Toyota hits the (treacherous) highway with Discovery Canada

Tundra pick-ups will be prominently featured in Highway Thru Hell

Toyota Canada can’t bring Canadian TV viewers to the mountains, so it’s bringing the mountains to them.

The automaker’s 2014 Tundra pick-up is being prominently featured in the third season of the Discovery Canada reality series Highway Thru Hell. The show chronicles the activities of Jamie Davis Heavy Rescue, which keeps the highway in B.C.’s Cascade Mountains clear by removing oversize wrecks.

Four Tundras – two TRD Double Cabs and two TRD CrewMax – will serve as the company’s “incident response” units, the first vehicles in the rescue fleet to arrive at the scene of an accident. They will carry safety equipment and also a place for stranded motorists to get warm.

Toyota was unable to accommodate interview requests, but vice-president Stephen Beatty said in a release that the show provides an opportunity to showcase the Tundra’s “reliability and ruggedness” in the toughest road conditions.

Toyota first began sponsoring Highway Thru Hell last season.

Toyota reported its third straight monthly increase for truck sales in July, with sales for its RAV4, Tundra, Highlander and 4Runner brands achieving a new sales record of 8,785 units, up from 8,223 in 2013.

The company said it sold 883 Tundra 4X4 and 4X2 units, up from 505 units in the corresponding year-earlier period. Year-to-date sales of the Tundra at the end of July were 6,053, up from 3,686 in year-earlier period.

Media Articles

GroupM integrates data offering with new platform

The media investment group has announced the global launch of [m]Platform

Industry calls for more third-party Facebook verification

Experts weigh in on what Facebook owes advertisers

Luxury retail must go digital or be forgotten (column)

AJ Dalal says luxury retail ignores the connected shopper at its peril

Rogers announces LouLou to close, Châtelaine to remain

Rogers Publishing continues to divest titles as its media strategy evolves

YouTube names NextUp Canadian creators

15 up-and-comers selected for marketing and audiences development program

Take your mobile advertising a step further

How to find success among French-speaking and English-speaking audiences

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience