Toyota Celebrates Activities and Rally Heritage at SEMA

For auto manufacturers, the auto shows that tour cities across the country let them show the public what they have to sell. SEMA (Specialty Equipment Market Association) shows you what you can do with what they sell, either through investing heavily in aftermarket specialty parts or when you happen to have your own design studio and fabricating shops on-hand. Toyota celebrated fun-in-the-sun-sports and its rich history in rally motorsports with the multiple vehicles it brought to the 2024 SEMA Show. Sharp Automotive gives you the highlights. 

“At Toyota, we have an unwavering 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 assembling vehicles that fuel and support the lifestyle interests of our customers, and SEMA is the perfect place to show Toyota customers and fans what is possible.” 

Fortunately, Toyota offers several active lifestyle vehicles, including the newly returned Land Cruiser, its many crossovers, pickup trucks, and even sports cars. 

“At a show like SEMA we want to spark the imagination by taking stock vehicles and upfitting them 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!” 

Exhibit concepts based on Toyota’s current model line included: 

4Runner TRD Surf Concept

While Toyota’s headquarters has moved to Plano, Texas, its CALTY design studio still resides in California, as evidenced by this tribute to Southern California’s surf culture. It blends the 2025 4Runner body with the two-door body and removable roof of the first-generation 4Runner, which was a familiar site on California beaches in the 80s. The weatherproofed interior includes soft, waterproof flooring and a flip-forward front passenger seat to access the rear seating area as in the original. Accessories include a custom surfboard, “Travel Quiver,” made specifically for this concept. 

CALTY Land Cruiser ROX

The Land Cruiser has its own past with open-air models, and this Land Cruiser ‘ROX’ is a tribute. Conceived and crafted by TMNA’s Calty Design Research Team, the model merges the spirit of iconic topless Land Cruisers with the new Land Cruiser design, looking fully ready for your next safari. 

GR86 Rally Legacy Concept

The GR86 Legacy Rally Concept is a true Gazoo Racing mashup. It combines the GR86 body and chassis with the GR Corolla turbocharged powertrain and GR-FOUR AWD drivetrain. With further design inspiration from the iconic ST185 and ST205 Celica GT-Four rally vehicles, this concept honors Toyota’s rich rally history. 

Ultimate Tailgate Tundra

Ready to go camping but don’t want to miss the big game? Or any of the other big games? Inspired by Toyota’s NFL partnership, the Ultimate Tailgate Tundra creates the ultimate tailgating experience. With the push of a button, a custom-built staging shell rises from the bed on four electric actuators, revealing five 55-inch weatherproof outdoor screens seamlessly integrated and positioned to provide a clear view of the action from any angle. An on-board satellite Wi-Fi system brings in the signal, while a generator quietly delivers the power. To keep the glare of the sun at bay, a rack-mounted Taruca Rogue 180 Dual + R-Filler canopy provides 185 square feet of shaded space and game-time ambiance, while a JBL Club Marine Series audio system brings out every grunt and cheer while designed to endure outside elements. 

Toyota RAV-X Concept

Based on the 302-hp RAV4 plug-in hybrid, the RAV-X is inspired by the world-famous Dakar Rally. Building on the success and reputation of Toyota off-road racing, the RAV-X was built to exemplify this ultimate annual off-road challenge. This project came from Toyota Service Parts and Accessories Development (SPAD), which handled everything from initial sketches and CAD designs to 3D-printed parts and final assembly. 

#84 Tacoma TRD ProRunner Race Concept

Another rally-inspired build, this one honors Tacoma’s legacy of Baja dominance. TRD collaborated with Toyota Driver Jimmie Johnson on the Baja Tacoma race truck concept. Though best known as a NASCAR driver, Johnson’s journey began on dirt bikes, eventually leading him to off-road competitions that included the grueling Baja 1000. Johnson even took his driver’s test in a Tacoma Pickup. This build, which began as a Tacoma SR5, has been entirely re-imagined as the ultimate TRD off-road race truck and packed with desert-conquering race features, all wrapped in a rugged, lightning-themed “mud bath” exterior. 

Sadly, you won’t find any of these concepts in the Sharp Automotive inventory, but you can find the models from which they were built, which are great launching pads for whatever you want to create.