The car market in the United States has always had its surprises, with certain models fading into obscurity only to resurface years later as highly sought-after collector’s items.
SUVs, in particular, were once viewed as practical family movers rather than vehicles that could ever command premium resale values.
Yet, as time has shown, some of these once-overlooked utility vehicles have now gained cult-like status, and their prices on the used market have skyrocketed.
Among them is one SUV that was largely forgotten when it was new but has since shocked enthusiasts and collectors alike by doubling in value compared to its original MSRP.
That SUV is the Toyota FJ Cruiser, a retro-inspired off-roader that quietly disappeared from dealerships in 2014 but now routinely sells for prices that would have seemed absurd a decade ago.
When Toyota first introduced the FJ Cruiser in 2006, it entered a market already saturated with midsize SUVs. The vehicle stood out immediately with its quirky, retro styling, which was a direct homage to the classic FJ40 Land Cruiser from the 1960s.
Unlike the sleek, modern designs dominating the market at the time, the FJ Cruiser embraced boxy lines, round headlights integrated into a bold grille, and a two-tone paint scheme with a white roof that made it look instantly different from anything else on the road.
However, this unique styling proved divisive. Some buyers loved the nostalgia-driven design, while others dismissed it as odd or impractical.
Toyota’s reputation for reliability gave the SUV a solid foundation, but its unconventional looks and modest sales performance meant that it never reached the popularity of its sibling, the Toyota 4Runner.
At launch, the FJ Cruiser was priced in the range of $28,000 to $32,000 depending on trim and options. Built on the same rugged platform as the 4Runner and equipped with a 4.0-liter V6 engine, it offered serious off-road capability.
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Buyers could choose a six-speed manual transmission on certain four-wheel-drive models, and the SUV came with features like a locking rear differential and heavy-duty suspension components that appealed to adventurers. Still, sales numbers never quite met expectations.
Toyota marketed the FJ as a fun, lifestyle-oriented vehicle, but its limited rear-seat access, small windows, and unusual design elements made it less appealing to the average family.
By 2014, less than a decade after its debut, Toyota quietly discontinued the model in the United States, citing lackluster demand.
For several years after its discontinuation, the FJ Cruiser slipped into obscurity. Used models were easy to find for under $20,000, and in some regions, they sat on lots unsold while buyers flocked to more conventional SUVs and crossovers.
Few could have predicted that the very quirks that limited the FJ Cruiser’s mainstream appeal would one day turn it into one of the most valuable modern Toyotas on the used market.
Beginning around 2018, prices started creeping upward, driven by a growing appreciation for analog, off-road-capable vehicles. By the early 2020s, values had surged dramatically, with low-mileage or special-edition examples fetching $50,000 to $60,000 at auction.
Today, certain pristine FJ Cruisers with rare features or limited trims are selling for nearly double their original MSRP, making them one of the most surprising success stories in modern automotive history.
Several factors explain why the FJ Cruiser has become such a hot commodity. The most obvious is rarity. With less than a decade of U.S. production and no current plans from Toyota to revive the model, supply is permanently limited.
Unlike the Toyota 4Runner, which continues to evolve with each generation, the FJ Cruiser is frozen in time, making existing models especially desirable to collectors.
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Reliability is another major factor. Sharing its underpinnings with the 4Runner and powered by Toyota’s famously durable 4.0-liter V6 engine, the FJ has proven to be nearly bulletproof in terms of long-term ownership.
Many examples have racked up well over 200,000 miles with minimal issues, reinforcing the idea that buying one is not only a nostalgic choice but also a practical one.
The FJ Cruiser’s off-road capability has also contributed to its rising value. At a time when many modern SUVs have transitioned into car-like crossovers that prioritize comfort over capability, the FJ represents a last hurrah for rugged, body-on-frame design.
Its short wheelbase, excellent ground clearance, and available off-road hardware make it a favorite among overlanding enthusiasts, a community that has grown significantly in recent years.
Social media has played a role too, with images of lifted FJs tackling trails in Utah, Colorado, and California helping fuel their mystique. What was once considered a quirky lifestyle SUV is now seen as a legitimate off-road machine with character and capability in equal measure.
Styling, once a weakness, has also become a strength. The retro look that once divided buyers has aged gracefully, with many now appreciating the boldness of Toyota’s design choice.
In a sea of modern SUVs that often look indistinguishable from one another, the FJ’s distinctive profile, wide stance, and playful details stand out.
The two-tone roof and color options such as Voodoo Blue or Sun Fusion Yellow have become iconic, adding to the vehicle’s personality.
Much like how the once-controversial Pontiac Aztek has gained a cult following for its uniqueness, the FJ Cruiser now benefits from being unapologetically different.
The collector’s market has only accelerated this transformation. Online platforms like Bring a Trailer and Cars & Bids have made it easier for rare vehicles to find buyers willing to pay top dollar.
On these sites, FJ Cruisers in excellent condition regularly spark bidding wars, particularly special editions like the Trail Teams Ultimate Edition from 2014.
Manual transmission models, already rare when new, are especially prized today. Even high-mileage examples, which would typically lose significant value, still sell for impressive amounts due to the overall strength of the market. It’s a clear sign that demand has outstripped supply.
For buyers today, the lesson is clear: if you want an FJ Cruiser, expect to pay. Prices continue to rise year over year, and unlike many vehicles that depreciate as they age, the FJ shows no sign of dropping in value.
This makes it not only a desirable vehicle for enthusiasts but also an investment for collectors. Those in the market should look for low-mileage, rust-free examples, ideally with documentation of maintenance.
Models from dry states like Arizona or Nevada tend to hold up better against corrosion. And while the Trail Teams editions command a premium, even standard trims are becoming increasingly difficult to find at reasonable prices.
The FJ Cruiser’s meteoric rise in value also illustrates a broader trend in the automotive world. As the industry shifts rapidly toward electrification and standardized, technology-heavy designs, many buyers are looking backward, seeking vehicles that feel mechanical, rugged, and authentic.
The FJ Cruiser fits this desire perfectly, serving as a reminder of a time when SUVs were built for adventure rather than purely for commuting.
In this way, its popularity mirrors that of the first-generation Ford Bronco or even the Jeep Wrangler, both of which have seen their values soar in recent years. The FJ, however, feels even more special because it was never a mainstream hit, making its resurgence all the more surprising.
Ultimately, the Toyota FJ Cruiser has gone from being a niche oddity to one of the most desirable SUVs in America. What was once overlooked is now revered, and the numbers tell the story clearly: a vehicle that originally cost around $30,000 can now easily sell for twice that amount.
For those who bought one new and held onto it, the FJ has turned out to be one of the best automotive investments of the past two decades.
For those who dismissed it back then, it now serves as a reminder that sometimes the market only realizes a vehicle’s greatness after it’s gone.
In the end, the forgotten SUV that nobody seemed to want has proven to be not only unforgettable but also one of the most valuable modern Toyotas you can own.
