Toyota NZ tops reputation index
Toyota New Zealand has been named the country’s “most reputable” business after taking out the top spot on the Kantar Corporate Reputation Index (CRI) for the first time.
Established by Kantar and Wright Communications in 2015, the CRI uses Kantar’s RepZ framework to assess standardised reputation attributes of a business across trust, leadership, fairness, and responsibility.
For the past decade, Toyota has been recognised as New Zealand’s most reputable car brand but the 2024 rankings mark the first time it has clinched the number-one spot.
Neeraj Lala, Toyota NZ chief executive, says the accolade reflects the company building trust with consumers through the quality and value of its vehicles, customer service, addressing issues important to New Zealanders, and supporting local and national initiatives.
He adds topping the CRI has been a long-term goal for the company “because we feel it’s the ultimate measure of how you are perceived by your customers”.
“There is no higher honour. We have been market leaders in the motoring sector for 36 years now and our privilege is about upholding the Toyota legacy here in New Zealand,” continues Lala.
“It is a legacy of people and place. We talk about how our 60 Toyota stores around the country are deeply rooted in local communities through their focus on building trust and growing relationships, and this is a recognition of how deep these networks run.
“Not only do Toyota Stores invest heavily into their own businesses, but they also invest in their communities.”
Lala adds the stores support a range of initiatives that promote physical and mental health, local conservation causes, and more.
He says the recognition from Kantar means a lot to all who represent the Toyota brand in New Zealand, including the nearly 350 people at its national customer centre in Palmerston North.
“Ultimately, we’re a mobility business, but our success as a business relies on our relationship with our customers.
“The relationship doesn’t start and stop on the day you buy a Toyota or Lexus from one of our stores.
“We take a proactive approach to anticipate and address customer needs before they arise. I can truly say that Toyota puts the customer at the centre of everything we do.”
Toyota NZ was placed ahead of Pak’nSave at the head of this year’s CRI, with Air New Zealand completing the top three.
Elsewhere in the rankings is AA Insurance in sixth place and Mainfreight in 16th.
