- Toyota unveiled two off-road concept vehicles at the 2024 SEMA Show: the 4Runner TRD Surf and the Land Cruiser ROX (Recreation Open eXperience).
- Both models are heavily inspired by Toyota’s celebrated off-roading history.
- The 2024 SEMA Show is a trade-only industry event in Las Vegas from November 5th to 8th.
Toyota has drawn back to curtains on not one, but two concept 4x4s inspired by the Japanese automaker’s historical off-roaders: the 4Runner TRD Surf, celebrating Southern California’s vibrant surf culture, alongside the Land Cruiser ROX or “Recreation Open eXperience” (read: final boss of off-road exploring).
For folks who love nothing more than heading down to the beach for a surf at sunrise, the 4Runner TRD Surf aims to be the only car you’ll ever need. Based on the all-new 2025 4Runner TRD Limited, it features an iForce 2.4L turbocharged engine that delivers 278 horsepower and 317lb/ft, mated to an eight-speed automatic transmission.
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“The 2025 4Runner reminded me of the original, with its rugged look and powerhouse four-cylinder engine. I knew it had the potential to be the ultimate beach cruiser,” said Toyota Director Marty Schwerter.
“We wanted to create something that would resonate today while paying homage to the past. The removable top was a must, just like the original, and we made sure it’s as functional as it is stylish.”
It also features a removable top designed to be operable by a single person, roll bar, and plenty of room for surfboards, and despite flaunting just two doors, four functional windows for when the roof is on. With waterproof flooring and a custom surfboard “Travel Quiver” for carrying boards on the roof, every detail has been considered.
The Land Cruiser ROX also earned plenty of attention at the 2024 SEMA Show as a reimagined version of the BJ40 and FJ40 open-top Land Cruisers.
But despite being created with the 2024 Toyota Land Cruiser 250 as a base vehicle, more than half of the ROX concept’s components were replaced or fabricated to achieve the designer’s vision.
“Open air concepts have been a part of Land Cruiser’s heritage, particularly the ‘topless’ version,” says Exterior Chief Designer Adam Rabinowitz.
“As our design team was sketching this open-top derivative, there was definitely an emotional connection to the Land Cruisers of the past.”
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Toyota created custom-fabricated “skeleton” doors and a sliding soft-top roof for the Land Cruiser ROX; along with a custom SLS Nylon 3D-printed interior elements, custom integrated triple-bar roof rack, and sports bar. Painted in a Spring Green colour inspired by vintage Land Cruiser models, it truly is an off-roader for enthusiasts.
While neither concept cars have production plans at this current stage, it’s exciting to see Toyota delve into its rich archives for inspiration — and a stark reminder that motoring concepts don’t always need to be “futuristic” beyond recognition. Or practicality.
Here’s hoping Toyota eventually makes these dreams a rolling-off-the-production-line reality.
