Toyota is the largest vehicle manufacturer in the national automotive industry: In 2024 it produced a total of 170,330 units In its Zárate plant and its star product is the Hilux pickup. Gustavo Salinaspresident of the local subsidiary, it is very clear about that and considers it part of the key to success: “We will continue to bet very strongly to production in Argentina.”
The Japanese company truck was also the most patented vehicle during the past month and remains one of the three most chosen in the total market so far from 2025.
The Hilux has already several years as the best -selling truck in the countrybut competition is evolving quickly. Upon the new Ford Ranger, Volkswagen’s investment announcement for the future Amarok was added and the arrival of the Stellantis pickups, with the Fiat Titano at the head, is imminent.
Therefore, the renewal of the Japanese brand truck generates a special expectation and the owner of the company gave some clues of how that evolution can be.
In exclusive talk with ClarionSalinas also talked about the market, how government measures impacted on the sector and the prices of the 0 km in Argentina.
“It is mandatory to go for electrification”
The arrival of a new Hilux generates expectation between pickup users and Toyota president gives some clues where the renewal of the country’s best -selling truck will go: “There are things that I cannot confirm today, but It is very clear that electrification is a reality in all market segmentsfor what comes forward. “
Salinas also justifies that decision for the export profile of the Hilux project in Argentina, since 80% of its production is sent to other countries and “the regulations are put in many more and more severe and demanding markets in terms of what is the availability of electrified products, which is mandatory that we have to go on that path.”
The Executive insisted that “times today I can not confirm them, but it is clearly the address to which we are going.”
-The greatest flexibility to import what exists today changes the strategy?
-Our policy, it has been coming for a long time, and we will continue: it is to bet very strongly to production in Argentina and regional production. Toyota produces near where your customers are. In Argentina, importation always has high and low, depending on the economic circumstances of the country. Of course we are always analyzing what we can import.
-They they announced 10 years warranty for Toyota models in Argentina, what purpose does this measure have?
-The purpose our purpose has to continue cultivating that relationship with customers and a long -term vision and not a specific business, a sale of a guarantee. The announced does not entail extra expenses. Of course, in order to do that, you have to have conditions that somehow is sustainable that commitment you are assuming. And that is the very concrete and tangible reality that is the quality and durability of vehicles.
Toyota has just announced 10 years warranty for your cars.-But also not a financial cost?
-He has a financial cost when you do it with a short -term look. But we see it in the long term, in relation to the client, the experience with the brand, the retention of current customers and also tell you the conquest of new customers attracted by this proposal, that compensates for that eventual cost that you will have for the repair of some vehicles. But again, the basic foundation is the quality and confidence in the vehicle we are delivering.
-Is the 10 -year guarantee something that users somehow asked for it?
-No. But we are close to having a park, I would tell you in ten years of almost 1 million units. Of that million units, half is still in the warranty period, but the other half is out of warranty. And in that other half, which have not been Toyota customers, who are second or third hand users of the vehicle. These people never had a direct experience with the brand beyond being a user of the vehicle.
-How do you see the market so far this year?
-All now we come quite in line with what we were projecting. In a macroeconomics that remains ordered, that is gaining consolidation in stability, with a loan that is increasingly available for the client, the market had to tend to recover, because we come from many years with a very depressed market. The current market is at a level close to 600,000 units. In addition, there is more offer of new models that are entering and that also contributes to recovery.
Gustavo Salinas said they are seeing how to produce more. Photo: Guillermo Rodriguez Adami-Do the brands that until now were asleep or the new ones that are entering, many of them with pickups, can reduce the participation of Toyota?
-The greater offer of new products is modifying that market. We are with a capacity for production to the limit, both in Argentina and in Brazil. In both cases with three production shifts. And that is a limiting in a growing market like the one we are having in Argentina, which is feasible that some market share somehow decreasing.
-Are you analyzing even more in Zárate?
-We are always working on a scheme to see if we can work additional Saturdays to increase production, to ensure the set plan and maximize our delivery supply. Because remember that we not only work for the domestic market, but 80% of our production are exported.
The Toyota Hilux produced in Zárate is the most manufactured model of the national industry.-Were the measures taken by the government that impacted on the automotive sector?
-Yeah. We knew we were going to travel that path. It is clear that Argentina has to normalize its economy and we have to go more and more an openness, which is very clear and that it will continue to be gradually also based on the restrictions that the country has when we talk about lowering taxes. It would be irresponsible to expect them to quickly be reduced when we are still in a very fragile fiscal situation. Of course, there is a lot to travel. We have an automotive park that has been highly outdated in recent years.
-What do you think will happen with prices? Beyond the controversies, Argentina still has the most expensive cars in the region.
-There there are different situations in each brand. In our case we have prices that are very in line with those of other markets. But it is clear that to the extent that the tax structure is somehow accommodated, all that has to be reflected in prices. We are working very strong in internal competitiveness. Always improve. That is part of Toyota’s culture. And we go to a more competitive market. And that favorable for the client because it has more proposals, more offer and will have prices more clearly oriented to the market.
-What opinion do you have of the arrival of more Chinese brands to the local market?
-I think that in Argentina what has already happened in other countries of the region and the world will happen. In Brazil, out there more recently in the last two years and before in other markets such as Chile, Peru and others. What we have seen in other markets is that the Toyota client has a particular profile, which seeks trust and be about what he knows. With which we have competed equally with our service proposal service and value added. With which, the competition welcome.
-Why did Toyota never stop investing in motor racing when other companies have had more fluctuations?
-The possibility of learning and always analyzing technologies that tomorrow can become eventually applied to street vehicles da larlavilismo. That is a bit the logic of our participation. And it was somehow why the introduction of the Gazoo Racing brand, to have a closer and more emotional relationship with a client profile that is looking for that.
