Showing up since 1966: Toyota Celebrates 60 Years in New Zealand

Toyota New Zealand is marking 60 years in Aotearoa in 2026, reflecting on six decades of supporting the people, industries and communities that have helped shape modern New Zealand. With one in four vehicles on New Zealand roads being a Toyota – a familiar sight on rural backroads, city streets, worksites and in family driveways – the brand has been part of everyday life across the country since 1966.

Chief Executive Officer Tatsuya Ishikawa says the brand’s success reflects the genuine relationships Toyota has built with its customers over many years. He says being named Kantar’s Corporate Reputation Index leader for the third consecutive year in June, alongside remaining New Zealand’s new vehicle market leader for the 38^th year in 2025, highlights the trust and confidence generations of Kiwis have in the brand.

“Our place in New Zealand has been shaped over time by listening to customers, understanding how they live and work, and earning their trust through our products and the service we deliver. We're grateful for that trust and it’s not something we take for granted.”

Toyota’s early years in New Zealand were shaped by local assembly, beginning with the Toyota Corona in a modest Christchurch plant in 1966. The arrival of the Corolla soon after helped establish Toyota as a practical and reliable choice for Kiwi drivers, while models like Hilux, Hiace and Land Cruiser became essential tools for industries including agriculture, construction and forestry.

“For 60 years, we’ve focused on showing up for New Zealanders. Whether that’s on the farm, a worksite or taking families from A to B, our focus has always been on building vehicles that are dependable, safe, and fit for purpose,” Ishikawa says.

Today, Toyota offers a broad range of vehicles and powertrain options, helping ensure there is a solution for a wide range of New Zealanders’ needs, from personal mobility through to business and fleet applications.

Toyota now operates one of the country’s largest automotive networks, with more than 60 Toyota Stores nationwide and service centres in smaller communities. Supporting these operations are the National Customer Centre in Palmerston North – home to parts distribution, training and the Customer Dialogue Centre – and the Thames facility, where vehicles are refurbished and prepared for customers, including accessory fitment and fleet customisation.

“One of the foundations of Toyota in New Zealand has been consistency. Customers know we’ll continue to support them wherever they are in the country, in ways that genuinely work for them. That has always mattered to New Zealanders and it’s something we will continue doing for the next 60 years and beyond.”

Over the years, Toyota has built strong connections with communities across the country, from local sponsorships through to long-standing partnerships with organisations such as Emirates Team New Zealand, New Zealand Rugby, the New Zealand Olympic Committee and Paralympics New Zealand. Ishikawa believes this demonstrates the organisation’s commitment to backing New Zealand and the people behind its success.

Toyota has also consistently been recognised by New Zealanders as the country’s most trusted car brand, reinforcing its long-standing reputation for reliability, quality and customer support.

“Toyota’s philosophy is centred on the Japanese concept of Kaizen, or continuous improvement, and a ‘hospitality’ mindset. For us, this means we’re always looking at how we can do things better for the people who rely on us.

“This philosophy is really brought to life in our local teams, who are part of the same communities as our customers. They put in the work at a grassroots level to not just sell cars, but to show up every day for the communities they serve.”

Looking to the future, Toyota remains committed to its long-standing presence in New Zealand by innovating, supporting local communities, and responding to New Zealanders’ changing mobility needs.

“Our success here has only been possible because New Zealanders chose Toyota, trusted our people and made us part of their lives. This anniversary is an opportunity for us to return the favour and say, ‘Thank you, New Zealand’.”