Fortuner Frenzy: Pakistan’s SUV Craze Drives Auto Sales Revival
Pakistan’s automobile industry is showing strong signs of recovery, with vehicle sales increasing by an impressive 50% in the first nine months of the fiscal year 2025. This revival is being driven by a surge in consumer demand, favorable economic conditions, and easier access to auto financing, which has reached a 41-month high.
At the forefront of this resurgence is the Toyota Fortuner, a premium SUV that has captured the attention of buyers across the country. With 5,638 units sold in just nine months—averaging almost 20 vehicles per day—the Fortuner has become a symbol of the evolving preferences of Pakistani consumers. Despite its hefty price tag of over PKR 1 crore, the model’s consistent sales indicate a strong shift towards high-end and luxury vehicles.
Industry experts attribute this trend to a recovering economy, which has boosted consumer confidence and purchasing power. Additionally, banks and financial institutions have relaxed auto loan policies, making it easier for middle- and upper-income groups to finance premium vehicles. The rise in Fortuner sales also reflects a broader demand for durable, performance-oriented SUVs that offer a blend of comfort, safety, and status.
The role of Indus Motors, the company behind Toyota in Pakistan, has been crucial in maintaining supply and catering to rising demand. With improved production and a stable supply chain, they’ve been able to meet consumer expectations despite challenges in the global automotive landscape.
As the fiscal year progresses, analysts remain optimistic about continued growth in the auto sector, particularly in the premium and SUV categories, which are increasingly seen as aspirational choices for upwardly mobile Pakistanis.