It seems Toyota New Zealand has been holding pole position longer than your average Formula One champion. In 2024, the company celebrated an impressive 37th consecutive year as New Zealand’s top car brand, proving once again that Kiwis are as loyal to Toyota as they are to pies and rugby. With 31,520 new vehicles sold in a challenging year for the automotive industry, Toyota wasn’t just coasting, it was rallying to success.
A Year of Hybrid Heroes – The Toyota RAV4, the people’s champion of SUVs, remained New Zealand’s best-selling passenger vehicle. Not content with just dominating the sales leaderboard, it also snagged the “People’s Choice” honor at NZ car awards, marking its fourth win in five years. The Toyota Hilux worked its way to third place in those same awards, while the City SUV category was conquered by the futuristic 2024 Toyota C-HR. Talk about a podium finish for Team Toyota!
Crucially, all three vehicles feature hybrid powertrains, aligning beautifully with New Zealanders’ growing desire for eco-friendly transportation. Indeed, electrified vehicles accounted for a striking 77.2% of Toyota’s 2024 sales, a feat likely fueled by the launch of milestones like the fully electric bZ4X and the sleek Hilux Hybrid.
Driving Down Emissions—One Hybrid at a Time. Toyota’s electrification efforts aren’t just lip service. Thanks to these sales, the company reported a 5% reduction in its average CO2 emissions per kilometer, ending the year at an impressive 156 grams per kilometer . Less pollution, more progress—it’s a win for everyone who loves breathing fresh mountain air (which, statistically, is almost every Kiwi).
A Reputable Ride – Beyond selling smash-hit vehicles, Toyota flexed its reputation muscles by being named New Zealand’s most reputable brand across all industries in the Kantar Corporate Reputation Index (CRI). It’s the first time Toyota has clinched the overall top spot, though they’ve long dominated the carmaker rankings. What’s their secret? A mix of trust, leadership, fairness, and putting responsibility into high gear.
Tatsuya Ishikawa, Toyota New Zealand’s Acting CEO, pointed to Toyota’s deep connection with New Zealand’s communities as a cornerstone of their success. “It’s not just about selling cars,” said Ishikawa. “It’s about supporting communities, anticipating customer needs, and creating a sustainable future.”
Olympic-Sized Partnerships and Celebrations – If championship-level brand performance wasn’t enough, Toyota also showcased its flair for teamwork by sponsoring Emirates Team New Zealand’s victorious America’s Cup defense and supporting sporting icons like Dame Lisa Carrington and Cameron Leslie at the Paris Olympics and Paralympics. Toyota-backed athletes bring home the gold, proving innovation isn’t limited to the engine bay .
Reflecting on 2024: More Than Just Milestones
As Toyota looks forward to 2025, the company hasn’t just been living in the fast lane, it’s revolutionising what it means to be a market leader. From hybrid technology to community engagement and sustainability commitments, Toyota New Zealand isn’t just building cars; it’s driving toward a better tomorrow. And if the stats, accolades, and customer loyalty of 2024 are anything to go by, their journey has only just begun.
So here’s to Toyota New Zealand: still leading the pack, still innovating, and still proving that a good car brand can be like a trusty mate, always there when you need it, and always pushing you to do better.
