Toyota Hints At Production Land Cruiser Pickup, If You Like The Concept

The Toyota Land Cruiser ROX concept is shaping up to be one of the standout attractions of the 2024 SEMA Show in Las Vegas, rolling in as a heavily modified, roofless pickup variant of the new off-roader. While most SEMA builds are little more than imaginative one-offs destined for oblivion, the extent of custom-designed components on the ROX—and a cryptic hint from Toyota—suggests it could evolve into an actual production model. Think of it as a lifestyle-oriented pickup version of a true off-roader.

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Toyota itself describes the ROX concept as a “seamless blend of rugged durability and open-air freedom, offering an exhilarating new take on the classic Toyota Land Cruiser that can easily be envisioned as a future production model.” That single sentence was enough to make us reach out to Toyota and press them for more details.

We Asked Toyota

Our question to Toyota was straightforward: does the ROX hint at a production version version of the Land Cruiser pickup, or was the comment merely a nod to the high level of craftsmanship that went into this one-off concept? A Toyota spokesperson told us, “We have no official statement on this topic, but SEMA is an opportunity to learn and test concepts. The CALTY Land Cruiser ROX is a concept vehicle, and we will see how the world reacts to it.”

It’s not a confirmation, but they’re clearly not shutting the door on the idea, either. If the ROX concept sparks enough public interest, a production Land Cruiser pickup might just be on the table.

LAND CRUISER ROX CONCEPT

Interestingly, the Recreation Open eXperience (ROX) concept was designed in CALTY by the same team that participated in the development of the Land Cruiser 250 Series. Setting aside some wild details such as the sliding roof, the lack of side windows, steel bumpers, and the massive off-road wheels, the ROX includes some features that could end up in a production model.

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For instance, Toyota engineers developed a functional tailgate with a custom spare wheel carrier and reinforced the structure to maintain rigidity despite the roofless design. That’s a significant amount of engineering effort for a static SEMA display, suggesting they might have had more than just a showpiece in mind. Other cool elements include the half-doors and the sports bar, although we’re not sure if the cost of development would be justified for them to find their way into a production Land Cruiser pickup.

Market Positioning and Competition

If Toyota decides to move forward with this project, it wouldn’t be the only Land Cruiser-based pickup in existence—Toyota has offered pickup variants of the Land Cruiser for years—but it would be the only one available in North America. The Land Cruiser Series 70, for instance, is offered in single-cab and dual-cab pickup configurations in select markets like Australia. That model has been around since 1984, with its most recent facelift arriving in 2023.

However, a ROX-based pickup would be a different beast; likely smaller than the Tacoma and aimed at lifestyle-oriented, adventure-seeking buyers. It would also carve out a unique niche in the market, riding on a rugged ladder-frame chassis rather than the unibody platforms of rivals like the Honda Ridgeline and Hyundai Santa Cruz.

Alternatively, if Toyota sticks with the topless design of the concept, the Land Cruiser could enter the market as a competitor to the soft-top versions of the Ford Bronco and Jeep Wrangler.

For now, we’ll have to wait and see how the crowd at SEMA reacts, and whether Toyota’s execs drop any more hints once the dust settles in Las Vegas. The ROX is a bold concept that might just have a shot at production if it can capture enough attention. Based on the public’s reaction, Toyota officials might give away more information about what is being discussed behind closed doors.