#moon

If you hadn’t heard, Toyota has pitched a lunar rover to serve as a vehicle for an upcoming international moon mission led by the National Aeronautics and Space Administration (NASA) and supported by the Japan Aerospace Exploration Agency (JAXA) — among other extra-planetary organizations. Conceptualized last year, the six-wheeled dune hopper offers more creature comforts than the original Lunar Roving Vehicle (LRV) produced by Boeing and General Motors’ Defense Research Laboratories decades ago.

But it needed a name, and Toyota figured it might as well find something fitting that also helped it market products here on Earth (assuming it’s chosen for the mission). Fortunately, the brand’s history includes a vehicle that’s known to be so reliable and adept at traversing unforgiving terrain that it’s become internationally famous for it: the Land Cruiser.

Announcing its decision Friday, Toyota said it wants the moon buggy to be named “Lunar Cruiser.” The automaker didn’t omit mentioning the obvious connection to its own SUV.

Since the early days of the Volt, the folks at GM loved to compare the car to putting a man on the moon. That analogy wasn’t without its problems. The moon program did cost more than three times its original budget of $7 billion, all it produced was a few rocks, and it ran out of money before it could get going in earnest. 40 years after Eugene Cernan and Apollo 17, the moon has remained untouched by human feet. But what the heck, GM loves the symbolism. To death.