Shift in buyer preferences
Toyota NZ is revelling in claiming the title of the country’s top-selling new vehicle for the first quarter of 2025.
The company says this represents a “significant shift in consumer preferences” with its Hilux securing the second spot after a decade of market dominance by utes.
According to provisional sales data, Toyota NZ reports the RAV4 notched up 2,442 new registrations during quarter one to beat all other vehicles. The Hilux was second with 1,884.
The statistics follow the mid-sized SUV’s success in 2024 when it took out second place for overall new-vehicle sales with 10,533 units.
Andrew Davis, chief strategic officer, attributes its success to a combination of factors, including the continued rise of hybrid adoption, changing consumer demands and evolving economic conditions.
“Strong demand for the RAV4 Hybrid, in particular, reflects a growing awareness among Kiwis of the benefits of fuel efficiency, lower emissions and cost savings at the pump,” he says.
“The RAV4 is built to suit every kind of driver and passenger, and is only available in New Zealand as a hybrid. We have stock available right now so there are no wait times. You can drive away within a couple of days of purchase.”
The SUV has also bucked the sales trend of an “overall depressed market, particularly for light commercials”, with year-to-date registrations up by 30.4 per cent on the same period in 2024.
Comparatively, the Hilux saw a marginal 3.9 per cent year-on-year drop, while the Ford Ranger, New Zealand’s top-seller of 2024, saw a 47.9 per cent decrease, notes Davis.
Toyota NZ also says that broader market trends, including changes in vehicle and fuel-taxation policies – as well as a shift towards more versatile and fuel-efficient family models – have likely contributed to the RAV4’s rise to the top.
“This includes a change in how companies approach fleet management,” adds Davis. “In our discussions with operators, we have been successful in highlighting the overall benefits of introducing hybrid technology to fleets and swapping them out from utes and sedans.
“Quite often, a medium-sized SUV is just as effective at performing the role of a fleet vehicle as a utility, if not more practical in many circumstances.
“The RAV4 has plenty of load space, it’s easy to get in and out of, and has all the latest technology and safety features. Surf Lifesaving NZ, for example, has seen the overall benefit of introducing the RAV4 into its fleet.”
While light commercials have long held dominance in Aotearoa, the growing preference for hybrid and fuel-efficient SUVs suggests a potential shift in long-term consumer behaviour.
Davis adds Toyota NZ remains committed to providing a range of vehicles to meet the needs of private and business buyers, including its ongoing investment in hybrid and low-emissions technology, such as the introduction of the Hilux Hybrid in August last year.
He says the company will continue to monitor market trends and preferences while expanding its offering of “efficient and sustainable mobility solutions”.
