At the 2024 SEMA Show in Las Vegas, Toyota revealed the Land Cruiser “ROX” – short for “Recreation Open eXperience” – an inventive concept that reimagines the classic open-top Land Cruiser for modern adventure. Designed by Calty Design Research, Toyota’s North American design studio, this bold prototype channels the spirit of vintage Land Cruisers, combining open-air freedom with the durability and functionality for which the brand is known. Calty also contributed to the global team behind the 2024 Toyota Land Cruiser 250.
Kevin Hunter, president of Calty, explained, “We wanted to create an even more exhilarating experience for Land Cruiser fans by taking the Land Cruiser 250 and modifying the body for expanded usability, functionality, and outdoor fun.”
Rooted in Land Cruiser’s heritage of open-top models, the ROX aims to connect passengers with nature, whether they’re on a safari, off-road adventure, or relaxing at a campsite. Adam Rabinowitz, Exterior Chief Designer, noted that the design team felt a strong nostalgic connection to earlier models while sketching this open-top version.
The Land Cruiser ROX builds on the 2024 Land Cruiser, but with over 50% of its bodywork re-engineered. Working closely with Toyota Technical Center, the team produced specialized body panels and components, culminating in a fully functional, factory-grade prototype. The ROX features custom “skeleton” doors and a unique sliding soft top that can be fully opened, along with a mid-gate that provides access to tailgate seating and extra storage.
The interior showcases durability and style, with custom SLS Nylon 3D-printed details, Heritage Orange leather accents, and webbed door panels equipped with safety kits. The exterior sports a “Spring Green” finish, reminiscent of vintage Land Cruisers, and a triple-bar roof rack and molle panels for added utility. Equipped with high-clearance bumpers, widened fenders, and massive tires on custom 18-inch billet wheels, the ROX is ready for any adventure.
Enhanced for extreme off-roading, the ROX includes TRD’s custom independent suspension, a 4-inch lift, and a widened track for a powerful stance and better stroke range.
“The Land Cruiser ROX is a tribute to the adventurous spirit of the Land Cruiser,” said Mike Tripp, group vice president of Toyota Division Marketing. “We’re thrilled to share this unique build with fans, who will experience the great outdoors in a whole new way.”
The Land Cruiser ROX will be on display at the Toyota booth (Central Hall, Booth 22200) at SEMA from November 5-8, 2024, inviting fans to see this innovative blend of classic heritage and future-ready design up close.
*Note: The vehicle shown is a prototype modified with accessories not offered by Toyota, potentially affecting performance, safety, and warranty.*
