We've had our '10 FJ TRD for 18 months. We had an '07 6-speed manual previously for about a year.
Toyota did some engine redesigning that really improved power delivery with the '10 model year. The TRD (basically a Bilstein shock & spring setup) suspension is a significant improvement over the 'stock' or 'factory' suspension. The '10 TRD rides much, much smoother, is quieter, has crisp handling and the automatic transmission with the A-trac makes 4-wheeling seem like a natural ability instead of an ordeal.
Gas mileage? We get an honest 17-19mpg around town with the 16" tires aired up. On the highway, using the cruise control, we can easily pull it up to 23-24mpg on even terrain without a headwind. We rolled through the mountains in Tennessee & Georgia getting 22mpg at around 80-85mph trying to stay out of the way of the freightliners. Never missed a beat or broke a sweat.
Our 15K service was a snap. Oil & filter change, top off fluids, tire rotation, clean the cabin air filter... $64.00 at the dealer. It's running on Toyota full synthetic 0w-20 and hasn't burned or leaked a drop. The brake pads and tire wear was less than 10% and it's a daily driver. Toyota wants to extend the oil service out to 10K with the new full synthetics. I used to be fanatical about changing oil at 3K but after reading enough about the quality of full synthetic oils, decided that 5K would be a decent compromise.
I've spent more time detailing the exterior and interior than I've had to spend doing mechanical maintenance. The most I've had to do was trim the cover on the tire carrier cover to allow the back up camera to see lower in the rear.
We traded our '06 Tacoma TRD Off Road 4wd access cab for the '07 FJ.
Prior to the Tacoma, we had an '88 4Runner with the 4 cylinder, auto trans and manual hubs. It was a little tractor in 4wd! Alas, it was succumbing to rust and rather than spend a small fortune trying to resurrect and restore it, we opted to spend a small fortune on the Tacoma––- which was a fortune well spent, worth every penny.
The '07 FJ was an awesome vehicle! I installed a short throw shift kit and it was damn near snik snik through the gears. Didn't care for the full time AWD. IMHO, the automatic with the A-trac is much better, much smoother and delivers a more positive and secure feel, especially in snow and on ice. The AWD is just plain 'hooked-up' and demands an element of driving skill and finesse. It also demands the best rubber you can bring to the party to get the most out of the system. It rocks! Great vehicle!
But, the '10 rides better, is quieter, has an ever better build quality and it has the TRD suspension components that, IMHO, give a slight but noticeable ride and handling improvement. The '10 motor is way better than the '07 in terms of power deliver, torque delivery and overall tractability for daily driving and around town traffic situations.
I've been in a lot of Jeeps. Not impressed. Now the Rubicon is an entirely different Jeep and it was well considered before jumping into the FJ. But, it's a hard core off road Jeep with a price tag reflecting that capability. I'd take one in a rapid heart beat but I wouldn't give up the comfort and functionality of the FJ.
The new 4Runners are just excessively nice. Too nice, too comfortable, too expensive!
The best place on the intwebz for the straight shots on the FJ is at the Toyota FJ Cruiser forums... good, bad, ugly and pretty, It's all there to pick through and enjoy. Well worth the registration. The after market support is growing even bigger! The FJ is well thought of and quite popular.