Toyota has made a bold statement for this year’s SEMA Show, unveiling two new, off-road-ready concepts that blend rugged practicality with eye-catching design: the Land Cruiser ROX Concept and the 4Runner TRD Surf Concept. Set to take centre stage at the event, these builds represent Toyota’s commitment to innovation in off-road and overlanding vehicles, while also paying homage to its rich heritage.
The two models, both stripped down and reimagined, represent the ultimate in open-air, off-road escapism. With their roofs and D-pillars removed, these concepts are built for those who want to be as close to the elements as possible without compromising on the durability expected from Toyota’s off-road line-up. Below, we explore each concept in detail and break down what makes these models not only visually striking but also purpose-built for adventure.
The Land Cruiser ROX Concept
The Land Cruiser ROX Concept is Toyota’s imaginative spin on their newly updated Land Cruiser platform. Developed by Toyota’s Calty Design Research studio, the ROX Concept builds on the Land Cruiser’s reputation for toughness and versatility, stripping it down for an open-air off-road experience. The design team focused on creating an immersive and unencumbered driving experience, with an open-top design that encourages a direct connection to the environment.
Design and Structure
One of the most noticeable changes to the ROX Concept is its complete roof removal. Not only has Toyota removed the C-pillar, but the D-pillar has also been taken out entirely. The result is a Land Cruiser unlike any other, offering a panoramic view of the sky. To counterbalance the reduced rigidity caused by such extensive modifications, Toyota has built a custom framework to support the structure, ensuring the ROX Concept can handle rough terrain without compromising safety or stability.
This open-top design doesn’t stop at the roof. The ROX also sports custom half-doors, allowing occupants to enjoy the sights, sounds, and smells of nature. Unlike standard off-road vehicles, where windows and doors form a protective bubble, the ROX invites the outside world in, making it a compelling option for those who crave adventure and closeness to the elements.
Heavy-Duty Components
The Land Cruiser ROX Concept is no slouch when it comes to equipment. Toyota has bolstered the vehicle with steel front and rear bumpers, reinforced skid plates, and brush guards, giving it the protection needed to tackle any obstacle head-on. The fender extensions have been widened to accommodate larger off-road tyres, which contribute to the vehicle’s imposing stance and enhance its ability to handle rocky trails and steep inclines.
The rear of the ROX Concept has been modified to include a functional tailgate and spare wheel carrier. These practical additions make it easy to access the exposed cargo area, which has been redesigned to accommodate outdoor gear, tools, and other necessities for an extended overlanding trip. According to Toyota, more than half of the ROX’s components are custom-made for this one-off concept, making it a true celebration of innovation and craftsmanship.
A Glimpse into Toyota’s Off-Road Future?
The ROX Concept serves as a tantalising look at what Toyota may have in store for its off-road vehicles in the years to come. It’s a striking departure from traditional design, with bold modifications that may inspire future production models. Whether this specific model will go into production is unclear, but it certainly shows Toyota’s willingness to experiment with form and function to deliver an unforgettable off-road experience.
The 4Runner TRD Surf Concept
If the Land Cruiser ROX Concept is Toyota’s take on an off-road workhorse, the 4Runner TRD Surf Concept is its carefree, beach-bound sibling. Built as a two-door variant of the upcoming 2025 4Runner, the TRD Surf Concept takes inspiration from the Hilux Surf, a classic model from the 1980s Japanese market. The result is a unique blend of nostalgia and modern off-road capability, designed to capture the essence of the original while adding contemporary twists.
Design Elements: A Retro-Inspired Beach Cruiser
The most striking feature of the 4Runner TRD Surf Concept is its nod to the 1980s. The design team has removed the roof and D-pillars, creating an open-air aesthetic that’s perfect for beach outings and coastal adventures. The vehicle’s rear access is made easier by flip-up front seats, which allow passengers to reach the rear bench without the need for rear doors. This semi-convertible structure is both nostalgic and practical, tapping into the free-spirited design ethos of the original Hilux Surf.
Further paying homage to the 1980s roots, Toyota has added a custom roof rack specifically designed to carry surfboards. This addition not only makes the Surf Concept beach-ready but also strengthens its connection to the model’s heritage, as it was affectionately named “Surf” in Japan. The roof rack enhances the vehicle’s functionality for outdoor enthusiasts and gives it a unique visual edge, making it stand out even among other off-road concepts.
Performance and Build
The TRD Surf Concept doesn’t stop at aesthetics; it’s built to perform. Like the ROX, it features wide fender extensions and a bull bar, giving it a muscular appearance and adding extra protection on rugged terrain. Additionally, the vehicle is stamped with “Turbo” on the doors and displays a topographical map on the bonnet, a small detail that pays homage to Toyota’s long-standing connection with exploration and adventure.
From a performance standpoint, Toyota has retained the core capabilities that make the 4Runner a legendary off-road vehicle, while adding features designed to maximise outdoor utility. Whether it’s the spacious interior, the robust exterior components, or the unique details that make this a truly one-of-a-kind build, the Surf Concept is all about offering an enjoyable, open-air adventure that’s as fun as it is functional.
The 4Runner’s Legacy Reborn
This concept is a celebration of Toyota’s off-road legacy, mixing the nostalgic spirit of the Hilux Surf with the modern demands of today’s off-road enthusiasts. The TRD Surf Concept brings a slice of history to the SEMA show, giving fans a glimpse of what a modern Hilux Surf might look like if it were built with today’s technology and design language. It’s not just a vehicle; it’s a piece of Toyota’s history reimagined for the present day.
SEMA Show Unveiling
The unveiling of these concepts at the SEMA Show is a fitting stage for Toyota to showcase their creative prowess. Both the Land Cruiser ROX and the 4Runner TRD Surf Concepts are expected to draw significant attention, and Toyota has promised to keep the excitement going with periodic updates leading up to the show. With its focus on outdoor adventure and durability, Toyota’s 2024 SEMA lineup is a testament to the brand’s dedication to evolving with the times while respecting its heritage.
The SEMA Show kicks off at the Las Vegas Convention Center on November 5, offering a platform for Toyota to unveil these standout builds to the world. Whether you’re a die-hard Land Cruiser fan, a 4Runner enthusiast, or simply an off-road aficionado, these concepts are sure to inspire and ignite passion for the next generation of Toyota’s off-road vehicles.
