Toyota unveiled the ROX concept: an open and brutal Land Cruiser
By ForGeeks At the 2024 SEMA Auto Show, Toyota revealed its latest development, the ROX (Recreation Open eXperience) concept inspired by classic open-top versions of the Land Cruiser. The new concept takes the iconic SUV back to its roots, bringing passengers back to a fully immersive environment through an open cabin and off-road design.
The new concept takes the iconic SUV back to its roots, bringing passengers back to a fully immersive environment through an open cabin and off-road design.
Open cabin is a tribute to Land Cruiser’s past
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Land Cruiser has historically been designed as an off-road vehicle that allows passengers to experience nature in its entirety, from safari to camping. The ROX Concept embodies this philosophy by adapting and reimagining the functionality of the new Land Cruiser 250. According to Adam Rabinowitz, Toyota’s chief exterior designer, “open-body concepts have always been part of Land Cruiser history, and as we worked on the ROX, we felt an emotional connection to the classic models.”
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A 50% reimagined vehicle
The ROX concept is based on the 2024 model, but was practically created from scratch – engineers reworked more than half of the original’s elements to create an entirely new look. Designers worked in collaboration with Toyota Technical Center, developing unique stamping tools to create body panels that make the ROX barely resemble the base model.
The ROX is based on the 2024 model, but was virtually built from scratch – engineers reworked half of the elements of the original to create an entirely new look.
Fully functional SUV with open cabin
The ROX concept is not just a showpiece, it is fully functional. The open cab features special doors with upper and lower sections and high raised sills for easy boarding. The padded roof slides on rails from front to rear, allowing passengers to enjoy the fresh air. A center compartment connects the cab to the cargo area, where integrated seats on the tailgate provide easy access to nature.
The center compartment connects the cab to the cargo area, where integrated seats on the tailgate provide easy access to nature.
To make the ROX adaptable to all weather conditions, the interior features 3D-printed nylon parts, including door sills. Inside, there’s leather trim and door panel-mounted rescue kits with mesh pockets.
On the outside, the ROX features a unique roof rack with triple crossbars and a sport bar with MOLLE mounts. Steel bumpers with D-rings and guards add protection, and wide fenders with tires on 18-inch wheels emphasize off-road readiness.
The ROX has a unique roof rack with triple bars and a sporty arc with MOLLE mounts.
Special suspension from TRD
As befits a true Toyota SUV, the ROX features an independent suspension from TRD that adds four inches of elevator and widens the track by eight inches. This provides better stability and maneuverability on demanding trails.
The ROX’s suspension is designed to provide better stability and maneuverability on challenging trails.
“Land Cruiser ROX is a reminder of what Land Cruiser has always been and invites fans to discover the world around them in new ways,” said Mike Tripp, vice president of marketing for Toyota Motor North America.
The future of Toyota’s off-road concepts
Creating a concept that’s been redesigned by more than 50 percent takes a lot of effort, and the result is totally worth the cost. Although the ROX was created as a unique model for the SEMA Show, its principles may influence future Toyota projects.
The ROX was created as a unique model for the SEMA Show, and its principles may influence future Toyota projects.
