Toyota is going topless at the 2024 SEMA Show! We just got a first look at the retro-inspired Toyota 4Runner TRD Surf Concept yesterday. Today, Toyota has unveiled the Land Cruiser ‘Recreation Open eXperience’ or ‘ROX’ concept. Both top-optional vehicles will have real-world debuts at the 2024 SEMA Show.

“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,” said Kevin Hunter, President at Calty Design Research.

Land Cruiser ROX Concept

This concept was designed and built at Toyota’s North American design studio, Calty Design Research, in Ann Arbor, Mich. The same team helped bring the Land Cruiser 250 to life.

The ROX concept started life as a 2024 Land Cruiser. Over 50% of the vehicle was reworked and had to be custom fabricated. The only glass left in this Cruiser is the windshield.

Of course, early Land Cruisers could go topless, and the Toyota team wanted to bring that nostalgia to its thoroughly modern Land Cruiser 250. The entire roof and rear of the SUV was cut off. Custom fabrication then helped make that chop look like it came from the factory that way. A retractable soft top helps keep the elements off of passengers.

Even the doors on this concept were cut down to create more of an open-air feel. High-clearance rocker panels and rock rails add to the aggressive looks and off-road functionality of the build.

The menacing stance of this Land Cruiser is courtesy of widened fender flares. But, those flares were widened to fit massive 37×12.5 BFG KM3 mud-terrain tires on custom 18-inch billet wheels. To make those wheels work, a 4-inch lift was installed along with forged aluminum control arms at all four corners. This setup increased the track width by a full 8 inches.

More Exterior Customization

Full custom bumpers were fabricated by Toyota for both ends of this concept. The steel bumpers feature off-road lighting, D-rings, and integration with the custom skid plates that protect the entire undercarriage. The front bumper also houses a winch, while the rear helps support the swing-away spare tire carrier.

Up top, the Land Cruiser ROX concept has integrated roof-rack bars. A sports bar with MOLLE panels completes the silhouette of the vehicle and ties the cabin into the new truck bed.

Custom Interior

A functional mid-gate makes this SUV into a truck. It also opens up — along with fold-forward rear seats — to create a ton of cargo-carrying space. In the truck bed sides are Roto-Pax holders to carry extra fuel and water. A tailgate offers comfy seating for two off the rear of the vehicle.

Heritage Orange and black leather with Spring Green accent stitching — to match the exterior paint — makes the interior pop. The doors feature leather webbing loops for securing small random things and integrated safety kits.

Public Reveal

During the annual SEMA Show, the Land Cruiser ROX Concept will be displayed next week, November 5-8, at the Las Vegas Convention Center in the Toyota booth. I have little doubt it will also be making the rounds at Toyota enthusiast events around the country in 2025.