In a surprising development for Pakistan’s auto sector, Toyota has announced a substantial price cut on its flagship Fortuner lineup, reducing prices by as much as Rs2.574 million. The decision marks one of the most significant downward revisions in the country’s SUV segment in recent years and is expected to create a notable buzz among consumers looking for premium vehicles at more competitive rates.
The announcement comes at a symbolic moment, coinciding with Indus Motor Company’s (IMC) 35th anniversary of operations in Pakistan. Industry analysts believe the price adjustment could be part of Toyota’s broader strategy to re-energize sales, expand its customer base, and counter growing competition in the mid- to high-end SUV category.
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According to an official notification circulated to dealerships nationwide, the most dramatic reduction has been applied to the Toyota Fortuner G variant. Its price has been slashed from Rs17,509,000 to Rs12,435,000 — a steep drop of Rs2,574,000. This makes the G grade one of the most competitively priced large SUVs currently available in the local market.
The Fortuner V grade has also seen a significant revision, with its price reduced by Rs2,504,000. The model, previously listed at Rs17,509,000, will now be available at Rs14,905,000. These reductions represent a major shift in pricing dynamics, particularly for a segment that has seen consistent upward trends in recent years due to inflation, currency depreciation, and rising production costs.
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Market experts predict that the new price structure will likely attract strong buyer interest, especially from customers seeking robust, high-performance vehicles suitable for family use, off-road travel, and long-distance driving. Dealerships across Pakistan have already been formally notified, and the revised prices have taken effect immediately, signaling an early start to what may become a more competitive phase in the SUV market.