Is Toyota’s New Land Cruiser Concept Secretly a Preview of the Next FJ Cruiser?

It definitely nails the throwback open-air FJ40 vibes.

a close up of the front bumper on the toyota land cruiser rox concept suv

Published November 4, 2024

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The modern incarnation of the Toyota Land Cruiser is unquestionably an extremely capable example of a modern, full-size SUV, but I would also argue the 4×4 lacks the inherent cool factor present in the vintage FJ40 Land Cruisers of the 1960s, ’70s and ’80s.

Toyota, it would seem, is also aware of this, as evidenced by the new Land Cruiser concept the Japanese automaker just unveiled. Dubbed the Land Cruiser ROX, this concept boasts an open-air design reminiscent of some of those 40 series models of yesteryear — and it seems primed to take on the Jeep Wrangler and Ford Bronco should a version ever make it to production.

the toyota land cruiser rox concept suv drives down a dirt road — It’s only a concept, but this Land Cruiser could theoretically evolve into Toyota’s Jeep-killer.

The Open-Air Land Cruiser

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.

To create an open-air version of a modern Land Cruiser, Toyota’s team ultimately had to remove or replace 50 percent of the vehicle’s body. The four doors have been “skeletonized” with open panels on top and bottom, and more aggressive rocker panels, rock rails and fender flares have been added to the body.

the rear view of the toyota land cruiser rox concept suv — Aggressive styling all over implies that this 4×4 means business.

The small truck bed features a functional mid-gate that allows passengers to access the bed from the cabin, while a sliding soft top offers protection from the elements.

The interior doors are equipped with safety kits along with webbing for attaching all manner of gear, and the leather upholstery is executed in Toyota’s Heritage Orange shade. The exterior paint is Spring Green, which was a color available on some vintage Land Cruisers.

the leather interior of the toyota land cruiser rox concept suv — For the interior’s leather upholstery, Toyota used its Heritage Orange shade.

But the one-off ROX is more than just a stylish ride. It’s also a fully functioning and fully capable off-roader. Toyota added a TRD customized independent suspension, while the frame has been given a four-inch lift and had its track widened by eight inches.

D-rings and brush guards adorn both the front and rear bumpers, while a custom Jerry can slots into the bed. The oversized off-road tires, including a full-size spare, are mounted on custom 18-inch wheels, while the roof is equipped with a light bar, a bar roof rack and sports bar with molle panels for additional and versatile storage.

the sliding roof of the toyota land cruiser rox concept suv — The sliding soft top creates an open-air environment while still allowing for rooftop storage.

The Next FJ Cruiser?

Toyota has of course already had a modern attempt at recapturing the fun of those mid-century FJ Land Cruisers with the FJ Cruiser. The vehicle’s design took direct inspiration from the FJ40, but the result ultimately ended up being a fun-house-mirrored simulacrum that was highly polarizing, though still a blast to drive.

The brand hasn’t sold an FJ Cruiser in the U.S. since the 2014 model year, and two years ago the model was finally discontinued globally, so it’s entirely possible the new ROX concept is actually what the next generation of FJ Cruiser could look like. We already know that Toyota is planning a smaller Land Cruiser, possibly called the Land Cruiser FJ. Might this be it?

the toyota land cruiser rox concept suv perched on a hill at sunrise — Could the next Toyota FJ Cruiser look something like this?

If this is the next FJ Cruiser or the Land Cruiser FJ, Toyota certainly isn’t framing it that way. In the press release for the Land Cruiser ROX, the brand — which leaned on Michigan’s Calty Design Research for the concept’s design — mostly makes it seem as if they simply created the concept for fun.

But there is one quote from Mike Tripp, the group vice president of Toyota Motor North America’s Toyota Division Marketing, that makes it seem like Toyota will be closely eyeing the public’s response to the new concept.

the toyota land cruiser rox concept suv climbs a hill in the forest — The one-off ROX concept is fully functional.

“The Land Cruiser ROX is a reminder of what Land Cruiser has always been, and an invitation to Land Cruiser fans who will appreciate experiencing the great outdoors in an entirely new way,” Tripp said. “We can’t wait to see how they react.”

If you’re hoping to get your own reaction on record for Toyota, you can view the Land Cruiser ROX in person at SEMA in Las Vegas. The off-roader will be on display from November 5-8 at the Las Vegas Convention Center in the Toyota booth at Central Hall, Booth 22200.