Demand Surges for New Toyota Land Cruiser FJ as Buyers May Enter Lottery for Purchase Rights

The new Toyota Land Cruiser FJ, revealed last year as the most affordable member of the Land Cruiser family, is now preparing for its official market debut.

According to fresh details reported by the Japanese magazine Best Car, production and early shipments of the compact off-roader have already begun. The model is scheduled to launch in Japan on May 14, 2026, though order reservations are expected to open earlier this month. For now, industry watchers are trying to predict just how strong demand will be.

Inside Toyota, expectations appear to be extremely high. In fact, the automaker is already preparing a strategy to manage overwhelming demand — a lottery system similar to the one previously used by Suzuki for its five-door Suzuki Jimny Nomade.

The initial production run of the Land Cruiser FJ will reportedly consist of 10,000 vehicles. These units will be distributed among dealerships, and customers may need to win a lottery in order to secure the right to purchase one.

Pricing details have not been officially announced yet. However, industry insiders estimate the starting price will likely fall between $29,000 and $30,500, based on current exchange rates.

Under the hood, the new SUV is expected to feature a 2.7-liter naturally aspirated four-cylinder gasoline engine, with an average fuel consumption of roughly 23 mpg.

The SUV itself measures about 15 feet (4.6 meters) in length and will feature a full-time four-wheel-drive system. It will ride on a traditional body-on-frame platform derived from the affordable Toyota Hilux Champ pickup.

That rugged architecture should give the Land Cruiser FJ strong off-road credentials. The model is expected to offer generous ground clearance along with short overhangs, helping it tackle steep terrain and rough trails with confidence — a key trait that has long defined the Land Cruiser name.