Business Environment

An introduction to New Zealand, which is our most important market.

Basic New Zealand Data

New Zealand is located in the southern hemisphere, sovereign island country consisting of two major islands of the British Commonwealth and many small islands. 
The capital city is Wellington on the North Island, the largest city is Auckland also located on the North Island.
  • Area
    275,340km2 (Approx. 3/4 of Japan)
  • Capital
    Wellington (542,000)
  • Largest City
    Auckland (1,717,500)
  • Population
    5.127 million
  • Population density
    18.621 people/km2 (Japan average at 332.111 ppl/km2)
  • Major Industry
    Agriculture and livestock industry, tourism

Source: Statistics New Zealand (Survey in 2021)

New Zealand has been accepting immigrants since ancient times, and today immigration is increasing the population by approx. 2% each year. (See below chart) In particular, those in their twenties are the most common, and the proportion of young to middle-aged people is high in population demographic.

Source: Statistics New Zealand
Source: United Nations (World Population Prospects, 2019)

New Zealand has the strictest quarantine law in the world which is called “Biosecurity Act”, which prohibits the importation of any creatures or products that could damage crops and livestock in their country. (They also have a veto right to the country of origin)
This is particularly strict because the protection of the rich natural environment, such as the main industries of agriculture and livestock and tourism, is essential for the protection of the industry.


The New Zealand economy is growing very stable, with a temporary slowdown in 2020 due to the global COVID-19, but a steady recovery in 2021, with a GDP per capita of US$48,424, higher than Japan's US$39,339.

Actual GDP growth ratio (%)

  • 2017
  • 2018
  • 2019
  • 2020
  • 2021
New Zealand
  • 3.52
  • 3.42
  • 2.43
  • -2.07
  • 5.63
  • 1.68
  • 0.56
  • 0.27
  • -4.5
  • 1.62

Source: IMF (World Economic Outlook Databases, April 2022)


In many areas, public transport is underdeveloped compared to urban areas, and the means of transportation for citizens are mostly limited to cars.
Automobiles are a daily necessity as a means of transportation in New Zealand, resulting in 771 vehicles per 1,000 population. (Number of registered cars per 1,000 people is 613 vehicles in Japan)

Therefore, population growth and population distribution situation has directly led to an increase in demand for automobiles.

*Number of Registered Cars (Source: IRF, World Road Statistics 2019)

Automobile Industry

Automobile Industry
In New Zealand, domestic production of automobile by foreign car manufacturers stopped in 1998.

For this reason, currently there are no domestically produced vehicles in New Zealand, and almost all newly registered vehicles (both new and used) are imported. Therefore, New Zealand is a net importer of cars, with zero tariffs on cars.

Automobile Market

Automobile Market ※Source New Zealand Customs Motor Vehicle Statistics
As a member of the British Commonwealth, automobiles are left-hand drive and right-hand steering, and the compatibility of Japanese cars is higher than those produced in Europe and the United States.

As a result, Japanese cars have a high advantage, and the percentage of cars imported from Japan is shifting at around 70% every year, especially the proportion of used cars are getting higher.
Optimus Quick Guide

Optimus Quick Guide

This section shows basic information for quick insight of our group. Brief introduction of our group business characteristics and strength, global development, and growth strategy.