2025 Toyota LandCruiser Prado ROX concept unveiled at SEMA

Toyota has unmasked a retro-inspired, open-air ute concept based on the upcoming Prado, dubbed the LandCruiser ROX (Recreation Open eXperience).

Set to debut at the 2024 SEMA Show in Las Vegas, the one-off concept is the brainchild of Toyota’s North American design studio, Calty Design Research, the same group that played a part in the creation of the all-new Prado that’s set to launch in Australia by the end of 2024.

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Using a new Prado (known as the Prado 250 in the USA) as a base, more than 50 per cent of the vehicle was reinvented and fabricated – Custom “skeleton” doors sit atop high-clearance rocker panels and rock rails; a front-to-rear sliding soft top allows simple open-air experience; and a mid-gate between the cabin and tub provides easy access.

On the inside, Heritage Orange leather helps the ROX concept stand out, as do custom SLS Nylon 3D printed bits (front and rear door sills, for example). As a nod to LandCruiser’s heritage, a vintage Spring Green hue is used for the exterior.

“We asked ourselves how we could make an even more exciting experience for our LandCruiser enthusiast but from a real product perspective,” said Kevin Hunter, president at Calty Design Research. “Using LandCruiser 250 as a base, we modified the body to open it up, expanding the usability, functionality and overall fun outdoor experience.”

The ROX concept also features an integrated triple-bar roof rack and sports bar with molle panels; a custom jerry can next to a rear spare carrier; high-lift front and rear steel bumpers; and massive fenders covering huge tyres around Calty 18-inch machined billet wheels.

Adding to its go-anywhere appeal is the implementation of independent suspension by TRD, which raises the vehicle by four inches and increases track width by eight inches courtesy of forged aluminium control arms (front and rear). This also helps give the vehicle its chunky, aggressive stance.

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“This ambitious, one-of-a-kind build, is a testament to Toyota’s commitment to pushing boundaries while staying true to the spirit of adventure that the LandCruiser embodies,” said Mike Tripp, group vice president, Toyota Division Marketing, Toyota Motor North America.

“The LandCruiser ROX is a reminder of what LandCruiser has always been, and an invitation to LandCruiser fans who will appreciate experiencing the great outdoors in an entirely new way. We can’t wait to see how they react,” he added.

The LandCruiser ROX concept will be on display at the 2024 SEMA Show in Las Vegas, from November 5 to 8.