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

Chevrolet Onix Brazil 2015. Picture courtesy uol.com.brThe Chevrolet Onix is the best-selling vehicle in Brazil in 2015. Picture uol.com.br

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2015 was a year to forget fast for new light vehicle sales in Brazil: down an abysmal 26% year-on-year to 2.476.904 registrations – that’s 850.000 less deliveries than in 2014, or 3.300 less every business day. In one single year the Brazilian market cancelled 8 years worth of growth as we returned to the sales level of 2007 (2.342.059). Brazil drops 3 spots in the worldwide ranking from #4 to #7, overtaken by Germany, India and the UK. And the worst is probably yet to come the country enters its longest economic recession since 1930 with four consecutive quarters of contraction in 2015. Annual inflation accelerated to 10.7%, the fastest since 2002, and is not expected to slow down significantly in 2016 while the real crumbled by more than 30% against the dollar.

VW Gol Brazil 2015The Gol (-55%) pulled Volkswagen sales down an abysmal 38% in 2015.

Brazil’s economy has been affected by the drop in oil, iron and copper prices and a heavy dependence on exports to China meant the slowdown there is particularly painful for the local economy. But perhaps more alarmingly for 2016, the consumer morale is at its lowest, with household spending receding much faster than the economy itself (-4.5% vs. -1.7% in Q3 ’15). An unprecedented bribery scandal at the government-run oil company Petrobras has scared foreign investors away and brought calls for the impeachment of President Dilma Rousseff, who only has a 10% approval rating (source Datafolha). Some analysts describe Brazil as currently being in an economic and political paralysis.

Lifan 530 Brazil February 2015Lifan should become the #1 Chinese brand in Brazil in 2016.

This grim context has brought a raft of momentous shifts in the Brazilian car market. Chevrolet (387.971 sales, down 33%) led the overall market in each of the last 3 months of the year, but this wasn’t sufficient to overtake Fiat annually: the Italian carmaker holds onto the top spot despite a 37% drop to 439.165 units. Volkswagen accelerates its freefall at -38% to 359.494 deliveries: the German carmaker was down an incredible 58% in December, the most worrying element is this fall is unrelated to its current emissions scandal, rather a decades-long inertia that means most of its range is now out-of-date and out-of-sync with Brazilian consumers’ changing tastes. A momentous event: the Top 3 carmakers in Brazil (Fiat-Chevrolet-VW) fall below 50% share for the first time in decades at 47.9% vs. 55.7% in 2014.

Jeep Renegade Brazil 2015The Renegade single-handedly transformed Jeep into a mainstream brand in Brazil.

Ford limits its fall to 18% and crosses the symbolic 10% market share milestone at 10.2%, Hyundai is down just 14% to overtake Renault and land in 5th place with 8.3% share and Toyota (-10%) gains over one percentage point of market share to 7.1%. A handful of manufacturers manage a stellar year in Brazil: the most impressive of them is without contest Jeep, which inaugurated its first factory in Goiana Pernambuco late last year to manufacture the Renegade. This move sees Jeep increase its Brazilian sales 13-fold from 3.309 in 2014 to 41.791 this year. Better still: the Renegade was the best-selling SUV in the country during the last quarter of the year, culminating at an incredible 6th place with 6.976 sales in December.

Honda HR-V Brazil 2015. Picture courtesy shopcar.com.brThe HR-V means Honda is up 11% this year in Brazil.

Honda is in a similar situation, up 11% to go from 4.1% share in 2014 to 6.2% this year thanks to the HR-V production localisation. The HR-V broke into the overall Top 10 three times including in December with a record 6.537 units (#9), finishing the year at #16 – the most popular all-new entrant of 2015 and by far the best-selling SUV in the country (51.155) above the Renegade (39.187), Duster (34.325, down 30%) and Ecosport (33.861, down 38%). As is often the case in times of deep crisis, luxury brands are unaffected, even improving year-on-year: Mercedes is up 29%, Audi up 40% and BMW up 5%. Notice also local fare Troller up 36% and Subaru up 25%. Chery (-44%) is the most popular Chinese brand at #19 above JAC (-40%) and Lifan (-5%) which should shoot up to 1st place in 2016.

Chevrolet Monza Brazil 1987. Picture courtesy descalvadoagora.com.brThe last (and only other) Chevrolet to top the Brazilian charts was the Monza in 1986.

It’s a proper earthquake atop the 2015 Brazilian models ranking: only one year after the Fiat Palio ended 19 the two decades-long VW Gol reign, the best-seller trophy already changes hands, snapped by the Chevrolet Onix. The Onix ranked #1 for the first time ever in August and has remained there ever since, accessing the YTD top spot in November. Thanks to sales down ‘just’ 17% to 125.931, the Onix is up 3 spots on 2014 to edge past the Palio, down 33% to 122.364. The Onix is the first Chevrolet to top the Brazilian sales charts in 30 years and only the second one ever with the Monza, #1 in 1985 and 1986. In fact, it is only the third time in the past 62 years that neither a Volkswagen nor a Fiat tops the charts. The VW Fusca (aka Beetle) ranked #1 for 27 years (19541980), then the Fiat 147 for 3 years (19811983), the VW Gol for 26 years (19871993 and 19952013), the Fiat Uno in 1994 and the Fiat Palio in 2014.

