Toyota Land Cruiser ROX Concept wows SEMA 2024

Whether it’s the current gen 70-series, or the iconic FJ Cruiser, almost anything that hinges on Land Cruiser’s retro image is bound to make waves. So, what better way to draw maximum attention at this year’s SEMA show in Las Vegas than with the unveiling of Toyota Motor North America’s, (TMNA) highly customized Land Cruiser “ROX” or Recreation Open eXperience Concept.

Led by Calty Design Research in Ann Arbor, Michigan, the design team drew inspiration from the various configurations of the beloved classic. Finally settling with an open-top/pick-up version that’s ready for any outdoor adventure. Kevin Hunter, president at Calty Design Research, explains the concept purpose: “We asked ourselves how we could make an even more exciting experience for our Land Cruiser enthusiast but from a real product perspective,” Hunter said. “Using Land Cruiser 250 as a base, we modified the body to open it up, expanding the usability, functionality, and overall fun outdoor experience.”

Based on the photos, the project demanded the utmost commitment as it entailed cutting and slicing the pillars along with a sizable portion of the roof. Sounds easy, but take note, that these cut sections also have to be sealed up as well. All while ensuring that everything looks factory stock.

Beginning as an all-new, reimagined 2024 Land Cruiser, over 50% of the vehicle had to be reinvented and fabricated. The creative concept challenged the team to create functional bodywork that embodied the bold spirit and heritage of the Land Cruiser. Working closely with Toyota Technical Center, the team created the stamping tools needed to produce the body panels and components. The result is a fully functional, one-off “factory” vehicle—something only an OEM could do.

Highly functional and outdoor adaptability became its build mantra as the open-air cabin is accessed via custom-fabricated “skeleton” doors with open upper and lower sections positioned atop aggressive-looking, high-clearance rocker panels and rock rails.

The custom front-to-rear sliding soft top can be opened for passengers to thoroughly enjoy the outdoors. Further blurring the line between cabin and environment, a functional mid-gate allows pass-through from the cabin to the truck bed for access to the integrated tailgate seating and extra storage space behind the cabin.

Matching the rest of the exterior, the entire cabin has been updated to express a fun vibe using Heritage Orange leather, as door panels have integrated safety kits and catch-all webbing for sunglasses and other adventure gear. It even includes custom SLS Nylon 3D printed bits including front and rear door sills. The exterior body color is inspired by “Spring Green,” a vintage Land Cruiser paint color that pays homage to the model’s iconic legacy.

Outside, this build is loaded with utility. Up top, a custom integrated triple-bar roof rack and sports bar with molle panels provide a means to secure anything that doesn’t fit in the bed or attach to the molle panels. In the back, a custom jerry can next to the rear spare carrier provides secure storage and transportation of liquids.

Custom fabricated, high-lift front and rear steel bumpers with D-rings and brush guards provide fore and aft protection. At each corner, specially designed, widened fenders are filled with massive tires mounted to custom Calty-designed, 18-inch 1-piece machined billet wheels.

In addition to its radical form and aesthetic change, the team enhanced the “go anywhere” aspect of this Land Cruiser by adding a customized independent suspension by TRD. After adding a 4-inch lift, the team increased the track width by 8 inches via forged aluminum control arms on both ends, which widens the fender flares and provides a greater stroke range and a broad, menacing stance.

The end result is a seamless blend of rugged durability and open-air freedom, offering an exhilarating new take on the classic Toyota Land Cruiser that can easily be envisioned as a future production model.

“This ambitious, one-of-a-kind build, is a testament to Toyota’s commitment to pushing boundaries while staying true to the spirit of adventure that the Land Cruiser embodies,” said Mike Tripp, group vice president, Toyota Division Marketing, Toyota Motor North America. “The Land Cruiser ROX is a reminder of what Land Cruiser has always been, and an invitation to Land Cruiser fans who will appreciate experiencing the great outdoors in an entirely new way. We can’t wait to see how they react.”

Blending tradition with modernity in a vehicle designed for the ultimate off-road experience, the Land Cruiser ROX will be on display at the 2024 SEMA Show at the Las Vegas Convention Center in the Toyota booth. Check out Toyota’s booth to experience this innovative concept up close and discover how Toyota continues to honor its heritage while embracing the future of automotive adventure.