In Brazil, large diesel SUVs are viewed as luxury vehicles, a segment historically controlled by Japanese brands since the 1990s. However, the Chinese automaker GWM is challenging this dominance with its Haval H9, which has been gradually capturing market share. Although the H9 is still far from threatening the supremacy of the Toyota SW4, its presence marks an important shift in the competitive landscape of this vehicle category.

The Toyota SW4, a longstanding favorite in the SUV market, ended 2025 with 17,800 units sold, according to data from Fenabrave, highlighting its solid performance despite its high price point exceeding R$ 400,000. This figure is impressive for a vehicle that has remained largely unchanged over the years, underlining its strong market position. The current SW4 model, launched in 2016, has seen several updates, the latest being in 2023, with a new generation expected soon. The vehicle is known for its durability and high resale value, qualities that continue to attract buyers.

The competition posed by the Haval H9, while still at a distant second place to the SW4, indicates a growing interest from consumers in alternatives outside the traditionally dominant Japanese models. As the Brazilian automotive market evolves, the emergence of the H9 suggests a potential diversification in consumer preferences, which could lead to increased competition and innovation in the luxury SUV segment. GWM's efforts reflect a larger trend of international brands attempting to capture the lucrative Latin American market, particularly in vehicle segments that have long been the domain of established players like Toyota.