Trailhunter®, Toyota’s new grade of truck, showcases how the company is preparing to take its commitment to overlanding a step further. Trailhunter® trucks will come straight from the factory equipped with authorized accessories to meet the needs of overlanding enthusiasts. Trailhunter® and TRD Pro are entirely different grades and will complement each other within Toyota’s truck lineup.
To help prepare for the launch of the new grade of truck, Toyota looked to GAC to produce an Overlanding Study Team. This one-day event was held at the Northwest OHV park in Bridgeport, Texas. Nearly 100 Toyota executives, managers and stakeholders came together from 32 departments to immerse themselves in the overlanding lifestyle and customer experience. The day began with a morning classroom session where attendees learned about Toyota’s new Trailhunter® grade and product offerings, the overlanding experience, and the lifestyle and mindset of the overlanding enthusiast. The session also included presentations by many key Toyota partners such as ARB 4X4 accessories, Expedition Overlander and others.
After the morning session, attendees took a caravan of off-roading equipped vehicles on “The Journey,” an off-roading demonstration. In terms of overlanding, by the way, the “journey” is just as important as the “destination.” The experience was designed to help attendees better understand the types of conditions that overlanders may face, and what they may need in their overlanding vehicles. But it didn’t end there….
Attendees arrived at “The Destination,” a large campsite area. Here, they continued the overlanding experience, learning how to make a livable space in the great outdoors with demonstrations such as how to start a campfire using only a Swiss Army knife. Marshmallows were roasted, invigorating conversations were had, and everyone became immersed in the overlanding experience – imagining themselves as the customer. The environment provided a true genchi genbutsu experience.
The Overlanding Study Team proved to be a highly engaging and informative experience that provided authentic hands-on learning experiences while facilitating important discussions between strategic partners and Toyota departments..
