UMW Toyota Motor (UMWT) recently revved up both engines and excitement with Hilux Unleashed: The Ultimate Challenge 2025, a dynamic two-part campaign that fused urban energy, off-road prowess, and Malaysian community spirit. Culminating in a high-energy finale at Pantai Klebang, the campaign was more than a showcase of the Toyota Hilux—it was a celebration of connection, curiosity, and the people who make every journey memorable.

The challenge kicked off with 90 teams setting off from Kuala Lumpur and Johor Bahru in a one-of-a-kind cross-state treasure hunt, involving 279 participants. But this wasn’t just about speed—it was about discovery. Participants solved clues tied to local heritage and navigated scenic routes that turned a competitive drive into a shared adventure. The format spotlighted the versatility of Toyota vehicles like the Hilux while pushing participants to explore Malaysia’s rich cultural landscape in a truly hands-on way.

After their journey, teams and the public were treated to a weekend roadshow at Pantai Klebang. The beachfront transformed into a vibrant automotive festival, complete with:

• Test drives of six Toyota models, with free caps and keychains for participants
• A Precision Eco-Driving Challenge, judged live with emcee commentary
• Off-road taxi rides across rugged coastal paths
• Family-friendly zones, GR merchandise booths, and interactive activities
• Local snacks and sweet treats, adding to the festive spirit

At the centre of it all was the iconic Toyota Hilux—Malaysia’s best-selling pickup—demonstrating its signature Quality, Durability, and Reliability (QDR) in both challenging terrains and everyday conditions.

More than just a campaign, Hilux Unleashed sparked genuine connections. As participant Omar Abdul Rahman, the 1st Prize Winner from KL, put it, “We came for the clues but stayed for the camaraderie.” For Ashley Wong, 2nd Prize Winner from JB, “It didn’t matter if you won—it felt like you were part of something bigger.”

This emotional engagement transformed the event into a shared narrative that extended beyond a single day. It positioned Toyota not just as a vehicle provider but as a brand that facilitates meaningful experiences.

Winners Who Went the Distance

Kuala Lumpur Winners
1^st: Omar Abdul Rahman (#3)
2^nd: Faiz Kamaruzzaman (#38)
3^rd: Kwan Siu Mei (#45)

Johor Bahru Winners
1^st: M. Dzulfaqar (#67)
2^nd: Ashley Wong (#68)
3^rd: Shawn Liew (#71)

In addition to the main prizes, participants were also recognised through seven consolation awards and a social media lucky draw, celebrating creativity and community participation.

Whether tackling urban roads or rugged trails, the Toyota Hilux proved why it remains the benchmark for pickups in Malaysia. With its tough yet refined build, the Hilux balanced power and precision effortlessly—impressing seasoned drivers and newcomers alike.

“With Hilux Unleashed, we showcased what Malaysians already know: that the Hilux is engineered for those who expect more—more strength, more versatility, and more confidence on every drive,” said Datuk Ravindran K, President of UMW Toyota Motor.

By blending a treasure hunt, lifestyle event, and immersive product experience, Hilux Unleashed 2025 set a new standard for automotive engagement. It reminded Malaysians that the Toyota Hilux isn’t just a vehicle—it’s a catalyst for adventure, discovery, and meaningful connection.

Discover current deals and find the Toyota that matches your lifestyle at www.toyota.com.my, call 1-800-8-TOYOTA (869682), or visit your nearest Toyota showroom today.