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BMW on surviving Brazil’s ‘democratic’ crisis

The premium and luxury segments in Brazil have experienced relatively small losses compared to mainstream OEMs, but BMW's Brazil CEO says the OEM will continue to localise in order to survive. By Xavier Boucherat

Getting a sense of the scale of Brazil’s downturn is not easy, but the automotive industry’s decline paints a helpful, albeit gloomy picture. During 2015, light vehicle demand dropped by 26% to 2.48 million units, down more than a million from 2013’s total of 3.6 million sales. Yet the fact remains that no OEMs have abandoned the market, least of all the premium brands, many of which have dug in their heels during the recession years with fresh investments and new production starts.

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