- Toyota will showcase two heavily modified SUVs at the 2024 SEMA show in Las Vegas.
- The Land Cruiser Rox concept is an open-air off-roader with an exposed cargo area.
- The 4Runner Surf concept is a two-door SUV inspired by the Hilux Surf from the ’80s.
Update 11/1: Following the 4Runner, Toyota has now unveiled the Land Cruiser Rox Concept—a topless version of the off-roader, featuring an open cargo area and a retractable soft top. Approximately 50% of the vehicle’s components had to be “reinvented and fabricated,” with Toyota suggesting that the finished concept “could easily be imagined as a future production model.”
Toyota gave a pretty wild makeover to its ladder-frame SUVs for this year’s SEMA show. The Land Cruiser ROX Concept is a pickup version of the new SUV reimagined with an arsenal of custom parts, while the 4Runner TRD Surf Concept is a beach-bound two-door throwback with unmistakable ‘80s vibes.
Starting with the Land Cruiser ROX (Recreation Open eXperience), this is a brainchild of Toyota’s Calty Design Research studio, which also took part in the development of the Land Cruiser 250 Series. Here, the team went all-in on an open-air vision of Toyota’s new generation off-roader, a machine designed to immerse occupants in the environment around them.
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First off, they’ve hacked off the C-pillar, obliterated the D-pillar, and ditched the roof in favor of a sliding soft top. To keep things from crumbling under pressure, they’ve built in a bespoke framework to offset the lost rigidity. A panoramic roof topped with a reclining soft top leaves nothing between you and the sky while the study also features custom “skeleton” half-doors without glass windows, wide fender extensions, and bespoke 18-inch wheels shod in off-road tires.
Toyota didn’t hold back on the heavy-duty gear either. Steel front and rear bumpers, along with reinforced skid plates and brush guards, are all in the mix. An independent suspension by TRD provides a 4-inch (102 mm) lift, while the tracks have been widened by 8 inches (203 mm) featuring forged aluminum control arms.
CALTY Toyota Land Cruiser ROX
Out back, there’s a functional tailgate and a new spare wheel carrier, providing a hassle-free access to the exposed cargo area. Furthermore, the triple-bar roof rack and sports bar with molle panels further expand the truck’s cargo-carrying capabilities. Interior upgrades include Heritage Orange leather upholstery, safety kits, practical webbing, and 3D-printed doorsills.
According to the company, more than half of the vehicle has been “reinvented and fabricated” with the help of the Toyota Technical Center, an impressive feast for a one-off concept. Interestingly, the company said that the build “can easily be envisioned as a future production model”, hinting at a possible Land Cruiser-based pickup.
The next SEMA concept is based on the 2025 Toyota 4Runner TRD Limited. This project, helmed by Toyota’s Motorsports Garage, reimagines the ladder-frame SUV as a two-door semi-convertible off-roader with roots in the original 4Runner and the Japanese-spec Hilux Surf from the 1980s.
Toyota 4Runner TRD Surf Concept
To nail the beach cruiser aesthetic, the SUV will shed its roof and D-pillars in favor of a hardtop that can be removed by a single person. It’s a setup that recalls the freewheeling spirit of the original while adding a modern twist. A custom roof rack, purpose-built to haul surfboards, stays true to the Surf’s legacy, with a roll bar ensuring the safety of the rear passengers.
The rear door delete requires the development of flip-up front seats, providing access to the rear bench. Furthemore, the 4Runner received wide fender extensions, a TRD front bumper, a vented hood, Turbo stampings on the doors, and a bespoke sea-inspired livery. The interior has blue-themed upholstery, cyan accents, and waterproof wood-style flooring.
The concept retains the turbocharged 2.4-liter powertrain, eight-speed automatic, and full-time 4WD system of the donor car. Modifications include a louder exhaust, upgraded steering, custom front axles, a long-travel suspension, and a Tundra-sourced rear housing. Finally, the off-road credentials are further improved by the 37-inch tires wrapped around 17-inch wheels.
The 2024 edition of SEMA kicks off at the Las Vegas Convention Center on November 5.