Hyundai HB20 Brazil May 2015. Picture courtesy carplace.uol.com.brHyundai HB20 – Never had a Korean nameplate ranked that high in Brazil (#3).

Further down, the Hyundai HB20 drops only 8% to break onto the annual podium for the first time at #3. It is the first time a Korean model ranks among the Brazilian Top 3. Below the Fiat Strada down 36% to #4, the new generation Ford Ka, up 106% to 90.187 sales for its first full year, is a breath of much needed fresh air for the American carmaker whose next best-seller is the Fiesta Hatch, down 63% to #19. Down a hair-rising 55% (-78% in December!), the previously unbeatable VW Gol is showing a decidedly bruised face in 6th place, the nameplate’s lowest annual ranking in Brazil in 35 years (since 1981). Worse: the Gol was the only Volkswagen in the December Top 12 – hopefully the German manufacturer will start aligning itself with the significantly more modern and sophisticated offers from the competition in 2016.

Fiat Toro Brazil 2015The Fiat Toro will shake up the Brazilian pickup segment in 2016.

Other notable movements in the models ranking include the Ford Ka sedan shooting up to #23 for its first full year, the Peugeot 2008 landing at #70 and the Mercedes GLA up 62 ranks to #78. The Lifan X60 (#88) is the #1 Chinese nameplate for the 2nd year running ahead of the Chery Celer (#108) and JAC T6 (#125). Two pickups launched late in the year hold some great potential for 2016: the Renault Oroch arrives at #87 but was inside the Top 40 in November and December with roughly half the sales of the Duster on which it is based. It could climb into the 2016 Top 30. Finally, the strikingly-designed Fiat Toro only had 65 demo sales in December but will be a worthy challenger in a segment dominated by the Chevrolet S10 (#25), Toyota Hilux (#26) and Ford Ranger (#39).

Previous month: Brazil November 2015: Chevrolet Onix closes in on first annual win

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

Two years ago: Brazil Full Year 2013: Chevrolet Onix edges Hyundai HB20 out

Full Year 2015 Top 30 brands and Top 150 models vs. Full Year 2014 figures below.

Full December 2015 Top 20 brands and Top 100 models below.

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Brazil November 2015: Chevrolet Onix closes in on first annual win

Chevy Onix Brazil November 2015. Picture courtesy of Carrosdoalvaro.blogspot.comThe Chevrolet Onix overtakes the Fiat Palio to rank #1 year-to-date in Brazil.

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No recovery in sight for the Brazilian new car market: things are even getting worse with November down an abysmal 32% year-on-year to 189.358 registrations compared to -24% and 2.256.267 year-to-date. Chevrolet posts a second consecutive month atop the brands ranking despite sales tumbling down 40% to 30.669. That’s still a better hold than #2 Fiat (-45%) and #3 Volkswagen (-43%). Ford (-32%) evolves just as poorly as the market but reclaims the #4 spot off Hyundai (-22%) with Renault (-25%) and Toyota (-27%) also gaining market share. None more so than Jeep though, graduating from a tiny presence a year ago (390 sales) to blockbuster status at #9 and a record 6.193 sales and 3.3% share, all this thanks to the local production kick start of the Jeep Renegade, accounting for 98% of the brand’s sales in Brazil this month and gaining one further spot to a record 9th place overall.

Jeep Renegade Brazil November 2015Jeep is now a regular Top 10 best-seller in Brazil thanks to the Renegade (#9).

There are four other manufacturers going against the grain and positive positive results in Brazil this month. Honda, notably thanks to the locally-assembled HR-V (#10 in November), is up 6% to tickle fellow Japanese carmaer Toyota at #8 with 13.256 sales and 7% share vs. 13.440 and 7.1%. BMW is up a flamboyant 30% to #14 and 1.634 units while Audi gains an even more impressive 33% to 1.382 units, both manufacturers overtaking archenemy Mercedes, down an uncharacteristic 17% to 1.326 sales. Year-to-date though, Mercedes still leads the way (+31%) followed by Audi (+36%) and BMW (+6%). Finally Land Rover is also in great shape this month with sales up 16% on a year ago to 741.

Chevrolet Prisma Brazil October 2015. Picture courtesy carplace.uol.com.brThe Chevrolet Prisma is stuck at a record 5th place in Brazil.

