UMW Toyota’s “Hilux Unleashed” concludes as 279 participants finish cross-state treasure hunt

UMW Toyota Motor (UMWT) successfully wrapped up Hilux Unleashed: The Ultimate Challenge 2025 in Melaka, combining a cross-state treasure hunt with a large-scale public roadshow at Pantai Klebang. The event showcased the Toyota Hilux not just as a rugged workhorse, but as a vehicle suited for both adventure and everyday driving.

The campaign brought together 90 teams, 279 participants in total, who set off from Kuala Lumpur and Johor Bahru. Their task: follow a series of clues and challenges en route to Melaka, promoting exploration of local sights and culture.

Instead of a typical rally, this was a journey focused on teamwork and problem-solving, allowing participants to experience the Hilux and other Toyota models in real-world settings beyond city roads.

The finish line was set at Pantai Klebang, where UMWT hosted a public roadshow open throughout the weekend. The event drew crowds with a mix of test drives, activities, and family attractions.

Key attractions included:

Test drives of six Toyota models, with free caps and keychains
A live-scored Eco-Driving Challenge
Off-road taxi rides along coastal trails
Family zones, GR merchandise booths, and interactive games
Food stalls offering light snacks and refreshments

The Hilux took centre stage, with its durability and off-road capabilities on full display. Visitors were able to test its performance firsthand through both structured drives and off-road demos.

The treasure hunt wrapped up with prize-giving sessions for top finishers from both starting points.

Kuala Lumpur Route:

1st: Omar Abdul Rahman (#3)
2nd: Faiz Kamaruzzaman (#38)
3rd: Kwan Siu Mei (#45)

Johor Bahru Route:

1st: M. Dzulfaqar (#67)
2nd: Ashley Wong (#68)
3rd: Shawn Liew (#71)

In addition to main prizes, UMWT also awarded seven consolation prizes and conducted a social media lucky draw to encourage wider engagement.

Participants highlighted the balance between competition and community. “We came for the clues but stayed for the camaraderie,” said Omar Abdul Rahman, KL’s first-place winner. Johor’s Ashley Wong noted, “It didn’t matter if you won, it felt like you were part of something.”

The event served to reaffirm the Toyota Hilux’s standing in Malaysia as a dependable and versatile pickup. With its proven durability, strong chassis, and practical features, the Hilux remains a go-to vehicle for both personal and professional use.

“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 showed that the Hilux can handle both daily drives and off-road challenges with ease.”

By combining a competitive treasure hunt with hands-on test drives and public engagement, Hilux Unleashed provided Toyota with a strong platform to connect with Malaysians through shared experiences. It marked a clear step toward more interactive, consumer-focused brand events.