Cars
Toyota Reimagines Adventure With Open-Air Land Cruiser ROX Concept
Toyota unveiled a bold new vision for outdoor exploration with the debut of the Land Cruiser ROX, short for (Recreation Open eXperience), at the 2024 SEMA Show in Las Vegas. Developed by Toyota’s North American design studio, Calty Design Research, this concept reimagines the iconic open-top Land Cruisers of the past, blending heritage with cutting-edge design and functionality for modern outdoor adventurers.
Kevin Hunter, president of Calty Design Research, explained the inspiration behind the ROX concept: “We asked ourselves how we could make an even more exciting experience for our Land Cruiser enthusiast but from a real product perspective. Using Land Cruiser 250 as a base, we modified the body to open it up, expanding the usability, functionality and overall fun outdoor experience.”
Drawing on the Land Cruiser’s rich legacy of open-air models, the ROX concept merges the vehicle’s rugged spirit with an immersive connection to nature. “Open air concepts have been a part of Land Cruiser’s heritage, particularly the topless version” noted Adam Rabinowitz, Exterior Chief Designer. “As our design team was sketching this open-top derivative, there was definitely an emotional connection to the Land Cruisers of the past.”
The Land Cruiser Recreation Open eXperience is designed for adventure, whether it’s a safari, a backcountry expedition, or a weekend camping trip. The team prioritized exposing passengers to their environment with minimal barriers, achieving a design that seamlessly integrates the cabin and the outdoors. To bring this vision to life, more than 50% of the 2024 Land Cruiser’s body was reimagined and custom-fabricated. Collaborating with Toyota Technical Center, the team developed unique stamping tools to craft bespoke body panels and components, resulting in a fully functional, one-of-a-kind “factory” vehicle.
The open-air cabin is accessed through custom “skeleton” doors featuring open upper and lower sections. These sit atop high-clearance rocker panels and rock rails, adding to the vehicle’s rugged aesthetic. A custom front-to-rear sliding soft top enhances the outdoor experience, while a functional mid-gate allows pass-through access to the truck bed, which features integrated tailgate seating and additional storage space.
The interior is designed for durability and fun. Custom SLS Nylon 3D-printed details, such as doorsills, pair with Heritage Orange leather upholstery to create a vibrant and adventurous vibe. Door panels feature integrated safety kits and webbing for securing sunglasses and gear, while the “Spring Green” exterior color pays homage to the Land Cruiser’s vintage palette.
Utility is a cornerstone of the ROX concept. A custom triple-bar roof rack and sports bar with molle panels provide ample storage options for oversized gear. At the rear, a jerry can and spare tire carrier ensure preparedness for long journeys. High-lift steel bumpers with D-rings and brush guards offer extra protection, while widened fenders accommodate massive tires mounted on custom 18-inch billet wheels designed by Calty.
Performance upgrades make the Land Cruiser ROX a true off-road powerhouse. A TRD-customized independent suspension with a 4-inch lift and forged aluminum control arms increases the track width by 8 inches, resulting in enhanced stability, a broader stance, and a greater stroke range for tackling challenging terrain.
“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.”
The Land Cruiser ROX combines rugged durability with open-air freedom, offering a fresh take on Toyota’s iconic off-roader. With its bold design and functional innovation, the Land Cruiser ROX captures the essence of adventure and hints at what the future of off-road exploration might look like and offers an exhilarating new take on the classic Toyota Land Cruiser that can easily be envisioned as a future production model.
What do you think of the Land Cruiser ROX Concept?
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