By Otsile Kadiege

Toyota Motor North America (TMNA) captivated the automotive world with the debut of the innovative Land Cruiser “ROX,” or “Recreation Open eXperience” concept at the 2024 SEMA Show in Las Vegas. This ambitious concept, spearheaded by Toyota’s North American design studio, Calty Design Research in Ann Arbor, Michigan, reimagined the iconic open-top Land Cruisers of the past for a new era of outdoor adventure. Calty was a part of the global design team that created the 2024 Toyota Land Cruiser 250.

Kevin Hunter, president at Calty Design Research, shared the purpose of the concept: “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.”

Rugged exterior design and styling

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 8 inches by way of forged aluminum control arms at both the front and back, which widens the fender flares and provides a greater stroke range and a broad, menacing stance.

The exterior body color is inspired by “Spring Green,” a vintage Land Cruiser paint color that pays homage to the model’s iconic legacy.

Open-air interior

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.

To ensure the Toyota Land Cruiser ROX was ready for the elements, the interior features custom SLS Nylon 3D printed bits including front and rear door-sills. The interior has been updated with Heritage Orange leather, and door panels have integrated safety kits and catch-all webbing for sunglasses and other adventure gear.

“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.”