Toyota’s ROX Concept debuts at the SEMA Show with an open-air design inspired by the Land Cruiser’s rugged past.

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.

If you ever wondered what a modern Toyota Land Cruiser convertible would be like, wonder no more, as the company created its own concept for SEMA, called the "ROX." Abbreviated for "Recreation Open eXperience" concept,

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.

Toyota continues with its open-air off-road concepts for the 2024 SEMA Show with the Land Cruiser ROX Concept.

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.