Toyota Motor North America recently unveiled the impressive Land Cruiser “Recreation Open eXperience” (ROX) concept at the 2024 Specialty Equipment Market Association Show in Las Vegas, capturing the adventurous spirit of the legendary Land Cruiser. Designed by Calty Design Research, Toyota’s North American studio in Ann Arbor, Michigan, the ROX concept revisits the iconic open-top Land Cruisers, reimagining them for outdoor enthusiasts. Inspired by the all-new 2024 Land Cruiser 250, the ROX introduces a new way to experience outdoor travel, creating a rugged vehicle for any adventure.

Kevin Hunter, president of Calty Design Research, explained that the team wanted to enhance the outdoor experience for Land Cruiser fans. With that goal, they modified over half of the Land Cruiser 250’s body to achieve an open-air feel. Unique “skeleton” doors and a sliding soft top allow passengers to enjoy a clear view of nature, while a mid-gate opens from the cabin to the truck bed for additional storage and seating.

The design also features custom elements, like Heritage Orange leather in the interior, a Spring Green exterior, and functional touches like roof racks, molle panels, and rugged bumpers. Equipped with a specialized Toyota Racing Development suspension system, a four-inch lift, and wider track, the ROX stands ready for tough terrains.

This bold concept shows Toyota’s dedication to blending tradition and innovation. Toyota invites fans to see the Land Cruiser ROX up close at the Specialty Equipment Market Association Show, running November 5 through 8, to appreciate a new era of outdoor exploration.

#toyotalandcruiserrox, #semashow2024, #toyotaconcept
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