The Cool Posters

Toyota 4X4 HILUX

The first Hilux pick-ups arrived in South Africa in 1969. This basic 1.5-litre short wheelbase model provided a very attractive alternative to the larger Australian and American pick-ups with their thirsty 6- and 8-cylinder engines that held the major share of the pick-up market at that time.

The Hilux enjoyed immediate popularity as an economic solution to light load transport needs, particularly in fleet and agricultural applications.

Within months of the first units going on sale the Hilux emerged as the pick-up of choice in South Africa and in 1970, its first full year in the local market, the Hilux became the market leader in the LCV sector. In the 34 years since then it has only four times failed to be the annual best seller- in 1969,1978, 1997 and 1998.

This phenomenal success has seen the Hilux entrench itself as the second most popular vehicle ever in South Africa after the Corolla, a situation that is not surprising as this top selling pick-up is Toyota Motor Corporation’s second most popular vehicle ever, behind the Corolla.

Advertising Agency: Dentsu Indonesia, Jakarta, Indonesia
Creative Director: Toni Frieza
Art Directors: J. Elias Marendra, Hendry Sutamrin
Copywriters: S. Banu Ardi, J. Elias Marendra
Illustrators: Ali Ichsan, Hendry Sutamrin
Published: August 2009