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Some basic questions determine whether a car will succeed or not. "It's important to have good value for money, low insurance and a long-standing brand in the country," says Paulo Garbossa, consultant at ADK Automotive. "Having a good parts distribution network is essential," he adds. There are also requirements that vary by segment. Chevrolet Onix Toyota Corolla and Jeep Compbad have nothing in common. However, in 2018, this trio gave a real "dance" to the contest. They sold a lot more than the sum of their rivals.
The most established car in Brazil four years in a row, in 2018, Onix recorded 210,458 sales, a record. This number is greater than the sum of second and third-place sales, respectively Hyundai HB20 and Ford Ka, direct competitors of the Chevrolet compact hatchback.
The Corolla had 59,062 signatures in 2018. This is more than the sum of sales between second and fifth in the mid-size sedan segment (Honda Civic, Chevrolet Cruze, Nissan Sentra and Volkswagen Jetta).
In 2018, Compbad sold more than any of its competitors (not counting the high-end SUVs of high-end brands such as Audi, BMW and Mercedes). The Jeep had 60,284 boards. Its main competitors are the Hyundai ix35 and Tucson, Kia Sportage, Mitsubishi ASX and Outlander, Toyota RAV4 and Volkswagen Tiguan.
Discover Onix Corolla and Compbad are all powerful leaders of (19659007) Compbad
The Jeep Compbad was launched at the end of 2016 and, from the first month of sales, was already taking over. Advantage in the Brazilian market.
Gallery: the world's best-selling cars in 2018
sports utility segment with a significant advantage over its competitors. In 2017, it was the bestseller of all SUVs, leaving behind even the compact, which are cheaper.
"When we launched the Compbad, in the average SUV segment, there was virtually only imported or niche cars," says Jeep Director for Latin America Tania Silvestri. "The model had a good price and many versions (including diesel and flexible engines, as well as 4 × 2 and 4 × 4 traction)."
According to the executive, this variety of options is the main reason for the good sales of the car, which can compete with the simplest average SUVs to those whose price is around R $ 200,000. The Compbad table starts at R $ 113,990 and R $ 193,990.
Tania says that Renegade's presence on the market is another factor that has contributed to Compbad's success. "The compact SUV has paved the way for the arrival of Compbad, taking over the Jeep brand values in Brazil and expanding our dealer network, which covers all major markets."
Paulo Garbossa, a consultant, says that Jeep's reputation as an SUV manufacturer is a critical factor in Compbad's success. "It's a sport utility that can be removed from the road."
Tania also draws attention to SUV design. "It's inspired by big Jeep models, like the Grand Cherokee, but with a touch of modernity."
VIDEO: THE SECRET OF THE SUCCESS OF COMPASS
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Corolla
The Corolla can serve as an example for any make (including Chevrolet and Jeep) seeking to turn the success of a product into a lasting product. While Onix has been a sales leader for four years and Compbad counts two, Toyota has been at the top of the average sedan sales rankings for a decade.
Unlike what is happening with Onix and Compbad, two relatively new cars, the Corolla is distinguished by the loyalty of its customers, according to Toyota itself. "The owner of Corolla is rational, and not as attached to aspects as design and technology, like other sedans," says the brand's product manager in the country, Maurílio Pacheco
"The main factor in Purchase is the image of Toyota and Corolla itself, reliability and durability, "said Pacheco. He claims that the printing of the marks from Corolla's customers (the most recent dating from late 2018) confirms this impression.
Corolla has one of the highest resale values in the segment.
"This is not a car that pbades the interview and that does not have a high cost," says Lucia Komati, retired, who is in the ninth copy of the sedan and plans to buy a new one, when the next generation will arrive in the country. "The presence at the authorization is always cordial," says
The sales representative Diego Lorensini is in his third Corolla. He emphasizes that the low cost of maintenance, the good resale price and the durability are determining factors in the purchase.
VIDEO: THE SECRET OF COROLLA'S SUCCESS
] Onix
The Onix customers heard by Jornal do Carro are not unanimous in terms of satisfaction. The reasons for the purchase are almost always the same: competitive price and MyLink multimedia center. Onix has a suggested price of R $ 44,990 in the Joy version, still with an old body, and R $ 47,090 in LT, with a new style. All have the MyLink multimedia center (in the center panel), optional or optional. Chevrolet was the first car in the segment to offer this technology. The combination of good value for money with MyLink is the recipe for Onix's success. Chevrolet also has one of the largest distribution networks in the country (about 600 points). Consultant Paulo Garbossa attributes the success not only of Onix, but also of Compbad and Corolla, to a "cascading effect". "The more the car sells, the better is its fame, as was the case with (Volkswagen) Gol (head of sales in Brazil for 27 consecutive years). To have the same longevity, Onix will have to drink at the source of Corolla, that is: fidelity, the challenge is big. Renata, for example, says that when you change cars, it will probably not be another Onix. "During these almost five years, he rarely needed repairs. However, all the defects were very serious. Compbad Corolla [19659035] Units sold in 2018 – 50 062 Next step in the segment Next step in the segment Onix Main Competitors
"I bought my Onix kilometer zero in 2014 and, after much research, I found it more spacious and with a central panel more technological than the competition," says the designer Renata Garcia. "The price was also more affordable." Units sold in 2018 – 60.284
Prices – the best-selling cars in Brazil in 2018 The champions of the Brazilian market
What's coming up in the segment
– Compbad must win version
And then in segment
– Compbad must win version – Toyota's new generation of RAV4 (imported) arrives this year
– Volkswagen will launch a compact SUV manufactured in Mercosur
Chevrolet Cruze – 19,828 units
– New Generation
Honda Civic – 25,942 units
Chevrolet Cruze – 19,828 units
– New generation Corolla made in Brazil arrives this year
– The model will have a hybrid version
– The Chevrolet Cruze will receive Internet 4G
Units sold in 2018 – 210.458
Prices – from R $ 44,990 to R $ 66,590
– Onix will win the new generation this year, in more than the Internet 4G
– March
– Onix will win the new generation this year, in addition to the Internet 4G
– Mars will receive the restyled version developed in Brazil
– HB20 will also have a new generation
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