The models ranking is the theatre of a historic move: thanks to sales down just 17% to 11.991 and 6.3% share, the Chevrolet Onix posts a 4th consecutive month atop the Brazilian sales charts – whereas it had never achieved this feat before last August – and most importantly overtakes the Fiat Palio year-to-date to take the lead at 110.845 sales vs. 109.454. This is the first time in almost 30 years than a Chevrolet is #1 year-to-date in Brazil: since 1986 when the Monza ended the year on top. The Brazilian models ranking has indeed gone into a frenzy since more drastic anti-pollution laws got implemented in January 2014. The Fiat Palio ended almost 20 consecutive years of VW Gol reign last year but it looks like this new leadership will be short-lived. In the Onix’ shadow, the Hyundai HB20 drops just 1% on November 2014 to also frankly outsell the Fiat Palio at 10.583 units and 5.6% vs. 9.241 and 4.9%.

Renault Duster Oroch Brazil October 2015First Brazilian Top 40 ranking for the Renault Oroch.

While the Ford Ka is back up three spots on October to #4, the Chevrolet Prisma (an Onix sedan) is stuck at a record 5th place with deliveries down 15% to 6.535 and 3.5%. All the aforementioned cars outsell the once-unbeatable leader, the VW Gol down 47% to #6. Very impressive climb for the Renault Oroch – the pickup variant of the Duster – up 47 spots on last month to brilliantly land inside the Top 40 at #39 and 1.232 sales vs. 2.741 (-38%) for the Duster. Finally, the Peugeot 2008 breaks into the Brazilian Top 50 for the first time, up 6 ranks on last month to #49.

Previous month: Brazil October 2015: Chevrolet takes lead, Onix still in pole position

One year ago: Brazil November 2014: Fiat Palio achieves the impossible

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Brazil October 2015: Chevrolet takes lead, Onix still in pole position

Chevrolet Onix Brazil October 2015. Picture courtesy motordream.uol.com.brThe Chevrolet Onix is on track to finish 2015 in the Brazilian pole position…

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Perspectives are getting darker and darker for the Brazilian new car market with sales retracting by 36% year-on-year in October to just 185.291 registrations, pulling the year-to-date total down 23% to 2.066.947 units. For the first time since BSCB started following Brazilian brand sales four years ago, Chevrolet takes the lead of the ranking despite falling faster than the market at -41% to 30.342 sales and 16.4% share. That’s because Fiat astoundingly halves its volume year-on-year at 29.428 and 15.9% share while Volkswagen does almost the same with deliveries down 48% on October 2014 at 25.658 and 13.8% share. Brand evolutions in a market in crisis are particularly revealing of which manufacturers have developed the right tools to benefit from the gigantic Brazilian consumer shift away from bargain-basement options to more sophisticated passenger cars and SUVs we have been observing for over 18 months now.

Jeep Renegade Brazil October 2015First Top 10 ranking for the Jeep Renegade in Brazil.

After a full year spent in 5th place, Hyundai steps up to #4 for the first time in history thanks to sales down just 20% year-on-year to 16.925 units and a record 9.1% share, overtaking Ford (-42%). Renault (-28%) and Toyota (-30%) fall slightly slower than the market but the real winners in the Top 10 are Honda, down just 1% to 6.8% market share thanks to the arrival of the HR-V, and of course Jeep – simply coming to life with the Renegade and improving again to a record 3.1% thanks to 5.742 units. Further down, premium carmakers fare the best, as is very often the case in crisis times: Mercedes is up 1%, BMW up 13%, Audi up 12% and Land Rover up 5%.

Chevrolet Prisma Brazil October 2015. Picture courtesy carplace.uol.com.brThe Chevrolet Prisma hits a best-ever 5th place in Brazil this month.

Whereas it had never topped the Brazilian sales charts before last August, the Chevrolet Onix has become the uncontested market leader in the space of three month, posting another frank win in October at 6% market share vs. 5.3% for the #2, the Hyundai HB20. These two nameplates both outsell the 2015 year-to-date leader, the Fiat Palio (4.4%), by a very large margin. With a 3.003 sales advantage over the Palio this month, the Chevrolet Onix is on track to edge past the Palio before 2015 comes to an end for a historical Full Year win as only 1.359 units now separate the two nameplates after 10 months. Despite sales down 47% year-on-year, the VW Gol is back up 8 spots on September to #4, while the Chevrolet Prisma also shoots up 8 ranks, coming from #13 last month to a best-ever 5th position in October – previous best: #9.

Renault Duster Oroch Brazil October 2015Renault Oroch

A one spot gain over September allows the Jeep Renegade to brilliantly enter the Brazilian Top 10 for the very first time with 5.623 sales and 3%, outselling such blockbusters as the Fiat Uno (#11) and Renault Sandero (#12), while the Honda HR-V drops two ranks to a still very impressive 12th position. The Peugeot 2008 continues its steady climb towards the Top 50 at #55 (+2), the Renault Oroch is stable at #86 (+1) and the Lifan X60 reclaims the Chinese lead at #87 (+2) above the Chery Celer at #93 (-5) and the JAC T6 (+3).

