The Toyota Land Cruiser ROX prototype is highly anticipated and is expected to be one of the main attractions at the 2024 SEMA show in Las Vegas.
It will debut as a heavily modified, roofless version of the new off-road truck. While most SEMA models are often unique one-offs destined for obscurity, the specially designed components of the ROX, along with a subtle hint from Toyota, suggest that it could evolve into an actual production model.
It can be considered more of a lifestyle-oriented pickup than a true off-road vehicle. Toyota describes the ROX prototype as a "seamless blend of ruggedness and freedom," providing a stunning new twist on the classic Land Cruiser that could easily be envisioned as a future production model.
A Toyota spokesperson stated, "We do not have an official statement on the potential production of this model, but the SEMA show is an opportunity to learn and test prototype models.
This prototype will be showcased at the premier exhibition, and we will see how the audience reacts to it." This is not a confirmation of vehicle production, but it is clear that the company has not shut the door on the idea either. If the ROX model generates enough public interest, it could transition into production.
This model was designed by the same team behind the Land Cruiser 250. Aside from some quirky details like the sliding roof, lack of side windows, steel bumpers, and massive off-road tires, the ROX includes features that could end up in a production model.
For instance, Toyota engineers developed a practical tailgate with a custom spare tire carrier and reinforced the chassis to maintain rigidity despite the roofless design.
If Toyota decides to move forward with this project, it won't be the only truck based on the Land Cruiser, as Toyota has showcased Land Cruiser truck variants for years.
However, it would be the only truck available in North America. For example, the Land Cruiser 70 series is offered in single-cab and double-cab forms in select markets like Australia.
This model has been around since 1984, with its latest facelift introduced in 2023.
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