Pandemic delivers Toyota an unlikely victory

Australians gravitated to brands they trust amid public lockdowns and international travel restrictions during the coronavirus pandemic – and delivered Toyota record market share – new data shows.

The global coronavirus pandemic, public lockdowns, and international travel restrictions have delivered an unexpected victory to Japanese car giant Toyota.

As Australians gravitated to brands they trust amid the uncertainty of COVID-19, Toyota has emerged as the “most trusted car brand” according to a survey by the respected Readers Digest journal.

Toyota earned the title for 17th year in a row after more than 3000 respondents participated in the Australian survey.

The consumer sentiment was backed up by sales data that showed, at times during the pandemic, Toyota accounted for between one-in-four or one-in-five new cars sold in any given month.

It is the 17th year in a row Toyota has been recognised as the most trusted automotive brand in Australia by the Readers Digest publication.

In a media statement, Reader’s Digest said highly-trusted brands are “recognised by consumers as being consistently reliable and value for money, whatever the economic climate.”

Toyota has been Australia’s top-selling car brand for 19 years in a row and is the only manufacturer to report more than 200,000 new vehicles as sold in a calendar year.

As is the case across the auto industry, Toyota is also grappling with severe stock shortages and long waiting times.

Last year, Toyota Australia took the unprecedented step of issuing a public apology for the ongoing and extended new-car delivery delays, at a time when automotive rivals were trying to downplay the true gravity of production slowdowns, parts shortages, and shipping bottlenecks. 

To keep customers in the queue informed, Toyota sends regular updates and gift packs to thank buyers for their patience.

Furthermore, unlike other new-car outlets, Toyota dealers have not inflated their arbitrary dealer delivery fees amid the current high demand and severe stock shortages.

Industry insiders say Toyota’s consistent approach on customer orders will pay dividends in the long run because buyers will remember whether their dealer overcharged them during the crisis – or maintained normal retail pricing. 

As Drive has previously reported, some car brands are struggling to discourage dealers from overcharging on delivery fees.

Over the past month some Ford dealers have been quoting $5000 delivery fees on the upcoming new Ranger ute, while others charge $1200.

Last year Drive exposed a number of General Motors Speciality Vehicles (GMSV) dealers who were quoting dealer delivery fees of up to $25,000 for a new Corvette – on top of the RRP which already has a profit margin built-in – while other dealers charged less than $2000 for dealer delivery on the same vehicle.

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