Yahoo Autos Toyota’s wild new ROX concept: A rugged, open-air Land Cruiser
The Toyota Land Cruiser is one of the Japanese automaker’s high-end models fitted with luxury amenities, but its past is rooted in a design that allowed passengers to experience the world around the vehicle. The ROX concept, or Recreation Open eXperience, returns to the Land Cruiser’s early days with an open-air design.
Born in Ann Arbor, Michigan, the ROX Concept is the result of Toyota’s North American design studio going over the top, or lack thereof, to create a true spectacle for the 2024 SEMA Show.
The Land Cruiser ROX Concept is rooted in the model’s heritage
The Toyota Land Cruiser’s whole origin revolves around immersing its occupants in the natural world, whether that’s on a safari or sitting at a campsite. The modified ROX Concept expands the functionality of the standard Land Cruiser 250 to create an entirely different vehicle that returns to the model’s roots.
Toyota
“Open air concepts have been a part of Land Cruiser’s heritage, particularly the “topless” version,” said Exterior Chief Designer, Adam Rabinowitz. “As our design team was sketching this open-top derivative, there was definitely an emotional connection to the Land Cruisers of the past.”
More than half of the Land Cruiser concept was redesigned
What began as a 2024 Toyota Land Cruiser quickly became a whole different vehicle. Engineers and design teams ended up reinventing and fabricating over half the original model. The designers worked alongside the Toyota Technical Center to create the unique stamping tools needed to create the body panels, resulting in a Land Cruiser that’s barely recognizable as its former self.
Toyota Land Cruiser ROX Concept
Toyota
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The Toyota ROX Concept is entirely functional
The ROX Concept isn’t just for looks. The model is fully functional, with the open-air cabin made accessible via custom doors with upper and lower sections that sit above high-clearance rocker panels and rails. The soft top slides from front to rear, opening the cabin up to the great outdoors. A mid-gate acts as a pass-through from cabin to truck bed where integrated tailgate seating gives passengers open access to the natural world.
To prepare the ROX Concept for any weather condition, the interior includes custom Nylon 3D printed parts, including the door sills. The interior features leather upholstery, while door panels come with built-in safety kits and webbing.
On the outside, the Land Cruiser ROX features a custom triple-bar roof rack and sports bar with molle panels for anything that doesn’t fit in the bed. High-lift front and rear steel bumpers with D-rings and brush guards add a touch of protection. Unique, widened fenders house tires mounted on custom 18-inch machined billet wheels.
Toyota
Off-road means nothing for a Toyota without the TRD treatment. As a result, the ROX Concept includes a custom independent suspension made by TRD. The suspension adds a four-inch lift and eight-inch track width that widens the fender flares.
“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,” said Mike Tripp, group vice president, Toyota Division Marketing, Toyota Motor North America.
Final thoughts
Redesigning and creating over half of an existing vehicle is no joke, but the end result is a satisfying one. The ROX Concept may be a one-off model created for the 2024 SEMA Show, but hopefully it’ll have some influence on Toyota’s future off-road-focused designs. I expect a fully-functional off-road Land Cruiser true to its roots would resonate with consumers very well, so maybe just put this into production, Toyota. Please?
Related: 2025 Toyota 4Runner vs 2024 Toyota Land Cruiser: Exploring key differences
