We’re in the thick of SEMA teaser season, and as usual, it brings a mix of excitement and longing. It’s thrilling to get a preview of what OEMs and builders are creating, but there’s also the bittersweet reality that many of these incredible one-off designs won’t see mass production.
One such concept stealing the spotlight and our hearts is the Toyota Land Cruiser ROX.
“ROX” stands for “Recreation Open eXperience.” Sure, the acronym may feel a little forced, but let’s not forget Toyota’s “RAV4” follows the same naming path, and “ROE” wasn’t exactly an option.
The ROX concept is based on the 2024 Toyota Land Cruiser 250 series, though it’s been given an entirely new twist by Toyota’s Calty Design Research team.
The frustrating part? The ROX looks so naturally fit for production that it leaves us wondering why Toyota didn’t build it sooner.
“We wanted to go through how we could create an even more exciting experience for Land Cruiser enthusiasts from a practical perspective,” explained Calty President Kevin Hunter.
“Starting with the Land Cruiser 250, we modified its body to make it more open, expanding its functionality, usability, and outdoor fun.”
For long-time Land Cruiser fans, the ROX’s design inspiration is clear. The Land Cruiser legacy is full of open-air and open-top models, a trend not seen in recent years.
Building the Land Cruiser ROX required extensive redesigning—over half of the original vehicle needed re-engineering and fabrication.
It features custom skeleton doors, high-clearance rocker panels, rock rails, a custom sliding soft top, and a functional midgate, all created to enhance its rugged appeal and outdoor versatility.
Some parts were even 3D-printed with SLD Nylon, like the front and rear doorsills. Inside, the ROX is upholstered in vibrant “Heritage Orange” leather, while the exterior color pays homage to the classic Land Cruiser “Spring Green.”
Practical features are abundant as well, including a triple-bar roof rack with a sports bar and molle panels. To conquer off-road adventures, the ROX is equipped with a custom TRD suspension, raising the Land Cruiser by 4.0 inches.
Its track width was increased by 8.0 inches, thanks to forged aluminum control arms at both the front and rear, with wider fender flares to match.
The result? A vehicle so compelling, it begs the question: why didn’t Toyota just build this from the get-go?
There may be some glimmer of hope for fans, though—this isn’t the only open-top Toyota SUV appearing at SEMA this year. Toyota hinted that the ROX could “easily be envisioned as a future production model.” That’s far from a guarantee, but it’s enough to keep our hopes alive.
