It’s more than just a test of time as the next chapter of the Toyota Hilux begins

For nearly six decades, the Toyota Hilux has been far more than just a vehicle. It has become a trusted business partner, a dependable workhorse, an adventure companion or a vehicle for the office commute that is synonymous with resilience. The iconic Toyota Hilux is now in its ninth-generation and was launched in Namibia recently.

Naresh Maharaj caught up with Toyota SA Motors president and CEO Andrew Kirby at launch (in Namibia) and at the line-off ceremony at Prospecton (KZN), where Kirby announced a R10.4 billion rand investment for the continued production of the revamped Hilux. It’s a massive financial shot in the arm for the SA economy and is the largest single product investment in Toyota SA Motors history. Naresh Maharaj (NM): Andrew, what a great location to launch an iconic vehicle, now in its ninth generation?Andrew Kirby (AK): There could not be a more fitting place than Namibia to introduce the ninth-generation Hilux.

Namibia has mesmerizing landscapes, vast horizons and rugged beauty create the perfect backdrop for a vehicle that has built its reputation on durability, capability and reliability. If you want to truly experience what the new Hilux is capable of, there are few places better in the world to put it to the test. NM: “It’s not a bakkie, It’s a Hilux” A very apt tag-line or quote, if I may say so, very catchy indeed!

[paywall]

How did that line come about? AK: It’s one of those rare advertising lines that is rooted in a genuine South African story. The campaign was developed by our agency, Studio One, Publicis Groupe Africa, after one of their creatives heard about an encounter at a rural petrol station.

A friend had seen a young boy playing with a wooden toy vehicle and remarked, “that is a nice bakkie”.Without hesitation, the young boy replied, “Tannie, dis nie a bakkie nie, dis a Hilux”. That simple, authentic moment perfectly captured what Hilux means to so many South Africans. For generations, Hilux has become more than a vehicle, an icon — and that is why the line resonates so strongly.

[/paywall]