UMW Toyota Motor (UMWT) energized East Malaysia with two weekends of excitement as part of its Hilux Unleashed – The Ultimate Challenge campaign. Held in Kota Kinabalu (10–11 May) and Kuching (17–18 May), the events showcased the performance and versatility of the Toyota Hilux through off-road adventures and community engagement.
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 route through Kota Kinabalu, concluding 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 and 45 vehicles flagging off from UCSI Hotel. This treasure hunt showcased the city’s charm while testing vehicle and driver agility. The Sarawak edition featured iconic landmarks like Common Ground, Jalan Stutong, and the Cat Statue at Padungan, concluding at the scenic Damai Lagoon Resort.
These locations highlighted the Hilux’s adaptability to both city driving 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 impressed by the Hilux GRS variant, noted for its performance and agile handling during the high-speed Gymkhana course.
The event tested navigation and resilience, serving as the ultimate proving ground for the Toyota Hilux. Participants navigated steep inclines, gravel paths, and sharp turns, showcasing the Hilux’s legendary quality, durability, and reliability. With its powerful engine and precision handling, the Hilux demonstrated its capability as a go-anywhere vehicle.
Whether tackling tough terrain or enjoying leisure checkpoints, the Hilux proved to be a trusted companion for those who seek adventure or enjoy a lifestyle drive.
More Than a Truck: Building Community & Loyalty
The event was about community, fostering interaction between Toyota’s sales team and loyal customers, reinforcing Hilux’s role as a reliable vehicle and 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.