The “Insane” Toyota Land Cruiser 250 / Prado AT37 By Arctic Trucks

As the iconic Toyota Land Cruiser Prado marks its 40th anniversary in 2025, Arctic Trucks, renowned for their extreme mobility vehicle expertise, has unveiled the highly anticipated Land Cruiser 250 / Prado AT37. This rugged yet refined off-road powerhouse aims to elevate the standards of adventure and capability.

We absolutely love the AT37’s rugged appearance, which commands attention wherever it goes. Its bold widebody design and aggressive stance make it a true off-road beast, perfectly blending form and function.

Innovation Meets Heritage

Founded in 1990 as a special vehicles division of Toyota in Iceland, Arctic Trucks has a storied history of pushing the boundaries of off-road vehicle engineering. The AT37 continues this legacy, blending Icelandic off-road expertise with cutting-edge automotive innovation from the UK’s Motorsport Valley and collaboration with Toyota Africa distributor, CFAO.

Freyr Þórsson, Arctic Trucks International R&D Manager, highlighted the hands-on development approach: “Developing this project in the heart of Motorsport Valley has allowed us to have frequent and direct face-to-face communications with multiple suppliers, and the resulting hands-on development has generated greatly improved performance.” Peter Smith, Managing Director of Arctic Trucks UK, emphasized the vehicle’s global appeal: “This collaboration of teams across the Arctic Trucks group has resulted in a vehicle that is truly fit for use in any market.”

Engineering Excellence for All Terrains

The Land Cruiser 250 / Prado AT37 delivers unmatched versatility, blending impressive on-road handling with unparalleled off-road capability. Key features include:

• 37-Inch BFGoodrich Tyres: Available in All-Terrain T/A KO3 or Mud-Terrain T/A KM3 variants, paired with Arctic Trucks’ new ‘Heritage’ forged alloy wheels for enhanced strength and performance.
• Performance Suspension System: Developed with Dakar-winning specialists R53 Suspension, the bespoke two-way adjustable system offers increased travel and a 40mm lift.
• Reengineered Bodywork: A completely redesigned frame, body, and drivetrain accommodate larger wheels and tyres while maintaining a low center of gravity.
• Widebody Design: Signature Arctic Trucks widebody flares integrate tyre pressure monitoring connections and ensure clearance for off-road adventures.

Inside, Arctic Trucks’ signature detailing abounds, with distinctive black and lava accents, premium interior mats, and a unique gear selector. Practical enhancements, such as robust side steps and a multifunction rear hitch, further enhance the vehicle’s adaptability.

Built for Adventure and Durability

The AT37 is designed to tackle everything from rocky technical trails to soft snow and sand. It achieves tracked vehicle capability with car-like drivability. Arctic Trucks’ attention to detail and robust engineering ensure it remains a reliable companion for both leisurely adventures and demanding professional use.

Thomas Cogez, CFAO Toyota Sales and Marketing Director, shared his enthusiasm for the collaboration: “By combining Toyota’s world-renowned engineering excellence with Arctic Trucks’ expertise in creating extreme off-road vehicles, we aim to deliver a next-level driving experience that will redefine performance and durability in challenging terrains.”

Availability

The Land Cruiser 250 / Prado AT37 will launch in Q2 2025 as an official dealership-supplied version or direct customer conversion in Europe, North America, the Middle East, and Africa. This strategic launch underscores Arctic Trucks’ commitment to delivering unparalleled off-road solutions globally.

About Arctic Trucks

Founded in Iceland, Arctic Trucks has set benchmarks for extreme off-road vehicles, achieving numerous world records and pioneering expeditions across harsh environments, including the Magnetic North and South Poles. With over 20,000 vehicles sold, the brand remains a global leader in re-engineering 4×4 platforms for unparalleled performance and reliability.

As Arctic Trucks continues to redefine adventure, the Land Cruiser 250 / Prado AT37 stands as a testament to their commitment to innovation, durability, and limitless exploration.

Read more about it at arctictrucks.com.