Tropicalisation the cornerstone of Brazilian MaaS success

Despite Uber’s huge success, entering Brazil’s MaaS market is by no means a guaranteed win. By Jack Hunsley

Brazil might not be a leading automotive market, but it has become a hugely successful arena for certain Mobility-as-a-Service (MaaS) players. The most obvious example is Uber, for which Brazil is the second-largest market after the US. As of December 2019, more than 600,000 Uber drivers were operating in the country, with this significant number rising from an almost perfect storm. “Roughly 20% of Uber’s global international business is in Brazil,” said Masao Ukon, Managing Partner and Director in Boston Consulting Group’s (BCG’s) São Paulo office. “That is a combination of supply and demand arriving at the perfect time.”

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