Why Toyota is such a popular brand

It’s well known that Toyota is one of the world’s largest carmakers. In 2020 it was second only to Volkswagen and sold an incredible 10.7 million vehicles globally.

The brand is even more important in a New Zealand context: it’s been number one in the new-vehicle space for decades and that means it also dominates the second hand market. Incredibly, one in five cars on NZ roads is a Toyota, which is great news for used vehicle buyers: it means a wealth of choice, but it also means great support in terms of affordable servicing and parts.

But what makes Toyota such a popular brand and a used Toyota such a great choice?

Toyota knows how to make reliable cars

2016 Toyota Corolla AURIS HYBRID

Reliability comes first with Toyota. It’s a company that relies on its customers coming back time and time again, which is why it boasts such a large range of long-running models: for example, the Toyota Corolla has been in production for an incredible 54 years and the company would not have kept the nameplate going unless it had built up incredible trust from generations of car buyers. It’s still the Toyota car NZ loves the most – and in fact the car of any kind that NZ loves most. It’s the most common model on Kiwi roads.

Part of Toyota’s secret is that it makes a vast range of vehicles that share many major components. This not only keeps research and development costs down (which also keeps the end price down), it also means the company can spend more time perfecting individual components because they can be shared across multiple model lines. The company simply cannot afford to have its parts fail on a regular basis, because it would affect so many different vehicles.

Toyota is sometimes criticised as being conservative with the adoption of new technology, but that’s also what makes a second hand Toyota such a safe buy. The company doesn’t take on new tech until it knows it works seamlessly.

Toyota covers every vehicle genre

Enterprise Hamilton customer with his Toyota Avensis

No matter what kind of second hand vehicle you are looking for, the sheer scale of Toyota’s portfolio means you’ll almost certainly find something to suit.

The company is perhaps best known for its more traditional vehicles, such as the Corolla hatch, sedan and wagon, and larger models like the Camry sedan. It has certainly perfected the design and packaging of these models.

But Toyota has also been at forefront of the trend towards SUVs. Its RAV4 was one of the models that popularized the SUV “crossover” genre and continues to be a highly sought after model in the used market.

While Toyota is careful about introducing new technology, it’s also been responsible for bringing much of it into the mainstream. You cannot ignore Toyota’s contribution to electrification with its hybrid models, starting with the Prius over 20 years ago but now with more mainstream offerings such as the Prius C (also known as the Aqua in Japan) and Corolla – both the narrow-body Japanese market sedan and Fielder wagon, and the more recent international Corolla models.

Toyota is also a major force in the light commercial market. The iconic Toyota Hiace van is the second most common vehicle on NZ roads (behind Corolla), and who can ignore the legendary status of the Toyota Hilux in the Kiwi market?

Toyotas are for families and lifestyle

Enterprise New Lynn customer's with their Toyota Vanguard

A big part of what makes Toyota such a popular brand for used car buyers is its focus on family values. It makes a massive range of models that are perfect for family buyers: affordable, fuel efficient, spacious and easy to drive.

The Toyota Wish is one of our top selling used models. It’s a people mover-type vehicle, but boasts plenty of style and great 1.8-litre and 2.0-litre engine options. Best of all, it offers seating for six or seven (depending on the model), which makes it a perfect choice for buyers wanting to put the comfort and safety of their family and friends first.

But the Wish is just the start. If you want a Toyota 7 seater you are presented with a plethora of options, especially in the SUV space. There’s a whole range of Land Cruiser models that offer seating for seven, including the Prado and full-size 200-series.

Those models lead us on to another Toyota strength: lifestyle. Many of its SUV models are go-anywhere machines that are hugely respected off-road vehicles, meaning they can take you on virtually any weekend camping, fishing or mountain-biking adventure you would care to think of.

Start Your Toyota Search Here