See why the Toyota Hilux remains one of the most popular pickup trucks of all time
UMW Toyota Motor (UMWT) brought high-octane excitement to East Malaysia with its nationwide Hilux Unleashed, The Ultimate Challenge campaign, held over two weekends in Kota Kinabalu (10 to 11 May) and Kuching (17 to 18 May) and the fans were grinning from ear to ear the whole time.
This dynamic event showcased the Toyota Hilux’s performance and versatility through immersive activities that combined off-road adventure, community engagement and lifestyle experiences. All of this and more had the crowd roaring in excitement and the atmosphere was electric.
Moreover, the campaign kicked off in Kota Kinabalu with a Treasure Hunt Challenge featuring 125 participants across 42 vehicles. The route spanned the vibrant Anjung waterfront, the highlands of Kokol Hill, and the picturesque coastal roads of Tuaran, ending at the tranquil Nexus Resort & Spa Karambunai.
Top winners included:
- 1st Place: Dolumin Dommin & Team #32 (RM10,000 prize)
- 2nd Place: Teo Seh Tiong & Team #12 (RM8,000 prize)
- 3rd Place: Rudy Bin Borhan & Team #23 (RM5,000 prize)
- 4th–10th Places: RM500 prizes each
A week later, 138 participants in 45 vehicles took on Kuching’s version of the challenge, flagged off from UCSI Hotel. The route highlighted iconic sites such as Common Ground, Jalan Stutong, Saradise, Lebuh Wayang, and the Cat Statue at Padungan, before ending at Damai Lagoon Resort.
On top of that, the journey combined urban navigation with semi-urban terrains, underscoring the Hilux’s adaptability.
Top winners included:
- 1st Place: Team Lee Min Qi #20 (RM10,000 prize)
- 2nd Place: Team Letizia anak Nicholas Steven #31 (RM8,000 prize)
- 3rd Place: Team Serene Tan Yan Yu #15 (RM5,000 prize)
- 4th–10th Places: RM500 prizes each
Throughout both weekends, public activations drew enthusiastic crowds. Visitors enjoyed Gymkhana Taxi Rides, 3D Panoramic Blind Spot Challenges, precision driving demos, and test drives. The Hilux GRS variant stood out for its commanding performance and agile handling.
This campaign wasn’t just about testing the Hilux, it was about building community. As UMWT President Datuk Ravindran K said, “Hilux Unleashed is a celebration of people and performance. We’re building loyalty through shared experiences and trust.”
For many, this was more than a showcase of a vehicle, it was a celebration of adventure, resilience, and the spirit of exploration that defines the Toyota Hilux
