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Toyota
Discontinued: 1955
Toyota’s first off-road vehicle was a desperate attempt for post-war Japan to prove its industrial capability. Originally designed for military use, the BJ famously climbed to the 6th station of Mount Fuji in 1951. Only 298 units were produced, making it one of the rarest Toyotas ever built.
Discontinued: 1984
The FJ40 became Toyota’s global icon and America’s introduction to excellent Japanese manufacturing. It featured rounded fenders and bulletproof reliability. The SUV outsold other Toyota models in the US from 1961-1965, and over 1.1 million were produced. The FJ40 proved that Japanese vehicles could match or exceed American durability while offering superior fuel economy.
Discontinued: 1980
Nicknamed the “Iron Pig” for its insane build, the FJ55 was Toyota’s first purpose-built family SUV. It predated the American SUV boom by decades. It featured the industry’s first electrically retractable rear window and was a template for other off-road vehicles.
Discontinued: 1980s
An interesting footnote in automotive history, the Trekker was created when Winnebago modified Toyota pickup trucks with enclosed rear sections, creating a hybrid pickup/SUV. Only about 1,500 were produced before Toyota discontinued it and developed the 4Runner based on the Trekker.
Discontinued: 2000
The original RAV4 created the modern crossover segment. It was built on a car platform with SUV styling and optional AWD. The RAV4 gave owners the practicality of an SUV with car-like fuel economy/handling. Toyota initially doubted its success, but overwhelming demand forced the carmaker to exceed its production targets.
Discontinued: 2002
Toyota’s answer to the Hummer H1, the Mega Cruiser, was the largest SUV ever produced by a Japanese manufacturer. It had portal axles, four-wheel steering, and dimensions that made it impractical for most roads. Only 133 civilian units were sold at the astronomical price of $85,000. Despite its commercial failure, it made appearances in Godzilla movies.
Discontinued: 2003
Toyota’s first electric SUV was decades ahead of its time. It featured a 95-mile range and NiMH battery technology. Produced solely for California’s Zero-Emission Vehicle mandate, only 1,484 units were built. Though commercially unsuccessful due to battery limitations and infrastructure constraints, the RAV4 EV pioneered electric SUV technology and laid the groundwork for the modern EV market.
Discontinued: 2007
The Sequoia was launched as Toyota entered the American full-size SUV market. This SUV challenged Ford and GM on their home turf. The Sequoia proved that Japanese manufacturers could build large, capable vehicles that matched or exceeded whatever its American counterparts were putting out.
Discontinued: 2007
The original Highlander filled the gap between compact and full-size SUVs by creating a mid-size crossover template that dozens of competitors would follow. It was built on the Camry platform—offering three-row seating with car-like efficiency and handling. The 2005 Highlander Hybrid was also Toyota’s first hybrid SUV.
Discontinued: 2014
As a throwback to the beloved FJ40, the FJ Cruiser proved that retro styling could capture modern buyers’ hearts. Although it had questionable practicality and poor visibility, it still has a loyal cult following today. During rising gas prices, poor fuel economy limited its market appeal, but strong resale values and instant classic status vindicated its unique design.
Discontinued: 2021
The J200 was a modern marvel of Toyota’s full-size SUV engineering. It offered advanced terrain management systems, luxurious appointments, and reliability. But it commanded premium prices that most folks couldn’t afford.
Discontinued: 2014
This collaboration between Toyota and Tesla. The SUV featured a Tesla-designed electric powertrain in an RAV4 body. It was limited to 2,600 units for compliance purposes. The EV offered 103 miles of range and demonstrated the potential for electric SUVs.
Discontinued: 2022
The C-HR’s dramatic, coupe-like styling made it one of the most distinctive crossovers ever produced. But, its lack of all-wheel drive in a market that demanded it, combined with polarizing aesthetics, limited American success despite strong global sales.
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