The Toyota Hilux, however, have become notorious for show up as a 'technical' (a civilian vehicle used in warfare) in every possible war zone around the globe. The images of Hilux pickup trucks mounted with heavy weapons have become almost iconic in media coverage of a few glaring regional conflicts. The vehicle has a complex and somewhat controversial reputation as a result of this association. From one side, it is the proof of durability and reliability of the Hilux in extreme conditions. On the one hand, it’s cemented to its association with violence and instability in troubled regions. The dual nature of the Hilux’ image causes disruption for both Toyota's brand and the desire of civilian buyers to purchase it and whether this causes moral concerns in some markets.