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Executive takes over marketing strategy in decisive growth phase of the automaker, with expansion of dealerships, strengthening of the brand, and technological advancement in the country
OMODA & JAECOO announced, in 2026, the arrival of Alessandra Souza as executive director of marketing in Brazil.
Thus, the executive will lead the brand’s strategy at a time marked by accelerated expansion, portfolio enhancement, and consolidation of national presence.
Additionally, with over two decades of experience in the automotive sector, Souza takes over the area in a phase considered strategic by the company, according to an official statement from OMODA & JAECOO.
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marketing strategy gains new direction
In this sense, Alessandra will be responsible for leading the entire marketing and communication strategy in Brazil.
At the same time, her role will encompass campaigns, events, digital presence, branding, customer experience, and public relations.
Moreover, the strategy will be directly linked to the growth of the operation.
Thus, the focus will be on strengthening the brand’s reputation, increasing relevance, and creating a closer connection with Brazilian consumers.
focus on customer experience and global positioning
On the other hand, one of the pillars of the new management will be to deepen the customer experience.
Thus, the proposal seeks to translate the company’s global attributes into Brazil, such as innovation, technology, design, and disruptive mobility.
Currently, the company is already present in 64 countries, according to institutional data released by the brand itself.
Therefore, the goal now is to consolidate a positioning in Brazil based on sophistication, modernity, and efficiency.
connection with Brazilian consumers
Furthermore, the strategy includes building a brand aligned with the country’s cultural values.
Thus, the company intends to invest in forming a strong, diverse, and highly qualified local team.
Consequently, the goal is to better understand the behavior and aspirations of Brazilian consumers.
Thus, the operation will be structured to reflect the national reality and strengthen an authentic connection with the public.
According to Alessandra Souza, in an official statement from the company:
“We want to establish a more direct and transparent communication with our customers, enhancing experiences and exploring new relationship formats.”
trajectory and leadership style
Throughout her career, the executive has built a trajectory marked by transformation projects and brand strengthening in Brazil.
Additionally, her leadership style prioritizes integration between teams and channels.
Thus, she combines strategies that connect traditional media, digital platforms, and points of sale.
Therefore, the goal is to ensure a consistent and high-impact consumer journey.
expansion of the network and growth in Brazil
Meanwhile, the arrival of the new director occurs amid a robust growth plan in the country.
Currently, the company has more than 70 dealerships in operation in Brazil.
However, the expectation is to exceed 100 stores by the end of 2026, according to projections released by the company itself.
Additionally, the automaker is investing in strengthening customer service and after-sales.
Consequently, it seeks to expand national reach and standardize the customer experience.
portfolio focused on hybrid technology
On the other hand, another strategic axis involves the evolution of the product portfolio.
In this context, new models with hybrid technologies are planned.
Among them, Jaecoo 5, Jaecoo 8, and Omoda 4 stand out.
Thus, communication will be directed to an audience attentive to energy efficiency, connectivity, and innovation.
competitive landscape and goals for 2026
At the same time, the company operates in a highly competitive environment.
This scenario includes both traditional manufacturers and new automakers in Brazil.
Thus, the strategy combines commercial expansion with brand strengthening.
Consequently, the goal for 2026 is to consolidate the company as a new protagonist in the Brazilian automotive industry.
about the company
OMODA & JAECOO is a global manufacturer based in Wuhu, Anhui Province, China.
Additionally, the company is involved in the development and distribution of sedans, SUVs, and other vehicles.
Its purpose is to offer smart mobility solutions, futuristic design, and personalized consumer experience.
Thus, the company seeks to establish a new global standard in the automotive sector.
In light of this strategic advancement, will the new leadership be able to transform growth into consolidated relevance in Brazil?
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