In 2025, Toyota New Zealand continued to go from strength to strength with record vehicle sales, exciting new models that align with Kiwi needs and lifestyles, and a deepening connection with communities through its network of more than 60 Toyota Stores nationwide.
For the 38th year in a row, Toyota New Zealand remained the number one car brand in the country with a record breaking 33,019 unit sales. It was another challenging year for the industry however Toyota maintained their dominance, also by being recognised for the second year running as New Zealand’s most reputable brand in the Kantar Corporate Reputation Index (CRI).
While many of Toyota’s new vehicle nameplates, such as Hilux, Hiace and Corolla continued to sell well across the country, it was the RAV4 that stole the show, no longer being just the number one passenger vehicle but now claiming the top spot as the overall No. 1 selling new vehicle in New Zealand for the year, with 11,295 unit sales.
The current generation RAV4 has cemented its position as a family favourite and a highly regarded commercial fleet vehicle, reflecting its versatility as a comfortable, spacious SUV with class-leading fuel efficiency from its hybrid powertrain. In 2026, the next generation of RAV4 will hit New Zealand’s streets with a refreshed design and even better fuel economy with a Plug-In Hybrid in the RAV4 line-up for the first time.
Other top ten new vehicle sellers for Toyota in 2025 included the Hilux (8,153) and Hiace (2,121). Toyota New Zealand is also a significant importer of high-quality used Toyota vehicles from Japan, with a strong focus on hybrid passenger models. In 2025, Toyota sold 10,871 pre-owned Toyota vehicles either directly or through its Store network.
Toyota New Zealand Chief Executive Officer, Tatsuya Ishikawa, says the company’s multi-powertrain pathway strategy is delivering strong results across the new and used vehicle market. “We know New Zealand’s shift to lower emissions will require a range of practical solutions to meet the needs and lifestyle requirements of our customers. This is why we champion a multi-powertrain pathway, offering hybrids, the fuel-efficient GR performance range, Plug-In hybrids, battery electric vehicles and emerging hydrogen technologies. This broad portfolio keeps mobility affordable, accessible and fit for purpose for the full range of mobility needs across New Zealand, while enabling steady progress toward a cleaner future,” he says.
Toyota New Zealand is looking forward to an even busier and exciting time in 2026 with the launch and delivery of several new models that were announced in 2025. The new generation Hilux and sixth generation RAV4 are expected to arrive in Stores in the first half of 2026, while the updated Corolla Cross, including an All-Wheel Drive GR Sport grade has arrived and early orders are being delivered to happy customers.
Tatsuya Ishikawa says Toyota’s guiding principle is to make ever better cars that bring enjoyment to customers, and this principle is deeply embedded in Toyota’s product strategy. That strategy focuses on technologies and innovations that enhance driver involvement and enjoyment while supporting Toyota’s vision for future mobility. The recently announced GR GT is a clear example of this strategy in action.
Harnessing Toyota’s sports car pedigree and the expertise of the engineering teams behind the Lexus LFA, the GR GT focuses on lightweight materials including aluminium and carbon fibre reinforced plastic panels and aims to deliver a new level of driver engagement.
Ishikawa says, “The GR GT is the ultimate expression of our ‘Race Cars Into Road Cars’ mission. It is a pure GR model, born from racing, and honed through the cycle of ‘drive, break, fix’ to create a machine that is a true extension of the driver. We can’t wait to see the GR GT here in New Zealand delighting local driving enthusiasts”.
The commitment to providing Kiwis with good quality affordable cars and confidence while owning and using their Toyota was critical in expanding the Toyota Certified used car brand and the launch of the all-new and innovative Toyota Service Protect product in 2025.
From November 2025, almost all Used Toyotas sold through the Toyota Store network are now Certified which applies to Toyota used cars that are less than 10 years old and have less than 150,000kms on the clock. Ishikawa says that means every Toyota Certified vehicle comes with the benefits of a one-year/15,000 km Mechanical Warranty and one-year AA Roadservice.
“With the new Toyota Service Protect, all Toyota customers can also extend their warranty coverage on eligible vehicles for up to 10 years or 150,000 km, simply by servicing their vehicle at a Toyota Store. It’s a simple product based on the confidence we have in our cars - if you get your vehicle serviced by a Toyota store we will add another year of vehicle warranty, helping customers drive with confidence,” he says.
Toyota’s 60 plus Stores are destinations for mobility advice and the full ownership experience. They are locally owned, embedded in their communities and committed to creating an environment that is professional, welcoming and inclusive. Together they form one of the most accessible and dependable mobility networks in New Zealand.
Ishikawa says after sales parts and accessories are a significant part of Toyota New Zealand’s business. A substantial investment in warehousing supports this part of the business which delivered hundreds of thousands of parts and accessories to Toyota Stores and Service Centres during the year. This was helped by an extension of services offered to customers who can now have their windscreens repaired and/or replaced, and tyres sorted.
“Our service technicians and wider teams receive continuous training to meet Toyota global standards. That depth of expertise ensures every powertrain is supported by highly skilled professionals who understand Toyota engineering inside and out. It is a cornerstone of the quality, durability and reliability customers associate with our brand,” he says.
Toyota continues to invest in the future of New Zealand. Its Let’s Go Places brand vision reflects its commitment to people, communities and innovation and our role in keeping mobility safe, inclusive and within reach for all Kiwis.
Ishikawa says connecting to communities is core to Toyota’s success in New Zealand. Every Store has a portfolio of local organisations that it supports with funding, vehicles or voluntary work and collectively we support these with our National partnerships.
“Sport has a way of weaving us together. Through our partnership with New Zealand Rugby, we stand with the teams in black - the All Blacks, Black Ferns and Sevens - and with every community that cheers them on. It’s about pride, unity and the belief that the next generation can go further than we ever imagined. Together, we’ll carry that spirit across Aotearoa,” Ishikawa says.
In December, Toyota revealed it was recommitting to supporting the New Zealand Olympic Committee and Paralympics New Zealand for another four years. Toyota’s suite of Brand Guardians, which includes individual Olympians such as Dame Lisa Carrington and Dame Valerie Adams, was added to in 2025 with the signing of Richie McCaw, Gemma McCaw and Sarah Hirini to support its mission to help people go places (with a smile on their face).
