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Toyota Ranks as the Top Automaker in Two Top National Reputation Surveys

Jul 2, 2020

Toronto, July 2, 2020 – A good product will encourage a person to do business with a company – the first time. But a good corporate and brand reputation is what turns a new customer into a lifelong customer. That’s why reputation is important – and why Canadian consumers have named Toyota the top automotive brand in Canada, according to two respected annual reputation surveys.

Toyota earned “Top Company – Automotive” honours in the 2020 Reputation Survey by Leger Marketing and McMaster University. This is the third straight year that Toyota has topped the automotive rankings in the study.

“Leger measures Canadians’ perceptions of almost 300 companies on our Annual Corporate Reputation Study. This year, Toyota is the most reputable company among all automotive companies, according to Canadians,” said Dave Scholz, Executive Vice-President, Leger. “This is the third year in a row that Toyota has achieved this title and the second year in a row that Toyota has been recognized as one of the Top 25 most reputable companies overall in Canada. No other automotive company achieved that level of recognition this year.”

Toyota was also the top company in the automotive sector as measured by the Gustavson Brand Trust Index 2020 – again, for the third straight year. This is the sixth annual survey of Canadians’ trust in consumer brands, conducted by the Gustavson School of Business at the University of Victoria.

“2020 marks the third consecutive year Toyota has been recognized as the leader in the Automotive category,” said Saul Klein, Dean of the Gustavson School of Business. “Toyota has built a brand that’s clearly trustworthy, especially in functionality, as the brand received the ninth-highest functional trust score among 342 national brands, which measures consumer perceptions of how well the brand performs and delivers on its core promises.”

Toyota tied for 16th for the Most Trusted Brands overall in Canada out of 342 brands on this year’s Gustavson Brand Trust Index.

“We have a strong vision of what a company should be, which combines solid products, excellent customer relations, and a genuine partnership with the communities in which we do business. We’re pleased that Canadians have recognized this, and have endorsed our vision through these two studies,” said Stephen Beatty, Vice President, Corporate at Toyota Canada. “At the same time, we realize that reputation is something that is hard to earn and easy to lose, so we are committed to re-earning that trust with Canadian drivers every time they interact with the Toyota brand – whether it’s behind the wheel of one of our vehicles, visiting one of our dealers, or engaging with us in the communities where they live.”

For the 2020 Reputation Survey, Leger Marketing and McMaster University examined the reputation of more than 300 companies through a survey of more than 30,000 Canadians conducted between December 2019 and February 2020.

For the Gustavson Brand Trust Index 2020, more than 7,800 Canadians were surveyed in January and February of 2020.

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