Why Was the FJ Cruiser Discontinued?

Toyota discontinued the FJ Cruiser in 2014 largely due to the vehicle’s poor sales, which had fallen from a peak of over 56,000 units in 2006 to slightly over 13,000 in 2014. The FJ Cruiser’s poor fuel economy also played a role in the decision to discontinue the model.

While initial sales of the FJ Cruiser were strong upon its introduction in 2006, sales took a sharp downturn in 2008 and 2009 due to the global financial crisis. The lowest sales numbers for the FJ Cruiser in the United States were in 2009, when the vehicle sold only 11,941 units. The FJ Cruiser never recovered its popularity after this downturn, leading to Toyota’s decision to withdraw the model from the market in 2014. However, the FJ Cruiser was not discontinued in foreign markets, and is still sold as of June 2015 in Japan, Australia and New Zealand.

Though the financial crisis impacted sales of almost all motor vehicles, the FJ Cruiser was particularly poorly positioned to survive in the post-crisis auto marketplace. Much like the Hummer line of SUVs, the poor fuel economy of the FJ Cruiser made it unattractive to potential buyers when compared with more efficient crossover-style SUVs. While Toyota attempted to address these issues with a more fuel-efficient engine in 2010 and later models, the improvement was not enough to revive sales of the model.