Previous month: Brazil September 2015: Chevrolet Onix retains crown, Jeep Renegade outsells VW Gol

One year ago: Brazil October 2014: Fiat Palio on verge of historical achievement

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Brazil September 2015: Chevy Onix retains crown, Renegade outsells Gol

Jeep Renegade Brazil September 2015. Picture courtesy caranddriver.comJust what the Brazilian consumer ordered: the Jeep Renegade outsells the VW Gol in September.

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The word crisis is adequate: Brazilian new car sales are falling deeper and deeper into oblivion with September sales down an abysmal 32% year-on-year to just 192.610 registrations, meaning the year-to-date total is now down 22% on 2014 at 1.881.671 units. We have rarely seen such disparate evolutions in the Brazilian brands ranking. The “Brazil 3″ – in analogy to the Detroit 3 – continue to implode: each manufacturer sees its sales almost cut in half in the space of a year. Fiat is still leader but down 46% to 16.6% share, followed by Chevrolet (-45%) and Volkswagen (-42%). The next five carmakers all fit between 7 and 10% market share this month and are all gaining share – if not volume. Ford, helped by the success of the new Ka, is down ‘just’ 22% to hold 10.1% of Brazilian sales this month, distancing Hyundai (-22%), and Toyota (-18%). Honda is in a class of its own thanks to the locally-assembled HR-V, gaining 14% to snap at Renault’s heels with 13.808 sales and 7.2% share.

Mercedes CLA Brazil September 2015. Picture courtesy uol.com.brMercedes sales are up 59% year-on-year in a market down 32%…

Then we have Jeep. Initiating Brazilian manufacturing may be the brand’s best worldwide idea yet: the Renegade continues to fly off dealerships across the country as quickly as cheap feijoada, the national food. A record 5.676 found a new home this month, meaning the Renegade outsold the once uncontested Brazilian leader, the VW Gol, which sold just 5.254 units in September! The Renegade represents 97% of Jeep sales in Brazil for the month and 90% so far in 2015, lifting the brand to an all-time high 9th and 12th places respectively. The last striking 2015 trend in Brazil is the insolent health of the luxury German brands: Mercedes is up an unbelievable 59% in September to break the 2.000 monthly sales milestone for the first time in its history, while Audi is up 34% to 1.433 units. If BMW is down 18% this ,month, it is up 2% year-to-date (Mercedes +44%, Audi +40%).

Hyundai HB20 Chevrolet Onix Brazil September 2015The Chevy Onix and Hyundai HB20 dominate the Brazilian market for the first time.

The September models ranking is even more surprising… Exactly one year ago I detailed the striking new trends that rippled through the Brazilian market. At the end of 2014 the Fiat Palio achieved the unthinkable, ending 19 consecutive years of VW Gol reign. The Brazilian models charts used to be utterly predictable, but in the space of 18 months everything changed. A freefalling market has redistributed the cards: the efforts of international behemoths such as Hyundai to design and assemble locally cars dedicated to the Brazilian consumer are now paying off, while decades of laziness from manufacturers that used to hold a quasi-monopoly on sales have ended.

Toyota Corolla Brazil September 2015. Picture courtesy uol.com.brThe current generation Toyota Corolla is the most successful to-date in Brazil: up to #8.

Chevrolet is reaping the benefits of choosing to break the status quo with the Onix, the overall best-seller in Brazil for the 2nd month running despite sales down 24% to 10.212. For the first time the Onix is directly followed by the Hyundai HB20, down 10% to 8.889 sales and overtaking the Fiat Palio, down 45% to 8.761 but still #1 year-to-date at 92.087 deliveries (-28%) vs. 87.725 (-16%) for the Onix. The trend looks set to continue if we look at the past 12 months: both the Onix and HB20 have been losing significantly less ground than the Palio all through the year. Could the Palio domination, only just starting, already be coming to an end? Probably not in 2015, but 2016 will be a different story.

Honda HR-V Brazil September 2015First Brazilian Top 10 ranking for the Honda HR-V.

Just below the Palio we have another 2015 success story: the Ford Ka gains two spots on August to rank #4 overall and #5 year-to-date, the Renault Sandero maintains itself at a shiny 7th place thanks to the new generation while the Toyota Corolla is up two ranks to #8, to BSCB knowledge the legendary nameplate’s highest ever position in Brazil. The Honda HR-V brilliantly breaks into the Brazilian Top 10 for the very first time in September at #10 with 5.747 sales and 3% while the Jeep Renegade stops only 71 units short of doing so at #11 and 5.676 deliveries.

Renault Oroch Brazil September 2015. Picture courtesy carroonline.terra.com.brRenault Oroch

As detailed above, the Renegade outsells the Gol, itself down a devastating 58% to #12, hitting for the 2nd month in a row the lowest monthly ranking of its 35 year-career (the Gol launched in Brazil in 1980) – and the first time it ranks outside the Top 10. Finally, September marks the first appearance in the Brazilian sales charts of the all-new Renault Oroch, the pick-up variant of the Duster: it lands at #87 with 273 sales.

