Young buyers can see right through marketing mumbo-jumbo, and Toyota clearly understands this. The company's youth-oriented Scion brand is a hit, because the products are unique, because they are a great value, and because they exceed expectations. They are authentic, require no apologies, and serve as terrific canvases upon which owners can express their individuality.
Authenticity, value, and expressiveness define the latest product unveiled by Toyota, a new sport-utility vehicle designed to "go anywhere and do anything," according to Don Esmond, senior vice president and general manager, Toyota Division. Toyota sees the new 2007 FJ Cruiser as a toy primarily for boys, since women favor the cute-'n-cuddly RAV4. That's why it looks so much like the rugged FJ 40 of the 1960s and 1970s, and icon of authenticity if ever one existed.
The new 2007 Toyota FJ Cruiser looks more than tough - it is tough, thanks to a foundation and powertrain shared with the current 4Runner SUV. Shorter in length and wheelbase than the 4Runner, the 2007 Toyota FJ Cruiser is a two-door SUV with rear access panels like a Honda Element, but is designed for serious off-roading. Judging by the 4Runner's capability in the rough, combined with the FJ Cruiser's greater approach and departure angles, 9.6 inches of ground clearance, standard skid plate, optional locking rear differential, and 17-inch 265/70 all-terrain tires, it appears that Toyota is splitting the difference in terms of capability between the Element and the Nissan Xterra. And like the Element and Xterra, Toyota offers the FJ Cruiser with rear-wheel-drive or four-wheel-drive.