The Toyota Land Cruiser Commercial is the poshest car you can buy today

In one hand, I hold a Faberge egg. Beautifully made, artistically conceived and definitely aimed towards the extremely well heeled. In the other, I hold a Savelli Champagne Diamond cellphone, inlaid with 395 white and cognac diamonds and running Android. One of these items is a guaranteed future heirloom, an instant blue-chip collectable that might never lose its value. The other is a mobile phone with a bunch of shiny bits glued on. By dint of being obscenely expensive, both are regarded as ‘luxury’ items.
SUVs, then. If you’ve got lots of money, you can buy a Range Rover, and be the envy of many. If you’ve rather more money, you can buy a Bentley Bentayga, and be the envy of Range Rover drivers. If several of your rap albums have gone platinum, you can roll in a Rolls Cullinan and be the envy of anybody who reads Hello magazine. Thing is, while any of the above are undoubtedly luxury cars, can they truly be regarded as posh?

The nations of the United Kingdom are scattered with stately homes. These heraldic piles, with their moats, tree-lined avenues and classical proportions — familiar from the pages of Pride and Prejudice — have been passed down through increasingly less wealthy generations. Outrageously costly to run, many have been sold or even donated to the National Trust, by whom they’re preserved to educated the curious masses as to exactly what ‘posh’ truly means.
Today’s wealthy people have to live somewhere, of course, and they have plenty of choice. One step down from the Stately Home comes the Country Manor. Typically dating from anywhere since medieval days, and not necessarily absolutely gigantic, they’ve come to embody British snootiness. Unattainable by most, but generally regarded as tasteful and discreet. Alternatively, a wealthy person might commission a newbuild from somebody like Octagon or Wentworth. Big and ostentatious, these are usually decked out with hot and cold running media rooms, en-suite underground garaging for dozens of cars and are invariably tucked up behind Paparazzi-proof electric gates. There’s no history to them, no particular design merit, just lots of big rooms and expensive surfaces.

This is an expensive house, but is it truly a posh one?

It’s parked on the immaculate block-paving outside one of these ‘bespoke yet formulaic’ drums that you’ll see many of today’s most high-end cars. The two products are inextricably linked. To purchase either, you need only have money and desire. You phone or visit a supplier and you ‘get’ one in exchange for a huge pile of money. Such cars and properties offer no real insight into one’s personality, they only show their owner to have access to a certain amount of credit. On the basis that both are merely products, I hereby suggest that they are not posh. Rappers, footballers and suddenly-famous TV celebrities are not posh people. They’re merely wealthy ones.
Rather more posh than ‘getting a new house’ or ‘getting a new car’ is searching for the right classic car or house and living with it. Who, with any sense of good taste, would choose a brand new ‘Georgian style country retreat’ when they can find the real deal for the same money and get all that extra authenticity into the bargain? Of course, you can have the latest technology and do a bit of internal remodelling, but that’s like restomodding a classic car. Keep its classic looks and timeless proportions, but make the necessary improvements to make it less of a pain to live with. I’m going to say that a 300-year old manor with a ‘reborn’ Range Rover Classic on the gravel drive is posher than the same value of mock-tudor mansion with a Bentayga on the block paving.
This more closely fits my definition of a “posh” house

But you know what’s even more posh than that? Owning very expensive stuff that doesn’t look it. Bentley and Rolls Royce no longer build cars for people of breeding, perhaps because the latter don’t really have very much money any more. The SUVs of the New Order are decidedly arriviste because their customers are, too. And anyway, what about the Bentayga and Cullinan makes it so luxurious and desirable anyway? Well, of course, both are filled to the gunwales with sophisticated gadgets and comfort features, the materials used are exquisite and the power beneath your right foot is flabbergasting.
And you don’t really need any of that. Back when Rolls Royce touted its cars’ engines as ‘adequately powerful’, that actually meant a whole lot. Rather than chasing ultimates, Rolls concentrated on absolute sufficiency. In the ’70s and 80s the S Class and 7 Series both considerably outstripped the Silver Shadow and then Spirit for technology, handling, speed and even ride quality, but not for good taste. While the ‘best car in the world’ claim was perhaps a little bullish, the attention to detail displayed as part of Rolls’ stoic reluctance to chase new trends was enough to maintain business from loyal customers, for whom the cars were ‘good enough for me’.

