LAS VEGAS (Nov. 1, 2024) – The automotive world was set abuzz at the 2024 SEMA Show in Las Vegas with the unveiling of the Toyota Rox, a groundbreaking “Recreation Open eXperience” concept based on the iconic Land Cruiser. This bold concept, born from the creative minds at Toyota’s North American design studio, Calty Design Research in Ann Arbor, Michigan, pays homage to the classic open-top Land Cruisers of yesteryear while charting a course for a new era of outdoor exploration. It’s worth noting that Calty played a significant role in the global design team behind the production-ready 2024 Toyota Land Cruiser 250, lending their expertise to this exciting project.
Kevin Hunter, president of Calty Design Research, articulated the driving force behind the Toyota ROX concept: “We challenged ourselves to elevate the Land Cruiser experience for our passionate enthusiasts, approaching it from a genuine product development perspective,” Hunter explained. “By utilizing the Land Cruiser 250 as our foundation, we embarked on a journey to modify the body, creating an open and inviting space that amplifies usability, functionality, and the sheer joy of outdoor adventures.”
The Toyota ROX is not just a concept; it’s a direct nod to the rich heritage of Land Cruiser open-air models. The spirit of freedom and connection with nature is woven into the very DNA of the Land Cruiser lineage, and this concept brings that legacy roaring into the modern age.
“Open air concepts are intrinsically linked to the Land Cruiser story, particularly the beloved ‘topless’ versions,” emphasized Adam Rabinowitz, Exterior Chief Designer. “As our design team began sketching this open-top variant, there was an undeniable emotional resonance with the Land Cruisers of the past.”
The core essence of the Land Cruiser, whether embarking on a safari, tackling an unpaved expedition, or simply enjoying a serene campsite, is to deeply connect its occupants with the natural world. The Toyota ROX concept masterfully achieves this synergy, seamlessly merging the Land Cruiser’s robust capabilities with an immersive outdoor experience. This design and engineering endeavor, while conceptually straightforward, presented significant practical challenges. The primary design directive was to maximize passenger exposure to the environment while minimizing any obstructive barriers.
Transforming the all-new, reimagined 2024 Land Cruiser into the Toyota ROX required a substantial overhaul. Over half of the vehicle underwent reinvention and fabrication. The concept’s ambitious vision pushed the team to engineer functional bodywork that embodied both the daring spirit and the time-honored heritage of the Land Cruiser. Collaborating closely with the Toyota Technical Center, the team meticulously crafted the stamping tools necessary to produce the unique body panels and components. The outcome is a fully operational, one-of-a-kind “factory” vehicle – a feat achievable only by an original equipment manufacturer.
[Insert image of Toyota ROX concept vehicle showcasing the open-air cabin and custom doors. Alt text: Toyota ROX open-air concept car at SEMA 2024, highlighting custom skeleton doors and rugged design.]
Access to the open-air cabin of the Toyota ROX is granted through custom-fabricated “skeleton” doors. These doors feature open upper and lower sections, strategically positioned above aggressive, high-clearance rocker panels and robust rock rails. Further enhancing the open experience is a custom front-to-rear sliding soft top, allowing passengers to fully embrace the surrounding environment. To further dissolve the boundaries between the cabin and the outdoors, a functional mid-gate facilitates pass-through from the cabin to the truck bed, granting easy access to integrated tailgate seating and additional storage space located behind the cabin.
To ensure the Toyota ROX interior was as ready for the elements as its exterior, custom SLS Nylon 3D printed elements were incorporated, including front and rear doorsills. The interior ambiance is elevated with a fun and vibrant vibe, featuring Heritage Orange leather accents. The door panels are equipped with integrated safety kits and practical catch-all webbing, perfect for storing sunglasses and other essential adventure gear. The exterior is finished in a “Spring Green” body color, a nostalgic nod to a vintage Land Cruiser paint option that celebrates the model’s iconic legacy.
[Insert image showcasing the interior of the Toyota ROX, highlighting the Heritage Orange leather and 3D printed elements. Alt text: Toyota ROX interior detail, featuring Heritage Orange leather seats, custom 3D printed doorsills and open cabin design.]
The Toyota ROX exterior is purpose-built for utility and ruggedness. A custom integrated triple-bar roof rack and sports bar, complete with molle panels, provides versatile solutions for securing cargo that exceeds bed capacity or for attaching gear to the molle panels. At the rear, a custom jerry can, positioned adjacent to the rear spare tire carrier, offers secure storage and transportation for liquids. Custom-fabricated, high-lift front and rear steel bumpers, equipped with D-rings and brush guards, provide robust protection for both the front and rear of the vehicle. At each corner, specially designed, widened fenders house massive tires mounted on custom Calty-designed, 18-inch 1-piece machined billet wheels.
Beyond its striking form and aesthetic transformations, the Toyota ROX team significantly enhanced its “go anywhere” capabilities by incorporating a customized independent suspension system developed by TRD (Toyota Racing Development). By implementing a 4-inch lift, the team further broadened the track width by 8 inches through the utilization of forged aluminum control arms at both the front and rear. This widening not only accommodates the more pronounced fender flares but also delivers an extended stroke range and a formidable, commanding stance.
[Insert image of the Toyota ROX side profile, emphasizing the lifted suspension, widened fenders, and aggressive tires. Alt text: Toyota ROX side view, showcasing TRD customized suspension, increased ride height and off-road ready tires.]
The culmination is the Toyota ROX, a harmonious fusion of rugged durability and liberating open-air freedom. It represents an exhilarating and fresh interpretation of the classic Toyota Land Cruiser, one that sparks the imagination and could easily be envisioned as a future production model, appealing to those who seek the ultimate outdoor experience.
“This ambitious and unique creation, the Toyota ROX, stands as a powerful testament to Toyota’s unwavering commitment to pushing the boundaries of automotive design while staying true to the spirit of adventure that defines the Land Cruiser,” stated Mike Tripp, group vice president, Toyota Division Marketing, Toyota Motor North America. “The Toyota ROX serves as a potent reminder of the Land Cruiser’s enduring essence and extends a compelling invitation to Land Cruiser enthusiasts to experience the great outdoors in an entirely unprecedented way. We are eager to witness their reaction.”
Blending time-honored tradition with cutting-edge modernity in a vehicle purpose-built for the ultimate off-road experience, the Toyota ROX took center stage at the 2024 SEMA Show from November 5-8 at the Las Vegas Convention Center within the Toyota booth (Central Hall, Booth 22200). Attendees were encouraged to visit Toyota’s booth to personally experience this innovative concept and witness firsthand how Toyota continues to honor its storied heritage while fearlessly embracing the future of automotive adventure with concepts like the Toyota ROX.
Vehicle referenced is a special project prototype vehicle, modified with parts and/or accessories not available from Toyota that may void the vehicle’s warranty, may negatively impact vehicle performance and safety, and may not be street legal.
