At Channel Mag, we love celebrating business success. This month, we are not only celebrating the success of one of our leading local businesses but also its longevity. The Jago family has been representing the Toyota brand on the North Shore for 40 years. Their 40th anniversary is in full swing.
Bob and Pauline Jago first went into business on the Shore way back in October 1985. They purchased Rosscars Toyota in Beach Road, Browns Bay, and changed the name to Northern Bays Toyota, which eventually became North Shore Toyota as the business grew.
Four decades on, the business is now run by Bob and Pauline’s son, Mark Jago.
“When we first opened the doors back in 1985, we had a very simple mission,” explained CEO Mark Jago when we met for a chat during September. “To provide exceptional vehicles and trusted service to our local community. Four decades on, that mission remains unchanged. Our roots in our vibrant community are deeper than ever.
“We’ve grown, evolved, and adapted – from carburettors to cutting-edge hybrids – but our commitment to our customers has never wavered from that original mission statement established in 1985.
“We’re proud to have a multi-cultural and diverse team on board, reflecting the wide range of customers we serve every day. Our team brings different languages, perspectives, and cultural understanding, which helps us connect more meaningfully with each customer and ensure their needs are met throughout their purchasing and service journey. This diversity not only strengthens our ability to provide exceptional service but also creates a welcoming environment where everyone feels understood, respected and supported, which allows us to deliver the personal and tailored experience our customers deserve.
“We appreciate every sale, every service visit and every word-of-mouth referral. Our fortieth anniversary is all about celebrating the road we’ve travelled together with our valued customers – and the exciting journey we have ahead.”
While that commitment and the dedication to the world-leading Toyota brand have never changed for North Shore Toyota, many things have changed with the growth of the business and technology. Three years after establishing the Browns Bay business, the Jagos purchased the Wrightcars Toyota dealership in Wairau Park. That led to a brand new purpose-built North Shore Toyota flagship dealership being developed on the corner of Link Drive and Target Road, Wairau Park, smack bang in the heart of the Shore. The new state-of-the-art facility opened in 1989. In 2001, Toyota New Zealand selected North Shore Toyota to launch one of the first Lexus dealerships in New Zealand. This was established alongside the flagship Toyota dealership on Link Drive, Wairau Park.
After qualifying as an accountant and returning from the UK after a decade living there, Mark Jago joined the family business in 2005 and became CEO in 2008. Mark celebrates 20 years in the business this year. In this time, he has overseen further growth in the business, with the group purchasing North Western Toyota to expand its operations into West and Central Auckland. Then, recognising the early growth and development in Hobsonville, they opened Hobsonville Toyota, a state-of-the-art service operation in 2020.
Believers in the mantra that strong businesses are supported by strong communities, Bob and Pauline Jago have always maintained an interest in the business. Bob officially retired in 2014, and his massive contribution to business and his community was recognised when he was inducted into the North Harbour Business Hall of Fame in 2021. “We are extremely proud of our connection with the community and Bob’s induction into the hall of fame recognised what he – and the business – have given back over the decades,” added Mark. “It is something we continue to do today.” In 1995, Bob was a founding trustee of the North Harbour Club and Charitable Trust (and the annual AIMES Awards). For the past 15 years, their Lexus of North Shore business has sponsored the charity lunches. North Shore Toyota has long been committed to supporting the local community in a variety of ways, both big and small. From the very beginning, they have backed the Bruce Mason Centre, and over the years, their support has extended to Fuji Force Netball, the North Shore, Northcote, and Takapuna rugby clubs. Vehicles have been provided to charitable organisations, and assistance has also been given to sportspeople at different stages of their careers. AIMES Award recipients Cam Calkoen and Terenzo Bozzone are just two individuals the Jago family encouraged early on. North Shore Toyota also contributes to local schools, including both Westlake Boys and Westlake Girls, and regularly supports initiatives such as Salvation Army foodbank fundraisers. North Shore Toyota also proudly participates in wider Toyota New Zealand sponsorships and programmes that benefit the area, including the Optimist Nationals and road safety education.
In 2020, the North Shore Toyota team celebrated the milestone of having sold an estimated 50,000 vehicles to local families. Since then, they estimate a further 16,000 cars have been sold to their loyal customer base. The Toyota brand is undoubtedly very popular with Kiwis. In fact, one in four vehicles on New Zealand roads is a Toyota.
North Shore Toyota is in a festive mode right through October in every part of the business. There’s a special anniversary weekend planned for 17, 18 and 19 October. It’s 'party time'! Every test drive gets to 'spin to win', and those who buy a car enter another special prize draw. Get in and join the party!
North Shore Toyota – 2 Link Drive, Wairau Valley, North Shore.
Phone: 09 442 3600
Visit: nst.co.nz
Customer for life, Emcil:
A life journey with her Corolla
The North Shore Toyota team first met Emcil in 1989, when she purchased her brand-new Toyota Corolla. At first, Emcil would trade in her Corolla each year for a new model, until one of the sales team kindly suggested she might be better off keeping it. Taking that advice, Emcil chose to hold onto her car, and it’s been part of her life ever since. For over three decades, Emcil has entrusted its care to the service team at North Shore Toyota, ensuring it continues to run smoothly and remains a source of pride and joy.
