since 1976
since 1976
UMW Toyota Motor (UMWT) revved up East Malaysia with two back-to-back weekends of high-octane excitement as part of its nationwide Hilux Unleashed – The Ultimate Challenge campaign. Held in Kota Kinabalu (10–11 May) and Kuching (17–18 May), the campaign delivered a thrilling mix of off-road adventures, lifestyle engagement, and community spirit—bringing the performance and versatility of the Toyota Hilux to life for East Malaysians like never before.
Kota Kinabalu | 10–11 May 2025
The event began with a thrilling Treasure Hunt Challenge on 10 May, where 125 participants across 42 vehicles navigated a scenic and challenging route across Kota Kinabalu— from the bustling waterfront at Anjung to the winding roads and elevated views of Kokol Hill and the coastal beauty of Tuaran. The journey concluded at the serene Nexus Resort & Spa Karambunai, where winners were announced:
Top Winning Teams & Prizes:
1st Place: Dolumin Dommin & Team #32 – Prizes worth RM10,000
2nd Place: Teo Seh Tiong & Team #12 – Prizes worth RM8,000
3rd Place: Rudy Bin Borhan & Team #23 – Prizes worth RM5,000
4th – 10th Place: Prizes worth RM500 each*
Kuching | 17–18 May 2025
Just a week later, the challenge roared into Kuching, with 138 participants with 45 vehicles flagging off from UCSI Hotel before making their way through an engaging mix of cultural and urban landmarks. This treasure hunt highlighted the city’s charm while testing both vehicle and driver agility. The Sarawak edition brought the heat with a dynamic treasure hunt flagged, winding 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, semi-urban terrain with lush backdrops concluding at the scenic Damai Lagoon Resort.
These locations combined city driving and outer terrain, showcasing the Hilux’s seamless adaptability to both everyday routes and unpredictable conditions.
Top Winning Teams & Prizes:
1st Place: Team Lee Min Qi #20 – Prizes worth RM10,000
2nd Place: Team Letizia anak Nicholas Steven #31 – Prizes worth RM8,000
3rd Place: Team Serene Tan Yan Yu #15 – Prizes worth RM5,000
4th – 10th Place: Prizes worth RM500 each*
Immersive Brand Experiences for All
Running concurrently in both locations, public sales activations offered immersive experiences that drew strong footfall.
Highlights included:
*Gymkhana Taxi Ride – a crowd favourite for thrill-seekers
*3D Panoramic View Monitor Blind Challenge – demonstrating tech precision
*Precision Driving Demos & Test Drives
*Toyota GAZOO Racing (TGR) Merchandise Booth
*Complimentary Vehicle Inspections
Visitors were particularly impressed by the Hilux GRS variant, praised for its commanding performance and agile handling, particularly during the high-speed Gymkhana course.
The event tested both navigation and resilience, serving as the ultimate proving ground for the Toyota Hilux. Participants navigated real-world terrain that ranged from steep inclines to gravel paths and sharp turns, conditions that showcased the Hilux’s legendary quality, durability, and reliability. From its commanding engine performance and precision handling to its off-road prowess and stability across varied landscapes, the Hilux proved its capability as a true go-anywhere vehicle.Whether conquering tough terrain or cruising through leisure checkpoints, the Hilux blended performance with purposes proved it's not just a workhorse, but a trusted companion for those who live life beyond boundaries or simply enjoy the thrill of a lifestyle drive.
More Than a Truck: Building Community & Loyalty
The event wasn’t just about torque, terrain and competitive challenge, it was about community. By fostering interaction between Toyota’s frontline sales team and loyal customers, the event reinforced 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.
Many long-time Hilux owners expressed their enthusiasm for more events of this nature, with several eager to participate in future activities.
Hilux Unleashed is more than just a showcase of power, it represents Toyota’s ongoing mission to empower Malaysians beyond mobility. By delivering meaningful, real-world experiences that spark connection and inspire adventure, Toyota continues to cultivate a strong and engaged community around the Hilux brand.
Explore More with UMW Toyota Motor
Discover exciting deals and find the Toyota that fits your lifestyle at www.toyota.com.my, or call the Toyota freephone line at 1-800-8-TOYOTA (869682), or visit your nearest Toyota showroom today.
