{"id":670990,"date":"2015-06-19T12:00:00","date_gmt":"2015-06-19T12:00:00","guid":{"rendered":"https:\/\/www.webmotors.com.br\/wm1\/bolso\/grandes-perdem-e-medias-crescem-na-crise"},"modified":"2026-09-16T21:51:47","modified_gmt":"2026-09-17T00:51:47","slug":"grandes-perdem-e-medias-crescem-na-crise","status":"publish","type":"post","link":"https:\/\/www.webmotors.com.br\/wm1\/seu-bolso\/grandes-perdem-e-medias-crescem-na-crise\/","title":{"rendered":"Grandes perdem e m\u00e9dias crescem na crise"},"content":{"rendered":"\n
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940×576 Bc100a19 73b7 4377 8817 B6009a317aab 2 0<\/figcaption><\/figure>\n\n\n\n

\n\tAlgumas montadoras est\u00e3o sofrendo para, pelo menos, n\u00e3o perder mais do que a m\u00e9dia do mercado.<\/p>\n\n\n\n

\n\tManter a participa\u00e7\u00e3o num momento em que as vendas est\u00e3o caindo 20,9% (janeiro a maio) j\u00e1 seria um grande neg\u00f3cio, mas nem todas as marcas est\u00e3o conseguindo isso.<\/p>\n\n\n\n

\n\tAs maiores v\u00edtimas s\u00e3o as grandes montadoras. Donas de 57,5% do mercado interno no per\u00edodo janeiro-maio do ano passado, Fiat<\/strong>, GM<\/strong> e Volkswagen<\/strong> j\u00e1 perderam, juntas, seis pontos percentuais este ano, enquanto assistem algumas concorrentes nadarem de bra\u00e7ada contra a corrente e aumentar a participa\u00e7\u00e3o no mesmo per\u00edodo, casos da Honda<\/strong>, Toyota<\/strong>, Ford<\/strong> e Hyundai <\/strong>(veja quadro).<\/p>\n\n\n\n

\n\tL\u00edder de vendas, a Fiat<\/strong> foi a marca que mais perdeu este ano, caindo de 21,8% (291.001 unidades) para 18,8% de participa\u00e7\u00e3o, com apenas 200.011 unidades at\u00e9 maio: 91 mil carros a menos.<\/p>\n\n\n\n

\n\tA Volkswagen vendeu 66 mil carros a menos que janeiro-maio do ano passado, caindo de 17,5% para 15,6% e a GM perdeu 1,1 ponto de participa\u00e7\u00e3o (caiu de 17,7% para 16,6%).<\/p>\n\n\n\n

\n\tCitro\u00ebn<\/strong>, Peugeot<\/strong>, JAC<\/strong>, Kia<\/strong> e Mitsubishi<\/strong> e Chery<\/strong> tamb\u00e9m perderam participa\u00e7\u00e3o (veja tabela).<\/p>\n\n\n\n

\n\tA Honda foi a marca que mais aumentou a participa\u00e7\u00e3o este ano. Em cinco meses a japonesa conquistou nada menos do que 1,8 ponto percentual, subindo de 3,8% para 5,6%. Resultado obtido n\u00e3o apenas pelo sucesso do novo HR-V<\/strong><\/a>, mas pelas boas vendas de todo o portf\u00f3lio de produtos da empresa. A Honda j\u00e1 vendeu este ano 59.567 unidades.<\/p>\n\n\n\n

\n\tA Ford foi a \u00fanica das marcas tradicionais que cresceu este ano, aumentando a participa\u00e7\u00e3o de 9,09% para 10,7%, gra\u00e7as principalmente \u00e0s boas vendas do Ka, que foi renovado e lan\u00e7ado no segundo semestre do ano passado. A Ford vendeu este ano 113.999 unidades.<\/p>\n\n\n\n

\n\tToyota (com aumento de 1,5 ponto de participa\u00e7\u00e3o) e Hyundai (passou de 6,7% para 7,7%) tamb\u00e9m aumentaram consideravelmente sua participa\u00e7\u00e3o no mercado interno.<\/p>\n\n\n\n

\n\tOutras cinco marcas ampliaram a presen\u00e7a no bolo do mercado: a Nissan<\/strong>, com as boas vendas do March<\/strong>, Versa<\/strong> e Sentra<\/strong>. A Jeep<\/strong>, em apenas um m\u00eas vendeu mais de mil unidades do Renegade.<\/strong><\/a> Al\u00e9m das tr\u00eas marcas alem\u00e3s de luxo \u2013 Mercedes-Benz<\/strong>, Audi<\/strong> e BMW <\/strong>– que, juntas, conquistaram 0,55 ponto percentual, vendendo juntas quase 20 mil carros at\u00e9 maio.<\/p>\n\n\n\n

\n\tQuer dizer, a crise n\u00e3o \u00e9 generalizada: enquanto alguns perdem, outros se sustentam e outros, ainda, com bons produtos e boas estrat\u00e9gias, fazem sucesso em plena crise.<\/p>\n\n\n\n

\n

\n\t\t\t\t\tPOS.<\/strong><\/p>\n<\/td>

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\n\t\t\t\t\tMARCA<\/strong><\/p>\n<\/td>

