SEMA prize-winning Land Cruiser goes on sale for more than it’s worth

There are multiple competitions to be won at every annual SEMA show, but this particular 2024 Toyota Land Cruiser won the Pro Cup prize for affordable and easy-to-install tuning. It is now on sale and is anything but affordable.

Bommarito Toyota asks just short of $90,000 for the car, out of which roughly $19,000 allegedly belongs to the aftermarket upgrades. There’s a 2.5-inch (64mm) suspension lift, new Method wheels shod in 35-inch Toyo Open Country tires, retro stripe decals at the sides and more auxiliary lighting than you will ever need. A Westcott Designs roof rack is also present along with an access ladder at the rear end.

Auto Trim Restyling, which carried out the project, was supposed to complete it within 40 work-hours and deliver the goods at a premium of $15,000 or less ($12,500 for wholesale deals). It won the competition, but whoever ends up buying the SUV will be paying a hefty dealership premium.

And what about you? Would you hand over ninety grand for a car like this?