To: David Petty who wrote (11468 ) 1/12/1999 2:45:00 PM From: Steve Fancy Respond to of 22640
GM Picks Up Market Share In Brazil In '98, Despite Crisis By ADRIANA ARAI Dow Jones Newswires SAO PAULO -- A quick glance at Brazil's 1998 vehicle sales figures produces no surprises: Volkswagen AG, as usual, led auto sales in South America's largest economy. Granted, the German giant had to forfeit its leadership position in passenger cars to Italy's Fiat SpA for a few months in early 1998 - but Volkswagen had faced a similar threat in 1997. A second look at the data, however, shows that General Motors Corp was the big revelation in 1998. "GM was the only car manufacturer that was able to grow its market share under extremely unfavorable consumer demand conditions," said A.T.Kerney vice-president in Brazil Rogerio Aun. All the other big three car makers in Brazil - Volkswagen, Fiat, and Ford Motor Co - couldn't make it through last year's financial turmoil unscathed. Not that GM had it easy; according to figures released Monday, sales of its passenger cars and light commercial vehicles dropped 16% last year over 1997. During the same period, Volkswagen's tumbled 27%, Fiat's 28%, and Ford's 31%. As a result, GM's share in the passenger car and light commercial vehicle market expanded 1.8 percentage points to just over 24%. Volkswagen's market share contracted 1.9 points, Fiat lost 2.2 points, and Ford fell 1.6. (See chart below) In 1998, sales of cars, trucks, and buses in Brazil shrank 21% from the year before to 1.5 million, chiefly due to sky-high interest rates the government has adopted since October 1997 in a bid to stem massive capital outflows. The explanation for GM's success, according to analysts consulted by Dow Jones Newswires, is straightforward: the company offers the most complete and technologically advanced product line. And, most importantly, GM hit the bull's eye with the Vectra, its medium-sized model launched at end-1996, and seems to have done just as well with its new Astra model late last year. "The battle to consolidate image and market share focuses on the medium-size segment," said Aun. "That's why all the newcomers (Toyota, Renault, Honda, Chrysler, among others) are debuting in the Brazilian market with medium-size models." As the big four car manufacturers brace for fierce competition as of 1999, analysts say GM is better prepared to hold on to its market share. The following is a list of the market share of each of Brazil's largest car makers: MARKET SHARE - PASSENGER CARS/LIGHT COMMERCIAL VEHICLES 95 96 97 98 Volkswagen 37.1% 36.4% 31.9% 30.0% Fiat 27.0% 27.9% 28.1% 25.9% General Motors 22.4% 23.9% 22.4% 24.2% Ford 12.1% 10.9% 14.7% 13.1% Source: Anfavea, ATKerney analysis. -By Adriana Arai; (5511) 813-1988; aarai@ap.org