Revista Dealer Edição 36 - Inglês by Fenabrave mcepress

36 August Agosto 2012

Publicação National Federation BimestralofdaAutomotive Federação Vehicles NacionalDistribution da Distribuição Bimonthly de Veículos Publication Automotores

HARLEY DAVIDSON HARLEY DAVIDSON

Under Sobanova new gestão, management, marca thenorte-americana American make warms aquece upseus its powerful potentes motores engines no in Brazil Brasil and e acelera accelerates rumo towards ao crescimento growth.

ENTREVISTA INTERVIEW

DEBATE

ExpoFenabrave 2012

Paulo Campos, a palestrante speaker atno the XXII Fenabrave Congresso Fenabrave, Congress, contahow tells como to increase ampliarprofi os lucros ts por meiothe through dosleaders. líderes.

F&I have possuia mercado potencial potential market deR$ of R$20 20billion. bilhões.

Come meet Conheça as the novidades exhibitors’ dos expositores novelties atda themaior largestfeira trade fair voltada aotosetor dedicated the distribution da distribuição industry in Brazil. no Brasil.

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editorial

We need economic sustainability in the industry Flávio Meneghetti President of Fenabrave

uring the last years we’ve lived a vibrant market in our industry. However, in 2012, we entered a period of uncertainties.

Market has changed as a result of adverse scenarios, mainly international, with its negative impacts on the domestic economy, and the recent recovery of automotive industry was possible thanks to a joint effort conducted by both the Government and the private sector, which reduced taxes, banking spreads and interest, among other factors that led us to the best month of July in history. We had an increase of 3.15% in June and 22.04% in July both compared to the same months last year, accumulating a growth of 3.01% from January thru July of 2012 against the same period of 2011. Thus, it was shown that when we add efforts we achieve good results. And that is precisely why I believe that we must think on the economic sustainability of our industry. More than that, it worries me the market maintenance in relation, for instance, to the capacity of consumption and household debt. Today, the Brazilians work 145 days a year just to pay taxes, which ultimately compromises inexorably their capacity for consumption and investment.

August Agosto 2012

HARLEY HARLEYDAVIDSON DAVIDSON

Is we compare this situation to countries with mature economies, the result becomes even more compromising for the Brazilians. Brazil is among the countries with the highest incidence of taxes over cars in the world. Together, IPI, ICMS, PIS and COFINS represent up to 36.4% of the total amount of a car, while in the United States the tax burden is only 6.1%; 9.1% in Japan and 16% in Germany.

Publicação National Federation BimestralofdaAutomotive Federação Vehicles NacionalDistribution da Distribuição Bimonthly de Veículos Publication Automotores

ENTREVISTA INTERVIEW

DEBATE

ExpoFenabrave 2012

Paulo Campos, a palestrante speaker atno the XXII Fenabrave Congresso Fenabrave, Congress, contahow tells como to increase ampliarprofi os lucros ts por meiothe through dosleaders. líderes.

F&I have possuia potentialpotencial mercado market deR$ of R$20 20billion. bilhões.

Conheça Come meet as the novidades exhibitors’ dos novelties atda expositores themaior largestfeira trade fair voltada aotosetor dedicated the distribution da distribuição industry in Brazil. no Brasil.

So, I ask if it is not the time our Government reviewed, once for all and on permanent basis, this exaggerated taxation, creating a virtuous circle which, certainly, besides improving Brazilian lives, would generate more revenue by increased consumption. In our XXII Fenabrave Congress and ExpoFenabrave we will discuss the progress, bottlenecks and opportunities for our industry, for all automotive segments, as well as we will debate the instruments to consistently evolve seeking excellence in management and ways to perpetuate our business, without which we will continue asking ourselves about what to do in the future. We will always continue seeking the best ways of working, both on our part and the private sector, seeking to work as partners of the Government. But let’s join efforts, as we have seen, this union produces good results. Let us go together in the same direction. Towards sustainability and longevity of our industry and the economic and social development of our country!

Dealer Magazine

summary

Bimonthly publication of Fenabrave - National Federation of Automotive Vehicles Distribution. Year 5 – Issue 36 – August 2012 Board Chairman of Deliberative Council and Board Flávio Antonio Meneghetti President Alarico Assumpção Jr. Vice Presidents Antonio Figueiredo Netto, Edson Luchini, Elias dos Santos Monteiro, José Alberto Gisondi, Mário Sérgio Moreira Franco, Mauricio de Souza Queiroz, Paulo de Tarso Costa Beber, and Paulo Matias “Ad-hoc” Vice Presidents Gláucio José Geara, José Carneiro de Carvalho Neto, Octávio Leite Vallejo, and Ricardo de Oliveira Lima Ex Officio (Former Presidents): Alencar Burti, Sergio Antonio Reze, and Waldemar Verdi Jr. Editorial Board Flávio Meneghetti, Alarico Assumpção Jr., Paulo Engler, Marcelo Ciardi, Valdner Papa, Rita Mazzuchini Editorial and Production MCE – Mazzuchini Comunicação e Eventos R. Frei Rolim, 59 - CEP 04151-000 – São Paulo, SP Phones: (11) 2577-6533 / 5582-0049 E-mail: rita@mcepress.com.br

Education

educação

Launches lanç amentos

Nizan Guanaes states that, out of all revolution promises, the online education is increasingly closer.

Fenabrave Radar

radar fenabrave

New class for Field Reporter Training is created at Fenabrave University; Check highlights of XXII Fenabrave Congress programming and; Fenabrave/ SC promotes the 1st Prize of Journalism “For a more conscious traffic”.

ExpoFenabra ve 2012 expofenabra ve

The largest trade fair focused on the distribution industry presents products and services to Dealer-owners. Learn what’s new!

Fenabrave TV

tv fenabrave

Social media round table is broadcast to over 4,000 people through Fenabrave TV.

Opinion

opinião

José Roberto Mendonça de Barros, of MB Associados, comments on the Brazilian agricultural scenario and its main trends.

Connection

conexão

Assistant Editor Igor Francisco (Mtb 57082)

Debate

Collaborator Daniela Figueira

Diversify the business through the “I” products, from de F&I abbreviation, can make a difference in the profitability of dealerships.

Commercial DNF Comunicação – Gutenberg Soledade Phones: (11) 2281-8134 and (11) 9169-7485 E-mail: dealer@dnfpropaganda.com.br

Interview entrevista

Learn the necessary precautions before sending promotional SMS to consumers.

Photos Marcos Alves, promotion, iStockphoto

Harley-Davidson assumes management in Brazil, introduces new products, structured Chain and focus on post-sales, as part of the make strategy in Brazil.

Editor and Journalist in Charge Rita Mazzuchini (Mtb 22128)

Graphic Design and Art Edition Heraldo Galan and Patricia Tagnin

Cover Story matéria de capa

economia

Behavior

comportamento

Dealer-owners can increase profitability through leaders and managers. Paulo Campos tells how to reach these results.

Learn the news on the segments of cars, trucks and motorcycles.

Renato Bernhoeft, of Höft Consultoria, speaks about some attention we should have with privacy in the use of technology.

