Yazeed Al Rajhi became the first Saudi driver to win the Dakar Rally in the ultimate class, holding off South African Henk Lategan, who finished second in the car category.

Dakar wins are an invaluable marketing tool if you sell off-road prowess, as part of your brand cachet. Toyota knows.

Toyota's South African Henk Lategan regained the overall lead in the Dakar Rally on Wednesday with a two minutes and 27 seconds advantage over Saudi Arabia's Yazeed Al-Rajhi going into the penultimate stage.

Qatari Nasser al-Attiyah hit the gas to win stage 9 of the Dakar Rally as Saudi Yazeed al-Rajhi took the lead in the drivers' standings.