Toyota SW4 gets a discount of R$ 54.600 to scare away GWM Haval H9 from the competition

Toyota reduced the price of the SW4 SRX Platinum, a seven-seater version of the large SUV, by R$ 54,600, in an attempt to contain the advance of the GWM Haval H9. Priced at R$ 424,590, the model is now sold for R$ 369,990 — a 12.9% discount valid only for businesses invoiced until the end of September in the dealership network. With the cut, the price difference in relation to the Chinese rival, set at R$ 335,000, drops to R$ 34,990.

The repositioning also reaches the Hilux SRV, with a discount of R$ 44,700, to R$ 269,990. The two lines share the 2.8 turbodiesel D-4D engine, with 204 hp at 3.400 rpm and 50,9 kgfm at 2.800 rpm, six-speed automatic transmission and 4×4 traction with reduced option.

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The leadership that changed hands almost every month

The discount comes at a time when the SW4’s hegemony in the segment is no longer comfortable. The two models have been alternating the monthly leadership practically since January. In March, the H9 surpassed the Japanese for the first time, with 1,170 units against 1,118, although the SW4 closed the first quarter ahead, with 3,383 registrations against 2,724 for the competitor.

The pattern was maintained in the middle of the year. In June, the SW4 won by 1,125 to 1,076. In July, the H9 returned handily: 1,183 against 957 — Toyota’s worst month in the comparison. In August, the Japanese retook the lead, with 1,064 registrations against 974.

From January to August, the SW4 totals 8,801 units and the Haval H9, 8,099, according to Fenabrave. The advantage of 702 cars is equivalent to less than a month of sales of either of the two – and had been shrinking: it was 838 units at the end of June and 612 at the end of July. Among the 40 best-selling SUVs in the country, the two are the only representatives of the seven-seater category with body-on-chassis.

Lower price, same mechanics and new generation on the horizon

Produced in Argentina, the SW4 responds to the Chinese offensive without changing the product. As standard, the SRX Platinum features seven airbags, adaptive cruise control, lane change alert, pre-collision with automatic braking, 9-inch multimedia, eight-speaker JBL sound, 360-degree camera and ventilated front seats. The H9, also diesel and seven-seat, delivers 184 hp and 48,9 kgfm, with 10,25 and 14,6-inch screens.

There is a second reason for the discount. The new generation of Hilux will be unveiled in Brazil in November and the SW4 2028 is expected in the first half of 2027 — emptying the stock before the turn is part of the bill. The move also comes after another warning sign: in July, the Hilux lost the monthly leadership of medium pickup trucks to the Ford Ranger, after almost five years at the top.