Toyota Recognised As Most Trusted Automotive Brand By Respected Research Firm Roy Morgan

November 2, 2023

Toyota has been acknowledged by the broader Australian public as the most trusted automotive brand for the second year running according to independent market research expert Roy Morgan.

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.

The award is based on monthly surveys over the past year, with Toyota rising above all competitors as the Most Trusted Automotive Brand for the second consecutive year following the introduction of the awards in 2022.

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 was also judged as one of the top 10 most trusted brands across all industries; a testament to the exceptional quality, durability and reliability of Toyota products which have cultivated a decades-long reputation for helping Australians traverse the harshest climates and conditions the country has to offer.

Toyota Australia Vice President Sales, Marketing and Franchise Operations 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.” He said.

Roy Morgan has been providing Australian market research data for over 80 years, and covers a broad cross-section of industries as part of its Most Trusted Brand Awards and ongoing monitoring of trust and distrust.