Dubai, UAE: Al-Futtaim Toyota and Memac Ogilvy have launched a disruptive marketing campaign for Toyota in the UAE called "It’s the Land Cruiser in You”, which dares UAE’s drivers to embrace their adventurous side and rediscover the thrill of off-road in the legendary Toyota Land Cruiser.

The campaign flips the script on everyday urban driving, spotlighting those unconventional parking moments we’ve seen across the country: compact cars awkwardly perched on kerbs, pavements or dirt areas. "It’s the Land Cruiser in You" campaign playfully reframes these moments as a dormant off-road spirit, just waiting to be unleashed.

The campaign urges these ‘accidental off-roaders’ to trade in their urban struggles for the commanding performance, supreme comfort and confident abilities of the Toyota Land Cruiser. 

“It’s the Land Cruiser in You" campaign features on social media, while emphasizing the brand's certified pre-owned range starting at AED 204,999 with available trade-in support. 

Commenting on the campaign, Saad Abdullah, General Manager Marketing of Al-Futtaim Toyota said: “The Toyota Land Cruiser has been a symbol of sheer off-road driving pleasure for decades in the UAE. The new campaign continues this narrative by celebrating the adventurous streak in every car owner in the UAE. “It’ the Land Cruiser in You" campaign is an open invitation for residents to embrace their innate off-roader and start exploring in a vehicle designed for them. At Al-Futtaim Toyota, we are committed to providing easy and convenient access to adventure-ready vehicles for all drivers, and this campaign is an exhilarating testament to that.”

The campaign builds on the Japanese car maker’s enduring legacy and loyal following in the UAE to showcase the unmatched potential of the Toyota Land Cruiser, inviting potential Toyota owners to trade in their current cars for a vehicle that better matches their adventurous spirit - a certified pre-owned Toyota Land Cruiser.

For more information on the campaign and to know more about a certified pre-owned Toyota, visit www.toyota.ae.

Toyota UAE Social Media Handles
Facebook: @ToyotaUAE
Instagram: @Toyotauae
YouTube: Toyota UAE
Twitter: @Toyota_UAE

About Al-Futtaim Toyota

Toyota, a Japanese automotive manufacturer founded in 1937, is the world's market leader in sales of hybrid electric vehicles. Toyota has been exclusively distributed in the UAE by Al-Futtaim Automotive, part of Al-Futtaim Group, for over six decades, and has been leading the sustainable mobility movement since 2008.

With a large line-up of vehicles ranging from SUV, compact, sedan, coupe, MPV and LCV, as well as a wide range of Hybrid options, Al-Futtaim Toyota is setting new benchmarks for clean motoring in an effort to actively contribute to a lower carbon footprint in the UAE. 2017 saw the introduction of the zero-emission hydrogen-powered Fuel Cell Electric Vehicle (FCEV) Toyota Mirai, in a pilot aiming at studying the possibilities of establishing a hydrogen-based, carbon-free society.

Toyota’s line-up features several hybrid vehicles including the sporty, practical and environmentally friendly RAV4, the C-HR, an innovative compact SUV, the seven-seater Highlander which is the brands biggest HEV to date, the powerful and efficient Corolla and the sleek and sophisticated Camry.

In September 2019, after a 17-year wait, Al-Futtaim Toyota launched the new 2020 Toyota GR Supra in the UAE, much to the delight of fans and loyalists across the country. With the all-new fifth-generation model, the legendary name returned to set the roads ablaze with a comeback only fitting of the Toyota Supra story, with the 2021 version launching a year later in October 2020.

In August 2020 Al-Futtaim Toyota shook up the lifestyle pickup segment with the introduction of the all-new eighth-generation Toyota Hilux Adventure. This was the first time ever that the Hilux is available as a retail model in the UAE, meaning that it is no longer limited to dominating the commercial-use sector.

For more information and to book a test drive of the latest Toyota models please visit www.toyota.ae 

About Al-Futtaim Automotive

Al-Futtaim Automotive, one of the main five operating divisions within the UAE-based Al-Futtaim Group of companies, is a conglomerate of motoring-related businesses, franchising some of the world’s most-recognized automotive brands and services.

Operating in 10 countries across the Middle East, Asia and Africa and empowered by around 9,000 associates, the UAE-headquartered Group’s services span across distribution of new and used vehicles, manufacturing, leasing, and aftersales.

Ranging from passenger cars to SUVs, commercial vehicles, industrial and construction equipment as well as motorbikes and quads, Al-Futtaim Automotive Group offers an integrative customer-centric experience for motorists, fleet operators and contractors alike, and strives to become the leader in tailor-made mobility solutions.

About Al-Futtaim Group

Established in the 1930s as a trading business, Al-Futtaim Group today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.

Structured into five operating divisions; automotive, financial services, real estate, retail, and health; employing more than 33,000 employees across more than 20 countries in the Middle East, Asia, and Africa, we partner with over 200 of the world's most admired and innovative brands.

Al-Futtaim Group’s entrepreneurship and relentless customer focus enable the organisation to continue to grow and expand, responding to the changing needs of our customers within the societies in which we operate. By upholding our values of respect, excellence, collaboration, and integrity, Al-Futtaim Group continues to enrich the lives and aspirations of our customers every day. For more information, visit: www.alfuttaim.com

Contacts for media:
Laureline Schwarz | Head of Corporate Communications | Laure-Line.Schwarz@alfuttaim.com
Mazen Saab | Marketing Manager | Toyota | Mazen.Saab@alfuttaim.com
Assaad Chehade | Senior Marketing Manager | assaad.chehade@alfuttaim.com
Mariam Bouraoui | Gambit Communications | mariam@gambit.ae