The Toyota Land Cruiser ROX Concept turned heads at the 2024 New York Auto Show, bringing a bold, open-air twist to the legendary off-roader.
Designed by Calty Design Research in Michigan, the ROX—short for Recreation Open eXperience—reimagines the classic Land Cruiser for today’s adventure-seekers, blending heritage cues with modern engineering.
Open-Air Freedom: The ROX Concept’s Standout Features
The ROX concept is based on the Land Cruiser 250 (India-bound Prado) and takes inspiration from iconic topless Land Cruisers of the past. Over half the body has been reworked to create a true open-air experience, including:
- Custom skeleton doors for maximum visibility and airflow
- Sliding soft-top roof runs front to rear, allowing for a convertible-like feel
- Chopped D-pillar and pickup-style rear bed for added utility and ruggedness
- Reinforced A-pillars and extra body rigidity for safety and strength
Inside, the ROX features Heritage Orange leather, weather-resistant 3D-printed sills, and door panels with integrated safety kits and webbing for adventure gear.
Rugged Design for Real Off-Roading
Toyota didn’t just focus on looks—the ROX is built for serious off-road action.
- TRD-modified independent suspension with 4-inch lift
- 8-inch wider track thanks to forged aluminium control arms
- Massive off-road tires on 18-inch billet wheels
- Custom steel bumpers, brush guards, and winch
- Triple-bar roof rack with Molle panels and seven auxiliary roof lights for extra gear and visibility
A functional mid-gate connects the cabin to the bed, making it easy to carry long items or access integrated tailgate seating.
Land Cruiser ROX Concept: Specs at a Glance
| Feature | Details |
|---|---|
| Platform | Land Cruiser 250 (Prado) |
| Roof | Sliding soft-top convertible |
| Suspension | TRD independent, 4-inch lift |
| Track Width | +8 inches (wider) |
| Wheels | 18-inch billet, off-road tires |
| Interior | Heritage Orange leather, 3D-printed sills |
| Price (Est. for India) | ₹2.10 crore |
| Engine | 3346cc diesel (Prado powertrain) |
| Safety | 10 airbags, terrain management, 360° camera |
Could the Land Cruiser ROX Go Into Production?
Toyota says the ROX concept “can easily be envisioned as a future production model,” but its fate depends on public reaction.
If adventure fans and off-roaders show strong interest, Toyota might bring this open-air pickup to showrooms, challenging rivals like the Jeep Wrangler and Ford Bronco.
Would you take the Land Cruiser ROX on your next big adventure, or is the classic hardtop still king for Indian off-roaders?