Toyota Unveils the Open-Air Land Cruiser ROX

A New Era of Adventure-Ready SUVs

Toyota is excited to introduce the Land Cruiser ROX concept at this year’s SEMA Show in Las Vegas. This innovative vehicle offers an open-air, adventure-ready reimagining of the brand's iconic SUV. The name ROX stands for “Recreation Open eXperience,” and it was developed by Toyota’s Calty Design Research team in Michigan, drawing inspiration from the classic open-top Land Cruisers of yesteryear.

Merging Legacy with Modern Design

The Land Cruiser ROX concept seamlessly blends Toyota’s rich off-road heritage with a contemporary aesthetic. Built on the foundation of the all-new 2024 Land Cruiser 250, the design team modified over half of the original vehicle, resulting in a rugged, open-top model that features a reinforced structure. This design ensures an immersive outdoor experience, enhanced by custom “skeleton” doors and a sliding soft top that blurs the lines between the cabin and nature.

Customization and Performance Features

The ROX is designed for versatility and performance, boasting extensive customization options. Key features include:

• Widened Track and Enhanced Suspension: Equipped with forged aluminum control arms and a 4-inch lift, the independent suspension is finely tuned by Toyota Racing Development (TRD) for optimal off-road capability.
• Ample Storage Solutions: A triple-bar roof rack and integrated molle panels provide plenty of storage for adventure gear.
• Durability and Style: High-lift bumpers with D-rings ensure the vehicle is built to last, while the Spring Green exterior, Heritage Orange leather accents, and 3D-printed door sills add a nostalgic flair.
  

“This unique concept underscores Toyota’s commitment to adventure and innovation,” stated Mike Tripp, Toyota’s Group VP of Marketing. The Land Cruiser ROX is designed to embody Toyota’s adventurous spirit and is poised to be a highlight at this year’s SEMA Show.

Trivia for Enthusiasts

• Historical Roots: The Land Cruiser has been a staple of Toyota’s lineup since 1951, known for its ruggedness and off-road capabilities.
• SEMA Show Significance: The Specialty Equipment Market Association (SEMA) Show is renowned for showcasing innovative automotive designs and customizations.
• TRD Legacy: Toyota Racing Development (TRD) has a long history of enhancing Toyota vehicles for performance and off-road adventures.
  
• Eco-Friendly Materials: The Land Cruiser ROX includes 3D-printed components, showcasing Toyota’s commitment to modern manufacturing techniques and sustainability.

The Land Cruiser ROX is not just a vehicle; it's a testament to Toyota's dedication to adventure and innovation in the automotive industry.