Toyota showcases its rugged, open-top SUV, the Land Cruiser ROX concept
Toyota showcased the Land Cruiser ROX concept at the 2025 New York International Auto Show. The Land Cruiser ROX Concept is a rugged, open-air SUV that pays homage to the brand's storied off-road heritage while teasing a future of adventure-ready innovation.
The Land Cruiser Rox is a reimagined version of the 2024 Land Cruiser 250
advertisementThe concept signals Toyota's ambition to compete with rivals like the Jeep Wrangler and Ford Bronco.The Land Cruiser Rox, which stands for 'Recreation Open eXperience,' is a reimagined version of the 2024 Land Cruiser 250, crafted by Toyota's Calty Design Research studio in Ann Arbor, Michigan. Over 50 per cent of the vehicle's body was redesigned to create a fully functional, open-top prototype that blends vintage aesthetics with cutting-edge engineering. The concept features a sliding soft-top roof, custom 'skeleton' doors with open sections, and a functional mid-gate that provides seamless access to a rear cargo bed, evoking the spirit of classic FJ40 Land Cruisers from the 1960s and 1970s.
Finished in a nostalgic 'Spring Green' shade, reminiscent of classic Land Cruiser models.
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Painted in a nostalgic 'Spring Green' hue—a nod to vintage Land Cruiser models—the Rox boasts a widened track by eight inches and a four-inch lift, courtesy of a Toyota Racing Development (TRD)-tuned independent suspension with forged aluminum control arms. Its 18-inch machined billet wheels, wrapped in oversized off-road tires, are housed within bold trapezoidal fender flares, enhancing its aggressive stance. Additional utility features include a triple-bar roof rack with molle panels, seven roof-mounted auxiliary lights, and custom steel bumpers with red tow hooks, brush guards, and a winch.
Added utility features include a triple-bar roof rack with molle panels, seven roof lights, and custom steel bumpers with red tow hooks, brush guards, and a winch.
Inside, the ROX combines rugged functionality with premium touches. The cabin features orange leather upholstery, custom SLS Nylon 3D-printed components like door sills, and door panels with integrated safety kits and webbing for storing adventure gear. The open-air design blurs the line between the interior and the outdoors, offering an immersive experience for off-road enthusiasts.
Inside, the cabin features orange leather upholstery.
As Toyota continues to evolve its off-road portfolio, the Land Cruiser ROX Concept serves as a bold statement of intent. Whether it remains a one-off showpiece or sparks a new production model, its presence at the 2025 New York Auto Show has solidified Toyota's commitment to redefining adventure for a new generation of explorers.For more details about the New York Auto Show, stay tuned to Auto Today.Subscribe to Auto Today MagazineMust Watch
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