Toyota still Australia’s most trusted auto brand
Despite several messy diesel class-action lawsuits, Aussies still trust Toyota more than any other car brandAccording to respected demographer Roy Morgan, Toyota’s reputation as the most trusted automotive brand in Australia is still intact.
Despite at least two local class-action law suits relating to the diesel engine in the top-selling Toyota HiLux and other models, Aussies continue to deem Toyota more trustworthy than any other car-maker, says the social and political market research company.
Toyota Australia is currently appealing a Federal Court judgement handed down in April that ruled in favour of the owners of 264,170 Toyota HiLux, Prado and Fortuner vehicles built between October 2015 and April 2020.
Toyota is facing damages payouts of $2 billion or more if the ruling is upheld, following claims that allegedly faulty diesel particulate filters failed to comply with Australian Consumer Law.
More recently, a new class action against Toyota Australia alleged up to 500,000 HiLux, LandCruiser, Prado and even RAV4 vehicles were fitted with ‘diesel defeat devices’ since 2016, potentially leading to more than six billion dollars in compensation for affected owners.
Yet in the Roy Morgan Trusted Brand Awards 2022, Toyota joined the likes of Qantas, Cadbury, Red Energy and Fortescue Metals in being named one of five of Australia’s most honest mainstream brands across five key industries.
Roy Morgan said Toyota remains one of the top 10 most trusted brands across any industry.
Beating out its closest rivals, Mazda and Hyundai, to claim the ‘Most Trusted Brand in Automotive’ trophy again in 2022, Toyota continued its unblemished reputation as the most honourable auto brand every year since the Roy Morgan award was established in 2018.
Toyota topped the automotive ratings from 40 brands in the running, including Audi, BMW, Chrysler, Fiat, Ford, General Motors, Great Wall, Harley Davidson, Holden, Honda, Isuzu, Jayco, Jeep, Kawasaki, Kia, Lexus, Mercedes-Benz, MINI, Mitsubishi, Nissan, Skoda, Subaru, Suzuki, Tesla, Volkswagen, Volvo and Yamaha.
Winners of awards are determined via Roy Morgan’s Risk Monitor, a monthly survey of around 1800 people (almost 22,000 per annum) that “asks Australians to name, without prompting, brands they trust and brands they distrust, and to give detailed, open-ended reasons for these feelings”.
The independent market research specialist released several comments from interviewees.
“The vehicles they manufacture speak for the quality of the business. They are reliable, withstand Australian conditions, and are durable,” said one respondent, while another stated that “Toyota build quality vehicles at reasonable prices. Vehicles that just keep going and going”.
2022 Roy Morgan Trusted Brand winners:
Mining & Petroleum | Fortescue Metals |
Automotive | Toyota |
Utilities | Red Energy |
Food & Beverage | Cadbury |
Travel & Tourism | Qantas |
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