Over the years the Land Cruiser has morphed from a bare bones utilitarian to a premium SUV. Established by Series 50 above, this trend continues with the 300 series, sporting more luxurious features for a higher price. The evolution of the Land Cruiser has divided opinion about it staying true to its off road roots. Nevertheless, some say they add to the vehicle’s off road performance and durability, while others note that they make the vehicle heavier and more complex. But others argue that the vehicle has managed to bridge the gap between the desirable and the usable; effective at both keeping its occupants comfortable and capable. It also discusses how Land Cruiser buyers are changing demographically and what impact the vehicle is having on off–road serious types of buyers versus whether it's becoming more urban and luxurified.