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Half of car licensing comes from direct sales

Rental car companies resume sales and push the modality’s share

A Bright Consulting survey shows that 53% of the automobile and light commercial vehicle licensing in August originated from direct sales – a new monthly record – overcoming the 51% registered in the previous month. According to the consultancy company, the modality growth is related to “new commercial conditions negotiated between manufacturers and car rental companies, the acceleration of direct sales to individual customers and subscription contracts”.

Transactions with rental companies had special importance last month. Bright Consulting estimates 34 to 35 percent of the direct sales originated from the segment, which is restoking. The trend shall continue in the next months, according to the consultancy.

Data from Abla, the vehicle rental companies association, released last Wednesday, 8/24, show an 85.4% growth in the sector’s purchases with 145,720 units, compared to the first quarter, when 78,578 automobiles and light commercial vehicles were bought.

Abla indicates that vehicle acquisitions in the first semester reached 224 thousand units, a volume equivalent to 49,3% of the total purchased by rental companies all last year. The sector closed 2021 with a fleet of 1.13 million automobiles and light commercial vehicles, compared to 1.21 million in the first semester of 2022, a 6.3% growth.

If direct sales were responsible for more than half of the car licensing, without it some passenger car models would be ‘extinct’, or almost. One example is the VW Gol, the model in production for most time in Brazil, which already had its retirement announced by Volkswagen for the next months.

Even though 11.7 thousand units of the Gol were negotiated in August – 9.4 thousand, or 80%, sold directly by the manufacturer.
In the first eight months of 2022, more than 47.2 thousand Gols were licensed. The direct negotiations overcome 34.7 thousand, 73% of the total sales.

A situation similar to the Jeep Compass, vice-leader of the SUV segment. From 40.7 thousand registers this year, almost 30.8 thousand were sold directly, 75% of the total.

Among the ten best-selling passenger cars sold directly, another Volkswagen calls the attention: The Voyage sedan, also close to getting off the lineup, is practically sold almost totally by the manufacturer. Of the 18 thousand units licensed from January through August, only 535 were sold by brand dealerships.

The passenger cars most sold directly ranking in 2022 is led by the Hyundai HB20, with 36.3 units, 58.5% of the total. It is followed by the Gol and the Compass and, in fourth place, the Fiat Mobi, with 23.2 thousand units sold directly from a total of 42.5 thousand, corresponding to the market average of 53%.

Brazilian market leader, with precisely one-third of the sales, Stellantis has no less than six passenger cars among the most negotiated through this channel, representing the brands Fiat, Jeep and Peugeot, three of the group’s five, which also include, in Brazil, Citroën and RAM.

Photograph: Volkswagen

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George Guimarães

Jornalista com passagens por jornais, revistas, tevê e assessoria de imprensa, é especializado na cobertura do setor automotivo há trinta anos, período em que já viu (quase) de tudo da indústria, seus produtos, mercado, cadeia produtiva, tecnologias e políticas industriais.

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