Honda’s Next Big SUV: A Toyota Land Cruiser Rival in the Making?

Honda appears poised to elevate its SUV lineup with a bold new model that could challenge the Toyota Land Cruiser in both size and capability. Recent developments suggest the automaker is shifting its strategy from electric vehicles (EVs) to hybrids and larger, more rugged SUVs.

Honda’s Strategic Pivot Away from EVs

At the start of 2025, Honda unveiled two radical wedge-shaped EV designs with plans to bring them to production. However, regulatory changes prompted the company to abandon these projects in March 2025, canceling its 0 Series vehicles and the upcoming Acura RSX electric SUV, which shared the same platform.

2026 Business Briefing: A Focus on Hybrids and New SUVs

Today, Honda released its Summary of 2026 Honda Business Briefing, titled Rebuilding Automobile Business and Ensuring Mid- to Long-term Growth. The presentation confirms a major pivot toward hybrids and a next-generation V6 powertrain, aligning with analyst expectations.

A 30-page slide deck accompanying the briefing revealed Honda’s plan to introduce 15 new models globally by the end of the fiscal year ending March 31, 2030, with a primary focus on North America. This accelerates the automaker’s hybrid model launches ahead of its original timeline.

Honda’s Next-Generation Large SUV: A Land Cruiser Contender?

The most significant revelation from the briefing is Honda’s intention to launch a next-generation large-size SUV equipped with:

• A newly developed V6 engine
• Newly developed hybrid drive units
• A new battery pack

The slide describes the model as D-segment or above. Since the three-row Honda Pilot is a D-segment (mid-sized) SUV, this suggests Honda is considering a model larger than the Pilot—potentially positioning it as a direct competitor to the Toyota Land Cruiser in terms of scale and market positioning.

Design Inspiration: Boxy and Truck-Like

While the accompanying illustration is conceptual, Honda’s recent success with the Passport and TrailSport subbrands—known for their rugged, practical designs—hints at the direction of the new SUV. The Passport, though not as off-road capable as the Toyota 4Runner in extreme conditions, excels in practicality and has moderate off-road capabilities. Scaling up this design philosophy could result in a highly competitive large SUV.

What’s Next for Honda’s SUV Lineup?

With Honda’s renewed focus on hybrids and larger, more rugged models, the automaker is positioning itself to reclaim market share in the competitive SUV segment. The upcoming large SUV, combined with the company’s accelerated hybrid strategy, could mark a significant shift in its product lineup.

"If Honda upscales [the Passport] and follows through with its stated off-road ambitions, it could have a really compelling large SUV on its hands."

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