Toyota froze the price of one of its star models, but sales are falling

The Toyota Corolla Cross, which held the title of the best-selling Sport Utility Vehicle (SUV) in Argentina last year, has experienced a significant downturn in sales during the first half of the current year. The model recorded 5,634 registrations, marking a substantial 43.3% decrease compared to the same period in the previous year, according to data from the Association of Automobile Dealers of the Argentine Republic (Acara).

This sharp decline in sales for the Corolla Cross is considerably more pronounced than the overall trend in the new vehicle market. Across Argentina, the market registered 294,181 new vehicle sales between January and June, representing a 9.9% decrease from the first half of 2025. The performance of the Corolla Cross suggests it is facing challenges beyond the general market slowdown.

Several factors may be contributing to the Corolla Cross's reduced market share. The mid-size SUV segment has seen increased competition, partly due to market liberalization allowing new models to enter. Additionally, Toyota itself has introduced new vehicles, such as the Yaris Cross, which, although competing in a lower segment, has achieved 4,479 sales since its launch this year.

In an effort to bolster its competitiveness and reverse the sales trend, Toyota has implemented a strategy of keeping the list prices for the Corolla Cross frozen since February. This measure aims to make the popular SUV more attractive to buyers amidst a challenging market landscape. Despite the recent sales dip, the Corolla Cross was the top-selling SUV in 2025, highlighting its previous strong performance in the mid-size segment.