Toyota Land Cruiser GX lowers the entry point, but next to its rivals it still looks like an expensive tool
Toyota has added a new GX trim to the Land Cruiser range in Spain, along with a five seat body across all versions. Prices now start at €66,500, which lowers the barrier to entry without making the Land Cruiser cheap. This is still a traditional body on frame off roader whose main selling point is capability, not affordability.
For now, the new GX trim officially applies only to Spain, though Toyota may yet bring it to other European markets. Even then, trim names and equipment levels often vary quite sharply from one country to another.
The new GX leans towards practicality rather than luxury. Even so, it still comes with LED lights, 18 inch wheels, a 9 inch central display, a 7 inch instrument panel, a rear differential lock and Crawl Control. At the same time, the five seat layout is now available across the full Land Cruiser line up, which makes the big SUV a more logical choice for buyers who have no need for a third row. According to Toyota, the GX five seater starts at €66,500 in Spain.
Set against its rivals, the Land Cruiser occupies an interesting middle ground. The Land Rover Defender 90 starts at €80,800 in Spain, the petrol powered Jeep Wrangler at €81,000 and the INEOS Grenadier Station Wagon at €84,530. That leaves Toyota’s new GX clearly cheaper than all three, though only in relative terms. In absolute numbers, €66,500 is still a serious amount of money for a vehicle whose core argument is rugged off road ability rather than any premium pretence.
In essence, Toyota is doing what its rivals understood some time ago. Buyers of a proper off roader do not always want more luxury, they want a better reason to pay this much in the first place. The GX provides that reason in a clearer form. The Land Cruiser is not about to become a people’s car, but at least the first step up to it is no longer quite so steep.