Circulation 10,000 copies Free distribution Correspondence Address Av. Indianópolis, 1967 – Planalto Paulista CEP 04063-003 – São Paulo/ SP Phone: (11) 5582-0000 / Fax: (11) 5582-0001 E-mail: fenabrave@fenabrave.org.br Editorial staff contact E-mail: rita@mcepress.com.br

Authorization for text reproductions Signed articles in this magazine are of responsibility of the author, and do not necessarily represent Fenabrave opinion. Authorized a total or partial reproduction of unsigned materials, provided the source is mentioned. Reproduction of signed articles and materials must have the author’s prior written consent.

Collaborate in this issue:

Nizan Guanaes, Renato Bernhoeft e José Roberto Mendonça de Barros

Dealer Magazine

education

Harvard to the masses

Nizan Guanaes

Of all promises of revolution, the online education is increasingly closer.

nd it is not me who says this. But the staff at Harvard, MIT, Princeton, Stanford. These and other North-American universities of excellence are doing an historical movement to transfer their courses to digital platforms and offer them to the whole word, most of them for free. You only need two things to access these learning temples: Speak English and have a digital connection. There are two things you need to have “anyway”. With English and digital connection, you can enter the sites coursera.org (to enroll in free courses at Stanford, Princeton, Caltech, Rice, Johns Hopkins and other leading universities) or edxonline.org (for courses at Harvard and MIT) and choose your favorite chair to accompany them. Harvard and MIT begin to offer their edX courses from September and hope to educate nothing less than a billion people with their digital service. Or one in every seven people on the planet educated by Harvard or MIT. Isn’t it a revolution? These universities promise a new experience in online education, with higher student-teacher interactivity and an intense feedback to help them to reprogram their curricula to the massive global audience. I am not an educator, but, as an ambassador for UNESCO and member of the Education For All, I am an employer committed to education. I often see in my industry the need to reform education to bring it closer to the labor market. The revolution of online education can help a lot in this process of approaching education and people and, people and education. A Professor at the University of Michigan told the “New York Times” he was thrilled because 40,000 students worldwide had downloaded his course video, which by his calculations would be achieve in 200 years of traditional lessons. Coursera got 700,000 students online in a few weeks of activity. Like so many things in this era of communication, this is a disruptive moment in education. And we are seeing only the beginning of the beginning. The Dean for Academic Affairs

of Harvard anticipated that in five years the online education will be quite different from what we have today. What does not seem that will change is the tendency of increasing access – dramatically higher - to education via web. This inspires me, see the world from Brazil. After the leaps we took in the last two decades, it is clear that the greatest need of our country and the inescapable springboard for the next leap in development is education. We already have a large and fantastic workforce. Brazilian work hard, are dedicated, entrepreneurial, creative. Who doesn’t know a mate who has two, three jobs and work hard at all of them; or that small entrepreneur, often informal, doing whatever is possible with an acute, natural and valuable flexibility for business. What they lack for the transforming leap is education. These emerging entrepreneurs, with access to education and best management practices, will lead the Brazilian economy to another level. Online courses are the quickest, cheapest and effective way to do it. Our public universities, which form the Brazilian education elite and already have initiatives in the online world, could radicalize its public character with free digital web courses throughout the country, possibly supported by corporations that will benefit from the revolution in education. We live in an era of great discoveries. Man only discovered that the Earth was blue when left the planet. Educating oneself is to get out of oneself in search of knowledge about the world and things. This journey of education is the trip of a lifetime. You find out yourself another person after education. Our country will discover itself again after educating itself. The difference is that this time we will discover ourselves. It will be our true emancipation, our definitive emergence. *Nizan Guanaes is a publicist from Bahia, and owner of the largest advertising group in the country, the ABC. He writes on Tuesdays, every fifteen days, in the printed version of “Mercado” of “Folha de São Paulo Newspaper”.

Nizan Guanaes is a publicist from Bahia, and owner of the largest advertising group in the country, the ABC. He writes on Tuesdays, every fifteen days, in the printed version of “Mercado” of “Folha de São Paulo Newspaper”.

Dealer Magazine

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fenabrave radar

Agenda 1st Prize of Journalism, “For a more conscious traffic”

Fenabrave University conducts course on Laws of Tax Incentive to Culture and Cultural Marketing Aiming to expand the use of Cultural Marketing among companies and their audiences, the Fenabrave University conducted, on August 7 thru 9, the course on Laws of Tax Incentive to Culture and Cultural Marketing – expanding the company communication tools. Among the participants were Human Resources professionals, Managers, Administrators, Officers and owners of the enrolled dealerships. “The Cultural Marketing is a communication tool that allows companies to make their brands get closer to their audiences through sponsorship of cultural events or products. The demand for entertainment grows every day and it is crucial to closely understand how this activity works. Besides the intrinsic benefits to the action of cultural marketing, it is often possible to take advantage of tax incentive laws, which can virtually zero out costs of a highly effective marketing action”, assesses the Coordinator of Fenabrave University, Valdner Papa. In the first module of the course, we approached the main cultural incentive laws, in municipal, state and federal levels, focusing on the practical use of tax incentive laws applied to the business environment. In the second part, we addressed the concept of cultural marketing as a cultural marketing company can do, what a company earns doing cultural marketing, what are the benefits of cultural marketing, what are the criteria used by companies when choosing a cultural project, among other relevant issues on the subject. At the end of the course, we presented to students some suggestions for projects under funding that may be of interest to their dealership.

New class for the Field Reporters’ Training Course After the success of the first group, which was attended by 234 students, Fenabrave TV will reedit the Field Reporters’ Training Course. Lessons for the second class will be broadcasted to the enrolled students on September 5, 12, 19, 26 and October 10. Named “Professional Certification Prep Program - Vehicle Loan Module”, the course aims to benefit all dealerships of the country offering to the enrolled employees all preparation and training for obtaining the certificate required by the Central Bank of Brasil. “The first edition of the course was very popular and, therefore, we’ve decided to conduct a second class. The subject has generated much interest by the Chain and their employees, since as from 2014 all dealerships must have certified professionals”, said Beatriz Rocha, Training Manager of Fenabrave. Just as it was the first class, the course will be entire remotely taught with 12 hours of lessons broadcast live on Fenabrave TV, once a week (Wednesday), from 6 PM to 20 PM. Coordinated and taught by Professor Francisco Ávila Filho, the “Professional Certification Prep Program - Vehicle Loan Module” consists of three modules: “Module I” - legislation and credit; “Module II” - customer service, relationships, ethics and representativeness, and “Module III” vehicle financing. Each module shall be concluded in two weeks. Activities will be held on the portal of FEBRABAN Institute of Education. After attending all classes, the student will be able to perform a dummy test. Besides the content, the Institute is responsible for the teaching staff and didactic materials to be used in the classes as well as textbooks, video lessons, among others.

