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

Why CMOs get sidelined by their own employers

Forbes Insights and an academic researcher explore the barriers to transformation

The lessons from LinkedIn’s failed ad network

The social media service for professionals is reaching a critical turning point

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year

Media Player of the Year 2015: YouTube

An entertainment empire with a distinct culture and stable of A-list stars

Lululemon and the no-sell mentality

Helping your customers can be just as effective as advertising

Canadian brands get into trivia game with Play The Future

Montreal-based company combines predictive trivia with branded content

Alliance for Audited Media to measure multi-platform media

New category will provide analysis of all-you-can-read platforms

CTV moves Corden to main network

Programming executives believe it has the potential to become a 'breakout' hit