Previous month: Brazil August 2015: Chevrolet Onix takes the lead for the first time

One year ago: Brazil September 2014: VW Gol down to #4, Ford Ka up to #12

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Brazil August 2015: Chevrolet Onix takes the lead for the first time

Chevrolet Onix Brazil January 2015The Chevrolet Onix is the best-selling model in Brazil for the first time in history.

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No sign of recovery for the Brazilian new car market: down another depressing 23% year-on-year in August to 199.853 registrations, which brings the year-to-date total to 1.689.074 units, down 20% or 432.000 units on the same period in 2014. As it has been the case since the beginning of the year, the “Big 3″ all fall faster than the market: Fiat is down 36%, Volkswagen down 41% and Chevrolet down 31%. Ford (-8%), Hyundai (-9%) and Toyota (-11%) all improve their market share despite declining sales while Honda gains 18% thanks to the new HR-V. Jeep goes from oblivion (291 sales in August 2014) to blockbuster (a record 4.786 deliveries this month) thanks to the locally-assembled Renegade. Audi leads the German luxury charge with sales more than doubling vs. a year ago at +119% while Mercedes gains 43% and BMW marks a pause at +1%. Chery (-35%) is now #1 Chinese carmaker year-to-date above JAC (-39%) and Lifan (-20%).

Chevrolet Monza Brazil 1987. Picture courtesy descalvadoagora.com.brThe last Chevrolet to top the Brazilian monthly charts was the Monza in 1987.

We witness a history first in the Brazilian models ranking this month: the Chevrolet Onix snaps the top spot away from the Fiat Palio for the first time ever thanks to deliveries up 7% year-on-year to 10.998 and 5.5% share vs. 9.259 and 4.6% (-35%) for the Palio. This splendid achievement comes almost three years after its launch (November 2012), less than one year after achieving its goal by outselling the VW Gol (September 2014), and 5 months after becoming the best-selling passenger car in the country for the first time (March 2015). The performance of the Onix in recent month needs to be linked with the discontinuation of the bargain-basement priced Celta (-89%), with sales reporting to the Onix as a result. To register the significance of the Chevrolet Onix’s accession to the Brazilian pole position, let’s remember that the last time a Chevrolet topped the Brazil sales charts was almost 30 years ago – in 1987 with the Chevrolet Monza.

Honda HR-V Brazil August 2015. Picture courtesy carplace.uol.com.brThe Honda HR-V is on the verge of breaking into the Brazilian Top 10.

The Hyundai HB20 remains extremely solid in third place with sales up 1%, resulting in a market share up from 3.5% in August 2014 to 4.6% today and distancing the Fiat Strada (-31%) and Uno (-36%). The Ford Ka is down two spots on July to a still very satisfying 6th spot with 6.810 sales – up 20-fold on the previous generation a year ago but cannibalising the Fiesta hatch (-61%) – while the Renault Sandero takes advantage of the new model to climb one rank to #7 with a year-on-year drop limited to 8%. Volkswagen’s best-seller in Brazil, the Fox, points its bonnet at a paltry 8th place and at #9 the Gol beats another sad record this month: it hits the lowest monthly ranking of its 35 year-career (the Gol launched in Brazil in 1980) with sales down a catastrophic 59% year-on-year.

Jeep Renegade Brazil August 2015. Picture courtesy carplace.uol.com.brThanks to the Renegade, Jeep sales in Brazil go from 291 a year ago to 4.986.

The Toyota Corolla remains one of the 10 most popular vehicles in the country and just outside the Top 10, the locally-assembled Honda HR-V breaks its ranking and volume records at #11 and 5.435 sales, while the Jeep Renegade does exactly the same and breaks into the Brazilian Top 15 for the first time at #15 and 4.598 units. Notice also the Ford Ka Sedan down 11 spots on July to #27, the Nissan Versa up 46% to #31, the Audi Q3 up 180% to #51, the Peugeot 2008 up a further four spots to #57, the Audi A3 Sedan up 180% to #58, the Land Rover Discovery up 286% to #81 thanks to the new “Sport” and the Troller T4 up 161% to #94. The Lifan X60 (#88) and JAC T6 (#100) are the only two Chinese models inside the Top 100 this month.

Previous month: Brazil July 2015: Jeep Renegade teases Honda HR-V for #1 SUV

One year ago: Brazil August 2014: Fiat Palio delivers an 18-year career first

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Brazil July 2015: Jeep Renegade teases Honda HR-V for #1 SUV

Jeep Renegade Brazil July 2015The Jeep Renegade is now among Brazil’s 20 most popular vehicles.

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Bad news again coming from Brazil: with sales down 22% to 219.410 units in July and down 20% year-to-date to 1.489.243, we are headed towards a replay of the 1998 recession that saw the market plunge 21%. Shaky economic situation, depressed consumer confidence, rising interest rates and deep cuts to subsidies and the workforce in the automotive industry are shaping 2015 to be one of the worst years in Brazil in the past two decades. The Top 3 manufacturers continue to freefall faster than the market: Fiat (-35%), Volkswagen (-36%) and Chevrolet (-39%) still top the sales charts but lose more market share each month.

