Automakers set out to recover sales: bonuses, zero rates, and urgency before the end of the month

The Argentine automotive market is undergoing a sales adjustment phase following the reorganization of the exchange rate system . The elimination of the currency controls and the implementation of a floating dollar within broad bands left a key consumer segment without any room for manoeuvre: dollarized buyers who saw cars as a way to capitalize on the gap.

Faced with this new reality, several brands have launched a sales offensive. In recent days, at least four smartphones have announced aggressive plans with a single objective: to boost sales before May 31 and avoid closing the month with stagnant figures.

The most notable initiative came from Volkswagen , which launched a flash sale on its Polo Track model. The vehicle is now offered for $23,990,000, a 19% reduction from its previous list price. In addition, the first three official services are free and interest-free financing is available for 12 months.

The offer, limited to 200 units, will be valid only until the end of the month. Industry sources emphasize that these types of promotions are absorbed by dealerships, which explains why the general list price has not been changed.

General Motors has reactivated its "Chevrolet Season" program, expanding the scope of its financing plans. This year, the Onix, Tracker, Spin, S10, Montana, and Trailblazer models are offered with extended terms of up to 30 months and rates starting at 0%, depending on the vehicle.

At the same time, Renault relaunched its "Renault Days" offering, adding options for internal combustion and electric models. The Kangoo Express, Kwid, Duster, and Kardian offer zero-interest financing in 18 installments, with varying caps based on the percentage of the value to be financed.

Both brands adjusted their strategy on the fly after detecting a significant drop in sales during the first half of May. Preliminary data shows a slower pace than in previous months, and dealers are looking to make up ground through these incentives.

On the other hand, Nissan surprised everyone by implementing a 1% increase in its list prices, breaking the freeze strategy it had adopted at the beginning of the month. With this decision, Ford became the only manufacturer to maintain its prices unchanged during May.

Industry sources indicate that activity is expected to close the month with around 38,000 registered units, an acceptable number compared to May of last year, but insufficient compared to the surge seen in the first months of 2025.

"The general perception changed with the new exchange rate. For those who have dollars saved, the incentive to buy a car as a hedge is no longer the same. And if prices also rise, the logical thing to do is wait and see how the market evolves," explained an analyst with direct ties to dealerships.

In this context, car manufacturers are seeking to stem the decline with one-off bonuses and short-term promotions. The new normal requires adaptation: with no gap, cars are no longer bought to make a profit, but because there are good conditions. And those conditions, for now, have an expiration date.