2024 Toyota SEMA Concepts Unveiled: A Blend of Heritage and Innovation
Toyota has once again captivated automotive enthusiasts at the 2024 SEMA Show with a stunning lineup of concept vehicles that pay homage to the brand's rich heritage while pushing the boundaries of innovation. From rugged off-roaders to rally-inspired sports cars, the automaker showcased a diverse range of models that highlight its commitment to performance, versatility, and adventure.
#84 Tacoma TRD ProRunner Race Concept: A Nod to Desert Racing
The #84 Tacoma TRD ProRunner Race Concept made a bold statement at this year's show, showcasing Toyota's dedication to off-road performance and desert racing heritage. Designed to compete in the Stock Mid-Size off-road race class, this specially modified Tacoma marries the high-speed racing elements of the TRD Pro with the classic two-door XtraCab configuration.
This concept celebrates Toyota's new partnership with Legacy Motor Club and legendary driver Jimmie Johnson, who began his racing career on dirt bikes and in off-road competitions like the grueling Baja 1000. The ProRunner's livery combines elements from Johnson's iconic paint schemes and the classic yellow, orange, and red stripes that pay homage to Baja racing legend Ivan "Ironman" Stewart.
Under the hood, the ProRunner is powered by the robust engine found in the 2025 Tacoma TRD Pro, though specific horsepower and torque figures have not been officially released. The vehicle features FOX Quick Switch 3 Internal Bypass shocks with 2.5-inch aluminum housings and rear remote reservoirs, complemented by TRD Upper Control Arms for enhanced off-road capability. The chassis is armored with extensive skid plating to protect vital components during intense desert runs.
Inside, the Tacoma ProRunner features a custom roll cage and IsoDynamic Performance seats equipped with multipoint harnesses to ensure driver and navigator safety. The aluminum-reinforced six-foot bed houses a dedicated fuel cell and bed-mounted spare tire carrier, optimizing weight distribution and functionality for racing conditions. Chrome-finished side mirrors and door handles, along with brushed aluminum-finished TRD Pro wheels wrapped in BFGoodrich tires, complete the rugged look. An ARB Sport Bar with custom lighting enhances both aesthetics and functionality.
GR86 Rally Legacy Concept: A Modern Tribute to Rally Icons
Toyota also showcased the GR86 Rally Legacy Concept, a modern homage to the legendary Celica GT-Four rally cars of the 1990s. This innovative build transforms the 2024 GR86 with Performance Package into a turbocharged, all-wheel-drive rally machine by integrating the three-cylinder turbocharged engine and GR-FOUR AWD drivetrain from the GR Corolla.
The project required significant engineering to accommodate the GR Corolla's transverse-mounted G16E-GTS engine within the GR86's chassis. Modifications to the front of the chassis, a custom subframe, and engine mounts were necessary to fit the powertrain. The result is a compact powerhouse delivering 300 horsepower and 273 lb.-ft of torque, though Toyota hints at the potential for even more with further tuning.
Converting the GR86 to all-wheel drive involved extensive modifications to the suspension, incorporating GR Corolla hubs, spindles, and axles to power the front wheels. Custom coil-over dampers and control arms were fabricated to handle the demands of rally racing. The GR86 Rally Legacy Concept sports a striking Halo White exterior with heritage-inspired red and green graphics, reminiscent of the classic rally liveries. Large red rally mudflaps, a custom exhaust, and a Celica GT-Four-inspired spoiler complete the retro look.
Inside, the vehicle features a full roll cage painted bright white, racing seats with red six-point harnesses, and other rally-ready equipment. The GR86 Rally Legacy Concept reflects Toyota's enduring passion for rally racing and hints at the potential return of the World Rally Championship to the United States.
Land Cruiser ROX Concept: Open-Air Adventure Reimagined
Embracing the Land Cruiser's legacy of open-top models, Toyota unveiled the Land Cruiser ROX (Recreation Open eXperience) concept. Developed by Calty Design Research in Ann Arbor, Michigan, this concept reimagines the iconic open-air Land Cruisers for a new era of outdoor adventure.
The ROX concept transforms the all-new 2024 Land Cruiser into an open-top vehicle designed for ultimate outdoor experiences. Over half of the vehicle was reinvented and fabricated, including custom body panels and components. The design features custom-fabricated skeleton doors with open upper and lower sections, a functional mid-gate for pass-through access to the truck bed, and a front-to-rear sliding soft top to enjoy the elements fully.
To enhance off-road capability, the ROX is equipped with a four-inch lift and an increased track width of eight inches, achieved through forged aluminum control arms and a customized independent suspension by TRD. Massive tires mounted on custom-designed 18-inch billet wheels add to its rugged appearance. The exterior is painted in a hue inspired by the vintage "Spring Green" Land Cruiser color, paying homage to its storied past.
