Published on July 5th, 2018 | by Subhash Nair


Toyota Announces New Brand Direction and Exciting Upcoming Activities

UMW Toyota Motor Sdn Bhd (UMWT) today announced its new brand direction and commitment. The company said that the new direction is in response to the changing landscape surrounding its business and customers alike.

“We understand that the needs of our customers are evolving and the behaviour of buying are also changing and we are prepared to response to those needs and behaviours,” said Mr. Ravindran K., President, UMWT.

He added that the new brand direction will ensure that UMWT continue to advance with the new industry’s landscape and market demands.

In connection with the announcement, the company has rejuvenated the “All About the Drive” branding platform with new thoughts and spirits.

The new “All About the Drive” is led by two brand promises which are to “excite the daily drives” of its customers and to deliver “prominence” through our product, services and association with the brand.

UMWT also said that it will provide high value-added products as well as rewarding ownership experiences for its customers.

“We will provide high value-added and advanced products with advanced safety and connectivity features. We will also ensure the ownership experience of a Toyota will be worry-free and rewarding through high quality services and strong network,” said Mr. Ravindran K. The company has also committed to deliver its brand new messages and creatives and reach out especially to the younger generation, through digital communication. It also promises many exciting on-ground brand experiences.

In sharing some of the upcoming activities under the new “All About the Drive” concept, the company added that the inaugural series of the Vios Challenge in Malaysia has proven to be very successful and a second season has been confirmed this year, starting August 2018.

Apart from the Sporting Class for semi-professionals and the Super Sporting Class for professional racers, the Promotional Class race will have celebrities taking part. Janna Nick, Diana Danielle, Shawn Lee and Syukri Yahaya who raced in Season 1 will take part again.

Challenging the four celebrities will be six new names and they are Aiman Tino, Khai Bahar, Nabila Razali, Wany Hasrita, Akim Ahmad, and Nabil Ahmad. As with the first group of celebrities, this new group will also be given training at the Vios Academy so they will be better prepared for the races.

Vios Challenge retain its sponsors as in the first season. They are Toyo Tyres, Denso, TRD Asia, Enkei, Moty’s, Drive M7 Energy Drinks, and Toyota Capital Services. While the Vios Challenge will be the highlight of the TGR Racing Festival weekends, there will also be many other activities for all the family.

As an extension to the TGR, UMWT will also be involved in the fast-growing sport of E-Sports that has over 14 million gamers in Malaysia alone.

In closing, Mr. Ravindran added, “This is indeed a very exciting time for us and we invite the
public to join us on this journey as the brand evolves to be more inspiring, exciting and relevant
to all.”

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Written work on @subhashtag on instagram. Autophiles Malaysia on Youtube.

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