Toyota Hilux Unleashed campaign heads to East Malaysia

KUALA LUMPUR: UMW Toyota Motor took its Hilux Unleashed – The Ultimate Challenge campaign to East Malaysia recently, organising two weekends of activities in Kota Kinabalu and Kuching.

The goal: put the Toyota Hilux through a mix of everyday and rough driving conditions while engaging local owners and potential buyers.

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In Kota Kinabalu (10–11 May 2025), 125 participants in 42 vehicles joined a treasure hunt that ran from Anjung waterfront through Kokol Hill and Tuaran, ending at Nexus Resort & Spa Karambunai.

It wasn’t just for fun—teams had to rely on both navigation skills and the Hilux’s off-road ability to complete the course. Prizes ranged from RM10,000 for the top team to RM500 for those placing between 4th and 10th.

A week later in Kuching (17–18 May 2025), 138 participants in 45 vehicles followed a route from UCSI Hotel through key parts of the city including Jalan Stutong, Saradise, Lebuh Wayang and Padungan’s Cat Statue, ending at Damai Lagoon Resort.

The drive mixed city traffic with semi-rural roads, giving drivers a chance to see how the Hilux handled both.At both events, Toyota also ran public showcases with basic product demos:

• Gymkhana-style taxi rides

• Blind spot monitor and 3D view demo

• Test drives and precision parking activities

• Free vehicle checks and inspections

• TGR merchandise for sale

The Hilux GRS model got the most attention, especially during the gymkhana runs where its suspension and power delivery were pushed harder than they would be in normal use.

The events were also used as customer touchpoints. “Hilux Unleashed is more than just a celebration of performance—it’s a celebration of people,” said Datuk Ravindran K, President of UMW Toyota Motor. He added that direct interaction with owners helped Toyota strengthen loyalty beyond the showroom.

While some participants praised the initiative for bringing the community together, others saw it more as a way for Toyota to reconnect with East Malaysian buyers and reinforce the Hilux’s relevance. The pickup remains one of the best-selling in Malaysia, and events like this appear aimed at keeping it that way.

Whether through gravel roads or city routes, the Hilux handled the terrain without issue—something the brand clearly wanted to highlight in a more grounded, hands-on setting.

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