The car targets young buyers with active, outdoor lifestyles, according to Amstock. Dealers already have taken some 3,500 deposits on the new vehicles, which start at $21,710 for the automatic two-wheel drive model. A fully loaded four-wheel model will go for between $28,500 and $29,000, he said. That compares to more than 30 grand for the 4Runner and 50-plus for the Land Cruiser.
But unlike most new vehicle launches, you won't see a blitz of television commercials for the FJ.
Keeping true to its target market, FJ's marketing team is taking a grassroots approach, Amstock said. For example, trail teams will work with local off road clubs, and there will be advertising in off-road-type magazines, he said.
Toyota, whose U.S. sales, distribution and marketing unit is based in Torrance, expects to sell 46,000 FJs this year, a number primarily limited by engine availability, Amstock said.