Record-breaking sales, exciting new models, and a deepening community connection cement Toyota’s 38-year reign as New Zealand’s automotive leader
For the 38th consecutive year, Toyota New Zealand has proven why it remains the country’s most trusted automotive brand. With a record-breaking 33,019 unit sales in 2025, the Japanese automotive giant shattered expectations in what was described as another challenging year for the industry.
But the real headline? The Toyota RAV4 has officially become New Zealand’s number one selling vehicle overall, dethroning traditional category leaders to claim the top spot with an impressive 11,295 unit sales. This achievement marks a significant shift in Kiwi vehicle preferences, reflecting the nation’s appetite for versatile, efficient, and family-friendly SUVs.
The RAV4 Revolution – Why Kiwis Can’t Get Enough
The RAV4’s ascension showcases Toyota’s understanding of what New Zealanders truly need from their vehicles. The current generation RAV4 has masterfully balanced the demands of family life with commercial fleet requirements, offering a spacious, comfortable SUV that doesn’t compromise on fuel efficiency. Its hybrid powertrain delivers class-leading fuel economy, a critical factor for Kiwi families navigating rising fuel costs and increasing environmental consciousness. Whether it’s the school run in suburban Auckland, a weekend getaway to the Coromandel, or a tradie’s daily commute across Wellington, the RAV4 has proven its versatility time and again. Looking ahead to 2026, Toyota promises the next generation RAV4 will arrive with a refreshed design and even better fuel economy. Most excitingly, a Plug-In Hybrid variant will join the lineup for the first time, offering Kiwi drivers even greater flexibility in their journey toward lower emissions.
A Multi-Powertrain Strategy for a Diverse Nation
Toyota New Zealand CEO Tatsuya Ishikawa articulates a vision that recognizes New Zealand’s unique mobility challenges. “We know New Zealand’s shift to lower emissions will require a range of practical solutions to meet the needs and lifestyle requirements of our customers,” he explains. This philosophy underpins Toyota’s multi-powertrain pathway, encompassing hybrids, the fuel-efficient GR performance range, Plug-In hybrids, battery electric vehicles, and emerging hydrogen technologies. This approach stands in stark contrast to the one-size-fits-all mentality prevalent elsewhere. Toyota understands that a farmer in rural Canterbury has vastly different needs than a city-dwelling professional in Auckland. By offering diverse powertrain options, Toyota keeps mobility affordable, accessible, and fit for purpose across New Zealand’s varied landscapes and lifestyles.
The Workhorses That Never Quit
While the RAV4 captured headlines, Toyota’s traditional heavy-hitters continued their impressive performance. The legendary Hilux recorded 8,153 sales, maintaining its reputation as the tradie’s vehicle of choice and the backbone of rural New Zealand. The Hiace, with 2,121 units sold, remained essential for businesses requiring reliable commercial transport. These figures underscore Toyota’s comprehensive market coverage, from passenger vehicles to commercial workhorses. The brand’s ability to excel across multiple segments simultaneously demonstrates its deep understanding of New Zealand’s diverse automotive needs.
Performance Meets Purpose -The GR GT Arrives
For driving enthusiasts, Toyota’s announcement of the GR GT represents the ultimate expression of the brand’s “Race Cars Into Road Cars” mission. Born from racing heritage and refined through the rigorous “drive, break, fix” cycle, the GR GT harnesses Toyota’s sports car pedigree and expertise from the legendary Lexus LFA engineering teams. Featuring lightweight materials including aluminium and carbon fibre reinforced plastic panels, the GR GT promises a new level of driver engagement. “It is a pure GR model, born from racing, and honed to create a machine that is a true extension of the driver,” Ishikawa enthuses, anticipating its arrival will delight local driving enthusiasts.
Certified Quality and Extended Peace of Mind
Toyota’s commitment to Kiwi confidence extends well beyond the initial purchase. From November 2025, almost all used Toyotas sold through the Toyota Store network carry Certified status, applying to vehicles less than 10 years old with under 150,000km. Each certified vehicle includes a one-year/15,000km Mechanical Warranty and one-year AA Roadservice.The innovative Toyota Service Protect product takes this commitment further. Eligible vehicle owners can extend warranty coverage up to 10 years or 150,000km simply by servicing at a Toyota Store. “It’s a simple product based on the confidence we have in our cars,” Ishikawa explains, emphasizing how this initiative helps customers drive with confidence.
Community Connection – More Than Just Car Sales
Toyota’s success transcends vehicle sales figures. Recognition as New Zealand’s most reputable brand in the Kantar Corporate Reputation Index (CRI) for the second consecutive year reflects the company’s genuine connection with communities nationwide. Through its network of over 60 locally-owned Toyota Stores, the brand maintains deep community ties. Each Store supports local organizations through funding, vehicles, or voluntary work. National partnerships amplify this commitment, particularly through Toyota’s relationship with New Zealand Rugby, supporting the All Blacks, Black Ferns, and Sevens teams. December 2025 saw Toyota recommit to supporting the New Zealand Olympic Committee and Paralympics New Zealand for another four years. The brand’s suite of Brand Guardians expanded to include sporting legends Richie McCaw, Gemma McCaw, and Sarah Hirini, joining Dame Lisa Carrington and Dame Valerie Adams in representing Toyota’s mission to help Kiwis go places—with smiles on their faces.
Tarmac Takeaway – 2026 and Beyond
With new generation Hilux and sixth generation RAV4 models expected in the first half of 2026, plus the updated Corolla Cross (including an All-Wheel Drive GR Sport grade) already arriving to eager customers, Toyota’s momentum shows no signs of slowing. Backed by substantial warehousing investments, continuous technician training to meet global standards, and expanded services including windscreen repair and tyre services, Toyota New Zealand continues building on its 38-year legacy. As Ishikawa emphasises, Toyota’s guiding principle remains making “ever better cars that bring enjoyment to customers”, a philosophy driving innovation while keeping mobility safe, inclusive, and within reach for all Kiwis.
