At last month’s SEMA show in Las Vegas, Nevada, all eyes were on Toyota.
When Ford resigned its top spot in the center hall a few years ago, Toyota seized the opportunity and jumped in to make a statement.
Now that Toyota has a firm grip on this coveted spot, it presented a range of off-road vehicles, including a range of LandCruiser-based models, each tailor-made for off-road adventures.
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The centerpiece of Toyota’s display was the new LandCruiser Prado 250 series, known simply as the LandCruiser in the US market, where the 70 series and 300 series are not sold.
The first new Prado in 15 years dominated the Japanese giant’s stand, with a variety of highly accessorized and specifically tailored models including wild concepts, overland kings and retro throwbacks.
The futuristic Modellista bodywork version was by far the most visually extreme, with its bold exterior additions and striking black paintwork with bright lime green accents.
Created for the world’s largest automaker by Modellista, a brand part of Toyota Customizing Development (TCD), the Modellista Overland Vision Concept boasted a bold presence that marketing materials described as “the ultimate fun vehicle that doesn’t limit adventurous spirits ‘.
Apparently an example of ‘advanced armored equipment’, the protective panels are designed to withstand the wear and tear of harsh off-road conditions.
Meanwhile, the Baja Cruiser, built in collaboration with Westcott Designs, brings rugged trophy truck-like performance to the Prado. From the lower wishbones to the roof rack, almost every part of this build has been handcrafted in-house by Westcott Designs.
Equipped with racing seats and harnesses, a full internal roll cage and extended, suspended, long-arm off-road racing suspension, the Baja Cruiser is a race-ready concept that highlights the adaptability and ruggedness of the LandCruiser’s TNGA-F platform.
The highlight of this Prados contingent was undoubtedly the LandCruiser ROX Concept, which became a huge attraction and a real showstopper at SEMA.
The ROX Concept received significant media attention even before the event and created a serious buzz that attracted crowds eager to see it up close.
The futuristic off-road machine is designed to push the boundaries of what’s possible, with a heavily armored exoskeleton and a roof-mounted array of solar panels to generate auxiliary energy.
With adjustable air suspension, larger off-road tires and a unique cabin layout optimized for adventure, the ROX is Toyota’s vision of the ultimate land vehicle.
While there are no immediate production plans, the ROX Concept has certainly made a big impression in Vegas.
Toyota also had a round-eyed version of its 1958 LandCruiser, with factory-supplied rock rails and aftermarket storage in the form of molle-style rear quarter windows and a roof rack, while the Classic Adventure Cruiser was a visual throwback. to the 60 Series LandCruiser, complete with retro graphics and old-school spokeless white wheels.
With Ford vacating its central position at SEMA, Toyota wasted no time in taking over and maximizing its prominent floor space, making it a mecca for off-road enthusiasts.
Perhaps the most unexpected element of Toyota’s SEMA show was the sheer number of vehicles fully equipped for true overlanding operations, many with rooftop tents, dual battery setups, portable refrigerators and recovery equipment.
Toyota seems to not just be paying lip service to the community abroad, but actually embracing it. This strategy reflects a broader industry trend in which automakers are no longer leaving the customization game to aftermarket players, but instead offering genuine, factory-made or at least supported options aimed squarely at enthusiasts.
A good percentage of these accessories were also supplied through a strengthening relationship with Australian 4×4 accessories giant ARB.
Toyota’s presence at the 2024 SEMA show sets a clear direction for Japan’s largest automaker: embracing its off-road heritage while integrating cutting-edge technology.
The LandCruiser family remains a pillar of Toyota’s global off-road vehicle strategy. However, Toyota will face a growing number of cheaper Chinese rivals and must continue to innovate to maintain its hard-earned reputation and customer base.
Tell us what you think of Toyota’s Prado attack at SEMA in the comments below!
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