Toyota has unveiled its latest concept ahead of the SEMA show in Las Vegas this week. It's a daring open-top version of the 2024 Land Cruiser Prado called the ROX.
This striking design, crafted by Toyota’s Calty Design Research team, reimagines the iconic LC Prado with a convertible top, bringing a modern twist to the classic off-road model.
The ROX, an acronym for 'Recreation Open eXperience', combines rugged functionality with a bold aesthetic designed to turn heads both on and off the beaten path.
The ROX concept goes beyond simply removing the roof - it transforms the Prado's silhouette into a hybrid of SUV and ute. A sliding soft-top roof opens to reveal an airy cabin, while the rear section serves as an exposed pickup bed. The structural A-pillars resemble a trestle bridge, providing a robust look while enhancing stability.
Toyota has added Molle panels on the sloping rear pillars, allowing for easy attachment of outdoor gear, making this concept ideal for adventure-focused drivers.
A triple-bar roof rack spans the top, while seven roof-mounted auxiliary lights ensure enhanced visibility on rugged trails. Toyota has also fitted the ROX with a functional midgate, allowing longer items to pass from the cabin into the bed and providing access to integrated seating in the tailgate, further boosting its adventure-ready appeal.
The ROX stands four inches higher than the standard Prado, with an eight-inch-wider track thanks to forged aluminium control arms. Toyota also equipped it with broad, trapezoidal fender flares, which complement the 18-inch billet wheels wrapped in large off-road tyres, emphasising its tough stance.
Custom steel bumpers with red tow hooks, robust brush guards and a winch complete the vehicle’s rugged exterior, while skeleton-style doors provide a unique open-lower design that aligns with the concept’s outdoors-focused theme.
Finished in a retro-inspired Spring Green, the ROX’s paintwork pays homage to vintage Land Cruisers. A custom jerrycan next to the rear-mounted spare tyre offers a practical touch, while the wide-body design is built to withstand demanding off-road conditions.
Inside, the ROX concept reveals its practical side with weatherproof 3D-printed elements, including custom door sills. The cabin features vibrant Heritage Orange leather seating, adding a modern flair that contrasts with the vehicle’s rugged exterior. Door panels include built-in safety kits and webbing for easy storage of essentials like sunglasses.
While Toyota has not confirmed plans to bring the ROX into production, this concept is a clear sign of the company’s willingness to explore bold design possibilities for the Land Cruiser Prado.
With off-road capability and a nostalgic nod to the model’s roots, the ROX concept could inspire future Land Cruiser special editions.
As Toyota embraces more adventurous concepts, enthusiasts can hope for unique production-ready variants in the coming years, particularly as interest in capable, off-road SUVs continues to grow globally.
