Look around next time you’re stopped at the lights. Chances are, the car in front, the one beside you, and the ute in your rearview mirror are all Toyotas. It’s no secret that the brand is deeply woven into the fabric of New Zealand’s motoring landscape, and now, Toyota is doubling down on that reality with the second phase of its ‘Let’s Go Places’ brand campaign. This isn’t just about selling more cars; it’s about cementing their role as a comprehensive mobility provider for every Kiwi.
From Vision to Tarmac
Remember the first ‘Let’s Go Places’ campaign? It was all about a grand vision for the future of mobility. Now, Toyota New Zealand is shifting gears from dreaming to doing. This second phase moves the focus squarely onto action, demonstrating how the brand is already building tangible solutions for our diverse transport needs. According to Susanne Hardy, Toyota New Zealand’s Assistant Vice President of Marketing, this is a pivotal moment. “This is about Toyota’s place as a brand for all New Zealanders. Mobility is rapidly changing, and so too is the way that we access it,” she says. The message is clear: Toyota is evolving beyond being just a car manufacturer and is positioning itself as a comprehensive mobility solutions provider.
Life at the Intersection
The creative heart of the new campaign is the concept of the “intersection”—that literal and metaphorical place where our lives and our transport needs cross paths. It’s a clever concept, leaning into the fact that you can hardly go anywhere in Aotearoa without seeing the Toyota badge. They’re ubiquitous, and with that ubiquity comes a certain responsibility. As Hardy puts it, “Toyota is not just envisioning the future of how we get around but actively creating it, ensuring that the freedom of movement is a reality for all.”
More Than Just a Dealership
So, what are these “tangible actions”? It goes way beyond the dealership floor. Toyota is emphasizing its entire value chain, which it sees as a “holistic mobility experience.” This means integrating the whole shebang: from the initial vehicle purchase to finance, insurance, servicing, and parts. However, the most significant evolution is the expansion of “access.” Through services like Cityhop car-sharing and Ezi Car Rental, you don’t even have to own a Toyota to use one. Customers can now share a vehicle by the hour, rent by the day or week, or lease by the month or year. It’s a flexible approach designed to meet Kiwis where they are, whether they’re a family needing a weekend wagon or a business needing a fleet.
By the Numbers and For the Community
The scale of Toyota’s presence is staggering. According to 2024 NZTA Registration Data, a whopping one in four vehicles on our roads is a Toyota. That’s not just market share; that’s a cultural footprint. The campaign highlights this interconnectedness, showing how the brand is part of Kiwi communities. This isn’t just marketing speak; they back it up with serious community and sports partnerships. We’re talking about everything from New Zealand Rugby and supporting Brand Guardian Dame Lisa Carrington to the Weet-Bix Kids TRYathlon and over 130 local sports clubs supported by their nationwide Toyota Stores. They’re literally powering teams from grassroots to the global stage. And of course, there’s the hardware doing the “hard yards from the farm to the city.” The campaign showcases the sheer breadth of their lineup, covering every base from the Hilux Hybrid and rugged Land Cruiser to the all-electric bZ4X BEV, the city-slick C-HR, the family-favourite RAV4, and even the futuristic hydrogen-powered Mirai FCEV.
Launched on August 10th, this refreshed ‘Let’s Go Places’ campaign is an ambitious statement from Toyota New Zealand. They’re not just selling cars anymore; they’re selling the entire concept of mobility, woven into the very identity of the country. It’s an evolution from brand vision to tangible, everyday reality. As they aim to drive New Zealand forward, the question is no longer just “where are we going?”, but “how will we get there?”. Toyota is determined to be the answer, in more ways than one.
