Toyota is set to unveil the Land Cruiser ROX concept at this year’s SEMA Show in Las Vegas, offering an adventurous version of its iconic open-air SUV. The Land Cruiser ROX, which stands for “Recreation Open eXperience,” was developed by Toyota’s Calty Design Research in Michigan, building 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 underpinnings of the all-new 2024 Land Cruiser 250. The team adapted more than half of the original vehicle to create a robust open-top model with a reinforced structure to create. , for an immersive outdoor experience. Custom-made ‘skeleton’ doors and a sliding soft top blur the boundary between the interior and nature.

The ROX features extensive modifications, with 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 with integrated molle panels provide ample storage space, while tall bumpers with D-rings ensure durability. The car’s Spring Green exterior, Heritage Orange leather accents and 3D printed door sills add a nostalgic touch.

“This unique concept underlines Toyota’s commitment to adventure and innovation,” said Mike Tripp, Toyota’s Group VP Marketing. The Land Cruiser ROX aims to capture the essence of Toyota’s adventurous spirit and is sure to be a standout car from the brand at this year’s SEMA Show.