‘Hard work and dedication’

For the 21st year in a row, Kiwis have voted Toyota their most-trusted car brand in the 2026 Reader’s Digest Quality Service Awards.

Susanne Hardy, assistant vice-president of marketing, sustainability and technology, says the public’s vote represents long-standing relationships the company has with the community and the trust placed in the brand by drivers.

Toyotas have been on New Zealand roads since 1967. Celebrating its 60th year here, Hardy puts the marque’s success down to building vehicles designed for families and local conditions.

“We’ve been part of Kiwis’ lives on main and back roads, weekend adventures and in the paddocks. We have taken generations of children to school and towed more boats than you can imagine. Our job has been to show up every time with reliable vehicles. That’s resonating.”

This year’s Reader’s Digest Trusted Brands survey was carried out by Catalyst Research. About 1,800 adults participated, rating companies they consider most trustworthy. 

Hardy says this trust isn’t easily earned. “It takes hard work and dedication. This win is something we don’t take for granted. We wouldn’t be where we are without New Zealanders believing in us.”

Toyota is predicting it will sell about 29,400 new electrified models here this year, expanding its multi-pathway approach to lower emissions mobility. 

Hardy says the move reflects its belief there’s no one-size-fits-all solution and true sustainability means offering the right powertrain for the job.

“Drivers’ attitudes are changing but we recognise different drivers need different solutions. There’s no single vehicle or powertrain that fits everyone and every job. By offering a broad mix of hybrid, plug in hybrid, battery electric and other options, we’re ensuring New Zealanders can reduce emissions without compromising on capability, reliability or livelihood.”

After six decades operating in New Zealand, Toyota’s focus remains on building long-term relationships with customers.

“There are more than 60 Toyota stores up and down the country that are doing incredible work in their communities,” says Hardy. “Our network makes sure New Zealanders can access the transport solutions they need, regardless of where they live, what they do or how they move. 

“It's these grassroots relationships and the stores’ presence in their communities that have built the trust we’re celebrating today.”