* See the Top 20 best-selling brands and Top 140 models by clicking on the title *
Another very tough month for the Brazilian new car market still firmly held back by recession. Volumes are down 23% year-on-year in March to 173.275 units, pulling the first Quarter result down a depressing 28% to 465.056 units. Chevrolet confirms it is the new leader in town: its 27% drop to 26.986 sales is a better hold than followers Fiat (-37%) and Volkswagen (-35%). Hyundai holds onto an outstanding 4th position overall with a round 10% market share, distancing Toyota (9.8%) and Ford (8.9%). Thanks to sales down just 4%, Nissan remains 9th above Jeep, still and by far the best performing manufacturer in Brazil – up 14-fold on March 2015 – thanks to the kick start of the Renegade’s local production. Peugeot impresses also with sales up 27%, as does Audi at +12%.
The Chevrolet Onix is the best-selling nameplate in the country for the 8th consecutive month, managing an incredible 28% year-on-year gain to 12.192 units and 7% share, flanked by the Hyundai HB20 also very impressive with volumes up 15% to 6% share. The Ford Ka (-11%) rounds up the podium but the hero of the month is the locally produced Honda HR-V, up 154% on March 2015 to a record 4th place overall with 6.059 sales. The HR-V now dominates the Brazilian SUV segment, towering above the Jeep Renegade (4.284), Ford Ecosport (2.327) and Renault Duster (2.187).
The Fiat Strada (-46%), Palio (-49%) and Uno (-54%) all suffer greatly, but the Italian brand is banking on two newcomers with great potential: the Toro pickup slices in February ranking in two to brilliantly break into the Top 20 at #19 with 3.080 units. This means the Toro is now Brazil’s third best-selling pick-up below the Strada (5.357) and Toyota Hilux (3.442) and just above the VW Saveiro (3.040). Fiat’s new minicar, the Mobi, lands at #108 wit 94 pre-sales as the nameplate’s launch is slated for April 13 with an estimated sub-US$ 8.000 starting price. Fiat is not positioning the Mobi below the Uno, rather as a youthful alternative similar to what Volkswagen did with the Gol when launching the Up – with disastrous consequences. The Mobi should rise up the ranking fast, or else Fiat will find itself in as much of a precarious situation in Brazil as VW currently is.
Previous month: Brazil February 2016: Onix leads, HR-V and Toro take off
One year ago: Brazil March 2015: Fiat Strada and Chevrolet Onix on top
Full March 2016 Top 20 brands and Top 140 models below.