Honda HR-V Brazil July 2015. Picture courtesy carros.uol.com.brThe HR-V lifts Honda sales up 12% in Brazil in a market down 22%.

Inside the Top 10, the only brands to stay afloat with positive results are Ford (+3%), Honda (+12%) and Jeep breaking another record at 4.242 sales and 1.9% share at #10. Toyota (-7%) overtakes Renault (-12%) to rank 6th. The premium Germans seem to evolve in a different planet altogether: Mercedes is up 88%, Audi up 54% and BMW up 33%. The Chinese are about to get a new leader again: JAC only has one sale (!) less than Chery year-to-date at 3.390 vs. 3.391.

Mercedes C Class Brazil July 2015. Picture courtesy blogauto.com.brMercedes sales in Brazil are up a whopping 88% year-on-year in July.

Model-wise, we witness a similar fragmentation as in the brands ranking with the Fiat Palio (-29%) and Chevrolet Onix (-23%) dominating but losing market share while the Hyundai HB20 (-12%) resists better in third place. The Ford Ka confirms its total success in 4th place with 9.281 sales and the Renault Sandero is boosted up 26% by the new model but the VW Gol (-50%) and Fiat Uno (-36%) continue to implode. Outside the Top 10, it’s a local SUV battle: the Honda HR-V is down 3 spots on June to a still splendid #15 with 4.429 sales but is now threatened in its SUV supremacy by the Jeep Renegade, also assembled in Brazil and breaking into the domestic Top 20 for the first time at #17 and 4.028 units. The Renault Duster (#22) and Ford Ecosport (#25) are all but distant memories…

JAC T6 Brazil July 2015. Picture courtesy quatrorodas.abril.com.brThe JAC S5 is renamed T6 in Brazil.

Further down, the Peugeot 2008 (#61) and Mercedes GLA (#66) continue to shine and confirm the trend towards more up-market crossovers is here to stay in Brazil. Although Chinese nameplates have made themselves more sparse in the monthly Brazilian Top 100 (only two this month), there is a new kid on the block: while the Lifan X60 stays on top at #91 despite sales down 39% to 228 units, the JAC T6 breaks into the Top 100 for the first time at #96 with 195 deliveries, already and by far the brand’s best-seller in Brazil. The Chery QQ (#103), Tiggo (#113), Lifan Foison (#125) and Lifan 530 (#126) follow.

Previous post: Brazil 1st Half 2015: Fiat Palio #1, models ranking turned upside down

Previous month: Brazil June 2015: Fiat Palio #1, Jeep Renegade approaches Top 20

One year ago: Brazil July 2014: Fiat Palio #1 again, Chevrolet Onix at VW Gol level

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Brazil 1st Half 2015: Fiat Palio #1, models ranking turned upside down

Ford Ka Brazil June 2015. Picture courtesy carroecarros.com.brThe new model sees Ford Ka sales rocket up 14-fold year-on-year in Brazil.

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Things are definitely taking the wrong turn in Brazil: one year ago, the new car market was disturbed by the Soccer World Cup at -7%, this year the fall has aggravated to -20% and 1.269.853 registrations. Intense fragmentation is happening before our eyes in Brazil, with the Top 3 manufacturers all losing even more ground than the market albeit staying in the same order: Fiat (-31%), Chevrolet (-27%) and Volkswagen (-29%) all lose roughly 2 percentage of market share each in the space of a year. Reversely, Ford (-6%) goes from 9.1% a year ago to 10.6%, Hyundai (-8%) overtakes Renault (-19%) to graduate to 5th place and goes from 6.9% to 7.9% share, but the best is yet to come…

Honda HR-V Brazil May 2015. Picture courtesy shopcar.com.brThe locally-produced HR-V lifts Honda up 19% so far in 2015.

Toyota gains 3% to see its share fly from 5.4% to 6.8% and Honda surges 19% to rocket up from 3.9% to 5.8% – mainly thanks to the all-new HR-V, locally produced and already the best-selling SUV in the country in May and June, #23 in H1 2015 only 274 units below the Ford Ecosport. Outside the Top 10 brands, if Citroen (-46%) and Peugeot (-43%) implode, Mercedes is up a stunning 35%, Jeep is up 4-fold to #15 (#11 in May and June) thanks to the arrival of the Renegade – the first Jeep produced in Brazil – landing at #48 over the period, Audi is up 27% and BMW up 2%.

Chevrolet Onix Hyundai HB20 Brazil June 2015The Chevrolet Onix and Hyundai HB20 both fit within Brazil’s Top 4.

