Here I am in the central hall of the SEMA show in Las Vegas, sitting down blogging after being struck by what looks like the absolute craziest version of the new Toyota Land Cruiser I could even have imagined. It’s called the Modellista Overland Vision Concept, and it’s covered in all sorts of strange faux body armor that you just have to see to understand. Because it’s out there.
The new Toyota Land Cruiser is cool, but a bit unremarkable I found when I reviewed it earlier this year. But that’s definitely something that can be changed, as Toyota is proving at SEMA this year with the Modellista Overland Vision Concept.
Just look at this thing:
So, technically it wasn’t Toyota-proper that built this thing, but rather the company’s subsidiary, Modellista. The company describes itself as “the body kit & accessory brand directly affiliated with Toyota Motors for both channel of Toyota/Lexus.” The sign here at SEMA describes the brand thusly: “Known for its style and panache, Modellista provides design that appeals to emotions and feelings. The concept for this build is “sophisticated Armored Gear” designed to be the “ultimate fun vehicle that doesn’t limit adventurous spirits.”
Toyota says Modellista customers want to “live freely and feel uniqeu,” and that the “‘armored'” (yes that was in quotes on the sign) design is there to protect the vehicle against damage on rough roads.
It’s clear this isn’t actually real armor, but rather just a bunch of aesthetic bits, many of them screwed into place. Here’s what Modellista has to say about its creation on its website:
At the SEMA Show this year, MODELLISTA will exhibit “MODELLISTA OVERLAND Vision Concept”, a concept model that incorporates MODELLISTA’s unique worldview into the overland style.
This is a new approach for us, that combines sophisticated design with functionality for off-roading, which are focused on U.S. customer’s needs and recent U.S. off-road customizing trends.
This vehicle has a mission to explore the potential of MODELLISTA brand at U.S. market, and the decision will depend on reaction at the SEMA, but we’re planning to incorporate these design elements to our lineup for U.S. in the future.We put our thoughts and MODELLISTA’s brand philosophy, “to help directing the individuality of each customer” into the vehicle, and we want to appeal that our customize brand can color not only customers’ car-life but also their whole life, through this exhibition.
It’s customized by firmly reflecting our design philosophy called “Resonating Emotion” (adding elements which excites owner’s sensitivity, but also highly resonated and matched with original vehicle design), and sublimating the functional beauty which Land Cruiser has originally.
In person, this machine looks like it’s out of this world, and if this were an American automaker, I might find it hideous (like I do the “Angry Jeep Grille“). But the truth is, Japanese car culture has for many years championed “zany” designs. Have you seen Bosozuko vans? This Land Cruiser gives off similar vibes, and I can dig it.
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