Toyota is limiting FJ production and demand will likely outpace supply
Toyota announced the FJ will return as a 2024 model year vehicle, but the company has not committed to high production volumes. Early reports from dealers and Toyota's own statements suggest the FJ will be produced in smaller numbers than mainstream SUVs like the 4Runner or Highlander. This means buyers will face longer wait times, fewer inventory options at dealerships, and potentially less room to negotiate on price.
The FJ's reintroduction after a 13-year absence has generated significant enthusiasm among off-road enthusiasts and collectors. That pent-up demand, combined with limited supply, creates a situation where dealers may receive far fewer units than customers want to purchase. Toyota has not published specific production targets, but the company's track record with specialty vehicles suggests the FJ will be treated as a lower-volume product.
Key Takeaways
- Toyota has not announced high production numbers for the FJ, and dealers are reporting allocation limits that suggest tight supply.
- Wait times for new FJs are already extending into months at many dealerships, with some customers placed on waitlists before the vehicle officially launched.
- Dealer markups above manufacturer's suggested retail price have appeared in some markets, particularly in regions with strong off-road communities.
- The FJ's specialty status means it will not receive the same production priority as Toyota's volume sellers, making it harder to find than a comparable 4Runner.
How Toyota allocates FJ units to dealerships
Toyota distributes new vehicles to dealers through a regional allocation system. Each dealership receives a monthly or quarterly quota based on its size, sales history, and geographic location. For specialty vehicles like the FJ, Toyota typically reduces the total allocation compared to mainstream models, and dealers with lower sales volumes may receive zero units in a given period.
Dealers cannot order unlimited FJs directly from Toyota. Instead, they submit allocation requests and receive what the company decides to send. A small-town Toyota dealer might receive one FJ per quarter, while a large metropolitan dealer could receive three or four. This system means that even if you walk into a dealership today, they may have no FJs on the lot and no may provide of receiving one soon.
Some dealers have begun taking customer deposits and building waitlists. These lists are typically managed on a first-come, first-served basis, though dealers may prioritize customers who have purchased from them before or who are trading in another vehicle.
Why FJ production is constrained
Toyota faces real manufacturing limits. The FJ shares some components with other Toyota vehicles, but it requires its own assembly line time and specific parts. The company must balance FJ production against demand for the 4Runner, Sequoia, Tundra, and other profitable vehicles. Since the 4Runner and Sequoia sell in higher volumes, they receive priority at the factory.
Supply chain issues that affected the automotive industry from 2021 through 2023 have eased but not disappeared entirely. Semiconductor shortages and parts availability still create bottlenecks for specialty vehicles. Toyota may also be taking a cautious approach to FJ production because the company does not yet know whether the vehicle will sustain long-term demand or whether enthusiasm will fade after the first model year.
The FJ's body style and off-road focus also mean it cannot be produced on the same line as unibody SUVs like the Highlander. This dedicated production requirement limits how quickly Toyota can ramp up volume if demand proves stronger than expected.
Dealer markups and pricing pressure
In markets where off-road culture is strong—such as Colorado, Utah, and parts of California—some dealers have added markups above the manufacturer's suggested retail price. These markups typically range from $2,000 to $10,000, though some dealers in high-demand areas have asked for more. Toyota has not prevented dealers from marking up vehicles, and the company's limited supply gives dealers pricing power they would not have with high-volume models.
Markups are not universal. Dealers in areas with less off-road interest may sell FJs at or near MSRP. However, if you live in or are willing to travel to a region where the FJ is particularly desirable, expect to encounter markups at most dealerships.
Negotiating around a markup is difficult when supply is tight. A dealer holding only one or two FJs per quarter has little incentive to discount. Your leverage improves if you are willing to wait for a future allocation or if you can find a dealer in a less competitive market willing to order one for you.
Waitlist strategies and timeline expectations
If you want an FJ, contacting dealerships now to join a waitlist is the most direct approach. Ask the dealer how many FJs they expect to receive in the next six months and where you fall on their list. A dealer receiving one FJ per month might tell you to expect delivery in four to eight months. A dealer receiving one per quarter might quote 12 to 18 months.
Some buyers have had success contacting multiple dealerships across different regions. A dealer 200 miles away might have a shorter waitlist than your local dealer, and many dealerships will work with out-of-area customers. You would typically need to travel to pick up the vehicle or arrange shipping, but this approach can reduce your wait time.
Deposits are usually required to hold a spot on a waitlist, typically ranging from $500 to $2,000. Confirm the dealer's refund policy before you commit. Most dealers will refund a deposit if you change your mind, but some may explore it to the purchase or charge a fee if you cancel.
Comparing the FJ to other Toyota off-road options
If you need an off-road vehicle sooner, the 4Runner remains available with shorter wait times at most dealerships. The 4Runner is larger, more expensive, and has different styling, but it offers similar off-road capability and is produced in higher volumes. The Sequoia is another alternative if you want a three-row SUV with off-road features, though it is also in high demand.
The Tacoma pickup truck is another Toyota option for buyers who want off-road performance and do not need a full SUV. Tacoma wait times have been long as well, but some dealers have better allocation than they do for the FJ.
If you are flexible on brand, the Jeep Wrangler and Ford Bronco are direct competitors to the FJ. Both have faced their own supply constraints, but availability varies by region and model year. Comparing wait times and markups across brands may reveal a faster path to ownership.
Frequently Asked Questions
Can I order an FJ directly from Toyota instead of going through a dealer?
No. Toyota sells vehicles only through authorized dealerships. You must work with a dealer to place an order or join a waitlist. The dealer submits the order to Toyota, but you cannot bypass the dealership network.
Will FJ prices come down if I wait a year or two?
Possibly, but not may provide. If Toyota increases production and supply normalizes, dealer markups will likely disappear and prices may soften. However, if demand remains strong or if the FJ becomes a collector vehicle, prices could hold or even rise. Waiting also means missing out on the first model year, which some buyers prefer to own.
What should I ask a dealer before joining their FJ waitlist?
Ask how many FJs they expect to receive in the next six to twelve months, where you rank on their list, what deposit is required, whether the deposit is refundable, and what happens if you change your mind. Also ask whether they can special-order an FJ with specific colors or options or if you must accept whatever allocation arrives.
Are there FJs available used yet?
Very few. The FJ is brand new, so used inventory is minimal. Early buyers are unlikely to sell quickly, and any used FJs on the market will likely command prices near or above new MSRP due to scarcity. Used FJs are not a realistic option for at least the next year or two.
Do I have to pay a markup, or can I negotiate?
Markups are dealer-specific, not set by Toyota. In low-demand areas, you may find dealers selling at MSRP or with small discounts. In high-demand areas, markups are common and negotiating room is limited. Shopping across multiple dealerships and regions gives you the best chance of finding a lower price.