UMW Toyota Motor (UMWT) was the first car company in Malaysia to organise customer events which provided opportunities for owners to enjoy their vehicles more. This started in the 1980s with the first Liteace Lifestyle events and continues to this day.
Two starting points
The most recent customer event was Hilux Unleashed: The Ultimate Challenge 2025. The event was divided into three parts, two for Hilux owners in East Malaysia and one in Peninsular Malaysia. While the East Malaysian events were held separately in two states, the Peninsular Malaysia one had two starting points – Johor Bahru and Glenmarie in Selangor.
The 279 participants in 90 teams were given routes which led them through various states all the way to Pantai Klebang, a beach area well known for its dunes and coconut shakes. Along the way, the participants had to decipher clues to find answers to questions, requiring periodic stops.
A different kind of road trip
From the flag-off, the teams weren’t just racing; they were exploring. The treasure hunt’s curated paths took them along scenic routed, discovering hidden gems, and the clues celebrated local culture. It was an unconventional road trip that imagination, problem-solving, and teamwork – and also the comfort of the Hilux on long journeys.
Coastal carnival at Pantai Klebang
At journey’s end in Pantai Klebang, they arrived to find a Toyota roadshow for the public which transformed the beachfront into a coastal carnival of car culture and community. There were various activities for all the family and of course, test-drives were available for the latest models. Skilled drivers also took visitors on off-road taxi rides over the undulating terrain with the Hilux Rogue.
Other activities on the site included a Precision Eco-Driving Challenge and free vehicle inspections for Toyota owners to ensure their vehicles were in a safe condition. GR merchandise from Toyota’s high-performance brand were also available for fans and enthusiasts.
The event clearly fostered camaraderie with new friendships being made. “We came for the clues but stayed for the camaraderie. It was a fantastic mix of challenge and fun,” said Omar Abdul Rahman. “The whole thing felt like a shared journey. It didn’t matter if you won – it felt like you were part of something,” added shared Ashley Wong, another participant.
Reaffirming the Hilux legacy
The event reaffirmed the Hilux’s legacy as the benchmark in its class with its robust chassis, dependable performance, and advanced safety features. “The Hilux has long stood for more than just utility – it’s a reflection of our promise to deliver vehicles that are built to last and designed to inspire,” said Datuk Ravindran K., President of UMW Toyota Motor.
“With Hilux Unleashed, we showcased what Malaysians already know: that the Hilux is engineered for those who expect more from their vehicle—more strength, more versatility, and more confidence on every drive.”
Click here to find out more about the Hilux and locate a showroom to test one.