Toyota has implemented a price reduction of R$ 54,600 on the SW4 SRX Platinum model, a seven-seater version of the large SUV, as a strategy to counter the growing competition from the GWM Haval H9.
Originally priced at R$ 424,590, the vehicle can now be purchased for R$ 369,990, representing a 12.9% discount. This offer is valid exclusively for sales made until the end of September at the brand's dealerships. With this adjustment, the price difference compared to the Chinese rival, which is priced at R$ 335,000, decreases to R$ 34,990.
The price repositioning also reached the Hilux SRV line, which received a reduction of R$ 44,700, bringing its cost down to R$ 269,990. Both lines use the same 2.8 turbodiesel D-4D engine, which generates 204 hp at 3,400 rpm and 50.9 kgfm at 2,800 rpm, in addition to having a six-speed automatic transmission and 4x4 traction with low range option.
This move comes at a time when the SW4's dominant position in the segment is no longer as secure, given that the two models have traded monthly leadership since January. In March, the H9 surpassed the Japanese model for the first time, registering 1,170 units against 1,118 for the SW4. However, the SW4 ended the first quarter ahead, with 3,383 registrations versus 2,724 for the competitor.
This trend continued throughout the year. In June, the SW4 achieved more sales (1,125) than the H9 (1,076). In July, the H9 regained the lead with 1,183 units, while the SW4 recorded its worst performance in comparison, with 957 sales. In August, the Chinese model took the lead again, selling 1,064 units against 974 for the Japanese model.
In the accumulated period from January to August, the SW4 totaled 8,801 units, while the Haval H9 reached 8,099, according to Fenabrave data. This difference of 702 vehicles corresponds to less than one month of sales for either of the two, and this margin has been decreasing; at the end of June, the advantage was 838 units, and at the end of July, it was 612.
Among the 40 best-selling SUVs in the country, these two are the only representatives of the body-on-frame seven-seater category. The SW4, produced in Argentina, responds to the Chinese challenge without product modifications. The standard SRX Platinum version includes seven airbags, adaptive cruise control, lane departure warning, pre-collision system with automatic braking, 9-inch multimedia, JBL sound with eight speakers, 360-degree camera, and ventilated front seats.
The H9, which is also diesel and has seven seats, offers 184 hp and 48.9 kgfm, and features 10.25 and 14.6-inch screens. Furthermore, there is a second motivating factor for the discount: the new generation of the Hilux will be launched in Brazil in November, and the 2028 SW4 is scheduled for the first half of 2027, which encourages inventory liquidation before the turn of the year. This move also happens after another warning sign, as in July the Hilux lost the monthly leadership of mid-size pickups to the Ford Ranger, after remaining at the top for almost five years.