Championed by suitably quirky ‘you’re a farmer, not a cowboy’ local television commercials from the mid-1990s and continued via similarly themed marketing campaigns, the considered decision by Toyota to seek to broaden the appeal of its Hilux bakkie package beyond proven workhorse has certainly paid off.
Via nameplates like Raider, Legend, Dakar and more recently GR, the popularity of the lifestyle-focused Hiluxdouble cab package has grown to neatly complement this bakkie’s best-selling standing in the South African market.
In the wake of increased pressure from the likes of Ford within a growing performance-focused subsegment, and in anticipation of an all-new, ninth-generation Hilux being announced in the coming months, Toyota has harnessed the popularity of its Gazoo Racing division to lend the Hilux its most convincing sense of presence and occasion to date.
This story is from the September 20, 2024 edition of Farmer's Weekly.
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This story is from the September 20, 2024 edition of Farmer's Weekly.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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