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#1 Campaign in Automotive · September 2026
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#1 Campaign
Automotive · September 2026

Toyota Drops a Caravan on the Electric Hilux

PR Campaign
Tuesday 29th September, 2026

Toyota asked Reddit users how to test its new electric Hilux, then recreated a famous Top Gear stunt by dropping a 760kg caravan onto the truck. The Hilux started up and drove away, giving Toyota a dramatic way to connect its electric model with the nameplate’s reputation for toughness.

Why it worked: It hijacked a beloved cultural meme (Top Gear’s “unkillable” Hilux) and validated it with a public-picked, filmed destruction test that defied expectations.

The lesson: Consider letting Reddit or a subreddit vote on a risky, visual proof test of your product’s core claim, then film the outcome.

Toyota
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
toyota.co.uk TOYOTA RECREATES LEGENDARY TV STUNT TO PROVE THE NEW ALL-ELECTRIC HILUX REMAINS 'INDESTRUCTABLE' - Toyota Media Site Tuesday 29th September, 2026
motor1.com Watch Toyota Drop A Caravan On The Electric Hilux To Revive Top Gear Stunt Wednesday 30th September, 2026
motoringresearch.com Toyota recreates Top Gear stunt by dropping caravan onto new Hilux Wednesday 30th September, 2026
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