Toyota brought a whole bunch of toys to SEMA 2024, from a GR 86 with the GR Corolla's heart (and an iconic livery) to a retro-tastic two-door take on the upcoming 2025 4Runner. Arguably one of the coolest however was the Land Cruiser ROX,

Toyota is taking enthusiasts on a nostalgia-fueled desert trip with the reveal of the Land Cruiser ROX concept, an open-top twist on its hybrid off-road SUV.

Toyota has unveiled a new Land Cruiser concept at SEMA in Las Vegas that harkens back to the open-air FJ40 Land Cruisers of the mid century.

Toyota’s CALTY Design Center “reinvented” more than 50% of the Land Cruiser, especially at the back half, to make the ROX. The second of 10 (10!) concepts Toyota will dribble out in the days before and during SEMA is this, the Land Cruiser ‘ROX,’ or ‘Recreation Open eXperience.’ What is a ROX?

Toyota will rock up to the 2024 SEMA show with two open-top SUV concepts, including one based on the Land Cruiser.

Toyota is set to unveil the Land Cruiser ROX concept at this year’s SEMA Show in Las Vegas, offering an open-air, adventure-ready reimagining of its iconic SUV. The Land Cruiser ROX, which stands for “Recreation Open eXperience,” was developed by Toyota’s Calty Design Research in Michigan, building on the classic open-top Land Cruisers of the past.

The Land Cruiser ROX has been created for the SEMA show, but Toyota admits open–top 4x4 could easily make production

Japanese carmaker Toyota announced the arrival of the Recreation Open eXperience (ROX) Land Cruiser-based open-air vehicle at the 2024 SEMA show

Toyota’s in-house customization department just turned the new Land Cruiser into a Cyberpunk fan’s dream vehicle. Modellista has brought an ultra-rugged take on the popular SUV called the Overland Vision Concept to this year’s SEMA Show in Las Vegas.