Toyota Landcruiser ROX Concept

Toyota goes topless at the 2024 SEMA show! We just got a first look at the retro-inspired one Toyota 4Runner TRD Surf Concept yesterday. Today Toyota unveiled the Land Cruiser ‘Recreation Open eXperience’ or ‘ROX’ concept. Both top option vehicles will make their proper debut at the 2024 SEMA show.

“We wondered how we could offer our Landcruiser enthusiast an even more exciting experience, but from a real product perspective. Using the Land Cruiser 250 as a base, we modified the body to make it open, expanding its usability, functionality and overall fun outdoor experience,” said Kevin Hunter, president of Calty Design Research.

Land cruiser ROX concept

This concept was designed and built at Toyota’s North American design studio Calty Design Research in Ann Arbor, Michigan. The same team helped bring the Land Cruiser 250 to life.

The ROX concept started life as a 2024 Land Cruiser. More than 50% of the vehicle was reworked and had to be custom built. The only glass left in this Cruiser is the windshield.

Of course, early Land Cruisers could go topless, and the Toyota team wanted to bring that nostalgia to the thoroughly modern Land Cruiser 250. The entire roof and rear of the SUV were cut off. Custom manufacturing then made the heel look like it came that way from the factory. A retractable soft top ensures that passengers do not come into contact with the elements.

Even the doors of this concept were shortened to create more of an open-air feeling. Rocker panels and high-clearance rock rails add to the structure’s aggressive appearance and off-road functionality.

The menacing appearance of this Land Cruiser is due to the wider fender flares. But those flares were widened to fit massive 37×12.5 BFG KM3 mud terrain tires on custom 18-inch billet wheels. To make those wheels work, a 4-inch lift was installed on all four corners, along with forged aluminum control arms. This arrangement increased the track width by as much as 8 inches.

More exterior customization

Fully custom bumpers were manufactured by Toyota for both ends of this concept. The steel bumpers are equipped with off-road lighting, D-rings and integration with the custom skid plates that protect the entire chassis. The front bumper also houses a winch, while the rear supports the fold-away spare tire holder.

Up top, the Land Cruiser ROX concept has integrated roof racks. A sports bar with MOLLE panels completes the silhouette of the vehicle and connects the cabin to the new cargo box.

Custom-made interior

A functional center gate turns this SUV into a truck. It can also be opened – along with the forward-folding rear seat – to create a ton of cargo space. There are Roto-Pax holders in the sides of the truck to carry extra fuel and water. A tailgate provides comfortable seating for two at the rear of the vehicle.

Heritage Orange and black leather with Spring Green accent stitching – matching the exterior paint – make the interior stand out. The doors feature leather loops for securing small random items and integrated safety kits.

Public disclosure

During the annual SEMA Show, the Land Cruiser ROX Concept will be on display at the Las Vegas Convention Center in the Toyota booth next week, November 5-8. I have no doubt that it will also be making the rounds at Toyota enthusiast events across the country in 2025.

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