On the last July 4, Santa Catarina Regional Fenabrave held the official launch of the 1st Prize Fenabrave / SC of Journalism. With the title “For a more conscious traffic”, the event happened in the Legislative Assembly of Florianópolis and was attended by the Vice President of Fenabrave, Gláucio José Geara, entities representatives of Santa Catarina media, such as Adjori – Newspaper Association of Interior of Santa Catarina and ACI - Santa Catarina Press Association. The event was also attended by Miguel Gobbi, from the Newspaper Association of Interior, by Mário Motta, SC-Rede Globo journalist, Ademir Arnon, President of Santa Catarina Press Association, and deputy Reno Caramori and the mayor of Joinville, Carlito Merss. The competition aims to reward the best press works that deal with issues related to traffic care and safety. According to the Regional Managing Officer of Fenabrave/SC, Ademir Antonio Serafin, the award was created in order to foster discussions on traffic care and raise awareness of the state population. In this first edition, Fenabrave/SC will reward the winners according to the registration category, and the journalist may win a brand new Fiat Uno, a Honda Fan 150 or a bicycle Caloi Terra. Fenabrave Vice President, Gláucio José Geara stated that “the idea was so innovative and positive that will be taken to the National Fenabrave, which should implement this initiative throughout the Country”. For the journalist Ademir Arnon, President of ACI, “this is a prize that is born strong, mainly because of the importance of the subject and its representativeness”, he praised. To apply for the 1st Fenabrave Prize/SC of Journalism, the professional must enroll - through the site www. fenabravesc.com.br/premio - subjects that address the theme “For a more conscious traffic” and that have been aired in the media during the period of November 1, 2011 thru October 31, 2012. State influential journalists and professionals involved with the automotive industry will be invited to join the Examination Board. More information can be obtained via e-mail: imprensa@ fenabravesc.com.br or by phone: (47) 3241-0330.

Contemplated Consortium In July, Fenabrave met with representatives of Anfavea, Abraciclo and ABAC to discuss ways to encourage consortium members to withdraw their vehicles with a letter of credit. According to the entities gathered at the headquarters of Fenabrave in São Paulo, most of the consumers participating in the Consortium System, and are contemplated, delay the withdrawal of the property. A new meeting was scheduled for August, where each representative will take proposals for effective actions on the subject.

Dealer Magazine

Trucking industry meets at Fenabrave Last July 12, the Executive President of Fenabrave, Alarico Assumpção Júnior, conducted the meeting of trucking industry representatives with the aim of discussing the outlook for the second half of the year for the segment and present the licensing data for the first half of the year. On the agenda there were also the benefits for the purchase of heavy vehicles through BNDES – Finame, PSI and the Prócaminhoneiro Program. The meeting, held at the entity headquarters, was attended by Itamar Giani (Abrada), Francisco Garcia (Abravo), Ênio Sardagna (ACAV), Airton Vieira Pinto (Ancive), Anderson Maciel (Ancive), João Batista Saadi (Assobens), João Carlos Costa (Assointer), Antonio Figueiredo Netto (Assobens). Paulo Matias, Vice President of Fenabrave and Marcelo Franciulli, Sectoral Officer of Fenabrave also attended it. Dealer Magazine

fenabrave radar

ExpoFenabrave exhibitors gather at the entity headquarters

Highlights of the XXII Fenabrave Congress Programming General “What does one of the largest American publicly-held dealership groups think” One of the most respected and also considered one of the most efficient executives of the American automotive distribution industry, Earl Hesterberg, CEO of Group 1 Automotive, participates in the International Workshop on the 16th, at 4 PM, and will not speak only about his Group, one of the five largest Dealerships of the United States, but, mainly, about the challenges they faced with the market downturn and now reaches one of the best results in their history. The Japanese tsunami of 2011 reduced the production of makes they represented by 62% of new vehicle sales of Group 1. Despite economic uncertainty, the significant decline of global automotive sales and the limitation of Japanese inventories, the company reported record annual performance in terms of EPS. Group 1 was also the first single group of dealerships publicly traded to remain profitable in each quarter during the recession. During the last 16 months, the company added more than US$ 1 billion in annualized revenues through acquisitions. The speaker has 38 years’ experience in the automotive industry in both North America and Europe. He worked on three major automotive industries in the world – Ford, Toyota and Nissan – and has experience as a manufacturer, distributor and retailer. Today, Hesterberg is the CEO of Group 1 Automotive, Inc., specialty retailer based in Houston and listed on the Fortune 500, and one of the five main groups of dealerships in the U.S. market. In 2010, Group 1 received a 3 Year Shareholder Value da PricewaterhouseCoopers Prize for automotive retailers based on a return of more than 80% for the shareholders.

Motorcycles “Strengths and challenges of the twowheel vehicle market in Brazil” The motorcycle was consolidated as a vehicle of social inclusion and has a growing demand in the Country, with about 80% of transactions made through installment payments (financing and consortia). In the speech delivered by Marcos Zaven Fermanian – President of ABRACICLO, it will be possible to learn more details of this market, where there are 10 inhabitants per motorcycle in the Country, a ratio approaching that recorded in traditional European markets - such as Spanish and Italian-, but still distant from Asians. Moreover, Fermanian will discuss the continuous investment in technological innovations, safety, reduced emission of pollutants, facilities and expansions and factories, while the industry prepares for the new challenges of competition and commercialization of this decade.

Tractors and Agricultural Machines “The management of customer experience in post-sales as a tool for customer loyalty” The post-sales certainly will be one of the strategic ways the Dealer-owners have in order to face the increased competition, the margin adjustments and the consequent business viability. These themes will be discussed at the workshop delivered by the Project Manager of Customer Experience for Latin America of John Deere, Cláudia Silveira Vale. Cláudia has vast experience in this area and may indicate ways and means to the industry Dealer-owners seek the necessary balance for the viability of business through the work in the post-sales of the Chain. A professional with more than 14 years of experience working in the areas of Marketing, Customer Experience, Market Intelligence and Service Marketing, Cláudia has a postgraduate degree in Management from FGV – Ohio University/ USA and Business Executive MBA from Dom Cabral Foundation, and certification in Customer Experience Management from Kellogg School of Management in Chicago/USA. In addition to that she is a marketing professor and responsible for project development in Service Marketing, CRM, Parts Innovation and Customer Experience Management.

In partnership with Reed Exhibitions Alcântara Machado, organizer of the XXII Fenabrave Congress and ExpoFenabrave, Fenabrave held a breakfast on July 19 in order to gather the exhibitors, marketing professionals of companies attending the event to show how an exhibitor can boost their sales through the participation in trade fairs like ExpoFenabrave. The Executive President of Fenabrave, Alarico Assumpção Júnior, opened the presentation by thanking the presence of the fellow exhibitor of ExpoFenabrave and emphasized the importance of the work they can develop in the event to boost business. “Thank you for attending this event, which aims to show you all the potential business that a trade fair can bring”, he said. Juan Pablo De Vera, CEO of Reed Exhibitions Alcântara Machado, stressed the importance of the exhibitors bring novelties to attract visitors and, during the event, carry out actions to captivate the visitor. Moreover, De Vera warned about the work to be developed at the end of the event with the customer base contacts and prospects acquired in the trade fair. “The customer goes to the trade fair to see novelties, then we have to innovate and bring the best in quality, showing the differential of what will be published.

