Dealer reigns supreme again
Bay City Mitsubishi has been crowned the Supreme Diamond Dealer for the third time in four years at an annual prizegiving held by Mitsubishi Motors New Zealand (MMNZ).
The Tauranga-based dealership’s top honour adds to the same accolade it won in 2024 and 2023. Last year’s supreme winner was Morrison Mitsubishi Sockburn.
Bay City Mitsubishi also scooped the gong for overall parts excellence at the 2026 Diamond Dealer awards.
It was among nine businesses named as diamond dealers during MMNZ’s ceremony on May 8 at Tākina Wellington Convention and Exhibition Centre, which was attended by more than 200 dealership and head office staff.
MMNZ says the event recognised the standout members of its nationwide network after another year of strong performance for the marque.
The company was again third overall for sales in New Zealand in 2025 and maintained its position as the second most popular passenger vehicle brand in the country.
It notes its performance was driven by the ASX and Outlander, which were the second and third highest-selling passenger vehicles respectively, and the Triton as the third most popular light commercial vehicle.
A total of 14,172 new vehicles were sold across the year, giving it a 10.4 per cent market share.
Tony Johnston, chief operating officer, says for MMNZ to hold its position in the sector and deliver more than 14,000 vehicles is an outstanding performance in a market that continues to evolve.
“But what really underpins that is our dealer network – our dealers are the face of Mitsubishi in communities right across the country,” he adds.
“Their commitment to customers, their ability to adapt, and the pride they take in what they do is what keeps Mitsubishi relevant to Kiwis right across the country and underpins everything we achieve as a business.
“Our Diamond Dealer awards are about recognising the very best of that effort – the teams who go above and beyond, year in and year out.”
Johnston says the breadth of winners in this year’s awards highlights the depth of talent across the network.
“What stands out every year is just how competitive these awards are. To be recognised at this level means you’re delivering excellence across every part of the business – and doing it consistently.
“It’s a huge achievement and one that reflects the pride our dealers take not just in selling vehicles, but in building long-term relationships with their customers.”
Another highlight of the awards evening was the reveal of the Outlander Sport HEV, Mitsubishi’s first hybrid EV for New Zealand, which kicks off plans to launch three new models this year.
The 2026 MMNZ Diamond Dealers are: Bay City Mitsubishi (Tauranga), Morrison Mitsubishi Sockburn (Christchurch), Wayne Kirk Mitsubishi Hastings, W.R. Phillips Mitsubishi (New Plymouth), Morrison Mitsubishi Ashburton, Delaney Mitsubishi (Kapiti Coast), Simon Lucas Mitsubishi (Auckland), Baigent Motors (Matamata), Peter Keown Automotives (Oamaru).
Award citations
Bay City Mitsubishi – Aaron Chatfield: Bay City Mitsubishi once again set the benchmark across the network, taking out the Supreme Diamond Dealer title and overall parts excellence. It is one of the most accomplished dealerships in the MMNZ network. With 17 Diamond Dealer awards to Chatfield’s name, including 13 in a row, and Supreme Diamond Dealer awards in 2023, 2024 and 2026, his team continues to set the standard in a competitive region.
Morrison Mitsubishi Sockburn – Mike Morrison: After taking out the Supreme Diamond Dealer title last year, Morrison Mitsubishi Sockburn has retained its Diamond Dealer status for a second year running. Having only been in operation since October 2021, Morrison and his team have quickly become standout performers thanks to their high standards and strong community connections.
W.R. Phillips – Paul & Julia Phillips: A benchmark for consistency, W.R. Phillips has now won six Diamond Dealer titles in a row, underpinned by strong performances across the board and a deep connection to its New Plymouth community.
Delaney Mitsubishi - Brent & Rachel Delaney: With a string of parts and service awards to their name, the Delaneys added vehicle sales to their Kapiti Coast dealership in 2021 and won their first Diamond Dealer title in 2024. Their drive to stay on that list has delivered their third-consecutive award and the top spot in customer service excellence – group three.
Baigent Motors – Justin Scelly: One of MMNZ’s most awarded parts and service dealers, Scelly oversees the Waikato-based Baigent Motors team that has secured its eighth Diamond Dealer award in a row – continuing to set a very high bar for all parts and service teams across the country.
Wayne Kirk Mitsubishi Hastings – Sam Kirk & Emily Pederson: Embedded in its Hawke’s Bay community, Wayne Kirk Mitsubishi has built a reputation on strong local knowledge, consistent performance and a commitment to customer service. Wayne and Anna Kirk’s six Diamond Dealer titles have set a high bar, and with the dealership now under the leadership of the next generation, Sam Kirk is rising to the challenge with his first Diamond Dealer win.
Simon Lucas Mitsubishi (North Shore) – Simon and Carolyn Lucas: A long-time high performer within the network, Simon Lucas Mitsubishi continues to deliver consistent results, blending experience with a strong customer-first approach. Back on the winner’s podium for the first time since 2023, it now has 13 Diamond Dealer titles.
Peter Keown Mitsubishi – Peter and Susan Keown: The Oamaru-based business has been delivering excellence with Mitsubishi since 2001. A trusted name in its region, Peter Keown Automotives won its first Diamond Dealer Award in 2024.
Morrison Mitsubishi Ashburton – Mike Morrison: Backing up success across multiple locations, this Ashburton operation is led by Morrison, the 2025 winner of the Managing Director’s Award, and continues to deliver strong results, driven by a disciplined approach and a clear focus on customer satisfaction.
Manukau Autos – Jason Robb: A newcomer to the Mitsubishi network in 2025, this South Auckland dealership topped the country in customer service index scores in its first year. Driven by a mission to make vehicle ownership better for every customer, Robb and his team have set a high benchmark from day one – making this year’s managing director’s award a fitting result.
Other winners
Overall service excellence
Magnus Lennie (Opotiki)
Overall parts excellence
Bay City Mitsubishi
Finance dealer of the year
Andrew Simms Mitsubishi Botany
Customer service excellence
Group 1: Manukau Autos
Group 2: McVerry Crawford Mitsubishi Palmerston North
Group 3: Delaney Mitsubishi
Parts & service
Cavanagh Motors
Top new vehicle sales
Group 1: Andrew Simms Mitsubishi Newmarket
Group 2: Pacific Motor Group Whangarei
Group 3: Piako Mitsubishi Morrinsville
Top market share
Group 1: Andrew Simms Mitsubishi Dunedin
Group 2: Pacific Motor Group Whangarei
Group 3: Archibald Motors
Managing director’s award
Jason Robb, Manukau Autos
