Retail campaigns took to a 10% increase in light vehicles sales in the first half of March
Toro
By Alzira Rodrigues | 3/17/23 | Translated by Jorge Meditsch
The first half of March had a small reaction of the light vehicle market, but numbers are still feeble and keep indicating a 2023 much close to 2022. Seventy-seven thousand units were licensed in the first 15 days of this month, a 10% increase over the same period in February (close to 70 thousand units).
Compared to the same interval last year, the high reaches 16%, but it is worth recalling that the first half of 2022 was marked by the semiconductors supply crisis, which still persists in Brazil and worldwide, although mildly.
In front of high interest and credit restrictions, the consumer thinks twice before changing cars and investing in a brand-new one. The situation has taken the manufacturers to aggressive retail campaigns, which didn’t happen last year when the offer was lower than demand.
General Motors, for example, is broadcasting a TV campaign offering zero interest for Tracker SUV buyers. Renault is also using the same tactic to sell the compact Kwid in its dealerships. Besides ongoing actions, two more were announced this Friday, 3/17.
The market leader Fiat offers one year of free fuel – with a full tank every month through the Cart application, Stellantis’ group e-commerce platform – for those who buy a diesel Toro. Developed in partnership with the Shell Box network, the campaign is valid through March 31 in all brand dealers in Brazil.
Hyundai, by its side, announced this Saturday, 3/18, the “HB20 Day”, offering special conditions for buyers of a brand new unit of the car. “The ‘HB20 Day’ will be a Hyundai’s relationship event with customers and potential buyers”, explains Angel Martinez, commercial vice president of the manufacturer in Brazil
One of the offers is car insurance that, according to the customer’s profile, could be totally free for one year. The initiative is the fruit of a partnership between Hyundai and its dealer net, Hyundai Bank, Hyundai Insurance Broker and Santander Auto.
The HB20 Day will have a regressive count on the brand’s profiles on Instagram (@hyundaibr), Facebook (facebook.com/hyundaibr) and the Youtube channel youtube.com/hyundaibr. To consult the dealers’ list, access www.hyundai.com.br.
Fiat leads the ranking of the first half of March with a 23.1% share. Following are General Motors, Volkswagen, Toyota, Hyundai and Jeep. The Fiat Strada is first among models in the period, followed by the Hyundai HB20 and Chevrolet Onix.
| Brand’s sales: March 2023 – up to March 15 | ||
| Brand | Volume | Share |
| FIAT | 17.813 | 23.1% |
| CHEVROLET | 11.371 | 14.8% |
| VOLKSWAGEN | 9.298 | 12.1% |
| TOYOTA | 7.819 | 10.2% |
| HYUNDAI | 7.272 | 9.4% |
| JEEP | 5.918 | 7.7% |
| RENAULT | 3.519 | 4.6% |
| NISSAN | 2.905 | 3.8% |
| HONDA | 2.361 | 3.1% |
| CITROËN | 1,026 | 1.3% |
|
2023 Year-to date Top 10 Models |
||
| Model | Volume | Share |
| STRADA | 18.026 | 5.5% |
| ONIX | 16.648 | 5.1% |
| ONIX PLUS | 13.696 | 4.2% |
| CRETA | 12.267 | 3.7% |
| HB20 | 11.712 | 3.6% |
| MOBI | 11.551 | 3.5% |
| COMPASS | 11.499 | 3.5% |
| ARGO | 11.319 | 3.4% |
| TRACKER | 11.191 | 3.4% |
| T-CROSS | 11,036 | 3.4% |
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