The Brazilian market has attracted an increasing number of foreign companies, especially those selling durable goods, such as automobile manufacturers. However, this movement has revealed a lack of preparation in customer service, which has generated a series of problems and dissatisfaction among customers.
Despite investing heavily in entering the Brazilian market, some world-renowned brands fail to adapt to local language and customs. As a result, communication dissonance develops. This can lead to unnecessary frustration, jeopardizing the long-term sustainability of these brands in Brazil and leaving consumers dissatisfied.
According to the lawyer Paulo Akiyama, the current scenario is worrying. "We are living in an era in Brazil of a flood of foreign companies seeking to establish themselves in the domestic market, but without a commercial base, logic, or minimal logistics to guarantee consumer protection. They forget that they are entering a country with a mature Consumer Protection Code and consumers accustomed to being treated as stakeholders," he states.
Promises and reality
The cultural and market differences between foreign companies and Brazilian consumers have evolved 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 status of their orders and allowing penalty-free cancellations until the invoice was issued, which only occurred when the vehicle was physically available.
Nowadays, however, the practice has changed, and invoices are issued before the vehicle leaves the importer's yard, forcing consumers to pay in advance without clear delivery guarantees. This is just one example of brands' lack of preparation in dealing with local consumers, resulting in confusing after-sales information and delivery delays.
Akiyama notes that, in many cases, buyers are fooled by promises of technologically advanced vehicles, only to face problems soon after. "From there, a never-ending marathon begins. It starts with the down payment, and the consumer thinks they're getting a good deal. However, the brand is often unprepared to meet demand, and the consumer is left in limbo," he explains.
Impacts and solutions
If consumers experience frustrating situations during or after a purchase, the lawyer advises them to document all interactions with companies and assert their rights. "Recording every conversation and reporting it to consumer protection agencies is essential. The market will sift through it, and those who deserve it will be left," he emphasizes.
The lack of preparation of foreign companies affects the consumer experience, brand reputation, and market confidence. For Akiyama, the solution lies in a change of mindset. "These manufacturers must first understand that the consumer is not a puppet, but rather the one who drives the business. Brazil is not a country for amateurs, and Brazilians are not those 'silly' thinkers," he concludes.
