While Toyota dealers usually have offers and incentives running on their popular models such as the Yaris and Auris, it's unlikely you'll find many deals on the Land Cruiser. That said, it's worth trying to negotiate some money off, although the dealer is likely to point to the already high equipment tally on offer. The only option is metallic paint (and the extra seats on LC3 models) which gives you even less to haggle with.
The Land Cruiser isn't an especially cheap car to start with, although it is well equipped compared to similarly priced alternatives. The LC3 is the cheapest model but there are few around. It's worth aiming for the more popular LC4 which gets key extra equipment and seven seats as standard. Check underneath for any off road damage while a full Toyota service history is pretty much essential given the amount of complex off-road and suspension systems fitted.
Thanks to a long history of reliable and well built models, the Land Cruiser has a strong reputation among those in the know. It does however lack the image of alternatives such as the Land Rover Discovery and doesn't hold its value as well, particularly LC3 models with only five seats for which there's little demand. But durability and high equipment levels are good selling points and the off road capability is big attraction for those living in rural areas.