2007 Toyota FJ Cruiser Preview

The concept and production model, which hardly differ externally, were designed at Newport Beach, California's Calty

The concept and production model, which hardly differ externally, were designed at Newport Beach, California's Calty Design Research, Toyota's North American design center. (Photo: Toyota Canada)

Design Research, Toyota's North American design center, is targeting a younger market than what currently makes up the majority of the brand's sales.

"The FJ Cruiser effectively fills a gap in the Toyota lineup which was once our core heritage - capable, affordable and durable vehicles that are youthful, fun-to-drive, aggressive and tough," commented Don Esmond, senior vice president and general manager, Toyota Division, who introduced the production in Chicago. "The FJ Cruiser will deliver true off-road ruggedness, image and performance at a very low price, making it highly accessible for a large volume of young buyers."

How important is this niche player in Toyota's overall plans? It could play a

Toyota is hoping young Scion buyers will find the new FJ Cruiser an enticing prospect. (Photo: Toyota Canada)

critical role in fact, at least according to a comment made by Esmond.

"We think this is the formula to move forward and draw buyers attracted to Scion (only available in the U.S.) into the Toyota brand," he stated.

Of course, the reality that a great many new Scion owners are retirees, attracted to the boxy xB because of its thrifty entry price, excellent fuel economy and impressive functionality, might dilute Esmond's statement, the fact is that those Scion customers who are younger, and there are many, should find the new FJ Cruiser an enticing prospect.