Toyota is set to unveil the Land Cruiser ROX concept at this year’s SEMA Show in Las Vegas, offering an open-air, adventure-ready reimagining of its iconic SUV. The Land Cruiser ROX, which stands for “Recreation Open eXperience,” was developed by Toyota’s Calty Design Research in Michigan, building on the classic open-top Land Cruisers of the past.
This concept merges Toyota’s rich off-road legacy with a modernized design, crafted on the base of the all-new 2024 Land Cruiser 250. The team modified over half of the original vehicle to create a rugged, open-top model with a reinforced structure, delivering an immersive outdoor experience. Custom “skeleton” doors and a sliding soft top blur the boundary between the cabin and nature.
The ROX boasts extensive customization, featuring a widened track with forged aluminum control arms, a 4-inch lift and independent suspension tuned by Toyota Racing Development (TRD). A triple-bar roof rack and integrated molle panels offer ample storage, while high-lift bumpers with D-rings ensure durability. The vehicle’s Spring Green exterior, Heritage Orange leather accents and 3D-printed door sills add a nostalgic touch.
“This unique concept underscores Toyota’s commitment to adventure and innovation,” said Mike Tripp, Toyota’s Group VP of Marketing. The Land Cruiser ROX aims to capture the essence of Toyota’s adventurous spirit and is sure to be a standout vehicle from the brand at this year’s SEMA Show.
