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Automakers surprise with discounts of up to R$80 on new cars, from electric vehicles to SUVs and pickup trucks. Pricing or strategy error?
Imagine walking into a dealership and coming across a discount that seems too good to be true. Discounts of up to R$80 on new cars are no longer a mirage, but a reality that is exciting Brazilians.
Renowned automakers are drastically reducing prices of different models, leaving many questioning whether this is a marketing strategy or a necessary adjustment to compete in the market.
In recent months, several automakers have announced significant cuts in the prices of their vehicles. According to experts, these reductions are a response to fierce competition and, in some cases, a correction of previous pricing errors.
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For example, the Renault Megane e-Tech, which was initially launched for R$279.990, can now be found for R$199.900, an impressive discount of R$80.
Renault Megane e-Tech: A Case of Necessary Tuning
The Megane e-Tech, an electric SUV from Renault, exemplifies this situation well. Although it is a high-quality car, its initial pricing was considered aggressive.
With Chinese and Volvo rivals offering competitive options at lower prices, Renault decided to adjust its accounts. According to Renault, the new price of R$199.900 better reflects the market value of the vehicle, allowing it to become a more attractive option for consumers.
Kwid e-Tech and BYD: Wave of Discounts on Electric Vehicles
The phenomenon of discounts is not limited to the Megane. O Kwid e-Tech also had a significant reduction, from R$142.900 to R$99.990. This movement is a clear reflection of the need to compete with the growing supply of electric cars in the Brazilian market.
According to BYD, the company created a 'special conditions' page offering discounts of up to R$31.800 on 2023/2024 models, such as the Seal, to clear stocks and make room for 2025 models.
Discounts on Combustion Cars: Ram Rampage and Nissan Frontier
In addition to electric ones, combustion cars are also seeing price cuts. Ram Rampage, in a promotional action, is being sold with discounts of more than R$43 thousand for companies with CNPJ.
According to the brand, the top-of-the-line sports version dropped from R$289.990 to R$246.491,50. Likewise, the Nissan Frontier has had its price reduced by up to R$9, with the basic model now starting at R$242.790. Fiat Toro was not left out, with discounts of up to R$10 across the entire line.
SUVs: Price Changes in Popular Models
SUVs, an extremely popular category in Brazil, were also impacted by this trend. O Mitsubishi Eclipse Cross had a discount of up to R$30.
Jeep has adjusted the prices of the Compass (discounts of R$5 to R$20) and the Commander (reductions of R$18 to R$40).
According to Jeep, these adjustments are accompanied by extended warranties, offering more benefits to customers. The Jeep Renegade and Volkswagen Taos are also available at reduced prices in the 2023/2024 lineup.
Why Are These Adjustments Happening?
The answer to these price adjustments involves several factors. Some cars were originally overvalued, and low demand led automakers to reevaluate their strategies.
According to automotive consultant Milad Kalume, in an interview with the UOL portal, “the market dictates the rules of the game, and if demand for the car does not appear, it is necessary to adjust the price.”
Another reason is the need to liquidate old stocks to make room for new models. Automakers often run promotions to empty yards, especially before the launch of new models.
Still on the aforementioned portal, Kalume explains that “when there are two cars in the store, one 2024 and the other 2025, the consumer prefers the newer one. That’s why automakers discount older models to sell them.”
Other Factors Influencing Discounts
In addition to competition and the need to renew stocks, other factors such as stock regulation and uncertainty about the continuity of certain models on the market also impact these price adjustments. According to industry experts, “some cars have been in automakers' yards for a long time, and it is necessary to get rid of them to avoid greater losses.”
Opportunity for Consumers
For consumers, This scenario represents an excellent opportunity to purchase quality vehicles at more affordable prices. With discounts that can be surprising, the search for the ideal car has become even more interesting.
However, it is crucial that buyers do thorough research and evaluate all available options before making a decision.
Which car would you be happy with if it went on sale, reader? Tell us in the comments!
