For 21 consecutive years, Kiwi drivers have voted Toyota their Most Trusted Car Brand in the 2026 Reader’s Digest Quality Service Awards.
Toyota New Zealand’s Assistant Vice President - Marketing Sustainability & Technology, Susanne Hardy said the award represents the long-standing relationships the company has with the community and the trust placed in the brand by New Zealand drivers.
“The Reader’s Digest Most Trusted Car Brand is a public vote. And what’s wonderful here is hundreds of New Zealanders, people who actually own and drive Toyota vehicles every day, chose to say Toyota is doing something right. That’s pretty special!”
Toyota's have been on New Zealand roads since 1967. Celebrating their 60th year in New Zealand, Susanne says their success is down to building vehicles that are specifically designed for real families and real New Zealand conditions.
“We’ve been part of Kiwi’s lives for six decades – on the main roads and back roads, the weekend adventure and out in the paddocks. We’ve taken generations of children to school and towed more boats than you can imagine.
“Our job has been to show up every single time with reliable and quality-built vehicles. Clearly, that’s resonating.”
The 2026 Reader’s Digest Trusted Brands survey was carried out independently by Catalyst Research. Approximately 1,800 adults from across New Zealand participated, rating the brands they consider most trustworthy. Susanne says this trust is something that is not easily earned.
“It takes a lot of hard work and dedication. This win is something we really don’t take for granted and we wouldn't be where we are today without New Zealanders believing in us and backing us all the way.”
In 2026, Toyota are predicting to sell 29,419 new electrified models to New Zealand, expanding its multi‑pathway approach to lower‑emissions mobility. Susanne says the move reflects Toyota’s belief that there is no one size fits all solution and that true sustainability means offering the right powertrain for the job.
“Drivers attitudes are changing but we recognise that different drivers need different solutions. Kiwis trust Toyota not just to move people from A to B, but to actively support hardworking industries and businesses both big and small, to show up for their families, and for the work they do every day.
“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 60 years' operating in New Zealand, Toyota says its focus remains on building long-term relationships with customers and supporting everyday mobility across the country.
“There are more than 60 Toyota Stores up and down the country that are doing incredible work in their communities,” Susanne explains. “Our Store 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 within their local communities that have built the trust we're celebrating today.
“I love that Toyota is part of Kiwi families. And we hope to continue being there for families up and down the country for another 60 years.”
