Information about the Toyota Open Air Land Cruiser ROX concept

Toyota will unveil the Land Cruiser ROX concept at this year's SEMA Show in Las Vegas, offering an adventurous open-air reinterpretation of its iconic SUV. The Land Cruiser ROX, which stands for “Recreation Open eXperience,” was developed by Toyota's Calty Design Research in Michigan and is based on the classic open Land Cruisers of the past.

This concept combines Toyota's rich off-road heritage with a modernized design based on the all-new 2024 Land Cruiser 250. The team modified more than half of the original vehicle to create a robust, open model with a reinforced structure and offers an impressive outdoor experience. Custom-made “skeleton doors” and a sliding canopy blur the line between the cabin and nature.

The ROX features extensive customization options, including a widened track with forged aluminum control arms, a 4-inch lift and independent suspension tuned by Toyota Racing Development (TRD). A three-bar roof rack and integrated Molle panels provide ample storage space, while flip-up 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, Group VP of Marketing at Toyota. Designed to capture the essence of Toyota's adventurous spirit, the Land Cruiser ROX is sure to be a standout vehicle from the brand at this year's SEMA Show.