Saying the Toyota Land Cruiser has competition is a tall statement. It is like saying coitus need worry about a new pencil sharpener, or that anyone living in a cave need worry about a sunburn. There just isn’t much of a chance.
The Toyota Land Cruiser has been the dominate luxury off-roader for an eternity. It is the go-to vehicle for anyone who wants travel the wild places and come home alive. It is built to a standard of quality to not strand you due to a mechanical failure until it is legally old enough to buy alcohol. It is the best that there is available (sorry Range Rover fans).
With that all in mind a new competitor is looking to dethrone the ‘Yota and it’s Hyundai?! Of all the companies that could do it, I wouldn’t have guessed a Korean company. But I guess that’s been the plan all along; to take the best of what the Americans and Japanese taught them, and beat them at their own game.
Maybe they’ll be able to do it... I am not convinced. Toyota is selling a mere ~1700 Land Cruisers a year. Regardless, I don’t think a Hyundai competitor will eat much into these meager sales. The people who buy Land Cruisers are a specific bunch that isn’t easily deterred.