I've been letting the new Land Cruiser sink in and wondered, if I hadn't just purchased a new GX, which would I want: Land Cruiser or GX 550?
I am surprised to say I think I would rather have the Land Cruiser. I wouldn't buy either until post-refresh (so probably 4+ years), but there are a few key things I like more than the GX.
On the GX, I love the exterior design -- a lot. Land Cruiser, I like the exterior (though not as much as the GX) but definitely like the interior more than the GX. The 12.3" screen seems to fit the space better, I like the shapes of the dash and doors more, and the option of the Java interior seals the deal for me, especially the solid seats. I hate the bi-color GX seats.
I would want any engine
except for the V35A-FTS, and I think the 1MPG improvement after 14 years is borderline unacceptable. So, Land Cruiser with 27 MPG combined (10 more than GX 550), hybrid, and 465lb-ft of torque is a sweeter deal for me.
"Land Cruiser" trim, Black exterior, Java interior.

✅