25-year rule.” In the U.S., vehicles over 25 years old can be imported and registered even if they are right-hand drive or models never officially sold there. This makes the 70 series, which was never officially available in America, especially rare and highly coveted—something enthusiasts “would give anything to own.”

On this trip, Mr. Koyari planned to attend privately. However, during a presentation by 4X4 Engineering, Greg Miller called him unexpectedly on stage. Later, toward the event’s end, Greg surprised the crowd by introducing him again to stand before the audience.

He reunited here with longtime Land Cruiser friends Heather Royston from the TLCA and Yukon Kit, whom he last saw at last year’s Buschtaxi Treffen in Germany. The enthusiastic fans who approached him for autographs and photos reaffirmed his legendary status as “Mr. Land Cruiser.”

The day flew by. In the evening, a welcoming party hosted by the Canguro Racing team brought everyone together to share a warm, friendly time centered around the Land Cruiser.

This second day was more than just attending an event. It became a powerful reminder of the culture nurtured by the Land Cruiser and the community’s strength in passing on that heritage to the next generation.

Next up: Moab, the off-road mecca. We’ll bring you stories from the very land where the Land Cruiser truly shines.