Quemando cauchos: Brasil.
Author | Zellner, Mike |
Position | Automotriz - Ventas de automoviles - Produccion automovilistica |
El mercado brasileño de automotores ha avanzado con dificultad en los últimos años mientras trata de encontrar el camino de regreso al crecimiento, pero ay del fabricante que no lance nuevos modelos en este mercado. Fiat, por ejemplo, se ha dado cuenta a las malas del precio de no tener un sucesor para su exitoso Uno. El Palio no ha logrado heredar la corona y se espera que la cuota de mercado de Fiar baje del 26% en 2001 al 16% en 2003.
Volkswagen, el líder del mercado, lanzó el Polo en 2002 para complementar el éxito del Gol. Los dos modelos venderán un total de 400,000 unidades en 2003, lo que representa más del 25% de los autos de pasajeros vendidos en Brasil, según la firma de investigaciones DRI*WEFA.
General Motors lanzó una nueva versión de su modelo Corsa para mantener el paso. GM también se concentra en el segmento de autos económicos, d llamado segmento A, con su Celta. "El Celta es un modelo único porque se coloca en la porción más baja del segmento económico, se fabrica con un sistema especial en la planta de Gravatai en Brasil y fue el primer vehículo en venderse en gran volumen por Internet", explica Maru Santiago, director de GM para América Latina. En 2001 se vendieron 90,000 Celtas, el 70% a través de la Internet.
Pero este año el Celta enfrenta la competencia de un nuevo modelo de Ford, obra del Proyecto Amazonas. Se espera que las ventas del auto asciendan de 22,000 en 2002 a 35,000 en 2003, según DRI*WEFA. En los próximos cinco años se espera que Peugeot, Fiat y Mitsubishi presenten nuevos modelos en este segmento, que debe crecer a un promedio anual del 15% hasta 2007.
Como han hecho en todo el mundo, los...
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