The Brazilian market has attracted an increasing number of foreign companies, especially those that operate in the sale of durable goods, as is the case with car manufacturers. However, this movement has revealed a lack of preparedness regarding customer service, what has generated a series of problems and dissatisfaction among customers
Although they invest heavily in entering the Brazilian market, some world-renowned brands do not fit the local language and customs. As a result, there is a dissonance in communication. This can translate into unnecessary frustrations, jeopardizing the support of these brands in national territory in the long term and leaving consumers dissatisfied
According to the lawyerPaulo Akiyama, the current scenario is concerning. "We are experiencing in Brazil an era of a flood of foreign companies wanting to establish themselves in the national market", but without a commercial base, minimum logic and logistics to ensure the consumer. They forget that they are entering a country that has a mature Consumer Protection Code and consumers used to being treated as people of interest, affirms
Promises and reality
The cultural and market differences between foreign companies and Brazilian consumers have been transforming 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 orders and allowing cancellation without penalties until the issuance of the invoice, that only occurred when the vehicle was physically available.
Currently, however, the practice has changed, and the 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 the unpreparedness of brands in dealing with the local consumer, resulting in confusing information in post-sales and delivery delays
Akiyama observes that, in many cases, buyers end up being deceived by promises of technologically advanced vehicles, but they end up facing problems soon after. "From there, a never-ending marathon begins. It starts with the payment of the purchase deposit, and the consumer thinks they are getting a good deal. However, the brand is often not prepared to meet the demand, and the consumer is left in limbo, explain
Impacts and solutions
If they encounter frustrating situations during or after the purchase, the lawyer advises consumers to document all interactions with companies and to seek their rights. Recording each conversation and reporting to consumer protection agencies is essential. "The market will sift and only those who deserve will remain", highlights
The unpreparedness of foreign companies affects the consumer experience, the reputation of brands and trust in the market. For Akiyama, the solution involves a change of mindset. These manufacturers must initially know that the consumer is not a puppet, but it is the one that makes the business run. Brazil is not a country for amateurs and Brazilians are not those 'naive' ones who think, concludes
