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Changing consumer behaviour boosts Toyota RAV4 into top position
Toyota New Zealand is celebrating a milestone achievement as the Toyota RAV4 claims the title of New Zealand’s top-selling new vehicle for the first quarter of 2025. This marks a significant shift in consumer preferences, with the Toyota Hilux securing the second spot after a decade of light commercial utility vehicles dominating the market.
According to provisional sales data, the Toyota RAV4 recorded 2,442 new registrations across the quarter, surpassing all other new vehicle models. The Toyota Hilux followed in second overall, with 1,884 registrations.
It comes off the back of another successful year for the RAV4 in 2024, which saw the mid-sized SUV take second place for overall new vehicle sales, with 10,533 vehicles sold.
Andrew Davis, Toyota New Zealand’s Chief Strategic Officer, attributes the RAV4’s success to a combination of factors, including the continued rise of hybrid vehicle adoption, changing consumer demands, and evolving economic conditions.
“The strong demand for the RAV4 Hybrid in particular reflects a growing awareness among Kiwi drivers of the benefits of fuel efficiency, lower emissions, and cost savings at the pump,” he says. “The Toyota RAV4 is built to suit every kind of driver and passenger and is only available in New Zealand as a hybrid vehicle. And, we have stock available in the country right now so there are no wait times for customers – you can drive away within a couple of days of purchase.”
The RAV4 has also bucked the sales trend of an overall depressed market, particularly in light commercial vehicles, with year-to-date sales up 30.4% on the same period in 2024. Comparatively, the Toyota Hilux saw a marginal 3.9% decrease in sales over the same period, while the Ford Ranger, previously the overall top selling vehicle in New Zealand, saw a 47.9% decrease.
Toyota New Zealand also notes that broader market trends, including changes in vehicle and fuel taxation policies and a shift towards more versatile, fuel-efficient family vehicles, have likely contributed to the RAV4’s rise to the top.
“This includes a change in how companies approach their fleet management. In our discussions with fleet operators, we have been successful in highlighting the overall benefits of introducing hybrid technology to fleets and swapping them out from utes and sedans. Quite often, a medium sized SUV is just as effective at performing the role of a fleet vehicle as a utility vehicle, if not more practical in many circumstances. The RAV4 has plenty of load space, it’s easy to get in and out of, and has all of the latest technology and safety features. Surf Life Saving New Zealand, for example, has seen the overall benefit of introducing the RAV4 into its fleet of vehicles,” adds Andrew.
While light commercial vehicles have long held dominance in the New Zealand market, the growing preference for hybrid and fuel-efficient SUVs suggests a potential shift in long-term consumer behaviour. Toyota remains committed to providing a range of vehicles that meet the needs of both private and business customers, including its ongoing investment in hybrid and low-emission technology, such as the introduction of the Toyota Hilux Hybrid in August 2024.
The Toyota RAV4, which is only available in a hybrid powertrain, continues to be a favourite among New Zealand drivers for its practicality, safety features, and lower running costs. The Hilux, meanwhile, remains a strong performer in the commercial sector, reinforcing Toyota’s position as the country’s leading automotive brand.
Toyota New Zealand will continue to monitor market trends and customer preferences while expanding its offering of efficient and sustainable mobility solutions.