They sell reliable cars with a good AWD system and drivetrain and decent ground clearance.

If they sold reliable PHEVs or even BEVs with 220mm+ ground clearance and some branding around torque and traction control, and they had any kind of advantage over Toyota in that niche, they'd probably do alright in the "I don't want a Land Cruiser BUT" market.

(Yeah, yeah, EJ head gaskets, just don't buy anything with an EJ series engine.)