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 is taking enthusiasts on a nostalgia-fueled desert trip with the reveal of the Land Cruiser ROX concept, an open-top twist on its hybrid off-road SUV.

After showing us their new TRD Surf Concept yesterday, Toyota now unleashed another classic-inspired off-roader for 2024 SEMA. They call it the Land Cruiser "ROX," which stands for "Recreation Open Experience.

Toyota is set to unveil the Land Cruiser ROX concept at this year’s SEMA Show in Las Vegas, offering an open-air, adventure-ready reimagining of its iconic SUV. The Land Cruiser ROX, which stands for “Recreation Open eXperience,” was developed by Toyota’s Calty Design Research in Michigan, building on the classic open-top Land Cruisers of the past.

In between the seemingly endless booths of aftermarket accessories, parts, and tech are the SEMA Show loss leaders that send our jaws to the floor. I’m talking about the over-the-top teasers, the one-and-done show-stoppers,

Toyota's designers did a heck of a job with the new Land Cruiser, but there was one key feature they missed. With the Land Cruiser ROX concept, the North American design team has taken care of that issue,

ROX” stands for “Recreation Open eXperience.” Yeah, we know the acronym is a bit labored, but so is "RAV4." And we all know Toyota wasn’t going to call it “ROE.” An