SUVs from the 90s weren’t just cars – they were almost like armor on wheels. See one Toyota Land Cruiser or a Land Rover Defender passing in your street was sure to be someone with a story to tell – or ready to create one. They had plenty of strength and the presence of someone who didn’t need to prove anything to anyone.
I remember well the first time I heard the sound of a 4×4 engine tearing down a dirt road – it was like an invitation to drop everything and go on a journey with no destination. These models paved the way for something that would become a worldwide passion. No wonder they still shine in lists of the most desired SUVs.
Over time, a lot has changed. And for the better. Today we see SUVs with aerodynamic design, top-notch finishes and technology that looks like something out of a futuristic movie. Want a good example? O Jeep Renegade and the Toyota RAV4 show how it is possible to mix urban comfort with that weekend trail spirit.
These new models show that modern SUVs aren’t just brutes with a mean face. They’re road companions, full of style, connectivity and performance. And if you’re into that freedom-on-four-wheels vibe, take a look at this guide to SUVs and lifestyle – you might find yourself in one of these stories.
The SUV revolution of the 1990s
The 1990s were like a turning point in the automotive industry. Automakers began to realize that the public wanted more than just a car to get from point A to point B. And that’s when SUVs came on the scene – bringing the power of an SUV and the comfort of a passenger car. It was an unlikely combination… and genius.
The automotive context of the decade
At that time, a lot was changing. The automotive context at the time was one of innovation and openness to new concepts. Families were growing, city traffic demanded versatility and safety became a priority. SUVs arrived as the perfect answer to this new lifestyle. And the manufacturers? They saw a new universe to explore.
The transition from SUVs to everyday vehicles
SUVs used to be a thing for farms or adventures. But the 1990s changed that. More comfortable, technological models began to appear, with a friendlier look. Suddenly, the car that was used for crossing a bog was also used for taking the kids to school or tackling city traffic jams with class.
“They offered a unique combination of off-road capability and on-road comfort,” said one industry expert – and that’s exactly what it is. Technology has evolved, so has design. And so SUVs came out of the bush and onto the tarmac – ready for anything and everything.
This movement was essential in shaping the scenario we see today: SUVs of all styles, sizes and budgets. From the compact urban to the off-road monster. It all started back in the 90s.
SUVs from the 90s: characteristics that defined an era
Those who lived through it know: the SUVs of that decade had a different footprint. They were made to face any challenge – mud, rocks, uphill, downhill – and still maintain an imposing presence on the asphalt. But it wasn’t all about strength: they also innovated in design, technology and concept.
Mechanical robustness and off-road capability
Strength was the watchword. A mechanical robustness from the 1990s is still the benchmark. Take the Jeep Grand Cherokee or the Toyota RAV4for example – they weren’t there for fun. They were vehicles that took you far, even when “far” meant off the map.
- Higher ground clearance
- Four-wheel drive system
- Robust and durable engine
Iconic design that still influences today
The SUVs of that era had their own visual identity – straight lines, high stance, striking grilles. O Mitsubishi Pajero and the Land Rover Discovery are good examples of how the look has also become a symbol.
Even today, many designers still draw inspiration from these classics. The squared-off styling, the stateliness, the sense of power – all this was inherited from back then. And it’s precisely this “air of respect” that continues to attract those who really like SUVs.
Jeep Grand Cherokee: the pioneer of off-road luxury
In 1992, the Jeep Grand Cherokee arrived to prove that a car could be raw and refined at the same time. It was the kind of SUV that could tackle a heavy trail by day and park in front of a chic restaurant by night – without losing its style.
It raised the bar for the segment, mixing comfort, luxury and off-road capability. It was like putting a blazer over a camouflage T-shirt – and the public liked it.
The first generation ZJ (1993-1998)
The famous ZJ generation, launched between 1993 and 1998, was a real watershed. Notable features such as mechanical robustness and the 4×4 traction system make it a complete SUV.
- Advanced 4×4 traction system
- V8 engine that delivered performance and grip
- Luxurious interior, with leather seats and a refined finish
How the Grand Cherokee redefined the concept of a premium SUV
More than just a car, the Grand Cherokee became a benchmark. It was a pioneer in combining luxury with a vocation for the trails – something unthinkable until then. Innovations as advanced security systems e traction technology dictated the course that other models would follow in the following years.
After him, other manufacturers followed suit. The result was the birth of a new category: premium SUVs. And yes, the Grand Cherokee was there, leading this movement with authority.
Toyota RAV4: the birth of compact SUVs
O Toyota RAV4 turned the tables in 1994. That’s when the Japanese brand decided to mix the comfort of a passenger car with the grip of an SUV. And the result? A compact SUV that arrived with everything and soon showed the world that size does not define versatility.
