With help from Toyota's Calty Design Studio in Ann Arbor, Michigan, and a focus on structural rigidity front of mind, the automaker set off to build an open-air concept version — one that pays homage to the FJ40 generation of Land Cruisers, which were available in roofless form.

Toyota’s CALTY Design Center “reinvented” more than 50% of the Land Cruiser, especially at the back half, to make the ROX. The second of 10 (10!) concepts Toyota will dribble out in the days before and during SEMA is this, the Land Cruiser ‘ROX,’ or ‘Recreation Open eXperience.’ What is a ROX?

The Land Cruiser ROX will debut next week at the SEMA show featuring a sliding softtop convertible roof, a four-inch lift, and an eight-inch-wider track.

Toyota just unveiled an open-air truck concept based on the current-generation Land Cruiser that it is bringing to this year's SEMA show in Las Vegas.

A chopped roof, custom rear-end, and over 50% new fabrication. The Toyota LC ROX (Recreation Open eXperience), is an open-top adventurer prototype with a proper retro appeal. It is set to make its debut at the 2024 SEMA Show in Vegas.