since 1976
since 1976
UMW Toyota Motor (UMWT) brought urban energy and off-road spirit together in spectacular fashion as Hilux Unleashed: The Ultimate Challenge 2025 reached its Peninsular Malaysia crescendo in Melaka. Combining a first-of-its-kind cross-state treasure hunt with a vibrant public roadshow at Pantai Klebang, the two-part campaign proved the Toyota Hilux isn’t just built for the wild—it thrives where connection, curiosity, and community meet.
The campaign saw 90 teams chart a route from either Kuala Lumpur or Johor Bahru to Melaka, with 279 participants deciphering clues, making pitstops, and finally converging in Pantai Klebang for a grand finale of family activities, vehicle showcases, and test-driving thrills.
More Than a Drive — It Was a Discovery
From the flag-off, teams weren’t just racing, they were exploring. The treasure hunt’s curated paths encouraged participants to take the scenic route, discover hidden gems, and solve clues that celebrated local culture. It was an unconventional road trip that tested not only vehicles, but imagination, problem-solving, and teamwork.
This journey-first format delivered a fresh approach to product engagement—turning everyday Malaysians into explorers behind the wheel of the Toyota Hilux and other models.
Pantai Klebang: Where Power Met Play
The journey’s endpoint was anything but ordinary. Pantai Klebang came alive with a weekend-long roadshow open to the public, transforming into a coastal carnival of car culture and community.
Highlights included:
>Test Drives of six Toyota models, each with complimentary caps and keychains
>Precision Eco-Driving Challenge, judged live with interactive emcee commentary
>Off-Road Taxi Rides through rugged coastal trails - a favourite with families
>Family Fun Zones, GR merchandise booths, and hands-on activities for all ages
>Snacks & Sweet Treats that kept the vibes cool and festive
At the heart of it all was the Toyota Hilux, Malaysia’s most trusted pickup - demonstrating its trademark Quality, Durability and Reliability (QDR) through hands-on experiences that brought its rugged refinement to life. Whether navigating coastal trails or cruising through the city, the Hilux showed why it continues to be the preferred companion for both work and lifestyle.
Voices from the Road
“We came for the clues but stayed for the camaraderie. It was a fantastic mix of challenge and fun,” said Omar Abdul Rahman, 1st Prize Winner (KL).
“The whole thing felt like a shared journey. It didn’t matter if you won—it felt like you were part of something,” shared Ashley Wong, 2nd Prize Winner (JB).
This participant-led narrative added emotional resonance to the campaign, reinforcing Toyota’s evolving role—not just as a carmaker, but as a connector of people and places.
Winners Who Drove the Distance
Kuala Lumpur
1st: Omar Abdul Rahman (#3)
2nd: Faiz Kamaruzzaman (#38)
3rd: Kwan Siu Mei (#45)
Johor Bahru
1st: M. Dzulfaqar (#67)
2nd: Ashley Wong (#68)
3rd: Shawn Liew (#71)
With top 3 prizes, 7 consolation recognitions, and a social media lucky draw, Hilux Unleashed rewarded both competitive spirit and creative storytelling.
Hilux Unleashed: Confidence Engineered
Beyond the thrills and games, Hilux Unleashed reaffirmed the Hilux’s legacy as the benchmark in its class. Its robust chassis, dependable performance, and advanced safety features earned admiration not only from existing owners but from first-time test drivers who experienced its balanced blend of power and precision.
“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.”
Driving Brand Connection Through Adventure
From city centres to coastal trails, the Hilux Unleashed campaign brought Malaysians together through shared discovery and real-world adventure. By uniting entertainment, product experience, and digital storytelling, Toyota delivered a high-impact, multi-touchpoint experience that celebrates life on the move.
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
