The Brazilian market has been attracting an increasing number of foreign companies, especially those involved in the sale of durable goods, such as automobile manufacturers. However, this movement has revealed a lack of preparedness regarding customer service, which has led to a series of problems and dissatisfaction among customers.
Although they invest heavily in entering the Brazilian market, some world-renowned brands do not adapt to the local language and customs. As a result, a dissonance occurs in communication. This can translate into unnecessary frustrations, harming the sustainability of these brands in the national territory in the long term and leaving consumers dissatisfied.
According to the lawyerPaul AkiyamaThe current situation is concerning. "We are experiencing in Brazil a wave of foreign companies wanting to establish a foothold in the national market, but without a basic commercial, logical, and logistical foundation to guarantee the consumer. They forget that they are entering a country that has a mature Consumer Defense Code and consumers used to being treated as persons of interest," he states.
Promises and reality
The cultural and market differences between foreign companies and Brazilian consumers have been evolving over time. In 2006, when Honda launched the New Civic, for example, the high demand was managed more transparently, with dealerships keeping customers informed about the order status and allowing cancellations without penalties until the invoice was issued, which only happened when the vehicle was physically available.
Currently, however, the practice has changed, and invoices are issued before the vehicle leaves the importer’s yard, forcing the consumer to pay in advance without clear delivery guarantees. This is just an example of brands' lack of preparedness in dealing with the local consumer, resulting in confusing post-sale information and delivery delays.
Akiyama observes that, in many cases, buyers end up being deluded by promises of technologically advanced vehicles but face problems shortly afterward. "From there, an endless marathon begins. It starts with the payment of the deposit, and the consumer thinks they are making a good deal. However, the brand is often not prepared to meet the demand, and the consumer is left in limbo," he explains.
Impacts and solutions
If they go through frustrating situations during or after the purchase, the lawyer advises consumers to document all interactions with the companies and to seek their rights. "Recording each conversation and reporting to consumer protection agencies is essential. the market will sift through and only those who deserve will remain," he emphasizes.
The lack of preparedness of foreign companies affects the consumer experience, brand reputation, and market confidence. For Akiyama, the solution involves a change in mindset. "These manufacturers must initially understand that the consumer is not a puppet, but the one who makes the business go round. Brazil is not a country for amateurs, and Brazilians are not those 'fools' who think," he concludes.
