Toyota essentially ignoring
Toyota essentially ignoring this model for so long has fully given it the retro/classic/cult appeal of the wrangler and bronco. It is a model based on a “feel” that we get when we think about it, and a few core design/mechanical elements. It’s a fun versatile reliable off-roader that doesn’t stray too far with each redesign or embrace too many contemporary design trends (and it has a roll down back window). And you are 100% right about the EV/hybrid because the earliest models were embraced by surfers, off-roaders, mountain bikers, fishers and outdoorsy types etc, it was a “young” car that lent itself to young lifestyles. So let it be again. Make it a hybrid with a full electric model option, bring back the removable roof, keep the roll down rear window (it’s tricky with a removable top though. Read: people too distracted, dumb, impatient, or lazy to roll down window before opening tailgate when roof is on), give it a proper lean simple retro style, instead of the current puffy, unwieldy, poorly composed current look. Give it plenty of “fun” visual accessory options including decals. Don’t make it bigger. Ditch the third row. Load it with goodies.