At last month’s 2024 SEMA show in Las Vegas, Nevada, all eyes were on Toyota.
With Ford stepping down from its prime position within the central hall a couple of years ago, Toyota seized the opportunity and jumped in to make a statement.
Now firmly holding this coveted spot, Toyota showcased a lineup of off-road-ready vehicles, including a range of LandCruiser-based models, each one tailored for off-road adventures.
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The centrepiece of Toyota’s display was the new LandCruiser Prado 250 Series, which is known simply as the LandCruiser in the US market, where the 70 Series and 300 Series aren’t sold.
The first new Prado in 15 years dominated the Japanese giant’s stand, with a variety of highly accessorised and specifically customised models, including wild concepts, overland kings, and retro throwbacks.
The futuristic Modellista body-kitted version was by far the most extreme visually, with its bold exterior additions and striking black paintwork with bright lime green accents.
Created for the world’s biggest carmaker by Modellista, a brand that sits within Toyota Customising Development (TCD), the Modellista Overland Vision Concept boasted a daring presence that marketing material described as ‘the ultimate fun vehicle that doesn’t limit adventurous spirits’.
Apparently an example of ‘sophisticated armoured gear’, the protective panels are designed to resist the wear and tear of harsh off-road conditions.
Meantime, the Baja Cruiser, built in partnership with Westcott Designs, brings rugged trophy truck-like performance to the Prado. From the lower control arms to the roof rack, almost every part of this build was handcrafted in-house by Westcott Designs.
Kitted out with racing seats and harnesses, a full internal roll cage and extended-droop 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.
Arguably the highlight of this contingent of Prados was the LandCruiser ROX Concept, which became a massive attraction and a true showstopper at SEMA.
Garnering significant media attention even before the event, the ROX Concept created a serious buzz that drew crowds eager to see it up close.
The futuristic off-road machine was designed to push the boundaries of what’s possible, featuring a heavily armoured exoskeleton and a roof-mounted solar panel array to generate auxiliary power.
With adjustable air suspension, larger off-road tyres, and a unique cabin layout optimised for adventure, the ROX is Toyota’s vision of the ultimate overlanding vehicle.
While there are no immediate plans for production, the ROX Concept certainly made a big impression in Vegas.
Toyota also had a version of its round-eyed LandCruiser 1958, featuring factory-supplied rock rails and aftermarket storage in the form of molle-style rear-side window gear tote plates 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 maximising its prominent floorspace, turning it into a mecca for off-road enthusiasts.
Perhaps the most unexpected element of Toyota’s SEMA display was the sheer number of vehicles that were fully kitted out for genuine overlanding, many of them with rooftop tents, dual-battery setups, portable fridges, and recovery gear.
Toyota appears to not just be paying lip service to the overland community, but really embracing it. This strategy reflects a broader industry trend in which carmakers are no longer leaving the customisation game to aftermarket players, but instead offering genuine factory-made or at least backed options that cater directly to enthusiasts.
A good percentage of these accessories were also supplied through a strengthening relationship with Australian 4×4 accessory giant ARB.
Toyota’s 2024 SEMA show presence signals a clear direction for Japan’s biggest carmaker: 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 need to contend with a growing number of more affordable Chinese rivals, and needs to keep innovating to retain its hard-earned reputation and customer base.
Tell us what you think of Toyota’s Prado onslaught at SEMA in the comments below!
