Brazil Full Year 2016: Chevrolet takes control in market down 20%

Astounding performance of the Chevrolet Onix up 22% in a market down 20%.

* See the Top 20 best-selling brands and Top 150 models by clicking on the title *

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The freefall continues for Brazilian new light vehicle sales: after losing 850.000 sales in 2015, the market drops another 500.000 in 2016 to fall below the 2 million annual unit-milestone at just 1.986.389. The last year with lower sales was a decade ago in 2006 (1.830.402). In 2015 Chevrolet snapped the models pole position for the first time in 30 years with the Onix. The Onix stays on top this year, but the American manufacturer also takes control of the brands sales charts thanks to sales down “just” 11% to 345.874, improving its market share by almost two percentage points to 17.4%. This is the first time since 2004 that Chevrolet is #1 in Brazil. In contrast, Fiat falls 31% to 15.4% and Volkswagen tumbles 36% to 11.5%. Hyundai and Toyota also deliver outstanding results and both gain roughly two percentage points market share: the Korean carmaker going from 8.3% to 10% thanks to a decline limited to 3% and taking advantage of Volkswagen’s particularly debilitating weakness to break onto the podium from September to November, while Toyota actually improves 3% to jump from 7.1% to 9.1% share, snatching the annual 5th place out of Ford’s claws during the last days of the year. Nissan (-1%) improves its share while Jeep (+41%) and Volvo (+19%) are the only other carmakers to gain volume inside the Top 20.

The Hyundai HB20 gains 11% to end 2016 at a record 2nd place overall. 

In the models ranking, the two market leaders both pull absolutely stunning performances in a decaying market, helped by facelifts early in the year. The Chevrolet Onix cements its market domination with a 22% surge leading to a 7.7% market share (vs. 5.1% in 2015) and the Hyundai HB20 confirms the Korean manufacturer is now in the big league in Brazil with a 10% improvement lifting its share to 6.1% vs. 4.5% and #3 last year. The Ford Ka (-15%), Chevrolet Prisma (-6%) and Toyota Corolla (-4%) all lose volume but less so than the market, resulting in improved shares and rankings across the board. Once dominant, the Fiat Palio (-48%), Strada (-40%) and VW Gol (-31%) continue to fall off the radar at devastating speeds.

Successful launch for the Fiat Toro, peaking at #8 overall in October.

The shift toward SUVs is also visible in Brazil, with the Honda HR-V gaining a further 9% and 6 spots on 2015 to brilliantly break into the annual Top 10 with 2.8% share, with the Jeep Renegade following closely behind at +32% and 9 ranks to #11. Although it lost the brands leadership to Chevrolet this year, Fiat has launched two all-new nameplates with success in 2016: the Toro pickup shoots up to #14 overall above 40.000 sales and outsold the Strada to become the #1 commercial vehicle in the country both in October and December. The Mobi for its part is trying to replicate the success of the Up but ends up messing up Fiat’s lineup as that latter car did with the Volkswagen range, it lands at #22 with just under 30.000 units this year. Among recent launches and facelifts, notice also the Renault Oroch at #39, the Nissan Kicks at #47, Citroen Aircross at #58 and Jeep Compass at #60.

Previous month: Brazil November 2016: Onix, HB20 shine, Jeep Compass lands

Previous year: Brazil Full Year 2015: Onix first Chevrolet best-seller in 30 years

Two years ago: Brazil Full Year 2014: Fiat Palio ends 19 years of VW Gol reign

Full Year and December 2016 Top 20 brands and Top 150 models vs. Full Year 2015 below.