The automaker also launched a brand redesign in the southern Andean country and a strategy to digitalize its operations.
On March 31, Toyota del Perú announced the launch of the Toyota 10 program in the Andean country at a press conference. Through this initiative, the Japanese automaker extends the warranty on its vehicles for up to 10 years or 200,000 km.
This free benefit is activated as soon as the five-year commercial warranty expires and the customer performs periodic maintenance on their vehicle at any authorized dealership nationwide. If the vehicle is sold to a new owner during this period, the benefit is transferable. It should be noted that the program is available for Toyota vehicles purchased until April 1, 2020.
“We want to strengthen our customer trust, because they appreciate the durability, quality, and reliability of our vehicles. So we decided to introduce this extended warranty because it's a good selling point, encourages customers to return to our workshops, and also improves the pre-sale value of our vehicles,” David Caro, Marketing, Corporate Affairs & ESG Manager for the Commercial Division of Toyota del Perú, explained to AméricaEconomía .
In this way, Toyota 10 joins existing programs such as Life and Value: the former allows customers to design monthly payments tailored to their needs, while the latter offers a prepaid maintenance plan that allows them to save money and keep their vehicle in good condition.
It's worth noting that Toyota currently maintains a presence in Peru through 52 branches nationwide. In October 2024, the automaker strengthened its focus beyond Lima by opening its first redesigned dealership in Moquegua. Caro states that this image change also comes with a digitalization strategy to provide convenience to customers in Lima and the provinces.
“Basically, we focus on the consumer and optimize many processes that are now being done digitally. We also try to reduce collective costs so that when customers arrive at dealerships, they can have more digital support to help them make the right decisions,” Caro added.
On the other hand, Toyota's regional plans in Peru include an ongoing tour of provincial cities to promote the use of hybrid and electric vehicles through dialogue with local authorities. "In 2023, we sold fewer than 1,000 hybrid vehicles; in 2024, just over 2,000, and this year, our plan is to sell more than 3,000 hybrid vehicles under the Toyota brand alone. We are working to convince people that the maintenance of a hybrid vehicle is equal to or less than that of a gasoline-powered vehicle," said the Toyota spokesperson.
Finally, Caro doesn't rule out the possibility that the United States' global tariffs on auto imports could have a knock-on effect in Latin America and Peru. "It could happen that some brands that produced vehicles in Mexico or Canada previously destined for the American market could be redirected to South America or other markets. We're talking about larger pickup trucks or SUVs, which are often preferred by Americans."
