This whole thing started with the premise that Toyota's target RAV4 buyers are people who spend their time cycling, hiking, and generally not in front of computer screens. These people are therefore not able to benefit from the full website experience that Toyota has built for the RAV4. We should clarify that the video below is for Toyota South Africa, and maybe RAV4 buyers there really are the disgustingly outdoorsy ideal that us bacon-eaters are not living up to.

Toyota's agency partner, Hello Computer, set up a 1.8-kilometer track at a cycle park that replicated sections of the automaker's website with real physical displays and interactive feedback. Riders were asked to leave their mouses and hit the trail on a mountain bike to experience the RAV4 Outdoor Website and learn about the vehicle.

That seems like a lot of effort for something that's available on the smartphones of these hyper-active people who aren't in front of computers, but hooray for creatively conquering a problem that didn't exist. Hey, let's not be complete wet blankets – maybe some of the cyclists that ran the Toyota gauntlet got a RAV4 for their to- and fro-ing after the experience. Check out the video of the outdoor website below.


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    • 1 Second Ago
  • 10 Comments
      npier598
      • 1 Year Ago
      Yeah, in your dreams Toyota. The smart, savvy, adventurous, outdoorsy types are off buying Subarus and Volvos while the ignorant consumers who can barely make their car payment are driving off in the RAV4.
      luigi.tony
      • 1 Year Ago
      Toyota should invest money into making their cars pass crash test and protect passengers.
      Matt
      • 1 Year Ago
      If I was an outdoorsman that had to drive a RAV4 to get to the wilderness, I think I'd just stay home and watch TV. Toyota vehicles (FR-S excluded) are so soul-crushing to drive now.
      pdwid
      • 1 Year Ago
      Many years ago, I remember Jeep setting up a very large demo track for folks to experience driving over dirt, logs and rocks. Cool terrain. Even though you never really got out of first gear, it was eye-opening for a city dwelling 4-wheel novice to take a vehicle over some really severe obstacles. Ginormous boulders were the coolest. They also had tents with films, lots of handout stuff, and snacks and coffee too. This was way back when there was still money for folks to have fun with, both companies and customers.
      19nomad56
      • 1 Year Ago
      In southern Utah last week for vacation, took a really cool trail out in Escalante to a hiking trailhead into a petrified forest. A RAV4 tried to follow our '11 4x4 Pathfinder and got about a half mile and had to turn around. Our truck is no long-travel monster, but it's also no RAV4.
      SeKci
      • 1 Year Ago
      Did that browser pass the Acid3 test?
      LOLO
      • 1 Year Ago
      u built this for what now? It seems like any excuse to say facebook ipod or twitter to "connect with a core audience" is all that's on the agenda. Like people are saying "OMG I GET TO SEND TWEETS BY TOUCHING A SIGN LIKE O M G!! " hahaha..ha .... oh wait never mind people really are that stupid I'm wrong good job Toyota.
      Basil Exposition
      • 1 Year Ago
      "This whole thing started with the premise that Toyota's target RAV4 buyers are people who spend their time cycling, hiking, and generally not in front of computer screens." LOL. Don't know about SA, but here in the US, that could not be farther from the truth.