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Brazil October 2016: Volkswagen crashes again, Toro best-selling Fiat

Fiat Toro Brazil October 2016The Toro is the best-selling Fiat in Brazil for the first time in October. 

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

No bright light in sight for the Brazilian new light vehicle market, down another 16% year-on-year in October to 154.875 registrations, pulling the year-to-date tally down 22% to 1.613.818 units. Chevrolet posts one more stunning performance with a small 2% decline resulting in a 19.2% market share vs. 16.4% a year ago and 17.1% year-to-date. Fiat follows the market in 2nd place (-17%) while Hyundai posts a second consecutive month (and ever) on the Brazilian podium thanks to deliveries down just 5% to 16.039 and 10.4% share. Just below, Ford (-3%) and Toyota (+5%) are also extremely strong. Nissan surges 18% despite its most recent launch the Kicks dropping 39% on September, and Kia is 19% thanks to the Sportage (+53%), the only two other manufacturers in the Top 20 to post year-on-year gains.

VW Saveiro Brazil August 2016. Picture courtesy consecutive month at all-time low market share and ranking for Volkswagen in Brazil.

The elephant in the room is the continued implosion of Volkswagen in Brazil. Despite VW Brazil President David Powels declaring last month that “production had resumed in all Brazilian plants and that the company would produce 100.000 cars between October and November to catch up on lost time”, the German manufacturer crashes further down with a 59% year-on-year decline to 6.9% share vs. 20.5% less than four years ago in January 2013, stuck at a lowest-ever 7th place. This is the second month in a row Volkswagen posts an all-time low market share since it started manufacturing and selling the “Fusca” (Beetle) 62 years ago in 1954. Hopefully November and December scores will reflect the return to normal of production and sales.

Hyundai HB20 Brazil October 2016The Hyundai HB20 is up 16% this month.

The Chevrolet Onix lodges a 15th pole position in a row with a gravity-defying 27% surge to 14.087 sales and 9.1% share. Also prepped up by a facelift, the Hyundai HB20 is up 16% to 11.350 and 7.3%. Far below, the Ford Ka (+5%) and Renault Sandero (+15%) mean the entire Top 4 best-selling nameplates in Brazil in October actually gain ground year-on-year in a market declining at double-digit rates. The Chevrolet Prisma (-15%) and Toyota Corolla (-9%) fall slower than the market and both overtake the Fiat Palio (-53%) in the year-to-date ranking at #4 and #5 respectively. This is the highest YTD ranking the Corolla has ever held in Brazil in its 50-year career…

Renault Sandero Brazil October 2016. Picture courtesy of Renault Sandero is up 15% to #4 and now ranks #7 year-to-date.

Big event in 8th place: the Fiat Toro becomes the Italian brand’s best-seller in Brazil and breaks into the overall Top 10 for the first time with 4.288 sales. It also becomes the country’s most popular pickup truck, overtaking its stablemate the Fiat Strada (4.234). The Fiat Mobi is for its part stuck at #12 which is its highest ranking so far in Brazil. The Up (-27%) is Volkswagen’s best-seller at #15 ahead of the Fox at #26 (-64%), Gol at #29 (-72%) and Jetta at #39, reassuringly up 49%.

Previous month: Brazil September 2016: Supplier crisis sinks Volkswagen down 56% to #7

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

Full October 2016 Top 20 brands and Top 150 models below.

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