The automotive landscape in Peru is dynamic, competitive, and increasingly diverse — with a mix of legacy brands and rising newcomers shaping what “car culture” looks like across the country. In this article, we unpack the main players — the “marcas de auto” that dominate today, the shifts in consumer preferences, and what 2025 might bring for Peru’s auto buyers.
Leading the Pack: Top Brands in Peru
At the top of the sales charts sits Toyota. In 2024, Toyota sold 36,641 units, earning a market share of 21.5% — meaning roughly one in every five new cars sold in Peru is a Toyota. El Comercio Perú+1
Close behind are Hyundai and Kia, with Hyundai achieving around 9.3% and Kia about 9.1% market share. El Comercio Perú+2Best Selling Cars Blog+2
Other brands holding significant positions include Chevrolet, Changan — a Chinese brand making notable inroads — and JAC. El Comercio Perú+2PeruGlobal+2
As of 2025, some updated numbers show Toyota with roughly 20.5% share, Kia at 9.2%, Hyundai at 9.0%, and Changan around 5.7%. PeruGlobal
What’s Driving Preferences — And New Entrants
✅ Reliability, brand reputation & variety
Toyota’s decades-long presence and broad lineup — from practical sedans to rugged pickups and SUVs — continues to earn trust among Peruvian buyers. That reliability, coupled with after-sales support and widely available parts, makes it a go-to choice.
Hyundai and Kia appeal to customers seeking a balance of modern design, efficiency, and price — often resonating with younger buyers or families. Their relatively affordable models and growing dealership networks help maintain their strong position.
🌍 The rise of Chinese brands
Emerging brands like Changan (and to some extent JAC) are shifting the market. Between January and May 2023, Chinese automakers captured around 20.1% of light-vehicle sales in Peru — with Changan leading the charge. fundacionandresbello.org+1
Changan’s focus on SUVs and budget-friendly vehicles appeals to buyers wanting larger vehicles without premium pricing. Their growth reflects changing attitudes — price sensitivity plus the desire for modern design and features. fundacionandresbello.org+1
🌀 Market headwinds and contraction
It’s not all growth. 2024 saw a slowdown, with total light-vehicle sales dropping about 8.2%. Best Selling Cars Blog+1
Even so, some brands held their ground or grew modestly, showing resilience amid economic pressures. Best Selling Cars Blog+1
At the same time, the market for used and pre-owned premium cars is growing, especially for luxury vehicles previously out of reach for many buyers. Business Empresarial+1
What “Marcas de Auto” Look Like in 2025
| Brand Type | What They Offer | Why Buyers Choose Them |
| Legacy Japanese / Korean (Toyota, Hyundai, Kia) | Reliability, wide dealership network, varied lineup (sedans, SUVs, pickups) | Trusted reputation, easy maintenance, well-understood resale value |
| Emerging Chinese (Changan, JAC, etc.) | Affordable SUVs and compact cars, modern styling, competitive features | Value-for-money, lower prices, rising dealer support |
| Western & Established global (Chevrolet, Ford, etc.) | Familiar name, mixed model range | Sometimes deals/promotions, occasional bargains, alternative aesthetic or driving feel |
| Premium / Used-luxury segment | Luxury brands (European, upscale models) — often used or imported | Aspirational value, luxury features, prestige — increasingly accessible via second-hand market |
What’s Changing — And What’s Next
- SUVs and crossovers continue to dominate demand, driving brands like Changan to invest heavily in those segments. fundacionandresbello.org+1
- Economic uncertainty and shrinking disposable incomes make budget-friendly brands and used cars more attractive. This trend fuels growth in Chinese brands and second-hand premium cars. Business Empresarial+2Best Selling Cars Blog+2
- Diversity of choice: thanks to more brands and import channels, consumers have more options than ever before — from economical city cars to SUVs and luxury second-hand models.
- Emerging second-hand premium market: As new-car prices rise, many buyers turn to pre-owned luxury cars to get prestige or performance without new-car premiums. Business Empresarial+1
What This Means for Consumers
If you’re a buyer in Peru today, your decision will likely come down to what you value most:
- Reliability + resale value + easy maintenance → Go with established brands like Toyota, Hyundai, Kia.
- Budget + modern features + affordability → Chinese brands such as Changan or JAC may offer the best value.
- Prestige or luxury at lower cost → Consider second-hand premium vehicles, but research carefully — maintenance costs and parts availability can be limiting.
- Practicality and variety → Global brands like Chevrolet or other midsize manufacturers offer alternatives, especially for city driving or mid-range budgets.
Final Thoughts
Peru’s auto market today is more varied — and more competitive — than ever before. The dominance of established brands like Toyota remains strong, but rising players — especially from China — are challenging the status quo by offering affordable, stylish, and feature-packed vehicles.
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