Alarico Assumpção Júnior, Executive President of Fenabrave and Coordinator of the XXII Fenabrave Congress and ExpoFenabrave 2012, presented, together with Juan Pablo De Vera, CEO of Reed Exhibitions Alcântara Machado, ways to boost exhibitors’ businesses at ExpoFenabrave 2012.

Then, it is important to resume contacts in a short period of time, or the relationship may be lost. The fair is a way of bringing together, at once, most people interested in your products and services”, concluded the CEO of Reed Exhibitions Alcântara Machado.

Road Implements “The security in cargo transportation” ANFIR - National Association of Road Implement Manufacturers understands that security in cargo transportation is a concern of all. Therefore, the entity will organize a round table no August 18, at 10 AM, mediated by its President, Alcides Braga, in order to discuss with congressmen ways to increase security on Brazilian highways. Currently, 60% of all products made in Brazil and imported use roads and streets, on or within road implements. The security in this transport depends on the industry of implements, the assemblers, the highway concessionaires, the governments and the companies of vehicles and products distribution. Alcides Braga is Managing Partner of Truckvan and board member of ANFIR of four administrations. The entity gathers 153 members and 1,837 affiliates, from micro, small, medium and large companies related to the segment of cargo transportation. These companies are responsible for manufacturing all road implements used in Brazil.

Dealer Magazine Untitled-5 1

31/07/2012 17:46:34

fenabrave radar

The Twenty Group meets in São Paulo

Make Associations elect board ABRAC, ABCN and ASSOBRASC promote elections.. At the entity that represents GM dealer-owners the presidents remain the same, and in the Nissan and Scania Chains the renovation was absolute. In the three entities, the terms are of two years (2012 to 2014). ABRAC re-elects board On the last July 31, the members of ABRAC – Brazilian Association of Chevrolet Dealers re-elected the entity board for the biennium 2012/2014. Peter Segundo Seleme remains the Chairman of the Council and, João Batista Simão as President of the Executive Board. João Silveira Guimarães Filho as Vice Chairman of Council, and Hermes Schincariol as Administrative Vice President were re-elected too. At the time, the new directors and regional officers took office, with a renewal of more than 50%. Chairman Seleme in his speech emphasized that the Association is going through a historic moment. “Proof of this is the works already initiated in the previous administration, in which the highlight is the revision of 5 x 5 Program, which is based on reviewing the business management of dealerships; and the revision of ABRAC By-laws with the objective of turning it a more agile and modern organization”. The President Simão thanked the support he received in his previous administration and reiterated that the major challenge of the current one

Renewal at ABCN On July 25 Nissan Dealerships appointed Lincoln da Cunha Pereira Filho (photo), from Curitiba, as the new President of ABCN – Brazilian Association of Nissan Dealers, who will be ahead of the entity from July 2012 to July 2014. Currently, Pereira Filho is the Chairman of the Board of Directors of UAB Motors, representing nine makes in several cities of the State of São Paulo e Paraná. “The first idea is to create a great communication channel between the Association and the Assembler. In addition, with the growth of Nissan make, we will have many opportunities to work with the Chain to strengthen the make and the products distributed in Brazil. We are also preparing to launch the Nissan plant in 2014 in Rio de Janeiro”, said the new President of ABCN. Pereira Filho also stresses the importance of a good relationship between the Make Association and Fenabrave. “Fenabrave, with its reach and importance, can work hard to strengthen ABCN, providing us with information (data), training mechanisms for Dealers and the opportunity to exchange information with other Make Associations. It is necessary to have a good relationship among the entities”, he said. The new President also noted that the relationship between ABCN and Nissan is excellent and both have worked side by side, towards the same goals.

is the modernization. “Let’s write a new history for the Association that, in addition to the projects mentioned by Seleme, also include further consolidation or the relationship with General Motors do Brasil, since it is this relationship that gives support to gain even more competitiveness”, says.

Sergio Reze, President of Assobrav, and Flávio Meneghetti, President of Fenabrave, attended ABRAC board inaugural dinner.

Two days before the opening of the XXII Fenabrave Congress and ExpoFenabrave, August 14 – 15, Diego Alvarez, Coordinator of the Twenty Group of Fenabrave held the third meeting with the Fiat01 – GF01 Group. The meeting was held in São Paulo, at the Holiday Inn Parque Anhembi Hotel. “The meeting was very important because we accommodate the agendas and carry it out close to the Congress. With this, the Dealer attended the meeting and took the opportunity to integrate Fenabrave Congress, and to visit and learn the ExpoFenabrave news”, said Alvarez. Besides the meeting held before the event, on August 16, at 4 PM, Diego Alvarez will be a speaker at the XXII Fenabrave Congress. The speech aims to benefit the Chain with the analysis of economic and financial situation of the dealerships and exchange of information on best practices. The Twenty Group, launched by Fenabrave in 2011, is a partnership established between the

entity and NADA - National Automobile Dealers Association. Since the beginning of the pilot project, it has already formed four Groups. The initial work took place through a partnership established with Abracaf – Association representing Fiat Dealer-owners throughout Brazil and is being expanded to other makes. “We believe the Program can attract and train more groups of Dealerowners for everyone to understand and organize the financial situation of their businesses and, thus, get more results of profitability and return on their investments”, Alvarez emphasizes. The next and third meeting with the Fiat02 – GF02 is scheduled for August 27 and 28 in Camaçari, Bahia. “The Groups are increasingly committed to presenting the best practices in their dealerships. This means that the project has achieved its objective”, concludes the Coordinator of Twenty Group.

João Batista Simão is 61, from São Paulo state, with a university degree in civil engineering. He was Regional Officer of ABRAC from 1998 to 2000, by the Area 9 (Campinas/SP), elected President of the Executive Board 2002 / 2004, 2004 / 2006 and 2010 / 2012, he is a permanent member of the Council of former chairmen of ABRAC. Dealer for 17 years, he is the CEO of the group of ARTVEL Chevrolet Dealerships in the cities of Mogi Guaçú (SP), Mogi Mirim (SP), Itapira (SP), Ouro Fino (MG) and Pouso Alegre (MG).

Scania Association has new board Like in ABRAC and ABCN, ASSOBRASC – Brazilian Association of Scania Dealers held elections for a new board. For the biennium 2012/2013 the members elected Marcos Rolim Lopes (photo) to be President of that entity. Born in Londrina/PR, the new President has a degree in Business Administration and runs the family business since 1998, the Rota Oeste dealership, in Cuiabá/MT. According to Lopes, his mission ahead of the entity will be put in practice three key points for the performance of ASSOBRASC. “The first step is to consolidate all the advances of previous administrations. The second is to think and act strategically in relation to the Chain of Dealerships in a medium and long term and, the third one is to maintain, improve and expand the relationship between the plant and the Chain, which enables the continuous improvement of our activity”, said Lopes. The new President says that the current good relationship with the Make it represents is important for the growth of all, and this can be confirmed through Fenabrave Market Relationship Survey. “Based on the Survey we confirm that there is a good relationship between ASSOBRASC and Scania. The assembler is a partner, respects the Dealer and the Make Association”, he concluded.

