'We're not putting the new one out to be second': 2024 Toyota Prado firms up for mid-2024 launch, Toyota boss explains line-up and supply

It’s finally landed in Australia, the new Toyota Prado that is, but you can’t have one just yet.

Shown to local media as part of a new product showcase from Toyota, the 2024 Prado is locked in for an Australian launch in mid-2024 after having been trialled and tested across the country just as the 300 Series LandCruiser was.

And, perhaps surprising almost no one, demand for this 250 Series LandCruiser Prado is already “hot, hot, hot”.

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Even though it’s still potentially more than nine months away from landing in customer hands, Toyota Australia was able to bring a pre-production prototype of the Prado to the preview event, at which Toyota employees and dealers will also get a chance to see new products and stock.

The version on show had visibly been put through the wringer, with Toyota Australia’s Vice President of Sales and Marketing Sean Hanley telling journalists it’s the only ‘final prototype’ of its kind that exists outside Toyota’s home nation.

“If you look closely, you might still see some scratches and other signs that confirm it's had a pretty hard life,” said Hanley.

“I know some of you have already snuck underneath and had a look and gone ‘oh my god, this has been driven’. Well, it has. It's been driven a hell of a lot. 

The Prado on show had visibly been put through the wringer.

“Our vehicle evaluation team has been putting the 250 Series Land Cruiser Prado through its paces exactly as it did with the 300 Series over an extended period. 

“Back since early last year, we've had what we call ‘Platform Style’ prototypes in Australia - cars that are equipped with the new platform drivetrain and suspension hidden under the current generation body. But the vehicle we have here tonight is a final prototype, platform and upper body which has been tested here under the utmost secrecy since around April.”

“In fact, I understand it's the only prototype of its kind outside of Japan.”

The prototype then will, as it’s being tested for Australia, have a local (or close-to-local) specification for its underpinning and drivetrain - that is a four-cylinder diesel engine with 48-volt assistance - just don’t call it a mild hybrid, Toyota says - similar to that in the incoming HiLux 48V.

Demand for this 250 Series LandCruiser Prado is already “hot, hot, hot”.

But in the US, a proper hybrid in the form of the iForce MAX with 243kW and 630Nm is available. When asked why it’s not on the cards for the Australian launch, Sean Hanley said it’s a matter of market appropriateness.

“While we haven't ruled it out, it's just not part of our product plan.

“Because we've really got to look at the US car, make sure that it can tow, make sure it can do all those things I just spoke about before we bring it out here.”

Hanley’s referring to the ability to tow and achieve other benchmarks buyers would expect of a rugged large SUV like the Prado.

The 2024 Prado is locked in for an Australian launch in mid-2024.

“Now if in fact it can do those things, then certainly it's a car we'd be interested to bring to the Australian market.”

Over the next few months one of the biggest questions for Toyota is whether it will have the supply to meet demand - or at least come close to. When asked about customer interest in the new Prado, Hanley said “it's hot, hot, hot”. 

“I can tell you the [number of] inquiries at our dealers since the global launch is quite incredible. I expect demand will exceed supply based on what I'm seeing now, dealers are inundated with inquiries. People who have got orders outstanding on the current model, of course, are also looking at whether they should wait.” 

After explaining that the brand learned during the pandemic that there are “customers who are willing to wait for the car they want”, Hanley told CarsGuide that as Toyota Australia works through filling backorders for the current Prado, some of those waiting are expected to instead opt for the new version.

The 2024 Prado been trialled and tested across the country just as the 300 Series LandCruiser was.

“I mean, we've got a considerable order bank,” Hanley told us.

“So we're working through customer, by customer to, first of all, because we've now launched, not in great detail, but we've publicly launched a new model.

“So we'll give customers the option to wait and go into that new model if they want. Or if they want to wait. We'll try to facilitate the current model.”

He added that the current model is expected to maintain popularity for the rest of its lifespan, especially with some unknowns around the new Prado’s positioning.

The version on show was the only ‘final prototype’ of its kind that exists outside Toyota’s home nation.

“Because obviously, we don't know what the price of that new car is right now. And that's true. We don't know what the price is. But already, because people are seeing the shape of it because there’ve been photos. Already the demand for it's quite high.” 

So will the 2024 Prado maintain segment leadership? Currently the Isuzu D-Max is following closely with 8384 sales this year to the Prado’s 8880.

“I hope so,” says Hanley “We’re not putting the new one out to be second.”

While production isn’t necessarily a bottleneck for the world’s largest car manufacturer, getting those cars to Australia to meet demand is a challenge.

It is expected that demand for the Prado will exceed supply, as dealers have been inundated with inquiries.

With a model like a new Prado coming, considering even its now veteran predecessor still manages four-figure sales monthly, the ability to deliver cars quickly is a huge hurdle for Toyota.

But Hanley says things are improving, hinting that reported new-car delivery figures should be set to increase.

“We're dealing with a number of variables and that's what makes it quite hard at the moment to give certainty around delivery timing,” Hanley told CarsGuide.

“We've had to divert ships from Sydney to Melbourne and road-freight cars back up to Sydney to service that market. That's settling down now. 

With a model like a new Prado coming, the ability to deliver cars quickly is a huge hurdle for Toyota.

“But we've had certainly a few months, or couple of months, that we've had some quarantine issues - whether they be seeds or bugs or otherwise. Australia has very strict quarantine rules. We understand that we also understand that we got to all abide by those rules. So that's not a negotiation.” 

“We've had the regular regulatory authorities help us out who've been really good, by the way. So we're making good inroads, hopefully over the next couple of months to avoid that scenario, and shipping congestion is still there, but it's getting better. It's on the improve.”

Mid-2024 will be the time to see whether Toyota’s moves have been enough to make the new Prado’s launch a smooth success.