With a modern look for the time, a robust body and light handling, the RAV4 quickly gained a foothold in the hearts of urban and adventurous drivers alike. It brought a new proposal, something between the practicality of the city and the freedom of the road. That’s when the compact SUVs has really started to gain momentum.
The revolution of the crossover concept in 1994
At a time dominated by sedans and pure SUVs, the RAV4 arrived like a bolt from the blue… and revolutionized everything. It was one of the world’s first crossovers – the kind of car that seems tailor-made for those who need a bit of everything: agility, space, looks and strength.
The RAV4’s influence on today’s compacts
Today, the RAV4 is much more than a car – it’s a benchmark. If you look closely, you’ll notice how much it has influenced the design, construction and handling of compact SUVs that we see on the streets today.
With each new generation, Toyota has been able to evolve the model without losing its essence. And this has inspired a wave of competitors to follow suit. The result? The market has become richer in options and consumers more demanding.
Toyota Hilux SW4: the Brazilian phenomenon of the 1990s
Anyone who lived through the 90s in Brazil knows: the Toyota Hilux SW4 was synonymous with respect. It was the kind of car that could handle any terrain – from mud to tarmac – without losing any of its comfort or style. It didn’t take long for it to become the darling of those who needed a reliable and strong vehicle to face the real Brazil.
With the SW4, Toyota did something daring: it took the base of the Hilux pick-up and dressed it up in SUV clothing. The result? A car that’s tough on the outside, but surprisingly comfortable on the inside. And it’s caught on with the Brazilian public.
The adaptation of the pick-up concept into an SUV
The SW4 was made for those who didn’t want to give up on dirt roads, but who also wanted to take their families with them in comfort. It was the strength of a pick-up, with the refined look of a modern SUV.
- Improved off-road capability
- Interior comfort for passengers
- Versatility for different uses
Why the SW4 has become an icon in Brazil
Durability, strength, reliability – three words that sum up why the SW4 has become a national icon. The Toyota brand, already known for its reliability, delivered a car that could handle the daily grind of Brazilian life, without sacrificing comfort.
Want to better understand the success of this and other machines on the streets of the country? Check out the list of Best-selling cars in Brazil 2024.
Mitsubishi Pajero: the trail conqueror
If there’s a name that stirs the hearts of those who love trails and adventure, it’s Mitsubishi Pajero. Since it arrived here, the Pajero has shown what it’s made of. Strong, reliable and with an imposing look, it has become a symbol of resistance – both off-road and in the imagination of Brazilians.
Its prominence in competitions was no accident. The Pajero shone – and a lot – at the Paris-Dakar Rallyone of the toughest races in the world. And this reputation on the track ended up being directly reflected in the street versions.
The legacy of the Paris-Dakar Rally on the streets
What was born in the mud of the desert ended up in the garage of those who wanted a real SUV. Technologies tested at the limit were incorporated into the production model, raising the standard of safety, durability and performance. And the best thing: without losing the adventurous spirit that made it famous on the trails.
The evolution of the Pajero Sport on the domestic market
O Pajero Sport came as the direct heir to Mitsubishi’s off-road DNA. And it didn’t disappoint. With its aggressive look, efficient traction and comfortable cabin, it fit like a glove with Brazilians who wanted a car ready for anything – from the city to the mud.
Land Rover Discovery: British off-road technology
Among off-road enthusiasts, the Land Rover Discovery is a true legend. Since its debut, it has always offered something that few others could: British off-road technology combined with comfort and a touch of sophistication.
The second generation that revolutionized the segment
Launched in 1998, the second generation Discovery raised the bar. With renewed platform and a series of improvements, it became one of the most complete SUVs in its category. It was strong, beautiful and intelligent – exactly what the new consumer of the late 1990s was looking for.
“The second generation Discovery was a game changer,” says one SUV expert.
“With its advanced technology and robustness, the Discovery has consolidated its position as one of the leading off-road SUVs on the market.”
Innovations that have become standard in modern SUVs
The Discovery didn’t just evolve – it set trends. Systems such as intelligent all-wheel drive and hill descent control, now common in many models, were driven by it. It was the kind of SUV that brought the future into the garage.
This boldness inspired a new generation of models, making the Discovery a key player in the transformation of the automotive industry. modern SUVs.
The eternal legacy: how the SUVs of the 90s shaped today’s vehicles
If today modern SUVs are so successful is because the 1990s paved the way. Models like the Jeep Grand Cherokee, Toyota RAV4 e Mitsubishi Pajero they weren’t just cars – they were milestones.
These vehicles laid the foundations for what we see today: off-road capability, iconic design, on-board technology and a new way of driving. It was they who taught the market to value versatility without giving up comfort and style.
Today, SUVs are synonymous with sophistication, connectivity and safety. But it all started back then, with the pioneers of the 90s. What about you? Have you ever owned one or dreamed of one in your garage?