SUV flips trend in country and accounts for 20.8% of sales

Who gambled that it would be a ' fad ' lost. -Sports utilities already represent 20.8% of sales of cars and light commercial and surpassed, for the first time, albeit discretely, the market for sedans in the first quarter.
The manufacturers ' forecast is that SUVs, as they are called, take 30% of the slice of sales by up to three years, lifting the thread to the top of the market and leaving behind the hatch cars, today Brazilian's favorite.
Following the global trend, the market for SUVs is the fastest growing in Brazil. From 2010 until last year, almost doubled in size, leaving 215,700 units to 414,500. In the first quarter of this year, business has increased by 34.4% to 109,800 units, while the total market grew by 14.7%. Sales of sedans totaled 109,300 units.
Before almost restricted to imported, high constant sales has led to the automakers continues the production, cases, for example, the Jeep Renegade and the Compass, manufactured in Goiana (PE).
No wonder there are 22-sports utilities releases planned for this year, between domestic and imported models. "Brazil is going toward the global trend (sales of SUVs), especially in the UNITED STATES and China," says Rodrigo Custódio, Director of the consulting firm Roland Berger.
In both countries and in Canada, the segment accounts for 40% of the market for cars and light commercials. According to the survey, Brazil Jet consulting, with 20% of sales to those vehicles, equates the slices recorded by Germany, France and India.
The lowest participation observed between 17 countries surveyed was that of Japan, with 8% of sales. "The market for SUVs is one of concentrating more news and releases in recent years," says Rafael Abe, Director of the Jet.
Around the world, were sold last year, 29.5 million of these vehicles, the equivalent to 31.2% of the market for cars and light commercials. In 2010, this participation was of 14%.
What attracts consumers to this type of vehicle is the feeling of comfort and safety while driving-because they are higher in relation to others and allow better outer-vision, ample space for the occupants and the trunk with good cargo capacity. In versions with four-wheel drive, the advantage is to be able to run on any type of terrain.
There are models for sale to several tracks, R $60000 (JAC T-40 and Chery Tiggo) R $1 million (SV Range Rover Autobiography), so the utilities are "stealing" sales of multiple threads.
How about 70% of sales in the segment are concentrated in compact SUVs, the most affected are the medium-sized hatch-where are classified, for example, the Volkswagen Golf (R $70000) and the Chevrolet Cruze (R $93000)-and the medium sedans-as Toyota Corol (R $90000) and Honda Civic (R $89400).
In low
Four years ago, the average sedans once enjoyed a 7.5% of sales, today's slice in 6.4%. The participation of the hatch fell 2.2% average in 2015, to less than 1% in the first three months of this year. The cuts are almost extinct. "In markets like American, some manufacturers are starting to withdraw hatches and production sedans for SUVs," said Custodio, the Roland Berger. Recently, for example, the American press said that General Motors should take the Sonic and the Impala line in the U.S., and Ford, the Fiesta and Taurus.
Developed initially as rustic, cars for use off-roader, the SUVs have conquered consumers that only run in cities. Therefore, the range of products has been expanding with versions for all kinds of taste, tiny Renault Kwid (R $31000)-named for the brand of the compact SUV, although the market doesn't rate as utility-until the luxury Porsche Macan (R $321,000) and Jaguar F-Pace (R $322,500).
An eye on profitability
Manufacturers and consultants predict sales of just over 1 million of utilities-sports in the Brazilian market in 2022, the equivalent of 30% of the total business of automobiles and light commercial. All the automakers are preparing strategies to compete in the mother lode, seen as one of the most profitable in the middle.
"There's going to be a fierce competition as it is a promising market," notes the Director of Roland Berger, Rodrigo Custódio. According to him, the profit margin in this segment is significant because, typically, the SUVs are produced on the same platforms (bases) developed for cars.
That's what will happen, for example, with the T-Cross, first utility that Volkswagen will in Brazil at the beginning of 2019, at the factory. The model will be produced on the same platform of the hatch and sedan Polo Virtus, released recently.
