By the end of October, domestic sales of locally-built and imported vehicles in Brazil for the month were up 33.5% year on year at 213,887 units.
In this optimistic atmosphere, new model launches keep on coming while local automakers continue to think up novel ways to maintain buyer excitement and spur demand.
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Fiat launched the fourth generation Siena notchback (sedan) using the clever strategy of further differentiating its market position from the Palio it is related to – as GM did with the Celta hatchback and Prisma sedan. The Siena has had a classy styling makeover, its most important re-do since the compact car was launched exactly 10 years ago.
The latest Siena has headlights, front grille and bumpers distinctly different from the Palio’s, as well as chrome trim all around, and sharp-looking new tail lights.
Its one- and 1.4-litre engines now have more power and torque and drink 9% less fuel, according to Fiat do Brasil. Even better for potential buyer interest, prices remain unchanged.
The previous, entry-level version (Siena Fire) remains on sale, and accounts for 60% of total sales. That is perhaps a little weird but Fiat is hardly the first automaker world-wide to successfully sell both old and new versions of a model simultaneously.
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By GlobalDataFord’s Ecosport compact sport utility has also had its first restyle after four years on the Brazilian market. (This model, loosely related to Europe’s Fiesta-based Fusion was once mooted for export to the US but the project was canned. – ed)
The EcoSport has been considerably changed with new headlights, bonnet (hood) and grille (with a restyled ‘bull bar’). It also has redesigned wheels and changes at the rear section. Inside, finish and materials have been improved, the instrument cluster redesigned and there is more sound deadening. On the mechanical side, gear ratios have been revised and the brake booster is more powerful.
This Ford SUV unusually has sold more abroad (even though, in the end, that US export deal never happened): 180,000 units in Brazil and 190,000 exports since 2003, a rare achievement.
Now the Brazilian real is so highly valued, Ford is favouring the local market ahead of exports and, again, prices have not been increased.
Another important new launch is Mitsubishi’s mid-size L200 Triton pick-up truck, which the automaker is producing locally to compete with the Argentine-made Toyota Hilux and the Nissan Frontier (currently sourced from Thailand but to be made here from 2009).
Positioned in the upper price bracket, the new Mitsubishi exclusively offers a V6 petrol engine, as well as the usual turbodiesel. It also pioneers the choice of six-speed manual or five-speed automatic transmissions – giving each version a one-ratio advantage over the competition.
Echoing Fiat’s approach with old and new Sienas, Mitsubishi will continue to sell the previous L200 model with two trim levels.
The new Triton is sold in Brazil only in crew cab form as this extended-cab layout is preferred by 90% of customers here. Since mid-size pick-ups are seldom used for heavy duty work in Brazil, the local distributor/assembler added some local styling upgrades such as more muscular-looking wheel arch finishers and the rear bumper not available on the models built in Thailand.
Fernando Calmon
Brazil design, Mexico assembly, US sale
