MEDIA RELEASE
11 January 2011

Toyota extends market leadership streak to 23 years

Toyota has topped new vehicle sales in New Zealand for the 23rd consecutive year, dominating its nearest rivals in 2010 and capturing the automotive industry’s ‘triple crown’ – first in passenger cars, commercial vehicles, and overall.

New Zealand Transport Authority data shows Toyota New Zealand sold 18,438 new vehicles in 2010[1], 22.9% per cent of the market it has led since 1988.

Toyota New Zealand chief executive Alistair Davis says, “Toyota is proud to maintain its market leadership and the trust of our customers, despite starting the year with the challenge of the mainly US-based recalls.

“A tough global economy in 2009 hit the market here, and put a focus on ensuring Toyota New Zealand had a lean, efficient business model in place. This put us in an excellent position to take advantage of the market rebound in 2010,” Mr Davis says.

Corolla was again New Zealand’s most loved vehicle with sales of 4886 continuing a remarkable decade of dominance as the nation’s favourite car.

Hilux built on its status as a Kiwi icon, taking the light commercial vehicle title for the 28th successive year with sales of 3664, and surging into second most popular vehicle overall. Hiace was again the top-selling van, with 1724 sold.

Mr Davis says Toyota’s dominance of all four key market divisions – private, fleet, rental and government – shows Toyota’s wide range continues to meet the needs of New Zealanders.

He says a highlight in 2010 was Toyota New Zealand and Massey University joining a two-year global trial of the Plug-in Prius: “Toyota has been a global leader in hybrid technology for many years, and this is an exciting step along the path to more sustainable motoring.

“Toyota is determined to maintain its market leadership with exciting new product launches coming up in 2011. We expect a further strengthening of the market this year, and look forward to the support of New Zealand motorists again.”

ENDS

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