Only a handful of cars command a cult following in the off-road community on par with the Toyota Land Cruiser. The other longtime dirt-kicking darlings that come close include the Mercedes-Benz G-Wagen, Jeep Wrangler and Land Rover Defender. Like its German, American and British counterparts, the Land Cruiser started life as a military vehicle, entering the fray around the middle of the 20th century and soldering on through multiple iterations and evolutions.

The Land Cruiser features a sturdy body-on-frame design; its 5.7-liter V8 engine with an eight-speed automatic and full-time four-wheel drive offer serious off-roading ability. Toyota

In 2020, the Land Cruiser finds itself in a precarious position. It’s still a wildly capable machine both on-road and off, but in the U.S., it only comes in one trim: fully loaded. The Land Cruiser is burdened with a near-$90,000 price tag, which hasn’t really budged in over a decade. The Land Cruiser’s biggest obstacle isn’t any steep off-road ascent or deep, fast-moving water crossing. It’s the burden of proof that it’s worth the hefty price tag.

As an SUV, the Land Cruiser does everything it’s tasked with incredibly well. It easily fits eight passengers, and although the third row—which folds up to the sides unlike most rear seats that fold flat—still eats up a decent amount of space when not in use, there’s still ample room for bulky cargo like sporting gear or grocery bags. 

Like any massive vehicle, second-row passengers will find comfort and space. The rear seats fold to either side unlike other three-row SUVs. Toyota

While the 5.7-liter V8 (also found in the Tundra) doesn’t return the best fuel economy at 14 combined mpg, there’s rarely a situation the engine doesn’t handle comfortably. Urban driving plummets the fuel gauge, but low-end torque comes on between street lights. Off road that same accessible torque (combined with a suite of electronic suspension and traction systems) helps the Land Cruiser tackle almost any terrain.

The Land Cruiser’s problem is that Toyota seems to be neglecting it, and the justification for keeping the $85,000 MSRP disintegrates by the day. Inside, the interior is, without a doubt, cavernous. Unfortunately, space is not what defines what defines luxury.

In 2008, leather interiors, large infotainment displays, advanced driver-assistance safety technology and driving modes were top-of-the-line, especially in the off-roading segment. Now those features are standard fare and it takes a lot more than electronically adjustable suspensions to impress. Sadly, the Land Cruiser, with its mild, mostly cosmetic refresh in 2016, now looks severely outdated. The “rear-seat DVD system” listed on Toyota’s Land Cruiser model page is highly illustrative of its passé tech.

The cargo area is huge—16.1 cubic feet with the third row in place, 43 cubic feet with the third-row seats tucked to the side, and nearly 82 cubes with both back rows folded. Toyota

As iconic as the name may be, the Land Cruiser has slipped into redundancy in the American market. Consumers in the market for a luxurious SUV with a ,000 budget can look to Land Rover and Mercedes for more modern options. For Toyota loyalists, the Lexus LX is, for all intents and purposes, just a rebadged Land Cruiser. If an off-roading Toyota is the goal, the Tacoma and 4Runner are priced tens of thousands of dollars less to buy, own and repair.

Hence, the Land Cruiser has become one tough sell. A two-year-old Land Cruiser with low-mileage might be a better choice with a $20,000 price slash. Especially since the 2020 model hasn’t really changed in a decade. The Land Cruiser is still a wildly competent, iconic SUV, but it’s its own worst enemy.