Toyota has brought retro off-road spirit roaring into the modern era with the Land Cruiser ROX Concept, a striking tribute to the classic topless Land Cruisers of the past. First revealed at the 2024 SEMA Show in Las Vegas, this rugged open-air SUV is now turning heads at the New York Auto Show.
ROX stands for “Recreation Open e(X)perience”, and it lives up to that name by completely reimagining the Land Cruiser formula. Designed by Calty Design Research in Ann Arbor, Michigan—the same team behind the new Land Cruiser 250—the ROX isn’t just a design tweak; it’s a full-blown reinvention.
Transforming a traditional closed-roof SUV into an open-air adventure machine required more than just removing the top. Over 50% of the vehicle was rebuilt from scratch—including custom body panels, redesigned doors, and one-off structural components. Engineers collaborated closely with Toyota’s technical center to fabricate a body that didn’t previously exist, staying true to one key mission: eliminate barriers between the driver and the wild.
The ROX Concept stands as a celebration of freedom, nature, and the legendary Land Cruiser legacy—cut loose from convention and built for pure adventure.
source: gaadiwaadi.com
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