Chevrolet is enjoying a significant level of success in Brazil – Latin America’s largest car market. The Bow Tie closed 2018 as the best-selling automobile brand in Brazil – the third consecutive year that it has earned the title, an unprecedented turn of events in Chevrolet’s 93 year-long history in the country.
In 2018, Chevy sales totaled 434,364 vehicles in Brazil, good enough for a 17.58 percent market share. The sales volume represents a 10 percent increase in sales volume over 2017, enabling Chevrolet to comfortably outsell Volkswagen and Fiat, which have historically taken turns leading Brazil’s auto market.
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“Current consumer confidence reflects the company’s investments in product renewal, launching innovative technologies for quality, connectivity and energy efficiency”, president of GM Mercosul, Carlos Zarlenga, said in a statement (translated by GM Authority from Portuguese). “The excellent work of the dealership network is also an important differentiating factor.”
The Best-Selling Best-Seller
One can’t talk about Chevrolet in Brazil without mentioning the Onix. The subcompact hatchback was Brazil’s best-selling car with a record volume of 210,458 units – roughly half of Chevrolet’s sales volume in the 2018 calendar year.
Notably, 2018 marked the fourth consecutive year that Onix was Brazil’s best-selling vehicle. In addition, it represents double-digit sales growth over 2017. But what’s even more impressive is that Onix sold twice as many units as Brazil’s second best-selling model – an unprecedented event. Another noteworthy aspect of the Onix’s performance is that it also exceeded the combined sales volume of its two primary rivals, as well as those of several top-performing brands such as Hyundai, Toyota, Honda and Nissan.
With the stellar sales performance in 2018, the Onix becomes the Chevrolet model that has been Brazil’s best-selling vehicle for the longest period of time. In other words, it has surpassed the Monza sedan that held the best-selling car title in 1984, 1985 and 1986.
Two More Wins
Looking at the sales data by body style, Chevrolet led the market in two segments: hatchbacks, which account for 39 percent of Brazil’s cumulative auto sales, and sedans, which represent 21 percent.
Chevy’s sales wins don’t end there: the brand was also the fastest-growing volume auto brand in the fastest-growing segment of crossovers and SUVs, which currently represents roughly 20 percent of the Brazilian auto market.
A Bright Future
Chevrolet fully intends to build on its current momentum in Brazil (and other Latin American markets) by gearing up for several vital launches. Among them is the next-generation Chevy Onix and its sedan variant – the Chevy Prisma. The models will debut the GEM platform.
Otherwise known as the Global Emerging Markets architecture, the GEM platform will serve as the basis of a new family of vehicles for developing markets. The architecture will be a fundamental piece of GM’s strategy to continue leading in the region well into the future.