The truly posh understand sufficiency. In Japan, they have the Toyota Century, a car whose very ethos is absolute sufficiency. No man should need more than the Century can provide. It’s the favoured conveyance of Japan’s most successful and influential, and to choose any other car is seen as a trifle vulgar and new-money. We don’t get the Century in the UK, but we do get the Land Cruiser, and some models in this legendary SUV lineup really are as posh as posh can be.
I’m not talking about the glitzy, tech laden flagship, either. The range-topping Invincible has glitzy 19-inch alloy wheels, privacy glass and an interior swaddled in plush leather trim and a wood-like substance that decorates the dashboard and steering wheel. It also pulsates with gadgetry, from the Toyota Touch 2 infotainment system, 14-speaker JBL stereo, triple-zone climate control and seats that electrically adjust in every conceivable way. It also has devices to augment its manoeuvrability; adaptive variable suspension, off-road turn assist, multi-terrain select, crawl control and more. However, at the other end of the price list you’ll find the Utility model, and where the Invincible is flashy, the Utility is noble.

The Utility has the exact same mechanical package. The same stump-pulling four-cylinder engine, the same four-wheel drive system, the same body-on-frame construction. Exactly the same meat and veg, without any of the showy garnish. And, you know, what? It’s all the better for it. Hop up into the driver’s seat, thumb the starter and there’s no more noise from that 2.8-litre diesel in the Utility than in the Invincible, whether you’re idling or giving it the beans. What’s more, there might be only 177hp to play with, and a 12.1 seconds 0-62mph time may sound so long you need to put your vacation plans on hold, but the Land Cruiser still doesn’t feel disastrously slow.
It has a real feeling of authority and unstoppable momentum to it, which makes it all the more reassuring to find just how much heave the brakes have in them. It’s smooth, too — very, very smooth thanks to the balloon-like sidewalls that surround those unfashionably small 17-inch wheels. But since when did being posh have anything to do with fashion? Stately homes are not fashionable places, they’re full of tweed, overstuffed wingbacked armchairs and the kind of lurid carpets that you only ever see in heraldic mansions and curry houses. The truly posh do enjoy a relaxed, languid pace of life, though, and the sedate Land Cruiser fits in with that rather well.

But it’s the Commercial that landed gentry really need. They can buy a Bentayga or a Cullinan with a tailor-crafted compartment for carrying a brace of shotguns when you head out to shoot pheasants, or peasants, when it takes their fancy. Or, they can buy a Land Cruiser Commercial with a huge chequerplate flatbed where the rear seats would be, into which they can throw a veritable arsenal of weaponry, gun dogs, traps and whatever other wildlife-slaying accessories they feel. No car seems better suited to proper upper-crust sporting pursuits than a stripper Land Cruiser. Or, if you’re less inclined towards huntin’ shootin’ and fishin’, it’s just the job for taking your Grandfather Clock to have its escapement looked at or to carry six drums of International to antifoul your yacht yet again. What’s more, with its two seats and blanked out side windows, the Commercial implies that you have other vehicles at your disposal for such menial tasks as carrying people.
Plebeian types will coo and wow when a Bentley or a Roller hoves into view, in much the same way as they’ll gawp at any celebrity spotted in the wild. These people won’t bat an eyelid when a Land Cruiser Commercial wafts past. Car people may nod approvingly in reverence, though. Anybody who knows a thing or two about all-terrain vehicles know just how much heritage and breeding Toyota has in that arena. It’s become almost an Australian proverb that you can take a Land Rover Defender into the outback, but in a Land Cruiser, you’ll get back out, too. The basic Land Cruiser, the least burdened by extra baubles and dressy accessories, is the authentic rough-terrain travelling tool. It has proven its worth over generations. That’s posh in itself.

SUVs from Rolls-Royce and Bentley both fit somewhere between my Faberge Egg and diamond encrusted cellphone extremes — one is an exquisite yet gaudy trinket, while one is a more ostentatious version of the same mundane tool thing that everybody else uses. Meanwhile, the genuine aristocracy probably reaches for the same Nokia 3210 they bought when the analogue cells were switched off. That simple, effective and long-lasting 3210 is that Land Cruiser Commercial.
(All images copyright Chris Haining / Hooniverse 2018  except images of houses sourced from The Internet)

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22 responses to “The Toyota Land Cruiser Commercial is the poshest car you can buy today”

  1. Manxman Avatar

    I seem to recall that up to 70% of “posh” cars in GB are leased to big companies which then are offered as perks to executives instead of cash bonuses which would be taxed away. Everybody wins. My choice for a never off-road off-road vehicle would be a Land Cruiser or the Lexus equivalent. Very nice all the way around.

  2. Zentropy Avatar

    So… in truth, this is an anti-posh vehicle? I’ve read the article three times and still don’t get it. I like what I see, but I only see a basic version of a very good vehicle. Am I just too American to understand this concept?

    1. Monkey10is Avatar

      Yup — too American. The ultimate expression of aristocratic breeding — in the UK — is to attempt to appear unconcerned about status whilst driving the vehicle that best seamlessly transitions from a full wash-out after transporting a pack of foxhounds to transporting the dowager Duchess to a Ball at Sandringham.
      I am ‘too English’ and will admit all that is wrong with this concept; but will defend the Land Rover range (and even the ‘Land Cruiser’) as embodying this even above any Daimler, Bristol or arriviste Deutsche-marque.

