Customer focus and community support underpin Toyota’s Trusted Brand Awards

Toyota New Zealand’s commitment to a customer-centric culture and community investment has earned it two Reader’s Digest Most Trusted Brand Awards, for new and used vehicles.

For 19 years in a row, Toyota has gained the Reader’s Digest Most Trusted Brand Award for Cars, and in the Certified Used Cars Category, its Signature Class-branded used cars picked up the award for the sixth year in a row.

Toyota New Zealand Chief Executive, Neeraj Lala, says customers trust us with one of their most significant transactions, second only to buying a home—the purchase of a car.

“This recognition is a testament to our focus on customer service excellence, ensuring mobility for all, and supporting the communities we operate in.

“Our dedication to maintaining local ownership and serving our communities is central to our purpose. We’re deeply embedded in communities across the country, through our Toyota Store network that runs the length of the country, through our National Customer Centre in Palmerston North, and through our Toyota Signature Class refurbishing centre in Thames.

Employing local people at the Palmy-based call centre ensures that customers receive knowledgeable and personalised support from individuals who understand their needs. The company's commitment to the community is further reinforced by its expansive 35,000 sq. metre parts warehouse facility, which houses an extensive inventory of parts. This allows the company to uphold its 24-hour service promise to stores, ensuring they have what they need, when they need it.

“This award reflects the exceptional efforts of our people and nationwide store network in caring for our customers. The ultimate validation is knowing that our customers acknowledge and appreciate the work we do.

“We’re also committed to operating in a sustainable way, and providing Kiwis with access to affordable, reliable, and functional mobility that meets their needs,” he says.

Promoting health and wellbeing in the community is core to Toyota’s community support initiatives. The brand supports national organisations such as RYDA, the youth driver safety programme, and the Weetbix Kids TRYathlon. At the local level the 60 Toyota Stores all get behind community groups and initiatives that promote physical and mental health.

Mr Lala says the award for Signature Class is also extremely pertinent in the current economic environment, when so many kiwis are concerned about the cost of living and require access to affordable, yet high quality and low carbon dioxide emitting vehicles.

“We have recently seen a greater interest in Signature Class as used car buyers seek out good value and exceptional quality. Signature Class sources mostly high-quality hybrid and plug-in hybrid Toyota vehicles and refurbishes them at our Thames facility,” he says.

The focus now on electrified Signature Class vehicles supports Toyota New Zealand’s goal of reducing overall tailpipe emissions from the cars its sells by 46% by 2030.

Signature Class has been part of the used car scene since 1997 when Toyota set up the programme to deliver used cars that buyers could trust and rely on. There are now more than 50,000 Signature Class vehicles on the road.