"We wanted to create something that would excite Land Cruiser enthusiasts by offering an even more thrilling experience," said Kevin Hunter, president at Calty Design Research. "The Land Cruiser ROX seamlessly merges heritage with innovation, offering a fresh take on the classic open-air concept."
4Runner TRD Surf Concept: Surf Culture Reborn
Toyota paid tribute to Southern California's surf culture with the 4Runner TRD Surf Concept. This striking vehicle blends the rugged, open-air spirit of the first-generation 4Runner with the modern technology and design of the all-new 2025 4Runner. Built by the Toyota Motorsports Garage, the concept captures the essence of 1980s beach cruising.
The TRD Surf Concept began as a 2025 4Runner TRD Limited, powered by the i-Force 2.4-liter turbocharged engine delivering 278 horsepower and 317 lb.-ft of torque. The team transformed it into a two-door, open-top vehicle, reminiscent of the original 4Runner. Custom fabrication was required to create a removable top that aligns perfectly with the body, allowing for an open-air experience.
The concept features a long-travel suspension system with billet aluminum front upper and lower A-arms, custom front axles, and a Tundra rear-end housing. A four-inch lift and widened stance accommodate 37-inch tires on custom 17x8.5-inch wheels. The interior is weatherproofed, with soft, waterproof flooring and a front passenger seat that flips forward for easier rear seat access.
Accessories include a custom surfboard "Travel Quiver" and a roof rack, enhancing its beach-ready credentials. The vehicle's design pays homage to its coastal roots with a color scheme and styling that evoke the spirit of So-Cal's surfing legacy.
RAV-X Concept: Redefining the Small Crossover
Toyota explored the possibilities of the next-generation RAV4 with the RAV-X Concept, a radical small crossover inspired by off-road race vehicles like those seen in the Dakar Rally. Developed by the Toyota Service Parts and Accessories Development (SPAD) team, the RAV-X pushes the boundaries of what a compact crossover can deliver to off-road enthusiasts.
Based on a 2024 RAV4 Plug-in Hybrid, the RAV-X leverages the model's low center of gravity, provided by the battery placement, to optimize off-road performance. The vehicle features a custom long-travel suspension with bespoke components, increasing the vehicle height by two inches and widening the track by 6.3 inches. Fully adjustable 2.5-inch internal bypass shocks with dual-speed compression adjustment enhance handling and control over rough terrain.
Forged aluminum front lower control arms and rear upper supports, along with high-clearance skid plates, prepare the RAV-X for challenging environments. The exterior styling includes a Dakar-inspired front bumper with integrated cooling ducts, bespoke fender flares, and strategic venting to improve aerodynamics and relieve pressure zones. A high-clearance dual exhaust integrated into the rear bumper and an aggressive rear spoiler complete the rally-inspired look.
"The vision behind the RAV-X was to create a halo vehicle concept for the RAV4 lineup," said Jakin Wilson, senior engineering manager at Toyota Service Parts and Accessories. "By leveraging our knowledge from years of high-performance off-road vehicle development, we crafted a concept true to the off-road enthusiast."
Ultimate Tailgate Tundra: An Entertainment Powerhouse
Rounding out Toyota's SEMA lineup is the Ultimate Tailgate Tundra, a custom build that reimagines the tailgating experience. Inspired by Toyota's partnership as the Official Automotive Partner of the National Football League, this Tundra transforms into an audio-visual hub perfect for sports enthusiasts and outdoor events.
At the push of a button, a custom-built staging shell rises from the truck bed on electric actuators, revealing five 55-inch weatherproof outdoor screens arranged for optimal viewing from any angle. A rack-mounted canopy provides 185 square feet of shaded space, creating the ideal environment for game-day gatherings.
The audio experience is powered by a bespoke JBL Club Marine Series sound system, including amplifiers and tower speakers designed to endure outdoor conditions. An onboard satellite Wi-Fi system and a quiet generator make the Ultimate Tailgate Tundra entirely self-sufficient, providing connectivity and power wherever the party goes.
"Being the Official Automotive Partner of the NFL provides a great opportunity to enhance our customer and brand experience," said Mike Tripp, group vice president of Toyota Marketing. "The Ultimate Tailgate Tundra celebrates our NFL partnership and showcases how Tundra is the ultimate sporting and adventure machine."
Toyota's Vision: Bridging the Past and Future of Automotive Adventure
The 2024 Toyota SEMA Concepts highlight the automaker's commitment to innovation while honoring its rich heritage. From the desert-ready Tacoma ProRunner and the rally-inspired GR86 to the open-air Land Cruiser ROX and the surf-culture-infused 4Runner TRD Surf Concept, Toyota showcased a diverse array of vehicles that cater to enthusiasts across the spectrum. The RAV-X redefines the potential of small crossovers in off-road settings, while the Ultimate Tailgate Tundra elevates the tailgating experience to new heights. Toyota's display at SEMA not only celebrates its storied past but also sets the stage for an exciting future in automotive design and performance.
