UMW Toyota Motor (UMWT) brought adrenaline-fueled energy to East Malaysia with its highly anticipated Hilux Unleashed – The Ultimate Challenge campaign, held over two electrifying weekends in May 2025. With stops in Kota Kinabalu and Kuching, the campaign delivered a captivating fusion of off-road excitement, community connection, and immersive brand experiences that highlighted the Toyota Hilux’s unmatched versatility.
Kota Kinabalu (10–11 May 2025)
The adventure began in Kota Kinabalu, where 125 participants across 42 vehicles tackled a scenic yet demanding Treasure Hunt Challenge. The route led teams from the Anjung waterfront to the panoramic roads of Kokol Hill, passing through the tranquil coasts of Tuaran, and ending at the idyllic Nexus Resort & Spa Karambunai.
Top Winners:
- 1st Place: Dolumin Dommin & Team #32 – RM10,000 worth of prizes
- 2nd Place: Teo Seh Tiong & Team #12 – RM8,000
- 3rd Place: Rudy Bin Borhan & Team #23 – RM5,000
- 4th to 10th Place: RM500 prizes each
Kuching (17–18 May 2025)
One week later, the journey continued in Kuching with 138 participants in 45 vehicles, starting at UCSI Hotel and traversing a diverse route through Sarawak’s capital. From the lifestyle hub at Jalan Stutong to the cultural echoes of Lebuh Wayang and the iconic Cat Statue in Padungan, drivers were challenged across both urban and semi-rural terrains, culminating at the picturesque Damai Lagoon Resort.
Top Winners:
- 1st Place: Team Lee Min Qi #20 – RM10,000 worth of prizes
- 2nd Place: Team Letizia anak Nicholas Steven #31 – RM8,000
- 3rd Place: Team Serene Tan Yan Yu #15 – RM5,000
- 4th to 10th Place: RM500 prizes each
These dynamic routes showcased the Hilux’s seamless transition from city streets to rugged paths—demonstrating its durability, advanced handling, and capacity to conquer any challenge.
Beyond the main competition, attendees enjoyed a variety of hands-on experiences:
- Gymkhana Taxi Rides – Delivering high-octane thrills
- 3D Panoramic View Monitor Challenge – Showcasing Toyota’s tech innovation
- Precision Driving Demonstrations & Test Drives
- Toyota GAZOO Racing Merchandise Booth
- Free Vehicle Health Checks
The Hilux GRS variant drew particular admiration for its robust performance and responsive handling—especially during the fast-paced Gymkhana sessions.
UMWT’s President, Datuk Ravindran K, emphasized that Hilux Unleashed is more than a performance showcase—it’s about forging lasting relationships:
“Events like these allow us to connect with our customers on a deeper level, beyond the vehicles we build. We’re not just showcasing the Hilux’s capabilities—we’re celebrating a shared spirit of trust, resilience, and exploration.”
The campaign resonated deeply with long-time Hilux owners and newcomers alike, many of whom expressed a desire for more community-driven events that reinforce Toyota’s commitment to real-life experiences.
Hilux Unleashed exemplifies Toyota’s broader mission—to empower Malaysians through vehicles that support adventure and build lasting bonds. By creating meaningful, real-world experiences, Toyota continues to nurture a strong, engaged community united by a passion for exploration and performance.
Looking to start your own Hilux journey?
Visit www.toyota.com.my, call the Toyota freephone at 1-800-8-TOYOTA (869682), or stop by your nearest Toyota showroom to discover exclusive offers and models tailored to your lifestyle. 
