Toyota's once-dominant SUV sees price freeze amid sales slump

The Toyota Corolla Cross, a dominant force in Argentina's SUV market last year, is experiencing a significant sales slump. In the first five months of 2026, the model's sales plummeted by 40%, with only 4,809 units registered, a sharp contrast to the 8,116 sold during the same period in 2024. This downturn places it outside the top spot in its segment.

The broader automotive market in Argentina has also seen a decline, but the Corolla Cross's performance is notably worse, with the overall market down by 9.7%. Analysts suggest this steeper drop could be attributed to a more competitive landscape, possibly fueled by market opening and the introduction of new models, including Toyota's own Yaris Cross, which targets a smaller segment.

To counteract this trend and reclaim its leading position, Toyota has implemented a commercial strategy of freezing the Corolla Cross's list prices for June. This move aims to make the mid-size SUV more attractive to buyers amidst increased competition and a changing market dynamic.