Toyota returns to the Specialty Equipment Market Association (SEMA) Show with a diverse exhibit that celebrates Toyota adventure for every lifestyle.
Located in the Central Hall, Booth No. 22200 at the Las Vegas Convention Center, the 2024 display features several unique specialty builds and a variety of Toyota models enhanced with lifestyle features from the expansive Toyota Associated Accessory Products (AAP) portfolio.
“At Toyota, we have a commitment to performance and adventure, no matter where our customers find it,” stated Mike Tripp, group vice president, Toyota Division Marketing. “We are passionate about vehicles that fuel and support the lifestyle interests of our customers, and SEMA is the perfect place to show customers what is possible.”
Toyota’s 2024 SEMA showcase is organized into several brand interest areas, each narrating a unique story of lifestyle adventures. Whether it’s off-roading, overlanding, camping, tailgating, performance or track experiences, every section highlights the diverse capabilities and versatility of Toyota vehicles.
At the core of the exhibit, attendees can explore limitless possibilities through the immersive and expansive display. These scenarios feature vehicles such as the Land Cruiser, RAV4, Tundra and Tacoma, all meticulously outfitted with enhancements from Toyota’s extensive AAP portfolio.
“At a show like SEMA we want to spark the imagination by taking upfitting vehicles with our Toyota accessories portfolio to do incredible things,” Tripp stated. “But, of course, this is SEMA, so we have also once again produced some truly amazing, one-of-a-kind vehicle concepts that are sure to thrill our fans!”
This year’s booth includes:
4Runner TRD Surf Concept
This concept build is a tribute to Southern California’s surf culture, blending the 2025 4Runner with the rugged charm of the original 4Runner, including a removable top and stylish design cues—perfect for today’s adventurous beachgoers.
CALTY Land Cruiser ROX
The Land Cruiser ROX redefines open-air adventure. Conceived and crafted by TMNA’s CALTY Design Research Team, the ROX revives the spirit of iconic topless Land Cruisers, merging heritage with modern design to immerse passengers in the natural world.
GR86 Rally Legacy Concept
The GR86 Legacy Rally Concept pays tribute to Toyota’s rich rally heritage. With a GR86 body and chassis melded with GR Corolla turbocharged powertrain and GR-FOUR AWD drivetrain, this concept blends nostalgia with Toyota’s commitment to performance in a celebration of the future of rally racing.
Ultimate Tailgate Tundra
Inspired by Toyota’s NFL partnership, this Tundra transforms into an audio-visual powerhouse, featuring five 55-inch TV screens and a spacious, 185-square-foot canopy for ultimate game day excitement.
Toyota RAV-X Concept
Developed by Toyota’s Service Parts and Accessories Development (SPAD) team, RAV-X is a crossover concept inspired by the spirit of the world-famous Dakar Rally.
Suprabird Tribute
Designed to pay homage to NASCAR legend Richard Petty, the Suprabird is a modern twist on ‘The King’s’ iconic 1969 Superbird. Based on a GR Supra, the Suprabird features an aerodynamic, custom body kit, Petty Blue livery, and several performance enhancements.
#84 Tacoma TRD ProRunner Race Concept
TRD collaborated with Toyota Driver Jimmie Johnson on the Baja Tacoma race truck concept. Starting with a Tacoma SR5, this truck has been entirely re-imagined as the ultimate TRD off-road race truck and packed with desert-conquering race features.
