Toyota remains New Zealand's top car brand in 2024

Jet Sanchez
  • Sign in required

    Please sign in to your account to add a vehicle to favourite

  • Share this article

Toyota NZ marks 37 years as New Zealand's favourite car brand.

Toyota NZ marks 37 years as New Zealand's favourite car brand.

For the 37th consecutive year, Toyota New Zealand has held its position as the country’s top automotive brand, recording strong sales and advancing its sustainability goals despite a challenging market environment​.

In 2024, Toyota sold 31,520 new vehicles, with the RAV4 maintaining its crown as New Zealand's best-selling passenger vehicle. 

Of course, the popular SUV also earned the People’s Choice title in our AA DRIVEN Car Guide 2024 NZ Car of the Year awards for the fourth time in five years. The Toyota Hilux followed closely in third place as we crowned the Toyota C-HR Best City SUV​.

Toyota RAV4 New Zealand
Toyota RAV4

Electrification played a pivotal role in Toyota’s 2024 strategy, with hybrid powertrains dominating sales across its leading models. 

Electrified vehicles accounted for 77.2% of Toyota's new vehicle sales, contributing to a 5% reduction in average CO₂ emissions to 156g/km.

Key model launches included the fully electric Toyota bZ4X and the hybrid Hilux, reinforcing the brand’s commitment to low-emission mobility.

Toyota bZ4X New Zealand
Toyota bZ4X New Zealand

Toyota’s Signature Class and Toyota Certified used vehicle divisions also saw significant growth, with sales increasing by 39% to 10,158 units​. 

Meanwhile, Lexus solidified its status as the second-highest-selling luxury car brand in New Zealand, demonstrating resilience in a competitive segment​.

Toyota continued to focus on reducing its operational footprint across its national operations and dealership network. Its sustainability efforts earned recognition when the company topped the Kantar Corporate Reputation Index in 2024, marking the first time Toyota achieved the overall number-one spot​.

Additionally, Toyota extended its legacy in community partnerships, supporting Emirates Team New Zealand’s America’s Cup campaign with hydrogen-powered foiling boats and celebrating the achievements of Toyota Brand Guardians at the Paris Olympics and Paralympics​.

Toyota New Zealand hydrogen boat

Reflecting on the year, Acting CEO Tatsuya Ishikawa highlighted the trust and loyalty of Kiwi customers as the foundation of Toyota’s enduring success. “Being New Zealand’s number one car brand is an honour, and the success of the RAV4 this year shows that Kiwis value vehicles that deliver reliability, performance and practicality,” said Ishikawa​.

With a firm focus on innovation, sustainability and community engagement, Toyota New Zealand is poised to continue its leadership in 2025.