Dealer Magazine Untitled-11 1

03/08/2012 17:38:43

OFFERS OF PRODUCTS AND SERVICES TO CHAINS Held in parallel with the XXII Fenabrave Congress, from August 16 to 18, in São Paulo/SP, ExpoFenabrave is an exhibition addressed to the vehicle distribution industry and occupies an area of 15,000 m2 in the Blue Pavilion of Expo Center Norte. “This year, the space reserved for the exhibition will feature 70 participating companies. This shows that Fenabrave Congress and ExpoFenabrave have gained representativity in the automotive industry”, stated Flávio Meneghetti, President of Fenabrave. They are exhibitors of several segments – vehicle manufacturers, insurance companies, computer, machines and equipment companies, F&I, among others. Banco Itaú remains, for the fifth consecutive year, as Master Sponsor, and the events also feature Gold and Silver Sponsors, Supporters and Exhibitors. Check out what each company oﬀers in these currently largest events of vehicle distribution in Latin America.

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Master Sponsor

Itaú Unibanco In an interview to Dealer Magazine, the Vice President of Itaú Unibanco, Luis Otávio Matias talks about the XXII Fenabrave Congress and ExpoFenabrave, events sponsored by Itaú Unibanco for the fifth consecutive year.

Itaú is the Master Sponsor of the XXII Fenabrave Congress and ExpoFenabrave for the fifth consecutive year. How do you evaluate this partnership? This is one of the biggest events of the vehicles distribution industry worldwide and brings together the entire production chain with dealership representatives from across the country. We recognize that our participation in an event of this size should also be significant; after all, it gathers most of our partners and customers. For this reason we invest in this project, because we know its importance and relevance in our market and identify the opportunities it provides. How will be Itaú Unibanco participation in the event this year? Will there be any product in exposure? We will have a booth to welcome our partners and guests of the fair, where we will exhibit our main products related to the industry. In your analysis, what are the main advantages of participating in these events? By bringing leading companies together, the events provide an even greater closeness with our partners and customers. All involved share common goals, which include, among other things, discussing vehicle distribution market novelties and expectations and build and strengthen partnerships. I believe this interaction is a major achievement. Several new products were published about the automotive distribution market this year. In your opinion, what is the main challenge to be overcome going forward? 16

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Within the automotive distribution chain, our main challenge is to contribute to the sustainable growth of this market and encourage the conscious credit and the good practices for its use. This year the Congress will bring diversified themes related to the automotive distribution chain. Which one of them arouses greater interest according to the needs of your company and why? All the event programmatic content and its presentation dynamic include themes of our interest. It is precisely the diversity of themes and debates among industry professionals who bring relevant information to our business and enrich the Congress each year.

“For the fifth consecutive year, Itaú is the Master Sponsor of the Congress and ExpoFenabrave. By choosing to compose this partnership, we consider the importance of these events for the automotive industry. Today, Itaú is the largest bank in the vehicle financing segment in Brazil, financing one of every four cars sold under this payment scheme in the country, so we could not stay out of these events. For 2012, the expectation is that ExpoFenabrave exceeds the number of visitor in 2011 and continue to provide the participants a rich exchange of experiences, bringing the industry novelties and expectations through the professionals and specialists on the subject. In addition, participate in this event means to us an opportunity to welcome our customers and business partners, strengthening relationships, and introduce our products, showing the diﬀerences that made us an industry leader.”

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Assemblers

Case IH

Hyundai

In the second year in which the company participates in ExpoFenabrave, Case IH will exhibit two models of tractor in its booth: Farmall 80 and Magnum 340. The machines chosen illustrate well the offer of a complete system of agricultural mechanization of the make, with products for all farmer profiles and for all types of field activities. Farmall 80 is a small-size multitask tractor, ideal for small and medium producers, but may also be useful for small tasks to large producers. The machine can be bought through the federal program More Food. On the other hand, Magnum 340 is a large-size tractor, designed for heavy work with large attachments such as planters with more than 30 lines and also for activities that require higher power, such as subsoiling. It is Ideal for sugarcane producers and large ranches producing soybeans, corn or cotton. The make participation in ExpoFenabrave 2012 has generated great expectations, especially for the event put together a select audience, composed in part by the own Dealers of Case IH, which ultimately gives a strong institutional tone to the event.

Hyundai will reproduce, in its booth, the layout of its Dealership Chain to market the hatch HB, first car make unit manufactured in Piracicaba/ SP. According to Cássio Pagliarini, Marketing and Sales General Manager of Hyundai Brazil, ExpoFenabrave will be an opportunity to strengthen the relationship with Dealers already appointed, and create contact with entrepreneurs who want to apply for a dealership franchise. “We are in the process of appointment of the Chain, so we will present the architectural design of our dealerships, which will have a major identity with Brazil”, he says.

Randon Companies DAF

Randon Companies will be at the XXII Fenabrave Congress and at the ExpoFenabrave, from August 16 to 18, at Expo Center Norte, in São Paulo, participating in the biggest event of the vehicles distribution industry worldwide that brings together 6,000 vehicle dealerships. Through the component manufacturers Randon (Suspensys, Fras-le, Master, JOST Brazil and Castertech) will show its complete portfolio of auto parts, such as: Components for trucks and implementing assemblers, friction materials and suspension systems, among others. For Randon Companies, more than show its products, these occasions serve to further strengthen the relationship with customers within the ongoing commitment of continuous improvement of products and services in the area of equipment for transport and in the auto parts segment.

For the first time DAF participates of the exhibition. ExpoFenabrave will be an excellent opportunity to present the great potential of DAF dealership business in Brazil. DAF is a PACCAR Group company, which currently has the most solid and profitable dealerships Chain of the industry. In ExpoFenabrave we will detail the Premium products and innovative services that will be offered to the Brazilian public as well as the partnership opportunities for interested groups. Also, DAF Caminhões Brasil will present XF105 Heavy Truck in the 6x4 tractor configuration, with a Euro5 MX13 engine 460HP power.

FIAT Fiat, as a frequent exhibitor, this year also participating as an event supporter, will display the Fiat Punto 2013 in its booth; it was redesigned in order to keep it competitive in face of the new options in the premium compact segment arriving in Brazil. According to the assembler, the planned format for the event, which includes a trade fair and a congress, facilitates the company participation in expanding the company relationship with the Chain. “ExpoFenabrave is of great importance for Fiat. During the event, we have the opportunity to present/demonstrate the launches; interact with our Chain or Dealers and establish contact with groups of potential interested people in our make”.

General Motors “As this is the main Brazilian event bringing together our dealerships from across the Country we make a point to participate. Besides, we have the possibility to present the novelties of 2012 Chevrolet line, which altogether will be seven new models, a real record of our make in 87 years of operations in Brazil. We also considered an excellent opportunity to present the novelties regarding the customer service and become closer to all members of the Dealership Chain. And finally, have a closer contact with people and groups who are interested in our Chevrolet make. And in this year event we will shoe some of these recent launches of Chevrolet line”. Gustavo Colossi, Marketing Officer of Chevrolet / General Motors of Brazil.

