UMW Toyota Motor (UMWT) brought a thrilling blend of urban flair and rugged capability to the forefront with the grand Peninsular Malaysia finale of Hilux Unleashed: The Ultimate Challenge 2025 in Melaka.
The two-part campaign uniquely combined a cross-state treasure hunt with a dynamic public roadshow at Pantai Klebang, highlighting that the Toyota Hilux is as at home in a crowd as it is in the wild.
The event saw 90 teams—comprising 279 participants—embark on a clue-filled journey from either Kuala Lumpur or Johor Bahru, charting their way to Melaka. Along the way, they solved puzzles, visited local landmarks, and eventually converged at Pantai Klebang for a lively showcase of vehicles, engaging activities, and exciting test drive experiences.
More than a typical road challenge, the treasure hunt was designed to encourage participants to take scenic routes, uncover cultural gems, and engage in creative problem-solving. This adventure-inspired format turned drivers into explorers, offering them an engaging way to experience the Toyota Hilux and other models beyond the showroom floor.
The campaign’s grand finale transformed Pantai Klebang into a weekend carnival, open to the public and packed with family-friendly attractions. Toyota’s roadshow proved to be more than a brand showcase—it was a full-blown coastal celebration.
Event highlights included:
- Test Drives of six Toyota models, with exclusive giveaways like branded caps and keychains
- Precision Eco-Driving Challenge, judged in real-time with interactive commentary
- Off-Road Taxi Rides through rugged terrains—especially popular among families
- Family Zones, complete with GR merchandise, hands-on games, and children’s activities
- Free Snacks and Sweet Treats, adding to the festive, open-air atmosphere
At the centre of it all was the Toyota Hilux—Malaysia’s favourite pickup—proving its unmatched strength, reliability, and versatility through engaging, real-world interactions.
Winners
From Kuala Lumpur:
- 1st: Omar Abdul Rahman (#3)
- 2nd: Faiz Kamaruzzaman (#38)
- 3rd: Kwan Siu Mei (#45)
From Johor Bahru:
- 1st: M. Dzulfaqar (#67)
- 2nd: Ashley Wong (#68)
- 3rd: Shawn Liew (#71)
In addition to the main winners, the event also recognized seven consolation prize recipients and ran a social media lucky draw, rewarding not just skill but storytelling and engagement.
“As much as the Hilux represents strength and utility, it also symbolizes our commitment to delivering lasting quality and meaningful experiences,” said Datuk Ravindran K., President of UMW Toyota Motor.
“Hilux Unleashed was our way of showcasing this promise—to create vehicles and adventures that Malaysians can depend on and be proud of.”
By blending product demonstration, community-driven events, and interactive storytelling, Hilux Unleashed successfully connected Malaysians through a journey that spanned both city streets and coastal paths.
