Heritage authorities in Iraq have filed a legal complaint against Lexus over allegations that a promotional video shoot caused damage to a historic site in the north of the country.

The Directorate of Heritage and Antiquities Protection in the primarily Kurdish-speaking Duhok initiated legal proceedings after a Lexus vehicle was photographed at the Jerwana Dam Bridge in the Sheikhan district, according to officials, al Jabeel reported on February 8.

"We have filed a complaint with the Public Prosecutor's Office in Duhok and the Sheikhan Court regarding unauthorised commercial activity at the site," said Bekas Brifkani, director-general of the heritage directorate.

The automaker has since removed the advertisement from its social media platforms, though Toyota Iraq maintains that no damage has occurred at the location.

"The vehicle crossed over protective barriers at one of our region's most important archaeological sites without authorisation from the antiquities department, causing significant damage," Brifkani said.

"The vehicle was positioned in a publicly accessible area," said Amanj Amjad, Toyota Iraq's legal director in Baghdad. The company stated their production team found no site supervisors or restrictive signage upon arrival.

Toyota Iraq added that while the vehicle appeared close to the historic structure in the footage, this was due to camera angles, noting that "the advertised car was not parked near the dam stone."

Despite the Japanese company's claims, a video released on local social media shows the high-end luxury 4x4 vehicle did climb the pre-historic structure to show its off-road ability. 

Kurdistan Region's antiquities laws impose strict penalties for such violations, with authorities pledging firm legal action to protect the area's cultural and historical heritage.

It is currently not known how much the foreign company could be sued for the potential damage caused to the structure. Still, Iraqi authorities have become increasingly focused on the country's ancient history as a possible tourist centre and a potential for economic growth. 

The Kurdistan Region enforces strict regulations protecting archaeological sites, with authorities pledging to pursue the matter through legal channels.

In 2024, Toyota’s Hilux model emerged as the best-selling vehicle across Iraq, ending Kia’s decade-long dominance in the market indicating an upwards movement in purchasing power.

The Hilux's sales surged by 49.1%, securing the top position. The Kia Frontier experienced a slight decline of 1.3% in sales, moving it to second place.

In 2024, 161,404 cars were sold in Iraq, marking a 28.8% increase compared to the previous year.

Iraq's automotive market expanded by 28.8% in 2024, with total sales reaching 161,404 units.

Toyota led the market with a 29.3% share, followed by Kia at 23.5% and Hyundai at 12.5%, data from national sales platforms indicated.