Want a Few Alternatives for $56 to $75k Instead of the 2024 Toyota Land Cruiser?

Reborn for the North American as the 2024 Land Cruiser following a short hiatus, the iconic off-road SUV isn't a full-size model in line with the Lexus LX anymore like the 2021MY version. Instead, it's not based on the overseas J300 model, but rather, it's twinned with the equally fresh 2024 Lexus GX 550. Collectively known as the J250 siblings, the two models still share their TNGA-F body-on-frame underpinnings with all the other rugged models – the bigger Land Cruiser, N400 Tacoma, Sequoia, Tundra, etc.

While other regions get different powertrains and even subtly modified names (Land Cruiser Prado or 250), America keeps it simple and now the 2024 Toyota Land Cruiser is arriving at dealerships this spring in just three trim version – 1958, Land Cruiser, and First Edition (capped at 5k units) – exclusively with the same electrified 2.4-liter turbo i-Force Max packing 326 horsepower as the hybrid 2024 Tacoma. Naturally, to make sure that it doesn't trespass onto Tacoma and 4Runner territory, the Japanese automaker starts the pricing scheme at $55,950 without destination and other fees.

There's also a $61,950 middle ground where the round LED headlights of the 1958 grade change to a rectangular shape reminiscent of the 1990s Land Cruisers instead of the original, and Toyota caps the First Edition at $74,950. Overall, the base MSRP is $30k lower than the 2021 Land Cruiser, repositioning the off-road SUV firmly into mid-size territory. It's at the upper end of the equation, though, so it turns out there are quite a few options for that price range.

Because this past week has been slow to come out with interesting novelties, I decided to ignore the niched Dacia Spring EV or SsangYong, sorry, KGM Motors Torres, the first-ever Cupra Born VZ, and even the new Volkswagen ID.7 Tourer in order to focus on the potential MSRP rivals of the iconic 2024 Toyota Land Cruiser. This is by far one of the most essential vehicles coming out this year on the market from the Japanese automaker, so it's most likely going to remain under the red carpet's spotlight for a long time from now.

Obviously, the most direct competitor for the 2024 Land Cruiser is none other than its 2024 Lexus GX 550 sibling. Still, Toyota cleverly avoided their clash because the latter is more expensive and offers an elegant V6 under the hood. So, let's start from the lower ranks, then, where the old (but-not-yet-derelict) 2024 Toyota 4Runner resides. This one is much cheaper with a base quotation of less than $41k, but it's also rendered obsolete in no time – the 4.0-liter naturally aspirated V6 has 270 horsepower and way less torque, and its five-speed automatic is more than antiquated.

If we talked about the 4Runner, the logical thing to do is also discuss the Ford Bronco and Jeep Wrangler. The sixth generation of the Blue Oval SUV has both two- and four-door options, so they have a thing that Toyota doesn't – the choice to slim down the SUV. Broncos start from 'just' $39,130, but comparing the 2-Door Big Bend with the Land Cruiser's four doors wouldn't be fair. However, even the base 2.3-liter EcoBoost inline-four is close to the i-Force Max hybrid powertrain with 275 or 300 hp (regular or premium gasoline) on tap.

Of course, a better choice would be to look at the four-door 2024 Ford Bronco Heritage Edition packing the 2.7-liter EcoBoost V6 with 330 horsepower and 415 lb-ft of torque – that one is over $55k, which is on par with the base Land Cruiser 1958, including in terms of vintage flavors. If you want to go to the top of the Bronco chain, the Raptor awaits with a $90k starting price and the 3.0-liter EcoBoost V6 packing up to 418 horsepower with the Baja Mode activated. If you ask me, the Bronco Raptor's price has gone a little overboard as of late…

Moving over to Camp Jeep, I reckon that you could always have a conundrum between the stylish Grand Cherokee and the adventurous Wrangler, but remember that the former is a unibody model while the latter is a monster in off-road situations. As such, the 2024 Wrangler starts from just $32k, making it a bargain compared to both the Ford Bronco and Toyota Land Cruiser. Of course, caveats apply, as the base option is again the two-door model. Alas, the cheapest 4-door Wrangler is $36,495, still more affordable than both. The same as with the Bronco, you can rise all the way up to $92,140 when selecting the V8-equipped Rubicon 392.

However, the most appropriate rival for the hybrid Land Cruiser is the plug-in hybrid Jeep Wrangler 4xe, naturally, which ranges from $50,695 to $71k and has the convenience of letting you plug in to recharge the battery at home or on the road, plus a more extended EV-only range. Last but not least, there is also a British foe that Toyota's Land Cruiser needs to account for. Over in America, the Land Rover Defender 110 starts from $60,600 with the small 2.0-liter P300 powertrain – and it only packs 296 horsepower. The Brit doesn't have the same reputation for reliability as the Japanese off-road SUV, but the new Defender is now a lot ritzier rather than adventurous.

It also comes with an ample choice of powertrains like the 3.0-liter inline-six mild hybrid with 395 horsepower, and it can also rise to 493 hp and 518 horsepower if you're willing to pony up to $118,600 for the Defender Carpathian Edition which also comes with a big, fat, 5.0-liter V8. So, these are our choices for potential rivals that Toyota's 2024 Land Cruiser needs to be aware of. If we missed something or you think there's another candidate in the price range, feel free to let us know in the comments section below.