In March 2026, Toyota has decided to freeze its vehicle prices in Argentina amidst changing market conditions, where the company was noted to be the leading seller of new vehicles in 2025, according to the Argentine Association of Automotive Dealers (Acara). However, the start of the year has seen a significant decline in sales, with Toyota falling to the third position in the market after having sold 12,522 vehicles in the first two months, marking a 27% decrease from the same period the previous year.

This decline in sales reflects a broader trend across the automotive industry in Argentina, which experienced an overall drop in patent registrations by 4.9% year-on-year during January and February. This downturn has prompted manufacturers to hold their price lists steady, avoiding both increases and decreases in pricing. The frozen prices apply broadly, with the exception of certain models that are subject to a luxury tax, which is set to be repealed soon, potentially impacting pricing decisions moving forward.

Toyota's strategy to maintain pricing amidst challenging market conditions highlights the competitive nature of the automotive sector in Argentina and reflects the broader economic pressures that are affecting consumer purchasing behavior. By introducing a new SUV model while maintaining stable pricing, Toyota appears to be looking to attract buyers in a challenging market, aiming to regain its footing as a leading choice among automobile consumers in the region.