The utilization of TOYOTA GREEN CAR TECHNOLOGY has been increasing globally because of climate changes and scarcity of resources. Green car technology is no more in narrow market. It became popular and sales of the Toyota green technology cars have been increasing annually in Malaysia. According to the realistic statistics, many people purchase transformational cars that can assist people to save fuel consumption, savings and ecologic green. Customer brand preference to Toyota hybrid cars are higher rather than other cars in Malaysia. The crucial aim of the research study is to analyze the brand preference factors that can influence to customers to purchase, perceive and select the brand preference of Toyota Corporation¿s green technology cars. Customer preference is the valuable part to study in order to increase the brand equity of the organization. Regarding to the research study, it has been conducted the most relevant and significant relationship between customer brand preference and brand factors towards Toyota green car technology in Malaysia. The brand factors are involved which are Brand Experience, Brand Association, Brand Perception, Brand Personality and Innovation.