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Man “ExpoFenabrave is another opportunity to strengthen our relationship and to emphasize how critical it is for the success of our business. Together, we are leaders for nine consecutive years in the Brazilian truck market and this success is due to the effort of each member of our prestigious Chain, which is benchmarking in the industry.” – Ricardo Alouche, Chief Sales, Marketing and After-Sales Officer for MAN Latin America.

Volkswagen Volkswagen of Brazil, a traditional exhibitor at ExpoFenabrave, will bring to its area of 150 m2 its assembler Premium line vehicles – Passat, Touareg, Jetta and Tiguan. According to Dieter Strass, Chief Sales, Marketing and Planning Officer for the Chain, the goal of the company participation in the vent is to strengthen the relationship with the Make Dealers, and perform a registration of entrepreneurs interested in the German make dealership franchise.

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Gold Sponsors

Assurant Solutions

Participate in the Congress and ExpoFenabrave has always been an obligation of the vehicle Dealer tuned with its time, since the meeting is the forum where we can analyze in depth our business and share experiences with colleagues, including from other makes, especially today with so many players. However, to be present in this edition is even more important, especially in the standpoint of the exhibitor. This year we will introduce the CarClick, the newest product of the company “Volkswagen Chain Technology”. CarClick is much more than a portal of car classifieds; it is a new sales channel for the Vehicle Distribution Chain.

“The goal, participating in the XXII Fenabrave Congress and ExpoFenabrave, is to strengthen the relationship with dealers, banks and assemblers, and introduce the insurance company and its benefits, as Assurant has a complete operation, all the dealer needs centered on a single partner. We will present our entire portfolio. We have full service, either through the insurance company staff or partner platforms; coverage on all channels (brand new, second-had cars and post-sales); extensive portfolio of products (extended warranty, credit with or without unemployment and personal accidents prize-running insurance) and 100% conversion (focus on offer to all customers). All this add to what we will present to visitors.

With cutting edge technology, CarClick.com.br offers modern, efficient and economical solutions for the Business management of Vehicle Dealerships. As a result, it speeds up their growth and enhances their profitability, as it provides operational excellence. Our goal is to assist customers in any business and, for that we have the best technological tools and the most outstanding professionals in the area. We are certain that once it is introduced to the general public, during the XXII Fenabrave Congress, the CarClick Portal of Second-Hand Cars will earn the reputation it needs to consolidate its presence in the market.” Sergio Reze, CEO of Assobrav/Disal Group.

Our goal is to expand our customer base in all sizes of Dealers. ExpoFenabrave is a great showcase for the latest news in the industry of services for Dealers. In addition to showcase, ExpoFenabrave works as a repeater of concepts and strategies that are known to contribute to the financial health of entrepreneurs who invest in a concession”. Luciano Groch, Officer of Auto da Assurant to South America.

Resource Automotive, participating for the fifth year as a Gold Sponsor of the XXII Fenabrave Congress and ExpoFenabrave 2012, will present in its booth the Extended Insurance of Differentiated Guarantee for Cars and Motorcycles, Car Certification Programs, Financial Protection Insurance, GAP, Tires and Wheels, Maintenance Programs or Vehicles Inspection, 24 hour Vehicle Assistance and Training. “Participating in the ExpoFenabrave 2012, the largest national automotive distribution, brings the opportunity to strengthen our relationship with Dealers and also present our portfolio of solutions for the automotive segment”, says Welson Bolognesi, CEO of Resource Automotive Brazil.

F&I Brazil Participating for the third time in the event, F&I Brazil will introduce at ExpoFenabrave a new Financial Protection Insurance which compensates for the loss of profitability of the dealership with proceeds from the financing. According to the company, the goal is to emphasize the need that the dealership has to organize its F&I structure in order to obtain more significant results from the sale of new products: Financial Protection Insurance, Extended Warranty, GAP and others. “The big star of our booth will the F&I System, the most complete and advanced F&I software in the Country. The software is getting richer every day and we have new interesting features to display, and new partnerships for integrations with companies of DMS, Insurance Companies and Banks”, explains Marcos Moreira, the company Officer. “Three days on which the dealership owner or manager reserves space in their agenda to learn, reflect and make contact with the news related to their business. Therefore, the Congress for us suppliers of products and services is a very appropriate time to introduce the novelties, strengthen relationships and make contacts that later materialize in business”, added Moreira.

Disal Group

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Resource Automotive

Resource Automotive Brazil, the company that invented the F&I in the United States, with a history of more than 45 years, is a global benchmark and a strong presence in Brazil, has the know-how, experience and processes necessary to enable the Dealer to obtain effective results strengthening its business, added to vehicles sales, with offers of insurances and differentiated services.

Usebens Seguradora “Usebens is consolidating its participation in ExpoFenabrave since 2009. During these meetings we have had the opportunity to meet our partners and share results and experiences with them. In the next event Usebens will take novel products in the Brazilian market, such as the SMART INSURANCE! Insurance for small (up to 15 cm of diameter) body repair repairs (“martelinho” and painting). Among the news there are: FRANCHISE INSURANCE: Deductible amount insurance of hull insurance; DOCUMENT INSURANCE: Insurance of documentation issuance amount in case of loss and, in addition to the traditional ones, such as: Auto Extended Warranty, Motorcycle Extended Warranty, GAP and Financial Protection Insurance. We will also show our System for the F&I Management Department that integrated into various DMS can bring more results. We will bring the F&I business control to the Dealers’ hands.” Luiz Carlos Zago, CEO of USEBENS. Dealer magazine

Silver Sponsors

Cetip CNseg

Dealernet

ExpoFenabrave gathers several similar institutions with which Cetip and CNseg are related, since every day thousands of people in Brazil acquire a vehicle through a financing and are benefited by the National System of Encumbrances (SNG) and the Registration System of Vehicle Financing Contracts (SIRCOF). The solutions offered by Cetip in partnership with CNseg foster safety and agility in the whole process of vehicle financing. The services enable the registered financial institutions to make available to the Brazilian Detrans (State Departments of Transit) updated and consolidated information of inclusion, alteration, cancellation or write off of encumbrances of motor vehicles, in addition to the data needed for the registration of financing contracts. In the booth of Cetip and CHseg the ExpoFenabrave participants may learn more about the systems that address the control of vehicle financing; they will also get to know the Projeto Fronteira (Borders Project) which will be presented, which is a public-private partnership between the Federal Government and CHseg. Generally speaking, the project enables de identification of vehicles in motion, by reading the plate; such identification is made by using high resolution cameras. The system allows - in real time - to verify the vehicle status against the data for the detection of possible irregularities. The participation for the second consecutive year in ExpoFenabrave provides a greater performance among CNseg and the institutions with which it interacts on a consistent basis.

This will be our eighth participation in ExpoFenabrave. The company will bring the new product “Dealernet WorkFlow”. According to the company, “DealerNet WorkFlow was designed to meet companies need to better control their processes. Today, the dealership management systems are highly passive, because they have the information but do not respond to a nonstandard situation. Thinking about it, we focused our development not only on a new WEB platform, but mainly in a system fully integrated to a WorkFlow tool, where the system governs the pending tasks within the company, distributing tasks and enforcing their implementation. With our new system you can be sure that the process chosen for your company will be followed and your company can track the outstanding issues with each employee, can also measure the implementation time of each one, compare them to other employees who are doing the same task in the area and, therefore, measure their productivity and efficiency. Our expectations for the event are the biggest and best possible in view of the large target audience that will attend the event and generate many business opportunities.”