One year ago, the Fiat Palio made a splash by ranking #1 in the Brazilian monthly sales charts for the first time in 7 years. How things have changed since… After ending 19 consecutive years of VW Gol reign and topping the annual ranking for the very first time in 2014, the Palio is now solidly installed in its throne despite sales down 24%, and the entire models ranking is turned upside down. The Chevrolet Onix is up two spots to #2, the Hyundai HB20 up 3 to #4, the Ford Ka is boosted by the new model up 14-fold and 71 spots to a best-ever 5th place, the VW Gol – shock, horror! – loses more than half its sales in one year to stumble from #1 and 5.9% share to #6 and 3.5%.

Peugeot 2008 Brazil June 2015. Picture courtesy carros.uol.com.brThe Peugeot 2008 is one of six all-new nameplates inside the Brazilian Top 100.

Further down, the Toyota Corolla is up 4 ranks and 27% to #13, the VW Up is up 6 and 21% to #14 and the Honda Fit is up 16% to #17. There are six all-new nameplates inside the Top 100 over the First Half of 2015 in Brazil, led by the Ford Ka Sedan landing directly at #21 with 17.941 sales, ahead of the Honda HR-V at #23 (but peaking at #12 both in May and June), the Jeep Renegade at #48 (#22 in June), Fiat Weekend at #51, Mercedes GLA at #82 and Peugeot 2008 at #83.

Previous post: Brazil June 2015: Fiat Palio #1, Jeep Renegade approaches Top 20

Q1 2015 update: Brazil 1st Quarter 2015: Once-in-a-decade market shifts occurring

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

One year ago: Brazil June 2014: Fiat Palio tops charts for the first time in 7 years

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Brazil June 2015: Fiat Palio #1, Jeep Renegade approaches Top 20

Jeep Renegade Brazil May 2015. Picture courtesy motortrend.comThe Jeep Renegade is up to #22 in Brazil this month.

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No sign of recovery for the Brazilian new car market: down another 18% year-on-year in June to 204.627 registrations and down 20% year-to-date to 1.269.853. Despite falling 28% on June 2014, Fiat remains the most popular manufacturer in Brazil with 36.678 sales and 17.9% share while Volkswagen (-34%) outpaces Chevrolet (-37%) to rank 2nd in June. Ford (-7%) and Hyundai (-6%) gain market share as does Renault (-12%), however Toyota (+5%) and most impressively Honda (+31%) are the heroes in the Top 10 and the only manufacturers to gain ground year-on-year. Jeep ranks #11 with sales up more than 10-fold year-on-year thanks to the arrival of the locally-produced Renegade, Mercedes is up 87% to #14, Audi up 29% to #16 and BMW up 24% to #17.

Honda HR-V Brazil June 2015Honda HR-V

The Fiat Palio is the best-selling nameplate in Brazil for the 11th time in the past 13 months despite falling faster than the market at -25% to 10.582 units and 5.2%, while the Hyundai HB20 stays at a record-breaking 2nd place for the 2nd month in a row thanks to sales down just 4% to 9.165. The Chevrolet Onix is back up one spot on May to #3, the Fiat Strada up two to #4 and the VW Gol remains at #5 with sales down a horrendous 45% year-on-year. The Renault Sandero is up to #8, Toyota Corolla up to a brilliant #9 ranking, the Honda HR-V confirms its blockbuster status at #12 and 5.229 sales and the Jeep Renegade is up a further 5 spots to approach the Top 20 at #22 and 3.059 units.

Previous month: Brazil May 2015: Ford Ka on podium, Honda HR-V superstar

One year ago: Brazil June 2014: Fiat Palio tops charts for the first time in 7 years

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Brazil May 2015: Ford Ka on podium, Honda HR-V superstar

Ford Ka Brazil May 2015. Picture courtesy uol.com.brNever had the Ford Ka nameplate managed to rank that high in Brazil.

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New car sales in Brazil take another harsh beating in May, down 26% year-on-year to 204.978 registrations, pulling the year-to-date total down 20% to 1.065.252 units. As it has been the case for the best part of the last year, the Top 3 manufacturers in Brazil fare even worse than the market, with Fiat (-35%), Chevrolet (-37%) and Volkswagen (-40%) accelerating their demise. This is the result of years of neglect and much hungrier manufacturers commending a smaller market share starting to really have an impact: Ford (-4% thanks to the Ka), Hyundai (-14% thanks to the HB20) and Toyota (-11% thanks to the Corolla) markedly improve their market share in the country. Premium German manufacturers buck the trend: Mercedes is up a spectacular 40%, Audi up 4% and Mercedes up 2%. Further to this, two carmakers make history this month in Brazil.

Honda HR-V Brazil May 2015. Picture courtesy shopcar.com.brThe Honda HR-V is the best-selling vehicle outright in Rio de Janeiro.

