I think it looks pretty good considering it's a concept; I'm sure the production version would be toned done much like the FJ Cruiser was toned down from the original concept version.
However, I don't like all the fake plastic chrome and if it's going to be a Rubicon fighter it needs a removable top and lockers. (my 2 cents).
Not sure about removable top, but the HX will have a full set of lockers front and rear along with a 4:1 TC...so, it will be a very close competitor to the Rubicon.