The name Arctic Trucks is synonymous with extreme off-road capability. Whether it’s conquering the icy landscapes of Iceland or the unforgiving deserts of the Middle East, their creations are engineered for the most extreme conditions. Now, they have turned their attention to the Toyota Land Cruiser 250—better known in many parts of the world as the Prado—bringing us the AT37 package. But is this beefed-up, terrain-taming machine relevant to the South African market? Do we need it here, or is it just another expensive toy for off-road enthusiasts? Let’s take a deep dive.
Technical Enhancements: What Sets the AT37 Apart?
At first glance, the AT37 is an absolute monster. But its true excellence lies in the technical upgrades that make it one of the most capable off-road machines available.
Suspension & Chassis Modifications
One of the most significant changes is the two-way adjustable suspension, which includes high-performance dampers, upgraded springs, and coilovers. These allow for increased travel and better shock absorption on rough terrain. The vehicle’s ground clearance is increased by 40mm (1.6 inches), greatly improving its ability to handle uneven trails, deep ruts, and rocky surfaces.
The AT37 also features a reprofiled drivetrain and frame to accommodate the suspension and tyre upgrades without compromising drivability. This ensures a balanced ride both on and off the road.
Tyres & Wheels
The AT37 rides on massive 37-inch BFGoodrich tyres, available in All-Terrain T/A KO3 or Mud-Terrain T/A KM3 variants, depending on the intended use. These are mounted on newly developed 17-inch forged alloy wheels, designed to handle extreme loads while maintaining a relatively lightweight construction. The wider track provides improved stability, especially in challenging off-road conditions.
Each wheel arch extension features an integrated tyre pressure guide to help drivers adjust their pressures according to terrain type, ensuring maximum grip and efficiency.
Extended Wheelbase & Drivetrain Adjustments
In an uncommon modification, Arctic Trucks relocated the rear axle to extend the wheelbase, providing better weight distribution and a smoother ride over rough terrain. This also improves approach, breakover, and departure angles—key factors in serious off-roading.
The rear of the vehicle also features a 2-inch multifunction receiver hitch, allowing for quick attachment of towing gear, winches, steps, and even overland accessories like barbecues or extra cargo carriers.
Aesthetic and Practical Upgrades
The AT37 is not just about capability—it also boasts an aggressive, eye-catching presence. A ten-piece widebody kit enhances the already rugged design, incorporating flared wheel arches that house the larger tyres. A hidden receiver hitch, aluminium side steps with rubber inserts, durable end caps, and Arctic Trucks-branded mud guards complete the exterior enhancements.
Inside, Arctic Trucks has made subtle refinements, adding custom dash trim, sill plates, premium floor mats, and a redesigned shift lever. The black-and-lava badging throughout the interior and exterior further differentiates this model from the standard Land Cruiser 250.
Performance and Pricing: What Will It Cost in South Africa?
The AT37 package will be available as either a direct customer conversion or a dealership-supplied version, with availability in Europe, North America, Africa, and the Middle East. While Arctic Trucks has not released official pricing, we can estimate the cost based on existing Land Cruiser 250 prices.
In Germany, the base Land Cruiser 250 starts at €79,990 (approximately R1.65 million). By comparison, the standard US-market Land Cruiser is priced at $56,700 (roughly R1.08 million), while the top-spec Lexus LX—closely related to the Land Cruiser 300—starts at $106,850 (R2.03 million).
But here in South Africa given the extensive modifications and the premium Arctic Trucks brand, it’s safe to assume that the AT37 conversion will push the price well beyond R2 million, possibly closer to R2.5 million depending on optional extras and final specifications.
Is It Worth It? Does South Africa Need the AT37?
There’s no denying that the Arctic Trucks AT37 is a formidable machine. But how does it fit into the South African market, where overlanding and 4×4 enthusiasts have a vast range of capable options?
- Overlanding Potential: South Africa is an overlanding paradise, with routes stretching from the Cederberg to the Namib Desert and beyond. The AT37’s extensive modifications make it an excellent candidate for long-distance expeditions, allowing for greater confidence in remote areas. The large tyres, increased clearance, and upgraded suspension mean fewer worries about deep sand, rocky terrain, or water crossings.
- Real-World Usability: The challenge with heavily modified off-roaders is that they often compromise on-road comfort. Arctic Trucks has a strong reputation for balancing extreme capability with reasonable road manners, but it remains to be seen how the AT37 handles daily driving in South African conditions. While it will undoubtedly excel on gravel roads and technical trails, urban environments and highways may prove less accommodating.
- Competition: The South African market already has a robust selection of serious off-roaders, including the Land Cruiser 300, Ford Ranger Raptor, and Grenadier. While the AT37 offers a unique level of capability, it also comes at a premium price. Given that a top-spec Land Cruiser 300 is already well over R1.8 million, some buyers may question whether the Arctic Trucks conversion justifies the additional cost.
Final Verdict: An Incredible Machine, But A Niche Market
The AT37 is an undeniably cool, capable, and well-engineered vehicle. It represents the pinnacle of off-road modification and will undoubtedly attract buyers looking for the ultimate adventure rig. However, in a market where the standard Land Cruiser 300 and modified Toyota Hilux models already offer formidable performance at a lower price, the AT37 may be overkill for most buyers.
For hardcore off-roaders and collectors, the AT37 is a dream machine. But for the average South African 4×4 enthusiast, there are more cost-effective options that provide similar levels of capability without the hefty price tag. If money is no object, this is one of the best overlanding vehicles money can buy. But if you’re looking for practical value, you may be better off with a well-equipped Land Cruiser 300 or a custom-built Hilux.
Would I want to take one on an overland trip through Namibia? Absolutely. Would I spend over R2 million on it? That’s a tougher question.