For Honda, we are witnessing a much more momentous evolution since the Japanese manufacturer started producing the HR-V baby SUV locally a couple of months ago. In a market down 26%, Honda sales are up 22% to 13.033 units, going from 3.9% share a year ago to 6.4% today, now at throwing distance from Renault (7%) and Toyota (7.2%) for the 6th place overall. All this thanks to the HR-V: for its 2nd full month of sales it ranks #12 overall with 4.997 deliveries vs. 2.824 for the Ford Ecosport and 2.516 for the Renault Duster, two vehicles held responsible for the start of the SUV craze in Brazil. Even more impressive: the HR-V reportedly is the best-selling vehicle outright in Rio de Janeiro! (Source: Autoblog Argentina).

Jeep Renegade Brazil May 2015Jeep Renegade

The second manufacturer to make history is American four-wheeler specialist Jeep. And as it has been the case in the whole of Europe so far this year, it all comes back to one new model: the Renegade. The first Jeep to be manufactured in Brazil (in Goiana, Pernambuco), the Renegade was responsible for Jeep entering the Top 20 brands in Brazil for the first time in its history last month (#17 with 814 units0). This time Jeep is one spot away from crashing the Top 10! Thanks to 2.794 Renegades finding a new home (placing it at #27 in the models ranking), the American manufacturer shoots up to #11 brand overall in-between Mitsubishi and Citroen…

Hyundai HB20 Brazil May 2015. Picture courtesy carplace.uol.com.brHyundai HB20 – Never had a Korean nameplate ranked that high in Brazil (#2).

Over on the models rankings, the Fiat Palio is crowned for the 10th time in the past 12 months despite sales down 30% year-on-year to 10.469 units. The Hyundai HB20 is up one spot on April to reach its best-ever ranking at #2 with 8.848 sales (-9%) and the Ford Ka (8.348) does exactly the same, jumping onto the podium for the first time in the nameplate’s 18 year-career – its previous best being #5 last November and in December 2008. The Chevrolet Onix (-30%) drops two ranks to #4 ahead of the VW Gol (-47%) and Fiat Strada (-42%) while the Toyota Corolla remains inside the Top 10 thanks to the new model.

Previous month: Brazil April 2015: Honda HR-V and Jeep Renegade take off

One year ago: Brazil May 2014: Renault Sandero up to best-ever 6th place

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Brazil April 2015: Honda HR-V and Jeep Renegade take off

Honda HR-V Brazil April 2015. Picture courtesy uol.com.brThe Honda HR-V is already the best-selling SUV in Brazil.

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The Brazilian new car market is back onto slippery slopes: down a very harsh 24% year-on-year in April to 211.603 registrations, bringing the year-to-date total to 860.262 units, down a depressing 18% on 2014. As it has been the case most months in recent times, the Top 3 manufacturers fall faster than the market, accelerating its fragmentation: Fiat is down 37% to 17.9% share, Chevrolet is down 32% to 16.1% and Volkswagen down 34% to 14.7%. Ford and Hyundai both lose 12% while Toyota overtakes Renault to take 6th spot thanks to sales down just 5% on April 2014. Honda, although remaining at #8, is actually up by 22%, with other gainers in the Top 20 including Audi (+75%), Mercedes (+44%), Jeep landing inside the Top 20 for the first time at #17 and Lifan back to #20.

Jeep Renegade Brazil April 2015. Picture courtesy uol.com.brJeep Renegade

The Fiat Palio reclaims the top spot it held (just) in 2014 and so far in 2015 despite sales crumbling down 43% on April 2014 to 8,841 units. However less than 100 units separate the #1 from the #3 this month, with the Chevrolet Onix remaining #2 at 8,783 deliveries and the Hyundai HB20 down just 10% to 8,753 sales. Never before had a Hyundai nameplate been so close to the overall pole position in Brazil… #1 in March, the Fiat Strada drops to #4 this month above the Fiat Uno while the Ford Ka overtakes the VW Gol (-56%) to hit #6. Notice also the Toyota Corolla up 3% thanks to the new generation to break into the Top 10 at #10.

Hyundai HB20 Brazil April 2015. Picture courtesy of CarPlaceNever before had the Hyundai HB20 been so close to being #1 in Brazil.

Traditionally very unique, the Brazilian car market is showing traits this month that very clearly link it to current worldwide trends, namely the baby SUV craze. The Honda HR-V, manufactured in Campana Argentina, is up 20 spots on March to land in 13th position with 4,957 sales and 2.3% share, instantly making it the brand’s best-seller in Brazil but also the best-selling SUV in the country! The Honda HR-V has been a runaway success in Asia so far (#4 in Japan#5 in Indonesia and #7 in Thailand), this month marks the start of a very promising career in South America. Similarly, up until now successful in Europe which was its only market to-date (#10 in Italy), the Jeep Renegade, manufactured in Goiana (Pernambuco), shoots up to #66 with 575 units and is the sole responsible for Jeep’s landing in the Top 20 marques in Brazil.

Previous post: Brazil 1st Quarter 2015: Once-in-a-decade market shifts occurring

Previous month: Brazil March 2015: Fiat Strada and Chevrolet Onix on top

One year ago: Brazil April 2014: Chevrolet Onix strong again

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