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

Presented at the Toyota booth, the Overland Vision Concept is an entirely new approach for Modellista as it focuses heavily on what the company considers to be the latest trends in off-road customization,

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.

Toyota will showcase a unique concept based on the Land Cruiser 250 that will debut at the SEMA Show 2024 (Specialty Equipment Market Association Show), which takes place every year in Las Vegas, USA.

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,

Vintage style meets modern capability in Proffitt's 1959 Toyota Land Cruiser FJ28 pickup restomod, which just debuted at the SEMA Show.