Toyota named automobile “Brand of the Year” in the 2013 Harris Poll Canada EquiTrend® Study

Third consecutive year Toyota is highest ranked auto brand in Canada

Third consecutive year Toyota is highest ranked auto brand in Canada
TORONTO, ON. (April 11, 2014) – Toyota has been identified as “Brand of the Year” in the automobile category after receiving the highest Equity score among automobile brands included in the 2013 Harris Poll Canada EquiTrend® Study.

The study addressed more than 400 brands in 30 product categories. Each brand’s Equity score was determined through a composite of three measures: familiarity, perceptions of quality, and consideration for purchase. The study also provides subscribes with insights into various aspects of consumer engagement including Consumer Connection, Brand Momentum, Brand Usage and Social Media Engagement.
Nielsen Consumer Insights (formerly known as Harris/Decima) collected the opinions of 9,138 Canadian consumers aged 15 and over during July and August. 

It is the third consecutive year Toyota has emerged from the study as the highest ranked automobile brand in Canada.

“We spend a lot of time listening to Canadians and adopting their lifestyle wants and needs across our product lineup,” said Seiji Ichii, President, Toyota Canada Inc. “We value being recognized as Brand of the Year for the last three consecutive years as this award speaks directly to Canadians’ appreciation and consideration of the quality, value-added vehicles Toyota offers.”  

Apart from Equity, the 2013 Harris Poll Canada EquiTrend® Study also includes 14 other measures, covering aspects such as consumer connectedness to a brand, brand performance versus expectations, perceptions of brand momentum and the level of advocacy among consumers. 

Nielsen is a leading global provider of information and insights into what consumers watch and buy and recently acquired Harris Interactive (known as Harris/Decima in Canada).
About Toyota Canada (TCI)
Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota, Lexus and Scion vehicles.  Incorporated in 1964, Toyota has sold more than 4 million vehicles in Canada through a national network of 285 Toyota, Lexus and Scion dealerships.  Toyota is dedicated to bringing safety, quality, dependability and reliability in the vehicles Canadians drive and the service they receive.  TCI’s head office is located in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax and parts distribution centres in Toronto and Vancouver.  Toyota operates two manufacturing facilities in Canada which build popular Canadian vehicles Toyota RAV4, Toyota Corolla, Toyota Matrix, Lexus RX 350 and RX 450h hybrid.  Toyota Motor Manufacturing Cambridge (TMMC) also manufactures the Toyota RAV4 EV for the North American market.  TMMC is the only manufacturer in Canada to assemble both hybrid and electric vehicles.
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