Toyota remains NZ’s top brand
Toyota New Zealand has retained its title as the country’s number-one car brand for the 37th consecutive year after selling more than 31,000 new vehicles in 2024.
The company says the milestone is a reflection of the trust and loyalty Kiwi drivers have towards the Toyota name and its vehicles.
It notes sales of new vehicles for the 12 months to the end of December 2024 were strong at 31,520, despite being a difficult year for the automotive industry in New Zealand.
Highlights from last year include Toyota’s RAV4 maintaining its position as New Zealand’s best-selling passenger vehicle and being voted the People’s Choice winner in the AA Driven Car Guide 2024 NZ Car of the Year awards.
Toyota enjoyed further success in those awards with its Hilux third in the People’s Choice section and the 2024 Toyota C-HR winning best City SUV.
Tatsuya Ishikawa, acting CEO of Toyota NZ, says these results highlight Toyota’s connection with New Zealanders, ensuring the company is offering vehicles that resonate with Kiwis, as well as furthering Toyota’s electrification targets.
“At Toyota New Zealand, we are incredibly proud to have earned the loyalty and trust of drivers for so many years,” he adds.
“Being New Zealand’s number-one car brand is an honour, and the success of the RAV4 this year shows that Kiwis value vehicles that deliver reliability, performance, and practicality.
“The fact that all three of our award-winning vehicles are available in hybrid powertrains, and only available as hybrid powertrains in the case of the RAV4 and C-HR, highlights that customer preference for lower-emitting vehicles was also aligned with vehicle quality.”
Electric vehicles accounted for 77.2 per cent of new vehicles sold by Toyota in 2024, which helped cut its average emissions by five per cent year on year to 156g of carbon dioxide (CO2) per kilometre.
This reduction was supported by the introduction of the marque’s first fully electric bZ4X and the Hilux Hybrid in 2024, and a cap being put on the number of Hilux units available.
Sales of used vehicles through the Toyota Signature Class and Toyota Certified brands came in at 10,158 last year, an increase of 39 per cent from 2023’s figures.
Sustainability journey
Toyota NZ says it retained a strong focus on its sustainability journey in 2024, reaffirming its commitment to carbon reduction targets.
This includes action across its operations and focusing on reducing the lifetime carbon emissions of the new vehicles it sells and continuing to progress sustainability initiatives at its national customer centre in Palmerston North, and across its network of 60 stores.
“Our focus is not only on delivering great vehicles but also on creating a better future for New Zealand,” explains Ishikawa.
“Sustainability remains at the heart of everything we do, from improving the efficiency of our vehicles to reducing our operational footprint.”
The company says its other highlights in 2024 included:
• Being named New Zealand’s most reputable brand in the Kantar Corporate Reputation Index in early 2024.
• Celebrating Emirates Team New Zealand’s successful defence of the America’s Cup, continuing a partnership that began more than 30 years ago, when Toyota joined its first America’s Cup campaign in 1992.
• The company’s Toyota brand guardians — Dame Lisa Carrington, Cameron Leslie, Emma Twigg, and David Liti — demonstrating sporting excellence at the Paris Olympics and Paralympics.
Ishikawa adds its partnerships reflect the values of teamwork, dedication, and innovation, “which are shared by Toyota and all of those we support”.
Looking ahead, Toyota NZ says it remains focused on empowering customers, advancing sustainability, and contributing to communities across Aotearoa.
“We are excited to continue delivering vehicles and solutions that meet the needs of New Zealanders while working to create a cleaner, more sustainable future,” says Ishikawa.
