A lid-less Land Cruiser Prado and a recreated 4Runner take pride on place in Vegas.

MODELS from Toyota’s past have been reprised as concepts for a popular annual festival for America’s after-market business.

Front and centre at the SEMA show in Las Vegas this week are versions of US-market specific models, the Land Cruiser 250, which we know as the Prado, and the 4Runner, which used to sell in New Zealand as a hardtop edition of the Hilux and is now a larger model for North America.

Toyota Motor North America says its Land Cruiser “ROX,” - for “Recreation Open eXperience” - is from the Calty Design Research in Ann Arbor, Michigan, and reimagines iconic open-top Land Cruisers of the past for a new era of outdoor adventure.

“We asked ourselves how we could make an even more exciting experience for our Land Cruiser enthusiast but from a real product perspective,” said Kevin Hunter, president at Calty Design Research.

“Using Land Cruiser 250 as a base, we modified the body to open it up, expanding the usability, functionality and overall fun outdoor experience.”

The Land Cruiser ROX is deeply rooted in Land Cruiser’s heritage of open-air, open-top models.

More 50 percent of the production Prado - which sells as a five-door wagon - had to be reinvented and fabricated. The creative vision of this concept challenged the team to create functional bodywork that embodied the bold spirit and heritage of the Land Cruiser. Working closely with Toyota Technical Center, the team created the stamping tools needed to produce the body panels and components. The result is a fully functional, one-off “factory” vehicle.

The open-air cabin is accessed via custom-fabricated “skeleton” doors with open upper and lower sections positioned atop aggressive-looking, high-clearance rocker panels and rock rails. The custom front-to-rear sliding soft top can be opened for passengers. A functional mid-gate allows pass-through from the cabin to the truck bed for access to the integrated tailgate seating and extra storage space behind the cabin.

The utility aspect is strongly represented. A custom integrated triple-bar roof rack and sports bar with molle panels provide a means to secure anything that doesn’t otherwise fit. In the back, a custom jerry can next to the rear spare carrier provides secure storage and transportation of liquids. Custom fabricated, high-lift front and rear steel bumpers with D-rings and brush guards provide fore and aft protection. At each corner, specially designed, widened arches are filled with massive tyres mounted to custom Calty-designed, 18-inch 1-piece machined billet wheels.

It takes a customised independent suspension by TRD. After adding a 4-inch lift, the team increased the track width 20.3 centimetres by way of forged aluminium control arms at both the front and back.

The 4Runner TRD Surf Concept, meantime, comes from the Toyota Motorsports Garage and is designed to deliver a modern take of the rugged, open-air spirit of the first-generation 4Runner creating, says the maker, “a unique tribute to the adventurous lifestyle that shaped a generation.”

Build team leader Marty Schwerter said his vision was shaped by his own experiences cruising the Pacific Coast Highway in a Toyota mini pickup. 

“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.”

This study began life 2025 4Runner TRD Limited. The iForce 2.4L turbocharged engine delivers 208kW and 428Nm torque through an eight-speed automatic transmission. Power is distributed by way of a full-time four-wheel drive system, with an electronically controlled dual-range transfer case. 

Schwerter says his team immediately started focusing on transforming the most capable 4Runner into “the perfect beach boss.”

However, creating a “factory” 4Runner that looks and performs equally well with the top off as it does with the top on, posed a number of challenges.

“Engineering a legitimate, removable top; going from a 4-door to a 2-door while maintaining functional windows; flipping the front passenger seat for improved rear seat access; and adding 2-inches of width to both sides were all just tip of the iceberg issues,” Schwerter said. 

“What makes this build so stellar has less to do with the changes themselves and more to do with the amazing way that they all work together—the result is truly greater than the sum of the parts.”

The removable top was built in-house, blending traditional fabrication with CAD and modern 3D printing technology to shape cutlines that perfectly mirrored both sides of the body, creating a perfect fit. Designed to be easily removed by a single person, this feature provides the open-air freedom synonymous with the 4Runner legacy.

As rugged as it is stylish, the 4Runner TRD Surf Concept’s long-travel suspension system features billet aluminum front upper and lower A-arms, designed to handle the toughest terrain while providing a smooth ride. Steering upgrades, custom front axles, and Toyota Tundra rear-end housing complement the custom suspension. At each corner, 37-inch tires, mounted to 17x.8.5-inch custom wheels, complete the concept’s muscular appearance.

In preparation for any adventure the 4Runner TRD Surf Concept might encounter, the weatherproofed interior includes soft, waterproof flooring and a front passenger seat that flips forward to allow easy access to the rear seating area. Accessories include a custom surfboard “Travel Quiver” made specifically for this concept, which pairs with the roof rack.