Now in it’s ninth year, the 2023 Gustavson Brand Trust Index (GBTI) has named Toyota Canada as the most trusted automotive brand in Canada, and one of the top five most trusted brands overall.
GBTI is a significant research study established in 2015 that explores consumer trust, the factors influencing it, and the brands that excel in building trust. This year, GBTI featured 407 national and global brands across 33 categories. A survey of 13,188 Canadian consumers was conducted between January 10 and April 25, 2023.
“Toyota has built a brand that’s clearly trustworthy, especially in authenticity, reliability, quality, and customer treatment, to name a few,” said Saul Klein, Dean of Gustavson School of Business, University of Victoria. “At a time where factors like inflation impact the trust of Canadians, it’s important for brands to remain customer-centric and consistent.”
The Gustavson study also categorized Toyota as a “beloved brand”, meaning Canadian consumers highly recommend the brand to others.
“Toyota is proud to have been named one of Canada’s most trusted brands by the 2023 Gustavson Brand Trust Index,” said Stephen Beatty, Vice President Corporate at Toyota Canada. “Corporate and brand reputation is something we take very seriously, and we plan to continue earning the trust of Canadians by focusing on our overall customer experience, delivering high value with our top-quality products, and being a socially responsible corporate citizen.”
To read the full report, click here.
About the Gustavson Brand Trust Index
The Gustavson Brand Trust Index (GBTI) is a significant research study conducted by an academic institution that explores consumer trust, the factors influencing it, and the brands that excel in building trust. It was established in 2015 and serves as a platform for promoting responsible management practices within organizations. The GBTI emphasizes the growing importance for businesses in the 21st century to make positive contributions to their communities. The Gustavson School of Business, being an educational institution, possesses a unique vantage point to assess brand values and educate individuals about their significance in fostering consumer trust in contemporary society. The GBTI team consists of esteemed researchers who evaluate the overall level of consumer trust in brands, placing a particular emphasis on the role of brand values. Their study encompasses over 400 brands across Canada.
About Toyota Canada Inc.
Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota and Lexus vehicles. Toyota has sold over six million vehicles in Canada through a national network of 287 Toyota and Lexus dealerships. Toyota is dedicated to bringing safety, quality, dependability and reliability to the vehicles Canadians drive and the service they receive. TCI’s head office is in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax, and parts distribution centres in Clarington and Vancouver. Toyota also operates two manufacturing facilities in Canada. Having produced more than nine million vehicles, popular Canadian models built at these facilities include Toyota RAV4, Toyota RAV4 Hybrid, Lexus RX 350 and RX 450h hybrid, as well as Lexus NX 250, NX 350 and NX 350h hybrid. The company has sold more than 20 million electrified vehicles worldwide and is the number one seller of electrified vehicles in Canada.