Pakistan’s SUV market sees major shifts as Toyota Fortuner prices drop by Rs 2.5 million and Hyundai Santa Fe by Rs 1.1 million, raising questions over pricing strategy and customer fairness.
Imran Malik – MediaBites – December 5, 2025
In a dramatic — and rare — move, Toyota Pakistan has slashed the ex-factory prices of its flagship SUV, the Fortuner, by up to PKR 2.5 million. Under the limited-time “Built to be Unbeatable” campaign — announced to mark Toyota’s 35-year presence in Pakistan — Fortuner G and V variants now carry substantially reduced price tags.
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Fortuner G: from PKR 14,939,000 → PKR 12,435,000 (savings: PKR 2,504,000)
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Fortuner V: from PKR 17,509,000 → PKR 14,935,000 (savings: PKR 2,574,000)
This marks one of the biggest price reductions ever seen in Pakistan’s premium SUV segment — a move that is bound to shake up buyer expectations and reshape the competitive landscape.
Hyundai offers a big discount on Santa Fe Hybrid
Simultaneously, Hyundai Nishat Motors (HNMPL) has rolled out attractive pricing and financing offers for the Santa Fe Hybrid. According to recent announcements, buyers of the Santa Fe Hybrid stand to get hefty cash discounts and more flexible financing plans — a clear signal that even hybrid SUVs are not immune to the market slump.
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The Signature AWD variant reportedly gets a discount of around PKR 1.1 million.
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The offers reportedly run until the end of December 2025.
While exact ex-factory price numbers under the new offer have been shared in social media posts by Hyundai, official confirmation remains somewhat murky; nevertheless, the move underlines growing price sensitivity among buyers.
What about sales figures: Fortuner & Santa Fe
Putting the price cuts into perspective, recent data from the Pakistan Automotive Manufacturers Association (PAMA) shows subdued demand for large SUVs. For example, in August 2025 — a month that saw a general uplift in car sales across Pakistan- the combined sales of “Fortuner & Hilux” were 847 units, while Santa Fe sales stood at only 64 units.
These low numbers reflect the harsh reality: traditional SUV demand is shrinking, as consumers shift preference — likely driven by high costs, expensive financing, and economic uncertainty.
However, publicly available data for 2023–2024 does not break out clear, variant-wise annual sales for Fortuner and Santa Fe separately, making it difficult to build an accurate two-year sales trend for these individual models. Even so, overall vehicle sales in Pakistan rose modestly in 2024, with total units sold reaching around 123,982 — a sign that while entry and mid-segment cars remain resilient, large SUVs are losing momentum.
Why are companies slashing prices? — And should buyers get rebates if they bought earlier?
The timing and scale of these discounts point to harsh market realities:
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Demand for expensive, premium SUVs has fallen — among factors: weak macro-economy, high inflation, costly financing and shrinking purchasing power.
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The price cuts are likely a response to dwindling interest in high-end SUVs, aimed at reviving demand and clearing inventory before year’s end.
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With new hybrid and more efficient models entering (or being considered), conventional fuel-guzzling SUVs like Fortuner and even Santa Fe may no longer carry the same appeal or justification for prior high prices.
Given those conditions, many customers who bought Fortuner or Santa Fe in recent months, paying full price, may now feel cheated. A sharp overnight price drop of over PKR 2.5 million (for Fortuner) or above a million rupees (for Santa Fe) is not a trivial discount.
Yet there is no indication from Toyota or Hyundai that buyers who recently purchased at the original price will be offered any rebate or compensation. This raises a bold question: Should automobile companies — especially long-established ones in Pakistan — owe some goodwill rebate or discount to customers who bought at inflated prices just months ago?
In a volatile market where macroeconomic conditions and consumer behaviour can shift dramatically, companies must take responsibility: either commit to stable pricing or offer “good-faith price protection” for early buyers. Otherwise, trust — once lost — may never be regained.
What this means for the customer
For potential buyers, this may be a good time to negotiate: whether you were planning to buy a Fortuner or Santa Fe (Hybrid), you may now find much better bargains and financing deals.
For recent buyers, you have every reason to demand accountability from dealerships and manufacturers. At the bare minimum, a goodwill gesture or rebate could rebuild some trust.
For the industry, this shake-up might force manufacturers to rethink their pricing strategy: stop relying on high margins and instead focus on realistic prices aligned with actual purchasing power.
Only time will tell whether this price cut is a genuine attempt to adapt to market realities — or a temporary discount to clear stock.
Courtesy: The Profit, PakWheels
