People love their cars. While Toyota ranks No. 6 on the 2022 Forbes Halo 100 list, powered by HundredX, it’s not the only auto brand to make the top 100. Coming in at No. 10 is Subaru, followed by Tesla at No. 51 and Mazda at No. 100. When adjusting the ranking based on responses by people of color, Toyota falls to No. 13, Subaru falls to No. 70, Tesla jumps to No. 44 and Mazda falls to No. 106.
According to HundredX’s survey respondents, key strengths for Toyota were quality and reliability as well as performance. For the latter, the auto brand scored 28% higher than its competitors and scored 12% higher than the industry average when it came to performance. When asked whether they would buy another Toyota, 80% of customers said they would.
When comparing Toyota to other auto brands, the company outperformed dozens of other car brands, edging ahead of Ford to be the most relevant brand and being bested only by Lexus—another Toyota subsidiary—in terms of its net promoter score.
In terms of demographics, Toyota outperformed other car brands in every age group other than people in their 30s, according to HundredX. The car company also did well with consumers of color. While 97% of all consumers said Toyota addresses consumers needs, so did 88% African American and Black respondents, 94% of Hispanic and Latino respondents and 97% of Asian respondents. (For reference, around 40% of the 110,000 consumers surveyed by HundredX identified as people of color.)
Also key for Toyota customers is sustainability, with 25% of respondents listing it as a key factor. (Treatment of customers was even more important, with 35% of respondents mentioned that as one of the top brand values.)
Sustainability is a top priority for Toyota, too. On Tuesday, Toyota announced plans to spend more than $35 billion between over the next eight years to build out its fleet of electric vehicles and more directly compete on the EV front with the likes of Tesla, GM and Volkswagen. As part of those goals, the Japanese auto giant hopes to have up to 30 new models by the end of this decade while selling an average of 3.5 million vehicles per year. (The goal for its Lexus brand will be to sell 1 million EVs annually by 2030 and for all Lexus vehicle sales globally to be electric by 2035.) However, the company still has a ways to go: Most of Toyota’s current sales of non-gas-powered vehicles are for hybrid cars, with battery-powered vehicles making up just a small part of the company’s overall sales.
“I believe that achieving carbon neutrality means realizing a world in which all people living on this planet continue to live happily.We want to help realize such a world,” Toyota President Akil Toyoda said on Tuesday during his remarks about the EV news. “This has been and will continue to be Toyota’s wish and our mission as a global company. For that challenge, we need to reduce CO2 emissions as much as possible, as soon as possible.”
On the marketing front, Toyota has had a number of notable campaigns this year. During the Super Bowl back in February, the company aired a 60-second ad featuring Paralympic swimmer Jessica Long, opting for a spot that shared an “uplifting message of hope and strength” rather than simply promote a product. (It also ran a five-second PSA encouraging people to follow the CDC’s Covid-19 guidelines.) When the delayed Summer Olympics were finally held this summer in Tokyo, Toyota was among the first to make the decision to pull ad spending in its home country around the games while still running ads in Olympic broadcasts in other markets around the world.
Earlier this month, Toyota began running a holiday ad that features a girl who collects used books to help restock a local bookstore destroyed by a fire. As part of the campaign, Toyota is working with the National Center For Families Learning, a national education nonprofit, to provide more than 85,000 books to 420 literary centers across the United States.
“This year the holidays remind us of the importance of being with loved ones and helping give back to the community,” Lisa Materazzo, group vice president, Toyota marketing, Toyota Motor North America, said in a statement. While such initiatives might not impact how people feel about their cars, it likely helps in creating a halo around the brand.