Brand marks 60 years in NZ
Toyota New Zealand is celebrating 60 years in Aotearoa by reflecting on its connections with people, industries and communities through the decades.
With one in four vehicles on New Zealand roads a Toyota, the marque says it has been part of everyday life in the country since 1966.
Tatsuya Ishikawa, chief executive officer, adds the brand’s success reflects the relationships Toyota has built with customers and it was New Zealand’s new-vehicle market leader for the 38th year in 2025.
“Our place in New Zealand has been shaped over time by listening to customers, understanding how they live and work, and earning their trust through our products and the service we deliver,” he says.
“We're grateful for that trust and it’s not something we take for granted.”
Toyota’s early years in New Zealand were shaped by local assembly, beginning with the Toyota Corona in a Christchurch plant in 1966.
The Corolla arrived soon after and models such as the Hilux, Hiace and Land Cruiser helped expand its line-up.
“For 60 years, we’ve focused on showing up for New Zealanders. Whether that’s on the farm, a worksite or taking families from A to B, our focus has always been on building vehicles that are dependable, safe, and fit for purpose,” explains Ishikawa.
Today, Toyota offers a broad range of vehicles and powertrain options to cater to a wide range of New Zealanders’ needs, from personal mobility to business and fleet applications.
It has more than 60 Toyota Stores nationwide and service centres in smaller communities. Supporting these operations are a national customer centre in Palmerston North, which is home to parts distribution, training and a customer dialogue centre, and a Thames facility where vehicles are refurbished and prepared for customers.
Toyota notes it has built connections with communities across the country, from local sponsorships through to long-standing partnerships with organisations such as Emirates Team New Zealand, New Zealand Rugby, the New Zealand Olympic Committee and Paralympics New Zealand.
It has also regularly been recognised by consumers as the country’s most trusted car brand and was recently named Kantar’s Corporate Reputation Index leader for the third consecutive year.
“Toyota’s philosophy is centred on the Japanese concept of Kaizen, or continuous improvement, and a ‘hospitality’ mindset. For us, this means we’re always looking at how we can do things better for the people who rely on us,” says Ishikawa.
“This philosophy is really brought to life in our local teams, who are part of the same communities as our customers. They put in the work at a grassroots level to not just sell cars, but to show up every day for the communities they serve.”
Looking to the future, Toyota explains it is committed to its long-standing presence in New Zealand by innovating, supporting local communities and responding to Kiwis’ changing mobility needs.
“Our success here has only been possible because New Zealanders chose Toyota, trusted our people and made us part of their lives. This anniversary is an opportunity for us to return the favour and say, ‘Thank you, New Zealand’.”
