Rugged simplicity propels Toyota LandCruiser 70 Series, as competition ramps up

It’s what doesn’t go into a Toyota LandCruiser 70 Series that makes it a hit with buyers, according to a senior executive who says he is not worried by the threat looming from the upcoming Ford Ranger Super Duty.

Toyota says the simplicity and ruggedness of its most hard-core off-roader are what makes it appealing to buyers, especially in the bush and those who use them for work.

Toyota Australia Senior Executive Vice President of Sales, Marketing and Franchise Operations, Sean Hanley, says the utilitarian 70 Series is an icon that has built a formidable reputation off the back of durability and capability.

“The simplicity is a massive part of the attraction [with the 70 Series] – it’s capable,” said Hanley, adding that it “hasn’t changed much in 40 years”.

While it has evolved, he says “it hasn’t lost its charm”, which to many revolves around its old-school 1980s’ design and extreme off-road capability.

It’s also tougher than Toyota’s other tough off-roaders with the aim of copping more punishment, often for many decades.

Hanley says he isn’t worried about the imminent threat from Ford with its Ranger Super Duty, a heavier-duty version of the top-selling ute.

“Our 70 Series has got one of the most loyal and strongest followings for one reason – because it’s reliable, because people trust it. Because people know that they’ve got service and parts and repairs available at the Toyota dealers.”

He said buyers weren’t after trinkets and a long list of features, instead buying the 70 Series for its rugged core that is inevitably a building block for customisation.

“They’re simple,” he said. “They do everything they want it to do and they can build on it and they can dress it up and it’s a Toyota – and they love it! And not because it’s got all the gadgets and all the cup holders and all that stuff. It’s a car for hard-core Aussies that want to get out there and do the big stuff.”

That said, Hanley says the LandCruiser 70 Series will continue to evolve as it has over the years, not only responding to pressure from incoming competition but also regulatory requirements that have instigated many of the 70 Series upgrades over its 40-year life.

“It is evolving,” said Hanley. “It’ll play its role it the Toyota lineup and it’ll do a good job.”

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