In conjunction with the launch of the Toyota Vios Challenge Race Season 2, UMW Toyota announced its new “All About the Drive” brand direction that focuses on targeting the younger generation. Apparently, this renewal is in response to the changing needs and buying behaviours of Malaysians.

The direction is led by two promises, which are to “excite the daily drives” of all its customers and deliver “prominence” through the company’s products and services. This includes adding more value-added products in the future, equipped with advanced safety and connectivity features.

Besides that, company president Ravindran K said “we will also ensure the ownership experience of a Toyota will be worry-free and rewarding through high quality services and strong network.”

“We understand that the needs of our customers are evolving and the behaviour of buying are also changing and we are prepared to respond to those needs and behaviours,” he added. UMW Toyota is also committed to deliver its brand messages to the younger generation through digital communication, and this will be complemented by exciting on-ground brand experiences, such as the Gazoo Racing Festival.