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\n\t\t\t\t\tPART.% 2014<\/strong><\/p>\n<\/td>

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\n\t\t\t\t\t TOYOTA<\/p>\n<\/td>

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\n\t\t\t\t\t5,23<\/p>\n<\/td>

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\n\t\t\t\t\t6,72<\/p>\n<\/td>

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\n\t\t\t\t\t LIFAN<\/p>\n<\/td>

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\n\t\t\t\t\t TROLER<\/p>\n<\/td>

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\n\t\t\t\t\t LAND ROVER<\/p>\n<\/td>

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\n\t\t\t\t\t VOLVO<\/p>\n<\/td>

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\n\t\t\t\t\t0,15<\/p>\n<\/td>

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\n\t\t\t\t\t0,04<\/p>\n<\/td><\/tr>

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\n\t\t\t\t\t SUBARU<\/p>\n<\/td>

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\n\t\t\t\t\t6,95<\/p>\n<\/td>

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\n\t\t\t\t\t DODGE<\/p>\n<\/td>

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\n\t\t\t\t\t0,11<\/p>\n<\/td>

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\n\t\t\t\t\t20\u00ba<\/p>\n<\/td>

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\n\t\t\t\t\t SMART<\/p>\n<\/td>

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\n\t\t\t\t\t CHANA<\/p>\n<\/td>

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\n\t\t\t\t\t0,01<\/p>\n<\/td>

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\n\t\t\t\t\t0,11<\/p>\n<\/td>

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\n\t\t\t\t\t0,01<\/p>\n<\/td>

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\n\t\t\t\t\t SSANGYONG<\/p>\n<\/td>

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\n\t\t\t\t\t-0,03<\/p>\n<\/td><\/tr>

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\n\t\t\t\t\t32\u00ba<\/p>\n<\/td>

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\n\t\t\t\t\t MITSUBISHI<\/p>\n<\/td>

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\n\t\t\t\t\t1,73<\/p>\n<\/td>

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\n\t\t\t\t\t-0,05<\/p>\n<\/td><\/tr>

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\n\t\t\t\t\t33\u00ba<\/p>\n<\/td>

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\n\t\t\t\t\t CHERY<\/p>\n<\/td>

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\n\t\t\t\t\t0,24<\/p>\n<\/td>

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\n\t\t\t\t\t-0,05<\/p>\n<\/td><\/tr>

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\n\t\t\t\t\t KIA<\/p>\n<\/td>

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\n\t\t\t\t\t35\u00ba<\/p>\n<\/td>

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\n\t\t\t\t\t JAC<\/p>\n<\/td>

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\n\t\t\t\t\t0,22<\/p>\n<\/td>

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\n\t\t\t\t\t-0,1<\/p>\n<\/td><\/tr>

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\n\t\t\t\t\t PEUGEOT<\/p>\n<\/td>

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\n\t\t\t\t\t1<\/p>\n<\/td>

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\n

\n\t\t\t\t\t37\u00ba<\/p>\n<\/td>

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\n\t\t\t\t\t CITRO\u00cbN<\/p>\n<\/td>

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\n\t\t\t\t\t1,25<\/p>\n<\/td>

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\n\t\t\t\t\t38\u00ba<\/p>\n<\/td>

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\n\t\t\t\t\t GM<\/p>\n<\/td>

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\n

\n\t\t\t\t\t16,58<\/p>\n<\/td>

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\n\t\t\t\t\t-1,12<\/p>\n<\/td><\/tr>

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\n\t\t\t\t\t VOLKSWAGEN<\/p>\n<\/td>

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\n\t\t\t\t\t-1,83<\/p>\n<\/td><\/tr>

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\n\t\t\t\t\t40\u00ba<\/p>\n<\/td>

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\n\t\t\t\t\t FIAT<\/p>\n<\/td>

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\n\t\t\t\t\t21,85<\/p>\n<\/td>

\n

\n\t\t\t\t\t18,78<\/p>\n<\/td>

\n

\n\t\t\t\t\t-3,07<\/p>\n<\/td><\/tr>

\n

\n\t\t\t\t\tFonte: AutoInforme<\/p>\n<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

\n\t <\/p>\n","protected":false},"excerpt":{"rendered":"

Fiat, GM e VW perdem 6 pontos de participa\u00e7\u00e3o. Honda, Ford, Toyota e Hyundai ganham 5,9<\/p>\n","protected":false},"author":115,"featured_media":156622,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wm1_technical_sheet":[],"wm1_cross_sell_banner_enabled":true,"wm1_cross_sell_banner_custom":{"imageId":null,"link":"","target":"_blank","trackClickName":""},"wm1_related_links":[],"footnotes":""},"categories":[950],"tags":[],"brand":[],"class_list":["post-670990","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seu-bolso"],"_links":{"self":[{"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/posts\/670990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/users\/115"}],"replies":[{"embeddable":true,"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/comments?post=670990"}],"version-history":[{"count":3,"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/posts\/670990\/revisions"}],"predecessor-version":[{"id":893031,"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/posts\/670990\/revisions\/893031"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/media\/156622"}],"wp:attachment":[{"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/media?parent=670990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/categories?post=670990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/tags?post=670990"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/www.webmotors.com.br\/wm1\/wp-json\/wp\/v2\/brand?post=670990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}