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

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

* See the Top 15 best-selling brands and Top 130 models by clicking on the title *

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 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

Full October 2015 Top 15 brands and Top 130 models below.

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