‘Hilux Unleashed – The Ultimate Challenge

Toyota Hilux owners in East Malaysia enjoyed the Hilux Unleashed – The Ultimate Challenge event recently, with two events held back-to-back in Kota Kinabalu, Sabah, and Kuching, Sarawak. Part of a nationwide campaign, the Hilux Unleashed – The Ultimate Challenge event offered a thrilling mix of off-road adventures, lifestyle engagement, and community spirit. It also showcased the performance and versatility of the Hilux, the bestselling pick-up truck in Malaysia.

UMW Toyota Motor has been organising such events for owners since the early 1990s, with the Liteace Lifestyle events being the first such customer events by a car company in Malaysia. For Hilux Unleashed – The Ultimate Challenge, there were over 85 trucks and over 260 participants consisting of the owners and their families and friends.

In Kota Kinabalu, 125 participants in 42 vehicles travelled around the state capital, from the bustling waterfront at Anjung to the winding roads and elevated views of Kokol Hill and the coastal beauty of Tuaran. They had to search for answers in a treasure hunt along the way, challenging even those who live in Kota Kinabalu.

The day’s journey ended at the serene Nexus Resort & Spa Karambunai where they enjoyed a nice dinner and those who did well in the treasure hunt won prizes, with the three top winning teams receiving prizes worth RM10,000, RM8,000 and RM5,000, respectively. The teams who ranked 4^th to 10^th places received prizes worth RM500 each.

In Kuching a week later, 128 participants gather with 45 trucks at the UCSI Hotel. From there, there were flagged off to journey through the city which has an engaging mix of cultural and urban landmarks. Along the way, they also had a treasure hunt which required looking around. The agility of the Hilux was evident as they were able to navigate the streets of the city easily.

The Sarawak edition had a route which wound through iconic landmarks like Common Ground, Jalan Stutong – a thriving lifestyle hub to a bustling modern township Saradise, Lebuh Wayang – echoing Kuching’s heritage to Cat Statue at Padungan – the city’s iconic mascot and Samariang, with its semi-urban terrain and lush backdrops. The journey ended at the scenic Damai Lagoon Resort where the winners also received similar prizes as in Kota Kinabalu.

Immersive brand experiences
At both locations, public sales activations offered immersive experiences that drew strong footfall. There were exciting activities where the extreme capabilities of the Hilux could be experienced. The participants had an opportunity to go on a high-speed ‘taxi ride’’ with professional drivers. They were particularly impressed by the Hilux GR-Sport variant, praising it for its muscular performance and agile handling, particularly around the high-speed gymkhana course.

They also saw the value of the 3D Panoramic View Monitor (PVM) in a blind challenge. The PVM shows the vehicle from above and all sides so the driver can precisely position the truck.

Besides some of the latest Toyota models on display and TOYOTA GAZOO Racing (TGR) merchandise on sale, there were also complimentary vehicle inspections to give owners peace of mind.

Building community and loyalty
The event wasn’t just about torque, terrain and competitive challenge; it was also about community. By fostering interaction between Toyota’s frontline sales team and loyal customers, the event reinforced the Hilux’s role not only as a reliable vehicle but as part of a lifestyle.

“Hilux Unleashed is more than just a celebration of performance, it’s a celebration of people. Events like these allow us to connect with our customers on a deeper level, beyond the vehicles we build. By creating real-world experiences that foster friendship and shared adventure, we’re not only showcasing what the Hilux can do, but what it stands for: trust, resilience, and a spirit of exploration. This is how we build loyalty—not just through product, but through community,” said Datuk Ravindran K, President of UMW Toyota Motor.

Visit www.toyota.com.my to know more about the Hilux and other Toyota models and where you can experience Malaysia’s bestselling truck yourself.