    2. Professor BoonanaHot Avatar
      Professor BoonanaHot

      I do think the non-ostentatious wealthy in America often do something similar with a nice, black, well-equipped Tahoe. Everything you need, but you’re not always mobbed by gawking. There’s plenty of cars for people who are into that sort of thing.

    3. crank_case Avatar

      It shows you’re “old money” that invests in hardy, yet often overpriced and kind of ugly stuff like Barbour Jackets rather than “working class lad done good” or “nouveau riche”. You must spend your money on something slightly dour and miserable rather than something that brightens a kids day like a Lamborghini.
      As far as I can make out, the British version of upper class just means that your ancestors probably spoke French, kicked in the heads of a lot of people, took their land and built a castle on it and have a prediliction for torturing foxes.

  3. mdharrell Avatar

    Wait, members of the British aristocracy don’t all drive (or, of course, permit themselves to be driven in) Bristols and Daimlers? If I’m wrong about that, I hesitate to contemplate what other misunderstandings I may harbor concerning the world’s automotive practices.

    1. Sjalabais Avatar

      …and here I thought British aristocrats preferred safe assets. And detailing.

      1. mdharrell Avatar

        In light of new evidence I am prepared to concede that the most appropriate term for describing my British-market 66 GL is “aristocratic.”

        1. Alff Avatar

          …but only as the punchline to a slowly meandering joke.

  4. rovingardener Avatar

    First sighting of a Bentayga at a bank drive thru in a terrible neighborhood in SLC, UT. Sounded great and looked too shiny. As bad looking in person as in pictures. Tres arriviste.

  5. Rover 1 Avatar
    Rover 1

    Great article Chris, navigating through the shoals and shallows of the British class system is not for the fainthearted, which explains why my parents left the Rolls Royce employment and nice Cheshire life behind to come to a place where you are judged by your worth, not your accent.
    But I must demur, buying one of these is buying a new vehicle, true aristocrats just reuse something handed down, or that looks like a Defender because it is one.
    This practical thinking is why the first Range Rovers came with hose out interiors and not wood and leather. And why the door handles can be opened while wearing heavy gloves and why the filler cap can be filled by a standard jerry can, and why it can be started by crank handle if the battery is dead.
    And they don’t have the clunky, unresolved styling of the ‘Landcruiser’ Prado.
    No wonder rebuilding them, no expense spared, is becoming popular. What could be more classless and simultaneously classy and old school ‘posh’ than an old Rangie Classic? Much nicer than a baroque four cylinder Eastern van.
    Which is why my uncle still in the UK has a Rangie Classic owned from new and now fully rebuilt with a Td5 300 diesel and original looks, it hasn’t been repainted and now looks scruffy, or is it called patinated now?
    In today’s footballer’s dreamland of Cheshire, it’s probably ‘patinated’.,pd=1/range-rover-classic-reborn.jpg
    I can’t help but say, to us in the colonies, real LandCruisers have sixes or V8 diesels, what you’ve got there is some British market rebadging of the mummy truck we call just a Prado.

    1. outback_ute Avatar

      Or that the original Range Rover needed just two different size spanners like the Land Rover, and had space for a second battery.
      I agree that the full size Land Cruiser is the very definition of absolutely sufficient. It is an absolute machine, durable and capable, even if it doesn’t quite have the solid front axle off road ability that you won’t use anyway.

    2. Alff Avatar

      There are still two army green original Range Rovers around my town. I really want one and could see keeping it until the bitter end.

  6. Manic_King Avatar

    But the Queen will have to keep driving Land- & Range Rovers and Jaguars….

    1. Citric Avatar

      I appreciate the perfect “I am driving with a terrifying pensioner” face on Kate.

      1. Npfs Avatar

        Citric yes

    2. Rover 1 Avatar
      Rover 1

      …and only partly because Vauxhall Cresta Friary Estate Cars are no longer available.
      Perhaps Vauxhall can make another one off estate like this Viceroy.In the custom Royal Green.

    3. crank_case Avatar

      Yeah, but she’s German..

  7. neight428 Avatar

    You people must not have as “effective” a financing industry. We have baristas driving new Denali trim GMC’s around here. Conspicuous wealth, style and class have all lapped one another, and no one can tell which one is in the lead.

  8. Alff Avatar

    I’d believe the nice prose if not for the way it looks. If “posh” confers any aesthetic sensibilities this bulging mess should be ruled right out.

    1. Rust-MyEnemy Avatar

      Oh, I agree. It’s fairly unpleasant to look at, but not everything Aquascutum sells to these people is much to behold, either.

      1. Alff Avatar

        Plaid is a different thing entirely – “It’s the family pattern!”