Marketing, News

TOYOTA has driven for the second time to the top of Australia’s most trusted automotive list following research by Roy Morgan.Neil

The brand was also ranked as one of Australia’s Top-10 most trusted brands that covers all industries. 

Roy Morgan CEO Michele Levine said winners in the Roy Morgan Trusted Brand Awards had outperformed their competitors “by maintaining consistently high levels of trust, and minimal distrust, in a challenging environment of high inflation and rising interest rates.”

“The past few years have certainly provided their challenges with a once-in-a-century pandemic transitioning into a period of high inflation and rising interest rates,” she said.

“Inflation has been at its highest for over 30 years and interest rates have increased at their most rapid rate this century.

“Despite the incredible differences these circumstances present, we have found the vast majority of Australia’s most trusted brands have backed up their performance from a year ago and confirmed their market leading positions with consecutive wins in their categories.”

Toyota was named the most trusted brand in a category that analysed vehicle manufacturers, dealerships and servicing, among other factors. Respondents noted Toyota’s reputation for manufacturing reliable vehicles and offering outstanding customer service as reasons for its industry-leading ranking.

Toyota Australia vice president of sales, marketing and franchise operations Sean Hanley said the award was a clear indication of the trust consumers have for Toyota’s wide range of products.

“To be judged Australia’s most trusted automotive brand for a second year running is a great honour and acknowledges Toyota’s engineering prowess and inherent quality; important factors given the tough and varied environments found across Australia,” Mr Hanley said.

“It’s a testament to the work and commitment of our Toyota dealers and the broader Toyota Australia team, who work hard to support our customers, products and services.”

Toyota joined other Roy Morgan winners including Woolworths (supermarkets and ‘Best of the Best’ for the third consecutive time), Bunnings (retail), Kmart (department and discount department stores), Apple (technology) and Australia Post (services).

There were two first-time winners this year – Synergy in the highly competitive utilities sector and Virgin Australia – taking out the title as Australia’s most trusted travel and tourism brand after last year’s winner Qantas “ran into significant turbulence this year.”

Roy Morgan’s research asked a random cross-section of nearly 25,000 Australians to name, without prompting, brands they trust and distrust with detailed responses as to why they feel that way.

By Neil Dowling