Toyota invests $158 million in a new Land Cruiser FJ line at its Ban Pho plant, aiming for 40,000 annual exports. Find out more!
Investment Overview
Toyota Motor Thailand (TMT) announced a 5,200‑billion‑baht (≈ $158 million) investment to launch a fully‑manufactured production line for the Land Cruiser FJ at the Ban Pho plant in Chonburi, Thailand.
This is the first time the model will be built outside Japan under a “fully manufactured” concept, meaning every major assembly step takes place at the Thai facility.
Production Goals & Timeline
The company targets an annual output of 40,000 Land Cruiser FJ units, destined for more than 60 markets worldwide, including Japan. Local content for the vehicle reaches 84 %, reflecting deep integration of Thai‑based suppliers.
In the Thai market alone, Toyota aims to sell 5,000 units in the first year, with the first deliveries scheduled to start in May 2026.
Export Strategy
Key export regions for the FJ include:
- Asia – especially Japan and other ASEAN markets
- The Middle East – a historically strong market for Toyota off‑road vehicles
- Africa
- South America
However, ongoing geopolitical tensions in the Middle East could disrupt both demand and the supply chain, particularly for critical inputs such as plastic resin.
Last year Toyota shipped roughly 100,000 vehicles to the region, so the company is closely monitoring the situation and may adjust export volumes as needed.
Market Positioning
The Land Cruiser FJ is positioned as a Pick‑up Passenger Vehicle (PPV) that blends rugged off‑road capability with a high degree of personalization. It targets adventure‑seeking customers who value flexible performance and bespoke options.
Built on the robust IMV SSWB Super chassis – the same underpinnings as the Toyota Hilux Champ – the FJ shares a strong, ladder‑type frame while delivering a more upscale cabin experience.
Within Toyota’s Thai portfolio, the Fortuner continues to serve family‑oriented buyers with a seven‑seat configuration for everyday use, while the Land Cruiser FJ caters to a distinct, off‑road‑oriented audience. The two models are designed to complement rather than cannibalize each other.
Future Outlook
With the Ban Pho plant set to become a hub for high‑value, export‑focused SUV production, Toyota expects the Land Cruiser FJ to reinforce its leadership in the global off‑road segment. The company remains agile, ready to respond to supply‑chain challenges and shifting market dynamics as it rolls out the new model worldwide.