Leo Kozy is a professional car guy. He sources vehicles for a dealership, and has a solid, sometimes even exciting view of vehicles.
Recently his acquisitions have included a BMW M4 CS and a classic light yellow “bugeye” Range Rover. But when he went to find a Toyota Land Cruiser, Kozy learned something new about the automotive market.
The Toyota Land Cruiser Market
Kozy’s (@leokozy) content is typically car-centric: he’s into his job and excited about the vehicles he gets to see. But he’s also sometimes confused by the market itself. In a TikTok video with over 76,000 views, he explained what his research revealed.
“Can somebody explain this Toyota Land Cruiser market to me,” he asked. Then the camera angle switched to an over-the-shoulder-view and a sale listing for a 2019 Land Cruiser with 104,000 miles. The asking price: $63,501.
Following this, he opens another tab. It is for a 2019 Lexus LX with 100,000 miles, the price: $51,175.
“I don’t understand the value difference between the Lexus LX and the Toyota Land Cruiser,” he said. Then he pivoted to a breakdown of the two vehicles. His take is that they’re the same car, built on the same platform, with the same engine and transmission. “At the end of the day, it’s the same company,” he noted.
As for amenities, Kozy’s position is that the Lexus looks better and has a nicer interior: “But why is there a 10k price difference on the two of them? It does not make sense where the value is coming from on the Land Cruiser.”
Land Cruiser Lore
After World War II, Toyota grew into one of the world’s largest auto manufacturers. A huge part of the company’s success was the Land Cruiser, a “spartan amalgam of spare truck parts” that could go anywhere and do anything. Because of this it was often the first Toyota seen in many parts of the globe, as “it could reach those places.”
From a pared down workhorse, the Land Cruiser evolved into a luxury vehicle that people could shove the kids, dog, and beach gear into without sacrificing quality. A potential added “plus” could be that it’s been described as an “if you know, you know,” type vehicle. A car that whispered “old money.”
“The Land Cruiser is not flashy. It’s not flaunting badges,” reports Gear Patrol in a detailed history of the vehicle. And for many, it’s capability and low-key presence are exactly why its highly desirable. As one writer noted, “The Toyota Land Cruiser has always seemed to live in rare air. It’s the rig that explorers, diplomats, and suburban families all somehow agree on.”
They added, “In many cases, a used LX (especially ones, say, eight years old and newer) gives you the same bones, the same off-road pedigree, and more luxury. Often for the same money or less.”
Still, the Land Cruiser is one of the most popular vehicles in the world.
In contrast, the Lexus LX is a well-reviewed, well-received luxury vehicle that looks great but doesn’t have anywhere near the same lore.
Gallery: 2018 Toyota Land Cruiser
The Reason Behind The 2019 Land Cruiser’s Price
The real answer to the pricing disparity might be that the Land Cruiser was discontinued in the US in 2021.
By 2024, the Land Cruiser was back. This time with deliberately retro styling harking back to the 1958 edition, and powered by an “i-Force Max 2.4-liter T24A-FTS four-cylinder gas hybrid powertrain, paired with a full-time four-wheel-drive system with Torsen limited-slip center differential and manual locking.” Some 2025 Land Cruisers are currently available for under $60,000.
Why might the 2019 version with over 100,000 miles be priced higher than a new vehicle? Look under the hood: the 2019 Land Cruiser boasts a 5.7-liter V-8 engine.
Gallery: 2019 Lexus LX 570: Pro/Con
“I Did This Whole Rabbit Hole Two Years Ago”
The differences between the Lexus and the Toyota are succinctly described by danbelozerov. “Toyota: ‘Let’s Go Places.’ Land Cruiser gets you there for the experience. Lexus: ‘Experience Amazing.’ You’re not just getting there, you’re enjoying every part of it…… choose your pill,” he writes.
Another user weighed in, saying he’s already done the research: “People want the Toyota logo. People want the words ‘Land Cruiser.’ I did this whole rabbit hole two years ago. I ended up buying an LX570. It's fantastic. It even drives and rides better than an LC,” asserted omar20889.
A contingent of commenters were simply aghast by both vehicle’s prices considering the age and mileage.
“Anyone who pays 63k for a 100k mile car is the reason cars are overpriced. Y’all diabolical if you pay that price,” grumbled jimmielane0.
Motor1 reached out to Kozy via TikTok direct message and with a comment on his post. We’ll update the article if he shares his theories with us.
