Toyota explores the wild frontier of off-roader design at the 2023 SEMA show

10 November 2023

Toyota produced wild and wonderful versions of iconic off-road models for its largest presence yet at the annual SEMA* Show in Las Vegas. Fully embracing the show’s theme of Track or Trail, Your Thrill Awaits, it presented a series of one-off special builds among a display of 19 different vehicles.

“The SEMA Show offers an ideal platform for Toyota to unveil products and strategies designed to deepen connections with adventure-seekers and performance enthusiasts,” said Mike Tripp, North American Group Vice President, Toyota Marketing. “We want to demonstrate that Toyota is an exciting, innovative company capable of taking our stock vehicles and building them out to do incredible things.”

*Speciality Equipment Market Association Show, 31 October – 3 November.

Special Builds

FJ Bruiser: a salute to Land Cruiser’s roots, this one-of-a- kind, “King of the Hammers” inspired concept began life as a 1966 FJ45 pickup that Toyota transformed into a rock-crawling beast, ready to conquer the toughest terrain in the world.

FJ Retro Cruiser: Rod Millen Group’s 1967 FJ45 Land Cruiser Wagon, dubbed The Retro Cruiser, is one of the coolest and most famous Land Cruiser projects ever completed. Now almost 25 years young, Toyota refreshed this legend and brought it to Toyota’s SEMA space for the first time, to inspire a new generation of Land Cruiser fanatics.

Tacoma X-Runner Concept: Toyota’s design and engineering teams showcase the potential of what Toyota’s TGNA-F product platform could become, by converting this year’s SEMA Mid-size Truck of the Year – a tough, rugged, and lifted workhorse, into a slammed street machine worthy of the X-Runner badge.

The Blue Beetle Tacoma: from the big screen to the SEMA stage, this build takes the award-winning Tacoma and – not unlike Jaime Reyes in Blue Beetle – goes from hero to superhero, featuring an exterior graphic wrap courtesy of the Warner Bros. Pictures’ design team, and superpowered capabilities supplied by Toyota’s Calty Design Studio and Special Parts and Accessories Development (SPAD) division.


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Toyota explores the wild frontier of off-roader design at the 2023 SEMA show


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FJ-Bruiser SEMA 2023
Retro Cruiser SEMA 2023
Tacoma X Runner SEMA 2023
Tacoma Blue Beetle SEMA 2023

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