The Ford EcoSport, which introduced the concept of SUV in the country, in 2003, was based on the Fiesta, the Honda HR-V Fit and Hyundai Crete HB-20, to name a few more examples.
Volkswagen wants to take the brand in this segment and promises have five SUVs in your portfolio within three years. The first to hit the market was the Tiguan, midsize Allspace, released last week. The template is imported from Mexico and have flex versions (with motors exported by Brazil) and just the gas. The prices vary from R $124,900 R $180,000.
Bet
The price of the compact T-Cross should stay in the R $70000, since it will have among its competitors Hyundai Crete and the Jeep Renegade. Then come the Tarek, made in Argentina, the Atlas, imported from the United States and maybe the Touareg, also imported. But some people bet on another product for Brazil, probably a smaller version that the T-Cross.
"Of every 10 cars sold in Brazil, two are SUVs and, in 2022, will be three," says Pablo Di Si, President of Volkswagen Brazil and South America, who admits that the mark was slow to enter the segment.
It is with these products and other planned releases 15 over four years that the automaker expects to go back to being the market leader in the country, lost post in 2001 after 42 years ahead of other brands.
Around the top can still occur this year or next, but the Executive points out that should be in a sustainable way. "If a competitor starts do not go after promotions festival, and we can give up the leadership."
In the queue. General Motors is another brand that should be more SUV options beyond the Tracker, imported from Mexico, and the Trailblazer, manufactured in São José dos Campos. The brand promises news segment for a number of years, and the date may be approaching, not necessarily this year.
The Fiat Chrysler, according to market sources, also works in a minor utility that the Renegade and Ford, meanwhile, is betting on the new EcoSport released last year.
Who news still in 2018 is the Citroën, which will start production in Puerto Real (RJ) of C4 Cactus. Renault will import the Koleos, considered a luxury SUV, and promises the new Duster for 2019.
The newly launched Chery Tiggo also promises to move in the market, especially now that the Chinese brand is under command of the Caoa group-which produces in Goiás Tucson models and ix35, Hyundai.
There are also many novelties imported, like the Kia Stonic, the new Porsche Cayenne and BMW X 2.
' Popular ' lose space
The success of utilities-sports in the Brazilian market, in the view of analysts, is explained, in part, by the increased interest of consumers for technology, connectivity and on-board safety in vehicles.
All that attached to that one could almost call it a new wave in the sector, since the SUVs have attracted young people, families and executives at the expense of traditional models like hatch and sedan, which also incorporate the technological innovations.
Although they are, in a way, part of this dispute, "cars"-as they are called today the ancient "popular"-are also losing national market share.
Data from the National Federation of retailers of motor vehicles (Fenabrave) show then loss of representativeness of the cheaper models in the total sales of cars and light commercials. In 2003, they accounted for 44.3 percent of the market, with 595,700 units sold. Last year accounted for 17.3% of business units and in 375,700 first quarter, by just 16%, with 84600 units.
"Even the popular cars today have a certain considerable technology compared with the past but, in fact, are losing ground," says Rafael Abe, Director of the consultancy.
In addition to the search for more models fitted, one of the explanations is that the traditional popular consumer depends on cheap credit, and it disappeared from the market in recent years. Unemployment also inhibits sales.
Little offer
Even in the best years for popular cars of 2009 to 2012, when annual sales passed to 900,000 units, participation in this segment decreased from 31.5% to 26.8% in the period.
Today, the most sold are Ford Ka (24000 units this year), Volkswagen Gol (16200), Renault Kwid (13600), Fiat Mobi (12300) and Toyota Etios. The prices range from R $31000 R $44000,
The product offering in this category also has been falling. This year, for example, there is no release date scheduled.
The President of Volkswagen in South America and Brazil, Pablo Di Si, States that it is difficult now to develop a car on track of R $30000. "We will not sacrifice technology and safe so I can be in that segment."