Toyota’s ROX Concept debuts at the SEMA Show with an open-air design inspired by the Land Cruiser’s rugged past.

Making its debut at the 2024 SEMA Show in Las Vegas, the Land Cruiser ROX — which stands for Recreation Open eXperience — uses the current Toyota Land Cruiser 250 as its base but draws inspo from the open-top FJ40 Land Cruisers of the ’60s and ’70s.

Toyota Customizing & Development Co., Ltd. (TCD) is a sub-company of Toyota that’s “engaged in the fields of accessories and installation, vehicle conversion, and motorsports.” The TRD brand you might know is under its umbrella,

Unlike Toyota Motor North America's own Land Cruiser build that will hit your nostalgic bones, Jeff Westcott went for a hardcore off-roader that's capable of running at speeds on dirt. "The idea was to take a factory production vehicle and turn it into a capable racing machine," said Westcott, owner and builder at Westcott Designs.

Vintage style meets modern capability in Proffitt's 1959 Toyota Land Cruiser FJ28 pickup restomod, which just debuted at the SEMA Show.

Toyota will showcase a unique concept based on the Land Cruiser 250 that will debut at the SEMA Show 2024 (Specialty Equipment Market Association Show), which takes place every year in Las Vegas, USA.

If you ever wondered what a modern Toyota Land Cruiser convertible would be like, wonder no more, as the company created its own concept for SEMA, called the "ROX." Abbreviated for "Recreation Open eXperience" concept,