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Toyota wins inaugural brand of the year

On Jan 15 2016 11:22:47

Toyota South Africa Motors (TSAM) was named 2016 Brand of the Year at the inaugural Consumer Awards on Thursday. In this category, South African car owners rated their own vehicles for reliability, after-sales service, cost of ownership and general satisfaction. At the final voting stage, initial survey results were made available to the judging panel for consideration.

The judging panel consisted of’s vehicle testing team and an external jury consisting of candidates who are not active in the automotive industry. Finalists were rated for their eligibility and all-round ability against the predetermined “pillars of success”.

Event organisers said the annual Consumer Awards recognises the best cars available in the local market using a unique, multi-faceted judging process. The Toyota Prado was one the three finalists in the Leisure Car Category. However, the coveted Brand of the Year trophy – solely determined by the manufacturers’ ratings in the’s Owner Satisfaction Survey – was clinched by Toyota South Africa Motors.

“The Brand of the Year award really means a lot to Toyota as it shows our efforts to ‘create customer smiles’ and deliver an exceptional customer experience throughout the ownership process. It is more humbling that we have been awarded as a result of the consumer scores,” says TSAM General Manager of Communications Kerry Roodt.

The results of the Consumer Awards were verified by respected auditing firm KPMG.

Customer Experience Manager of Hannes Oosthuizen says: “We believe that (in conjunction with Lightstone Consumer) has developed the fairest and most credible formula for determining the winner in this category.

“It is entirely data-driven, and entirely determined by what consumers and the market believe to be happening in South Africa. Toyota, of course, is a much-loved brand in this country, and our data confirms that its customers believe it is tops where it really matters. It is truly the people’s champion.”