Words: Richard Edwards
Published 9 June 2026
Toyota New Zealand has been named the country’s most trusted brand for the third year in a row, topping the annual Kantar Corporate Reputation Index ahead of household names like PAK’nSAVE and Air New Zealand.
It is a notable result for a car company. The index ranks the country’s top 50 consumer-facing brands across every sector, not just automotive, and Toyota came out in front of the lot with a score of 112. Supermarket chain PAK’nSAVE held second on 108, while AA Insurance broke into the top three for the first time, also on 108.
The rest of the top 10 was a mix of the familiar and the everyday: TVNZ, Air New Zealand, Lotto, New World, Southern Cross, Mitre 10 and Samsung.
So what makes a car brand the most trusted name in the country? According to Kantar, it comes down to dependability. The research measures how the public rates brands on trust, leadership, fairness and responsibility, and this year New Zealanders are clearly rewarding the companies they feel they can rely on.
“In a year marked by economic pressure, global uncertainty and declining trust in many institutions, New Zealanders are rewarding companies that feel dependable, consistent and genuinely useful in their everyday lives,” says Kantar Insights Chief Client Officer Sarah Bolger.
“The highest-performing brands are not necessarily the loudest or most aspirational. They are the organisations people believe will turn up, deliver value, treat customers fairly and behave responsibly when times are tough.”
For Toyota, the timing lines up with a couple of big milestones. The brand is marking 60 years in New Zealand this year, along with 50 years of the Hilux, the ute that has become a fixture on Kiwi roads, farms and worksites.
“To achieve a three-peat in the Corporate Reputation Index is something we’re very grateful for. Trust is earned over time and this recognition belongs to our stores, staff, partners and customers right across New Zealand,” says Toyota New Zealand Chief Executive Tatsuya Ishikawa.
“As New Zealanders’ mobility needs continue to evolve, we remain focused on offering practical solutions through our multi-pathway approach while continuing to earn trust through quality, reliability and long-term commitment to New Zealand.”
The survey was carried out in February and March, drawing on the views of New Zealanders across the country. The index has run since 2015 and has now surveyed more than 50,000 people over 11 years.
