Toyota has once again ignited the passion of automotive enthusiasts with the unveiling of the Land Cruiser “ROX” concept, short for “Recreation Open eXperience.” This stunning vehicle made its debut at the 2024 SEMA Show in Las Vegas, showcasing a bold vision for the future of off-road adventures. Conceived by Calty Design Research, Toyota’s North American design studio based in Ann Arbor, Michigan, the Land Cruiser Rox pays homage to the iconic open-top Land Cruisers of the past while injecting a fresh dose of modern design and functionality. Calty, a key contributor to the design of the production 2024 Toyota Land Cruiser 250, aimed to push the boundaries of the Land Cruiser experience, creating a concept that truly embodies the spirit of outdoor exploration.
Kevin Hunter, President of Calty Design Research, articulated the driving force behind the ROX concept: “We asked ourselves how we could elevate the Land Cruiser experience for our dedicated enthusiasts, focusing on a real-world product perspective. Utilizing the Land Cruiser 250 as our foundation, we embarked on a journey to modify the body, opening it up to enhance usability, functionality, and the sheer joy of outdoor adventures.” This vision was brought to life, resulting in the Land Cruiser ROX, a vehicle that seamlessly blends heritage with innovation.
A Nod to Land Cruiser’s Open-Air Legacy
The Land Cruiser ROX concept is deeply inspired by the rich history of open-air Land Cruiser models. Adam Rabinowitz, Exterior Chief Designer, explains, “Open air concepts, particularly the ‘topless’ versions, are an integral part of the Land Cruiser legacy.” He further noted the emotional connection the design team felt to these classic models as they sketched the open-top derivative. This connection to the past is palpable in the ROX, which reinterprets the freedom of open-air driving for contemporary adventurers. The core philosophy behind the Land Cruiser has always been to connect occupants with the natural world, whether on a safari, tackling challenging terrains, or simply enjoying a peaceful campsite. The ROX concept amplifies this connection, minimizing barriers and maximizing the immersive outdoor experience.
Radical Redesign and Engineering Innovation
Transforming the all-new 2024 Land Cruiser into the ROX concept was a significant undertaking. Over half of the vehicle required complete reinvention and fabrication. This ambitious project challenged the team to create functional bodywork that honored the Land Cruiser’s robust character and heritage. Working in close collaboration with the Toyota Technical Center, Calty’s team engineered the necessary stamping tools to produce the unique body panels and components. The outcome is a fully functional, one-of-a-kind vehicle, a testament to the capabilities and innovation inherent in original equipment manufacturer (OEM) design and engineering.
Access to the open-air cabin is facilitated by custom-fabricated “skeleton” doors, featuring open upper and lower sections. These doors are positioned above aggressively styled, high-clearance rocker panels and rock rails, emphasizing the vehicle’s off-road prowess. A custom front-to-rear sliding soft top further enhances the open-air experience, allowing passengers to fully embrace the surrounding environment. Adding another layer of versatility, a functional mid-gate creates a pass-through from the cabin to the truck bed. This innovative feature provides easy access to integrated tailgate seating and additional storage space behind the passenger area, perfect for outdoor gear and equipment.
Interior Refinements and Rugged Exterior Features
The Land Cruiser ROX’s interior is designed to withstand the elements while maintaining a sense of style and functionality. Custom SLS Nylon 3D printed elements, including front and rear doorsills, are incorporated for durability and weight reduction. The interior ambiance is enlivened with Heritage Orange leather, injecting a playful yet sophisticated vibe. Door panels are equipped with integrated safety kits and practical catch-all webbing, ideal for storing sunglasses and other essential adventure gear. The exterior color, “Spring Green,” is a nostalgic nod to vintage Land Cruiser paint options, celebrating the model’s enduring legacy.
Functionality is paramount in the Land Cruiser ROX’s exterior design. A custom integrated triple-bar roof rack and sports bar, complete with molle panels, provides ample space for securing cargo that doesn’t fit in the bed or attaching accessories to the molle panels. A custom jerry can, neatly integrated next to the rear spare tire carrier, offers secure storage for extra fuel or water. Custom fabricated, high-lift front and rear steel bumpers, equipped with D-rings and brush guards, provide robust protection for both front and rear ends during off-road excursions. Widened fenders, specifically designed for the ROX, house massive tires mounted on custom Calty-designed, 18-inch 1-piece machined billet wheels, completing the vehicle’s assertive stance.
Enhanced Performance with TRD Suspension
Beyond its striking aesthetics, the Land Cruiser ROX is engineered to excel in off-road conditions. The team enhanced its “go anywhere” capability by incorporating a customized independent suspension system developed by TRD (Toyota Racing Development). A 4-inch lift, combined with an 8-inch increase in track width achieved through forged aluminum control arms at both the front and rear, significantly widens the fender flares. This modification not only contributes to the ROX’s broad, menacing stance but also provides an extended stroke range for improved suspension articulation and off-road performance.
The resulting Land Cruiser ROX concept is a harmonious blend of rugged durability and the liberating feeling of open-air freedom. It presents an exciting and innovative interpretation of the classic Toyota Land Cruiser, one that could easily be envisioned as a future production model, appealing to a new generation of adventurers.
Mike Tripp, Group Vice President, Toyota Division Marketing, Toyota Motor North America, sums up the significance of the ROX concept: “This ambitious, one-of-a-kind build is a powerful demonstration of Toyota’s dedication to pushing creative boundaries while staying true to the adventurous soul of the Land Cruiser. The Land Cruiser ROX serves as a potent reminder of the Land Cruiser’s enduring spirit and an invitation for enthusiasts to experience the great outdoors in an entirely novel and exhilarating way. We are eager to see the response from Land Cruiser fans.”
The Land Cruiser ROX, a vehicle that seamlessly merges tradition with cutting-edge modernity for the ultimate off-road experience, was prominently featured at the 2024 SEMA Show from November 5-8 at the Las Vegas Convention Center. Attendees were invited to the Toyota booth to witness this groundbreaking concept firsthand and explore how Toyota continues to honor its heritage while embracing the future of automotive adventure.
It is important to note that the vehicle referenced is a special project prototype, modified with parts and/or accessories not available from Toyota. These modifications may affect the vehicle’s warranty, performance, and safety, and may not be street legal.