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Patrocinadores SILVER

Participe e amplie seus canais de conhecimento! Indiana Seguros

JM&A

Indiana participates of ExpoFenabrave for nearly 12 years. The company operates in the Dealerships Channel with three products, Automotive, Loan Protection and Extended Warranty. Our goal in participating in ExpoFenabrave is to strengthen the Make in the Dealerships Channel. Indiana is the only insurance company that operates in this segment with exclusivity, with dedicated sales team, processes and differentiated conditions, such as: Vehicle repairs at the dealerships only, systems that enable full management of the insurance portfolio by the dealership and broker, imaging loss adjustment, customized sales and post-sales materials, among others. We develop products in line with the needs and expectations of our partners, providing the vest profitability and customers’ loyalty. In this Congress edition we will strengthen our expertise in the insurance program for the dealerships Chains and, especially, the nine products we already have with some of the leading automotive makes in the country: Volkswagen Dealers’ Insurance, Chevrolet Auto Insurance, Chery Auto Insurance, Renault Auto Insurance, Nissan Auto Insurance, Auto Insurance of Citröen Bank, Peugeot Seguros Auto Insurance, FIAT Dealers’ Insurance, and FORD Dealers’ Insurance. Visitors will be able to learn more about the products, services and business models, and mainly exchange experiences with professionals who make this work a reality. ExpoFenabrave is an excellent opportunity to be closer to our partners, enabling better knowledge of the segment, which includes sales, growth outlook, and impacts, among others.

“During Fenabrave Congress and ExpoFenabrave last year, we were just getting prepared to enter the Brazilian market. Our message at the time consisted of announcing the JM&A Brazil was coming into the market with the goal of help Dealers to increase profits. We were very happy with the 2011 Congress results and look forward to the 2012 Congress. In March this year, JM&A Brazil was launched with our first partner dealership in São Paulo. We, at JM&A and at the dealership, are very happy with the results. The partner is witnessing a new profit center and an effective process that is increasing the F&I conversion rates, as well as the sales rates of its entire group of dealerships. We are excited to see these results throughout Brazil. JM&A offers a full low cost solution to dealerships in Brazil, to increase their F&I profits with more focus on products rather than on financial reserves. Dedicated dealerships can take advantage of our expertise to help provide incremental profits with very little initial investment. Our goal is to meet with all dealerships and introduce our exclusive approach to develop or increase their F&I profits. We see a great opportunity to increase “I” while the financial reserves shrink. Currently, in the United States, “F” represents less than 50% of dealership revenue. JM&A help U.S. dealerships to overcome the lower reserves revenues offered by lenders through the sale of value-added products focused on customer retention. JM&A trains more than 2,000 partner dealerships in this regard in the U.S. and wants to help Brazilian dealerships to achieve similar results.”

A Universidade Fenabrave promove cursos presenciais e a distância voltados à gestão de negócios dos Concessionários brasileiros, em parcerias firmadas com instituições, como ESPM, Trevisan e Fundação Dom Cabral, que garantem metodologia de ensino de qualidade, certificação profissional, especialização, extensão, MBA e pós-graduação, por meio de mais de 50 professores. TV Fenabrave: Contando com a parceria tecnológica Dtcom, a TV Fenabrave oferece mais de 30 cursos preparados exclusivamente para as concessionárias de veículos, de todos os segmentos, além do conteúdo Dtcom. Os cursos são transmitidos ao vivo, com interatividade pela internet ou sms, a mais de 1,2 mil pontos de recepção em todo o Brasil, e já garantiram treinamento para mais de 35,5 mil profissionais. Economia de tempo e dinheiro, com mais capilaridade e interatividade, por meio da tecnologia e inovação oferecidas pelo ensino a distância.

Cursos presenciais

Cursos a distância

• Pós-Graduação de Gestão estratégica de Concessionárias de veículos; • Gestão de Concessionárias: Vendas & Marketing; • MBA Gestão Estratégica de Negócios Automotivos; • Especialização em Gestão de Concessionárias: Finanças, Operação e Tomada de Decisão.

• Como ser coach da sua própria equipe; • Como vender valor no lugar de vender preço baixo; • Lucratividade no departamento de peças; • Planejamento estratégico de novos e usados; • Entre outros.

Faça como a Abradif, Abracaf, Assobrav, Abravo, Assobrasc e Ancive, que já têm à disposição esta tecnologia para a realização de cursos e eventos personalizados por meio da TV Fenabrave!

Parceira Tecnológica

Seja uma Associação e/ou Concessionário antenados e não perca a oportunidade de ampliar seus canais de conhecimento.

www.universidadefenabrave.com.br | 5582-0068 | universidade@fenabrave.org.br

Federação Nacional da Distribuição de Veículos Automotores Av. Indianópolis, 1967 – CEP 04063-003 – São Paulo/ SP Tel.: (11) 5582-0000 / Fax: (11) 5582-0001 E-mail: fenabrave@fenabrave.org.br – Site: www.fenabrave.org.br 24

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Exhibitors Acesso Digital Apoio

TOTVS S/A TOTVS have already participated three times of the ExpoFenabrave. It is the largest software company in Brazil and offers, with its ERP, Vehicles, Parts, Auto Repair Shops, CRM and BI solutions to the business with two and four wheels, trucks, tractors and agricultural machines, whether they are dealerships, auto parts shops or auto repair shops. The company will be present with its solutions running mobile equipment and fully integrated to the 6th bigger and best ERP worldwide. ExpoFenabrave allows TOTVS to approach this market showing a robust option with true conditions to follow the growth of this important industry, to demonstrate its solution and to raffle an iPad for our booth visitors. There is no way we cannot be present in this event and show how much TOTVS has grown into automotive industry customers.

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2Process

ABAC

2Process participates for the third time in the ExpoFenabrave, and this year it will take differentiated products to companies and partners of the vehicle distribution industry. The company is the domestic leader in F&I software and management and, in this new credit scenario, innovates by promoting a true F&I result increase throughout Brazil. Based on consolidates U.S. models, it implements a consulting program that increases the financing performance and applies a new model of offering a bundled products, assisting the recovery of revenue in this department, before obtained through financial institutions. Consolidated in large groups of Dealers, it implemented a solution named “Customer Benefits Center”, a differentiated space in the showroom responsible for offering bundled products to the sale of vehicles and decisive monitoring of financings. The solution is complete, including management of processes, software, products and training, thus, it should increase by up to 100% the dealerships F&I profitability. ExpoFenabrave is the biggest trade show of the industry and gives us this opportunity to show power of innovation and technology and to consolidate trends.

