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Toyota: New Zealand’s favourite car brand for 30 years, or is it?

  • News
  • January 30, 2018
  • Findlay Buchanan
Toyota: New Zealand’s favourite car brand for 30 years, or is it?

It’s a common sight, retailers slapping on the superlatives, the slick rhetoric and the definitive claims, which often sound sugary and sweet, but can quickly turn sour.

Notably, SsangYong who proclaimed itself to be ‘the best value mid-size SUV’ and fellow SUV Mahindra New Zealand who claimed it was ‘the best value seven-seater’. Unfortunately, each brand found themselves in hot water as the ASA quashed both claims, proving they simply were not the best.

Toyota has now indulged itself in the game of absolutist style slogans with its claim to be ‘New Zealand’s favourite car brand for 30 years’.

So, is Toyota treading in clean, dirty or murky waters?

Having fronted its campaign with one of New Zealand’s largest pests, two feral possums, Toyota isn’t sugar coating anything in the way of a glossy brand image. However, as the two possums are perched on a suburban tree, what is being said about Toyota is worth noting and possibly requires further verification.

The most recent ad runs a timeline of three different eras; the 80s, 90s and 2000s, with each era represented in the possums' spruced up haircuts. During each era, the two rodents exclaim Toyota as New Zealand's favourite, making it 'New Zealand’s favourite car brand for 30 years'.

But the question begs, does the word ‘favourite’ require Toyota to be the highest performer across all boards? The highest selling car brand? The most attractive car? The car with the smoothest purr?

First off, it's important to note, New Zealand has the fourth largest car ownership rate in the world, with 774 light vehicles per 1000 people in 2016, according to ehinz data.  

And Toyota claims that one in four vehicles on New Zealand roads are its own, more than any other car brand in the country, according to its original advertisement.

Meanwhile, New Zealand’s trusty motor vehicle assistance services, AA awarded its 2017 Car of the Year Award to the Skoda Kodiaq. Toyota made no appearances in the short list of ten finalists.

It is difficult to say whether Toyota is simply the most affordable and accessible car brand or the favourite. It appears advertising agencies will continue to throw caution to the wind with absolutist claims to fame, so let us leave Toyota in the best place possible, a cloudy grey area. 

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The Retail Hotlist: Blackbird Goods is 'Best provincial retailer'

  • News
  • August 15, 2018
  • Sarah Dunn
The Retail Hotlist: Blackbird Goods is 'Best provincial retailer'

Back in June, we celebrated retail's best and brightest with NZ Retail and The Register's first-ever awards: The Retail Hotlist. We've been sharing the stories behind the winners for a couple of months now. Read on for the last installment in the series: Blackbirds Goods of Napier, who won 'Best provincial retailer.'

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Cocavo expands 4,000 stores further into the US

  • News
  • August 14, 2018
  • Courtney Devereux
Cocavo expands 4,000 stores further into the US

Whangarei founded company Cocavo has recently extended into over 4,000 Walmart stores in the US. We spoke to CEO of Cocavo, Chris Nathan, about what it takes to roll out the humble New Zealand product further into international markets.

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The Retail Hotlist: 'Retail visionary' goes to GoodFor's James Denton

  • News
  • August 14, 2018
  • Sarah Dunn
The Retail Hotlist: 'Retail visionary' goes to GoodFor's James Denton

We've been sharing the stories behind each winner of our awards programme, The Retail Hotlist. We're nearly at the end of the list - but first, read how James Denton from packageless grocery start-up GoodFor was named 'Retail visionary'.

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Menulog introduces people's choice to online restaurant awards

  • News
  • August 13, 2018
Menulog introduces people's choice to online restaurant awards

Technology has aimed to add convenience to all parts of life, food delivery included. As our nation's love for dining out and ordering in has meant food delivery providers have had to keep up with increasing demand. Menulog, for example, has included a new people’s choice vote in its winter Restaurant Awards.

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The Retail Hotlist: Cecilia Robinson is 'Most influential in retail'

  • News
  • August 13, 2018
  • Sarah Dunn
The Retail Hotlist: Cecilia Robinson is 'Most influential in retail'

The Retail Hotlist is The Register and NZ Retail's awards programme. Following the launch in June, we're now sharing the stories behind our winners. This time, Cecilia Robinson, winner of 'Most influential in retail', talks My Food Bag, future predictions and management.

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Vote and win: Vote for our cover in the People’s Choice awards

  • News
  • August 10, 2018
  • The Register team
Vote and win: Vote for our cover in the People’s Choice awards

The NZ Retail and The Register team is excited to announce that we’re one of 12 finalists to win the Magshop People’s Choice Awards for the best magazine cover of 2018. We need your help to get to the finish line, but your support won’t go unrewarded: there’s a prize pool for voters totalling more than $3,300.

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