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Toyota still Australia’s most trusted auto brand

Source: Roy Morgan Single Source (Australia), August 2013 – July 2014 (n=1,811). Average = average result for all 17 brands tracked

With the Australian new car market currently in decline, automotive brands face even stiffer competition than usual for the motoring public’s business. How a brand is perceived can be instrumental to its success in these challenging times — is it a company that can be trusted, for example? The latest findings from Roy Morgan Research reveal that Australians have lost faith in a number of big-name brands over the past year.

They still trust Toyota though, with 34.3% of new car intenders (who drive) agreeing that Toyota is a company that can be trusted, maintaining its lead over premium brands BMW and Mercedes-Benz, both of which are down on the same time last year.

Top 10 trusted auto brands by new car intenders


Source: Roy Morgan Single Source (Australia), August 2013 – July 2014 (n=1,811). Average = average result for all 17 brands tracked.

Jordan Pakes, Industry Director -- Automotive, Roy Morgan Research, says:

“Brand perception is all-important when it comes to staying competitive in the automotive market, whether it’s booming or not. Buying a new car is a major financial commitment, with the average new car buyer looking to spend about $34,500 on their next purchase. If they don’t trust a brand, it’s unlikely they’ll part with their hard-earned dollars.

“In the past 12 months, Australia’s new car intenders have lost trust in several automotive brands, with the industry’s average trust levels dropping by almost 11%.

“Most notable is the continued decline in trust for iconic brands Holden and Ford which is hardly surprising given the negative press surrounding the pending closure of both brands’ local manufacturing operations. Interestingly, trust in Toyota (also soon to cease Australian production) has remained stable over this same period...”

For comments or more information about Roy Morgan Research’s automotive data please contact:
David McLeod, Account Director
Office: +61 (03) 9223 2488

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%