RAV4 steals the show
Toyota NZ continued to go “from strength to strength” by notching up record sales in 2025. For the 38th year in a row, it was this country’s top marque with 33,019 registrations.
Despite last year being challenging, it maintained its dominance and was recognised for the second consecutive year in as New Zealand’s most reputable brand in the Kantar Corporate Reputation Index.
While many of its nameplates continued to sell well, it was the RAV4 that “stole the show”, no longer just being the most popular passenger vehicle but also claiming the top spot as New Zealand’s overall number-one model with 11,295 sales.
In 2026, the next generation of RAV4 will reach our shores with a refreshed design and better fuel economy with a plug-in hybrid (PHEV) in the line-up for the first time.
Other top 10 new vehicles for Toyota in 2025 included the Hilux with 8,153 registrations and Hiace on 2,121.
Toyota NZ is also a significant importer of used stock from Japan with a focus on hybrid cars. In 2025, it sold 10,871 pre-owned Toyotas directly or via its franchise network.
Tatsuya Ishikawa, pictured, chief executive officer, believes the company’s multi-powertrain pathway is delivering strong results across the new and used-vehicle markets.
“We know New Zealand’s shift to lower emissions will require a range of practical solutions to meet the needs and lifestyles of customers,” he says. “This is why we champion a multi-powertrain pathway by offering hybrids, the fuel-efficient GR performance range, PHEVs, battery electric vehicles and emerging hydrogen technologies.
“This broad portfolio keeps mobility affordable, accessible and fit for purpose for the full range of needs across New Zealand while enabling progress towards a cleaner future.”
This year will see Toyota NZ launch several new models. The new-generation Hilux and sixth-generation RAV4 are expected to arrive in 2026’s first half. The updated Corolla Cross, including an all-wheel-drive GR Sport grade, has arrived with early orders being delivered.
Ishikawa says the company’s guiding principle is to make ever better cars that bring enjoyment to customers and this principle is embedded in Toyota’s strategy, which focuses on technologies and innovations to enhance driver involvement while supporting the marque’s vision for future mobility.
The recently announced GR GT is a “clear example of this in action”. Harnessing Toyota’s sports-car pedigree and engineering teams behind the Lexus LFA, it focuses on lightweight materials including aluminium and carbon fibre-reinforced plastic panels.
“The GR GT is the ultimate expression of our ‘race cars into road cars’ mission,” explains Ishikawa. “It’s a pure GR born from racing and honed through the cycle of ‘drive, break, fix’ to create a machine that’s an extension of the driver.”
Providing Kiwis with good, affordable cars – and confidence while owning and using them – was “critical” in expanding the Toyota Certified used-car brand and launching Toyota Service Protect in 2025.
From November, almost all used Toyotas sold via the company’s dealerships became “certified”, which applies to vehicles less than 10 years old and with less than 150,000km on the clock. That means every Toyota Certified car comes with the benefits of a one-year or 15,000km mechanical warranty and one-year AA Roadservice.
“With the new Toyota Service Protect, customers can extend their warranty coverage on eligible vehicles for up to 10 years or 150,000km by servicing their vehicle at a Toyota Store,” adds Ishikawa.
After-sales parts and accessories are a big part of Toyota NZ’s business. A substantial investment in warehousing supports this part of the business, and delivered hundreds of thousands of items to stores and service centres last year. This was helped by an extension of services offered to customers who can now have their windscreens repaired and or replaced, and tyres sorted.
“Our technicians and teams receive continuous training to meet Toyota’s global standards,” says Ishikawa. “That depth of expertise ensures every powertrain is supported by professionals who understand Toyota engineering inside and out.”
The Let’s Go Places brand vision, meanwhile, reflects “commitment to people, communities and innovation, and our role in keeping mobility safe, inclusive and in reach for all Kiwis”.
Ishikawa says connecting to communities is core to the company’s success in this country. Every store has local organisations it supports with funding, vehicles or voluntary work.
“Sport has a way of weaving us together. Through our partnership with NZ Rugby, we stand with the teams in black – the All Blacks, Black Ferns and Sevens.” And in December, Toyota recommitted to supporting the NZ Olympic Committee and Paralympics NZ for four more years.
