Toyota triumphs in trust awards
Toyota NZ has been recognised as the country’s top car company in the 2025 Reader’s Digest Trusted Brand Awards for the 20th consecutive year.
“Receiving this recognition for two decades in a row is a proud moment,” says Tatsuya Ishikawa, chief executive. “It reflects the strong relationship we have built with New Zealanders through our commitment to quality, innovation and service.
“This milestone is a testament to the passion and hard work of everyone across our team who strives every day to deliver high-quality vehicles and exceptional service.
“Trust is not taken for granted at Toyota. It’s earned through consistency, transparency and genuine connection with our communities.”
Among the brand’s achievements in the past year, the RAV4 retained its position as the country’s best-selling passenger vehicle and was also named as the people’s choice in the AA Driven Car Guide 2024 NZ Car of the Year awards, while the company achieved the top ranking in the 2024 Kantar Corporate Reputation Index.
“These recognitions reinforce the values Kiwis associate with Toyota – reliability, innovation, and care for our customers and communities,” adds Ishikawa.
“Ongoing loyalty and connections with our customers are what drives us forward. We’re committed to being a trusted partner for Kiwis, finding a mobility solution for every occasion.”
Maintaining trust
Other repeat winners in the Reader’s Digest 2025 awards included Bridgestone, which was named the most trusted tyre brand for the ninth consecutive year, and Turners Cars took out the used-vehicle dealership crown for the sixth year in a row.
Heath Barclay, Bridgestone Australia and New Zealand managing director, says the most trusted status still carries as much significance as the first time the company won the award. It has also claimed the same title in Australia for 12 years in a row.
“We have a commitment to our customers to provide safe, reliable and quality tyres, backed by transparent and expert service across our network,” he adds.
“The trust of motorists takes years to build and we’re honoured to have maintained the trust across both countries for such a long time.
“It’s a testament to all our teammates and our network of stores who go above and beyond to ensure the peace of mind of our customers.”
AA Money won the car loan providers section, with MTF and Gem by Latitude highly commended.
MTF, which won the category in 2024, says the latest recognition coincides with its status as New Zealand’s highest-rated finance company on Trustpilot, with a rating of 4.9 out of five stars from more than 14,000 reviews.
Natasha Callister, chief commercial officer, says: “Finance isn’t always an industry people naturally associate with trust, so to be recognised by everyday Kiwis – not just once, but twice, is incredibly humbling.
“At MTF, we’ve always believed trust is earned, not claimed.”
The annual Reader’s Digest Most Trusted Brand survey invites New Zealanders to evaluate and rank the brands they trust across more than 70 different categories.
This year’s survey was carried out by the independent research company Catalyst and included responses from more than 1,800 New Zealanders.
Selected category winners
Car loan providers: winner – AA Money, highly commended MTF and Gem by Latitude.
Car rental companies: winner – Avis, highly commended – Hertz and Budget.
Cars: winner – Toyota, highly commended – Mazda and Honda.
General insurance (home, contents, car): winner – AA Insurance, highly commended – State and AMI.
Manufacturer-certified used cars: winner – Toyota Signature Class, highly commended – Volkswagen and Honda Certified Used Car.
Tyres: winner – Bridgestone, highly commended – Michelin and Good Year.
Used-vehicle dealerships: winner – Turners Cars, highly commended – 2 Cheap Cars and Enterprise Motor Group.
