Reader’s Digest survey finds Canadians trust Toyota


TORONTO, ONT. – When Canadians have the munchies, they tuck into some Yoplait yogurt or a Quaker snack bar. If they want rid of a nagging cough, they swallow some Buckley’s.

But if they want a passenger car, that’s not a pain to own, they buy a Toyota.

And when they want a hybrid, they trust Toyota.

That’s the result of Reader’s Digest’s annual Most Trusted Brand Survey released Jan. 21.

For Toyota, it was the seventh straight trip to the winner’s circle when it comes to passenger cars and the fifth straight win in the hybrid car category.

Reflecting this record of consistency, Reader's Digest awarded Toyota a gold Trusted Brand seal in the passenger car manufacturer category.

In addition, Toyota has earned a gold seal as the most trusted hybrid car manufacturer, with five consecutive years of leading the way in that category as well.

“Year after year, Toyota works extremely hard to earn and keep the trust of Canadians,” said Seiji Ichii, president and CEO, Toyota Canada Inc.

“We do that by ensuring we consistently deliver products and service with superior quality, safety, environmental and reliable advantages and retained value Canadians expect from our brand.” 

Reader's Digest commissioned Ipsos Reid to conduct a nationwide online survey of more than 4,000 Canadians, including 1,500 Quebec residents, to identify the brands they trust.

Respondents were asked for their most trusted brand within each of 40 categories in an open-ended question format.

Ipsos Reid said the survey, done Aug. 26 to Sept. 2, 2014, was weighted by age, gender, and region according to census data to ensure that the overall sample reflects the demographic profile of Canada and Quebec.

“Participants say they would choose a brand that’s been identified as ‘trusted,’ over another brand when product quality and price are similar,” said Erin Schnarr, director, Integrated Sales & Marketing Solutions.

“The annual … survey reaffirms that trust, as well as cost and product quality factor into Canadians’ brand affinity and loyalty,”

Almost nine of every 10 survey respondents reported that once they trust a company, they tend to act as ambassadors, recommending its products and services to friends and families.

“Trust plays a key role in consumer purchasing decisions and it can tip the scale favourably toward a particular brand.

“With 76 percent of survey participants reporting it takes many years to earn their trust, these brands deserve recognition,” said Schnarr.