New Zealand's most trusted brand is still a Japanese automaker

Toyota has been crowned New Zealand’s most trusted and reputable brand for the third consecutive year, topping the 2026 Kantar Corporate Reputation Index ahead of major names including PAK’nSAVE, AA Insurance and Air New Zealand.

The result is particularly significant given Toyota was measured against leading consumer brands across all sectors, not just automotive, with the Japanese automaker once again finishing at the top of the nationwide survey.

The annual index, compiled by Kantar and Wright Communications, surveyed around 6500 New Zealand consumers and measures public perceptions across four key pillars: trust, leadership, fairness and responsibility.

Toyota achieved an overall score of 112 points in this year’s rankings, improving on its previous result while recording gains across all four categories. The company also led the Top 10 for trust and ranked second for both leadership and responsibility.

The latest accolade comes during a milestone year for Toyota New Zealand, which is celebrating 60 years in the local market. The brand has also maintained an enviable record in the Corporate Reputation Index, ranking in the Top 10 every year since the survey was established and finishing inside the Top 5 in all but one year.

Toyota New Zealand chief executive Tatsuya Ishikawa said the recognition reflected the confidence Kiwi consumers continue to place in the brand.

“Trust is not something a company can claim. It is something customers give you, and something you must earn every day,” he said.

“Whether someone is buying a new or used vehicle, bringing it in for a service, ordering parts, financing a purchase or dealing with one of our Stores, every interaction shapes how they feel about Toyota.

“To be recognised as New Zealand’s most reputable company for a third consecutive year is a reflection of the incredible work of our Stores and team members across the country, and the trust our customers continue to place in us.”

Toyota’s continued success comes at a time when economic pressures and global uncertainty are influencing consumer attitudes. According to Kantar New Zealand chief client officer Sarah Bolger, New Zealanders are increasingly rewarding brands they see as dependable and consistent.

“In a year marked by economic pressure, global uncertainty and declining trust in many institutions, New Zealanders are rewarding companies that feel dependable, consistent and genuinely useful in their everyday lives,” she said.

“The highest-performing brands are not necessarily the loudest or most aspirational. They are the organisations people believe will turn up, deliver value, treat customers fairly and behave responsibly when times are tough.”

For Toyota, that reputation has been built on decades of strong sales, an extensive dealer network and a product range that spans everything from the Hilux ute and Land Cruiser off-roader to hybrid and plug-in RAV4 and battery-electric bZ4X.

The company said its multi-pathway strategy — offering hybrid, plug-in hybrid, battery-electric and conventional powertrains — remains central to its future plans as New Zealand motorists transition towards lower-emissions transport.

Ishikawa said the award was as much about the future as it was about Toyota’s history in New Zealand.

“We are incredibly grateful for the trust New Zealanders have placed in us over the past 60 years, but this recognition is not about looking backwards.

“Mobility is changing rapidly, and our role is to help shape that future in a way that works for New Zealand. That means making mobility more accessible, more sustainable and more tailored to the needs of Kiwi drivers.”

New Zealand's Top 20 Most Trusted Brands 2026