Toyota will present the Land Cruiser ROX concept at this year's SEMA Show in Las Vegas, an open-air and adventure-ready reimagining of their iconic SUV. The Land Cruiser ROX, which stands for “Recreation Open eXperience,” was developed by Toyota's Calty Design Research in Michigan, inspired by the classic open-top Land Cruisers of the past.
This concept combines Toyota's rich history in off-road vehicles with a modern design, based on the new Land Cruiser 250 of 2024. The team upgraded more than half of the original vehicle to create the durable open-top model with a reinforced structure, providing a more intense outdoor experience. There are custom “skeleton” doors and a sliding soft top that remove the barrier between the cabin and nature.
The ROX has a high level of customization, with a widened track with forged aluminum control arms, a 4-inch lift, and an independent suspension tuned by Toyota Racing Development (TRD). It also features a triple-bar roof rack and integrated molle panels for more storage, while tall bumpers with D-rings ensure durability. Spring Green exterior color, Heritage Orange leather accents, and 3D-printed door sills provide nostalgic style.
"This unique concept demonstrates Toyota's dedication to adventure and innovation," said Mike Tripp, Toyota's Group VP of Marketing. The Land Cruiser ROX aims to showcase Toyota's spirit of adventure and is sure to be a standout vehicle from the brand at this year's SEMA Show.