Emcil’s connection to her Toyota Corolla is deeply personal. Born in Fiji, she grew up in a family of nine siblings before moving to New Zealand at just 17 years old. She started a new life on her own, working and living on the other side of the bridge, before meeting her husband at a dance at the Orange Hall in Newton Road. Through all of life’s milestones, her Corolla has been right there with her.
“People often ask if she would consider selling it, but this car has been with me through everything – raising my children, driving my grandchildren and now taking me to see my husband. Selling it is not an option.”
For Emcil, her Corolla isn’t just a car – it’s a part of her family story. And her loyalty reflects not only her love for it but also the enduring relationship she has built with North Shore Toyota over the years.
North Shore Toyota people: Adrian Lee – new vehicle sales consultant
19 years on: Adrian still loves his role selling Toyotas
What truly sets North Shore Toyota apart is the people and the team's unwavering commitment to personalised service. It starts with their sales team. One prime example is new vehicle sales consultant Adrian Lee, who has been with the business for 19 years. Visit the dealership and it will be hard to miss Adrian’s infectious smile and warm greeting.
Adrian, in his fourth decade in the motor vehicle industry, feels he has really found his home at North Shore Toyota. He loves the people and the outstanding vehicles they sell and support.
Adrian says the most significant change he has seen in the (almost) two decades with the business has been the technology.
“When our technicians are checking or servicing a vehicle, they simply plug into a computer to diagnose. It’s very high-tech.
When customers come and look at new vehicles, they used to look under the bonnet. Today, there generally seems to be an acceptance that, due to Toyota’s quality, they won’t need to open it themselves. That’s the trust our customers have in Toyota. The product is phenomenal, built so well.”
“I love Toyota’s latest television commercials highlighting the fact that one in four cars on our roads is a Toyota. My wife is Samoan, so we visit her homeland a bit. I reckon that one in two vehicles in Samoa is a Toyota because they are so reliable and stand the test of time.”
Adrian highlights the Land Cruiser as one of his favourite vehicles to sell. In particular, the latest 300 GR Land Cruiser – powerful and packed with technology!
When asked for a highlight of his time at North Shore Toyota, Adrian says it was helping a customer into a disability vehicle.
“I got a real thrill when we helped a guy with a severely disabled youngster a few years back. The family needed a van to serve their needs. We arranged a special Hiace for them and even assisted with funding and a service plan to ensure the vehicle was cost-effective over a long period. I believe it transformed things for them.”
North Shore Toyota people: Dominik Suter – service technician
From hand jacks to high-tech:
Technician celebrates 35 years at North Shore Toyota
When Dominic Suter first arrived in New Zealand from Switzerland in 1985, he could hardly have imagined the career that lay ahead. Armed with his technical training but little knowledge of English, he began work at Wrightcars Toyota on Wairau Road. Back then, vehicles were lifted with hand jacks and stands, and communication on the job was as much about gestures as words.
Three years later, Northern Bays Motors acquired the business and established North Shore Toyota on the corner of Link Drive and Target Road, introducing modern hoists and transforming the workshop environment. For Dominic, it was the start of a remarkable journey.
“In those days, everything was hands-on,” he recalls.
“From spark plugs and carburettors to timing belts and brakes, you relied on your intuition – listening, feeling, and sensing what might be wrong. Today, technology does much of that work for us, making diagnosis easier and reducing room for errors.”
Over the past 35 years, Dominic has seen the automotive industry evolve dramatically, but his role has also shifted. While he no longer takes on the heavy engine replacements of his early days, he has become a mentor to the younger generation of technicians.
“When an older vehicle comes through, the team often turns to me for advice,” he says with a smile. “I still enjoy working here, and I’m grateful for the respect and support I get from the team.”
Dominic’s story is not just about adapting to change, but about building a career defined by loyalty, resilience, and a deep love for the craft of keeping cars on the road.
North Shore Toyota Group 40 years
1985 – Northern Bays Motors commences at 744 Beach Road, Browns Bay.
1988 – Bob and Pauline Jago purchase Wrightcars Toyota on Wairau Road.
1988 – Building begins on the new location on the corner of Link Drive and Target Road.
1989 – New state-of-the-art showroom unveiled – North Shore Toyota.
2001 – Lexus of North Shore commences operation on 4 Link Drive.
2008 – Mark Jago becomes CEO.
2010 – Purchase of North Western Toyota business, Henderson and New Lynn.
2010 – Bridgestone Tyres business added.
2020 – 50,000 vehicles sold to local families.
2020 – Hobsonville Toyota Service Centre opens.
2025 – CEO, Mark Jago, celebrates 20 years in the business
2025 – North Shore Toyota 40th Anniversary
Other notable achievements: Toyota Finance Cup won twice; Toyota or Lexus Dealer of the Year Award won four
times; North Shore Toyota recognised six times for Used Vehicle Excellence; Lexus Supreme Award won twice.
