Time to say goodbye! Chinese brand sells only eight cars and bids farewell to Brazil

A Chinese brand arrived in Brazil promising to revolutionize the electric car market, but it failed in a surprising way! After a year of discreet operations, it sold only eight units and has already said goodbye to the country. With high prices and little publicity, the fiasco was inevitable. Find out the reasons for this sudden exit!

Not all assembler that arrives in Brazil manages to establish itself in the market.

While some brands win over the public and become giants in the sector, others cannot withstand the strong competition and end up leaving the country discreetly.

This was the case of Seres, a Chinese manufacturer of eletric cars who landed in Brazil without much fanfare and, just over a year later, has already announced his farewell.

The company's history in the country was marked by challenges and a trajectory of very low impact.

Since its arrival in July 2023 until its definitive withdrawal, the brand faced difficulties in attracting consumers and consolidating its presence in the market.

According to data from Brazilian Electric Vehicle Association (ABV), in one year of operation, Seres sold only eight units of their electric models.

Now, the automaker has ceased all activities in Brazil, deactivated its official website and even closed down its Tax ID, which confirms his definitive departure. But after all, what led the brand to such a significant failure?

The shy arrival and the unimpressive farewell

Unlike other automakers that invest heavily in marketing and make big announcements when entering new markets, Seres arrived in Brazil almost unnoticed.

Its launch took place in July 2023, without large-scale events or aggressive promotional strategies.

The Brazilian public, accustomed to receiving news from the automotive sector with a certain euphoria, practically did not notice the entry of Seres into the market.

Without a robust marketing plan and little known outside China, the automaker failed to generate enough interest to attract customers in a highly competitive segment.

Less than a year later, in July 2024, Seres suspended its sales, and now, at the beginning of 2025, the company has officially withdrawn from Brazil.

Even the brand's social media channels have stopped updating., indicating that the manufacturer does not plan to resume operations any time soon.

Only 8 cars for sale and prices are not at all competitive

Seres' sales figures in Brazil are impressively low. The brand sold only eight units in one year, being five units of Seres 3 and three of Seres 5, according to ABVE.

Imported directly from Shanghai, China, the brand's models were launched with prices considered high for a market still in the process of adapting to electric vehicles.

O beings 3, a compact electric SUV, arrived in Brazil costing R$239.900, while the beings 5, a more sophisticated model, was marketed by R $ 394 thousand.

High prices, combined with a lack of brand recognition, made the vehicles unattractive to Brazilian consumers.

Unlike other Chinese manufacturers, such as BYD and GWM, which have already gained space in the country with aggressive strategies, Seres has not managed to generate confidence in the market.

What went wrong for Seres?

Seres' failure in Brazil was not caused by a single factor, but rather by a combination of poorly executed strategic decisions and challenges from the market itself.

Among the main problems faced by the automaker, the following stand out:

• Lack of disclosure: The brand arrived in Brazil without a strong advertising campaign, becoming practically unknown to the public.
• Generic design: Seres vehicles did not have any striking visual differences, making them unattractive compared to the competition.
• Online sales only: At the beginning of operations, the brand opted for a fully digital sales model, a strategy that did not work well in the Brazilian market. The company later tried to correct this by looking for physical stores, but it was too late.
• High prices: For a new brand with no tradition in Brazil, the prices of the cars were far above consumer expectations.

Furthermore, a curious point about Seres is its relationship with the Chinese giant Huawei.

Although they were partners, the technology company did not have a major impact on the automaker's operations in Brazil, which may have frustrated some initial expectations.

Competition from Chinese automakers remains strong in Brazil

Despite Seres' failure, other Chinese automakers continue to expand their operations in Brazil.

A BYD, for example, has become one of the leading sellers of electric cars in the country, while GWM (Great Wall Motors) has also grown significantly.

The success of these companies is largely due to more aggressive marketing strategies, more competitive prices and an approach more aligned with the needs of the Brazilian market.

Unlike Seres, they invested heavily in building a strong identity in the country.

Meanwhile, Seres' silent farewell reinforces a reality in the automotive sector: Entering Brazil is no guarantee of success, and only brands that truly understand the market can establish themselves.