Toyota stated that the Land Cruiser ROX concept “could easily be seen as a future production model,” though its development will largely depend on public response.
Toyota describes the ROX concept as a “seamless blend of rugged durability and open-air freedom, delivering an exciting new interpretation of the classic Toyota Land Cruiser that could easily be imagined as a future production model.” This statement alone prompted us to reach out to Toyota for more details.
We posed a simple question to Toyota: does the ROX hint at a future production model of the Land Cruiser pickup, or was the comment simply a nod to the craftsmanship behind this one-off concept? A Toyota spokesperson responded, “We have no official statement on this topic, but SEMA is an opportunity to explore and test ideas. The CALTY Land Cruiser ROX is a concept vehicle, and we’ll see how the public responds.”
While not a confirmation, Toyota is clearly keeping the door open. If the ROX concept generates enough interest, a production Land Cruiser pickup might become a reality.
Interestingly, the Recreation Open eXperience (ROX) concept was crafted by CALTY, the same team behind the Land Cruiser 250 Series. While it boasts bold features like a sliding roof, no side windows, steel bumpers, and massive off-road wheels, the ROX also includes elements that could potentially make their way into a production model.
For example, Toyota engineers created a functional tailgate with a custom spare wheel carrier and reinforced the structure to maintain rigidity despite the roofless design. This level of engineering effort for a static SEMA display hints that they may have envisioned more than just a showpiece. Other standout features include the half-doors and a sports bar, though it’s uncertain if the development costs would justify incorporating these into a production Land Cruiser pickup.
If Toyota chooses to proceed with this project, it wouldn’t be the only Land Cruiser-based pickup out there—Toyota has long offered pickup variants of the Land Cruiser. However, this would be the only one available in North America. For example, the Land Cruiser Series 70, sold in markets like Australia, comes in both single-cab and dual-cab pickup versions and has been around since 1984, with its latest update in 2023.
A ROX-based pickup would be a different kind of vehicle: likely smaller than the Tacoma and targeting lifestyle-focused, adventure-seeking buyers. It would fill a unique market niche, built on a rugged ladder-frame chassis rather than the unibody platforms of competitors like the Honda Ridgeline and Hyundai Santa Cruz.
Alternatively, if Toyota retains the open-top design of the concept, this Land Cruiser could compete with soft-top models like the Ford Bronco and Jeep Wrangler.
For now, we’ll have to wait for the public’s reaction at SEMA and see if Toyota’s executives drop any more clues after the event. The ROX is a daring concept that could make it to production if it generates enough interest. Depending on the response, Toyota might share more about what’s being discussed behind the scenes.
