Toyota is doing what fans waited years for — and the Land Cruiser is coming home to the dirt
Forget the polished press launch. Toyota is taking Land Cruiser's 75th anniversary deep into the Gunma highlands — with owners, campfires and the new FJ.
Toyota is finally doing what Land Cruiser fans have been waiting for. The model’s 75th anniversary year won’t kick off with a press release in a glass-walled office — it starts with a proper outdoor gathering. LAND CRUISER 75th ANNIVERSARY DAY is set for August 1–2, 2026 at the Muji Campagna Tsumagoi campground in Gunma Prefecture. Applications close on July 12.
And it makes perfect sense. Land Cruiser isn’t the kind of car whose anniversary belongs in a shopping mall with canapés. Toyota is calling owners out to a campsite — with their own trucks, their stories, their conversations, rare exhibits and a program built around the model’s off-road soul. Among the cars on display are special Land Cruisers, the new Land Cruiser FJ, a bare Land Cruiser 70 chassis and showcases from tuning houses.
But the program runs deeper than that. Toyota is promising LAND CRUISER & ME, an interactive experience that drops visitors straight into the visual world of the model’s historic catalogs. Engineers will walk through the ideology and technical decisions that turned the Land Cruiser into an off-road benchmark, and the SPECIAL TALK SESSION puts on stage the people who’ve spent their lives shoulder to shoulder with the truck. In the evening comes TAKIBI TALK — conversations around the campfire, with no exhibition distance and no corporate script.
The pricing has been chosen with the same intent. An overnight stay costs 15,000 yen, roughly $93; up to four guests can join with a 3,000-yen surcharge per person. A day-only ticket runs 7,500 yen, around $47, with guests at 2,000 yen each.
The conditions are strict, and that’s part of the concept. Every participant must own a Land Cruiser, arrive in it personally, hold a clean inspection record and meet legal requirements; diesel versions need to comply with local emissions rules. And yes, you have to be a member of the Land Cruiser BASE community. Spots are tight: 200 overnight crews and 100 day-only slots.
For Toyota, this is far more than a tidy anniversary. The Land Cruiser holds something no facelift can buy and no option box can add: a living owner community, three-quarters of a century of off-road history and the feeling of a vehicle that simply outlives automotive trends and keeps going its own way.