ABAC - Brazilian Association for Consortium Administrators, an entity that represents the Consortium System and have already participated in other editions of ExpoFenabrave (1998 to 2005); in the edition of 2012 it intends to strengthen the consortia as an alternative to marketing light and heavy vehicles, agricultural machinery and motorcycles with the dealerships. The Consortium as economic modality, present from its inception as one of the drivers of the automotive industry, participates in the XXII Fenabrave Congress and ExpoFenabrave, at the moment the system turns 50 years. By strengthening the image and concept of mechanism we expect to enhance the business of concession and set good sales professionals in their teams, having the consortia as a future sales portfolio. At ABAC booth there will be information material and guidance on how to consider it as generator of actions of relationship marketing, expanding the relationships with customers, consortium members or not, higher turnover.

“Participating for the third time in the biggest event of the industry of vehicle distribution is a great opportunity to do business for Acesso Digital. In the three-day event, we will be able to show the advantages and benefits of our solutions for document scanning for brand new and second-hand vehicles, in addition to the Invoice Entry tool for dealerships across the Country.”

Anfavea Anfavea participation in ExpoFenabrave is institutional, with a booth displaying publications and studies on the importance, capillarity and advances of Brazilian automotive industry, while representing 22% of industrial GDP and 5% of National GDP.

Audatex Audatex has participated in ExpoFenabrave editions of 2010 and 2011. In this edition the company will present to visitors three business units of Solera Group active in Brazil, Audatex, Inpart and AUTOonline. This year the company focus will be the launch of the Inpart System upgrade (web-based solution for managing the purchase and sale of spare parts). The expectation is to contact new suppliers, as they are in strong process of expansion.

According to the company, the importance of ExpoFenabrave 2012 in this scenario is total, as it is a great showcase for Audatex and strengthens the relationship with customers, suppliers and prospects.

BNDES This will be the second time BNDES participates in the event and in its booth there will be Bank specialists available to provide assistance to entrepreneurs or the public in general. The main lines for the industry will be presented, including BNDES PSI for the acquisition of trucks, buses, road implements, tractors and agricultural implements, in addition to other machines and equipment; BNDES Card, which can be used to purchase cars and light commercials and motorcycles, and other items needed to the micro, small and medium businesses in the industry, and the Automatic BNDES for the construction and repair of dealerships. Therefore, BNDES expects to be actively present in one of the biggest events of the industry and thereby contribute to its growth by financing the investment plans of the companies attending the event.

Construtora Tempo Construtora Tempo participates for the second year of the Trade Fair. “In the 2012 edition the company will present Tempo

brochures, publications and flyers, the largest construction company of vehicle dealerships in the Country. The board will be mobilized towards strengthening relationships with the main representatives of this area, in addition to developing new relationship with key groups. We are very pleased with the results of the last trade fair and hope the same success this year.”, says the company.

Continental Pneus “This is the second participation of Continental Pneus in the event. We were present at ExpoFenabrave for the first time in 2006, year in which we opened our tire plant in Camaçari, Bahia State. For us, this event is a wonderful opportunity to strengthen relationships and introduce our aftermarket work model with the dealerships, as well as our complete line of tires. In our view, ExpoFenabrave creates the ideal environment to approach potential partner Dealers interested in incorporating our tire line to their offer of additional products and services offered to the customer. Visitors to our booth (E38) will be able to know the products that integrate our comprehensive line of tires for passenger automobiles, pickups, cargo vehicles and motorcycles being marketed in the Brazilian market.

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Expositores

Gedore

IQA

Ferramentas Gedore is the largest manufacturer of professional tightening hand tools in Latin America. Currently, we produce approximately 15,000 items, from a simple allen to electric torque wrenches. For the event we are planning to take products especially used in the automotive line, both light and heavy. This includes sockets, combination wrenches, pliers, torquemeters, screwdrivers, connecting rods, universal pullers, tool carts, among other items. Our expectation for this year is that the event has the same success of the previous edition, where the participants were mainly people directly involved in the decision making of assemblers, dealerships and suppliers involved in the production process. For Gedore, the event is of major importance, since is one of the main gatherings of the Brazilian automotive industry. It is the opportunity we have to show our main products to the market, our 2012 releases and distribute our latest catalogue of tools, which highlight is the 3D product images, besides the more than 1,000 new items”.

IQA will participate for the fourth consecutive time of the event. The main focus of IQA will be the Sales and Post-Sales Dealerships Certification, besides the Green Seal, an environmental certification that seeks to comply with all existing legislation, protecting companies from any penalty. The Institute will also present the Certification of Products, Automotive Services and Management Systems, Trainings and Publications. “The IQA is accredited by Inmetro and represents Quality benchmark organizations in Germany (TÜV SÜD and VDA – QMC), France (UTAC), USA (AIAG) and Italy (ANFIA), which enables us to serve the customer in their country, in their own language, with specialized auditors, qualified by us in any requirement that the Brazilian standards require from manufacturers. Therefore, we expect the ExpoFenabrave 2012 edition, besides disseminating our services, will expand our relationship with all Dealerships Chains in the Country.”

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Isoflex Participating for the first time in ExpoFenabrave, Isoflex will present its new launch: The Isolean – a Work Planning concept. In addition to this novelty, the

company will exhibit its portfolio products, such as Isoflex Folders, Acrylics, Whiteboards and Customized Boards (Kanban / FIFO / Heijunka /MOPPY Evolution, etc.).

Leone Equipamentos Founded in 1971 and an exhibitor at ExpoFenabrave for many years, Leone Equipamentos is specialized in providing equipment and full solutions for the Automotive Services for vehicles of two and four Wheels, Light Utilities and Heavy Vehicles, serving all over Brazil. In the event this year the company will present its innovative solutions to improve productivity and increase auto repair shop revenue. For Rafael Galea, the company Marketing Manager, Leone understands that “participating in ExpoFenabrave is an opportunity to meet the customers again, get market updated and also present products and solutions to visitors”.

Linx Sistemas In its 22nd participation in ExpoFenabrave, LINX, as the successor of the three major providers of DMS in Brazil (CNP, Dia System and Spress) was present in all previous editions of the event. “Plugged” into the state of the art, we always present our latest offers, usually with pioneering spirit, which is our brand in the

market. This year will not be different. The themes Mobility, Multichanneling and Cloud will be addressed both in its practical aspect and in view of its evolution. At ExpoFenabrave, in addition to show the innovations emerging from our laboratories, we have the opportunity to connect with our fellow Customers, supporting their decisions to choose our products. It is the event that brings together the largest number of Owners and Operators of Dealerships Chains. The presence of Make Associations administrators and executives is another important factor for the continuous improvement of our projects with these entities. LINX, the absolute leader of DMS solutions in Brazil, will always have a significant participation in the largest national event in the industry.”, says the company.

Lupus This will be the first time that Lupus participates as an exhibitor at ExpoFenabrave. “In the previous editions of the event, the company was present as a visitor, watching the news and market trends. Due to the growing importance of the event in the national circuit, Lupus will make his first of many participations to come. National leader in Equipment for Lubrication and Refueling, after a market research and request from its clients, Lupus will launch its new AUTOMOTIVE DIVISION. Designed to serve dealerships, Lupus sealed its exclusive partnership with one of

the world leaders in automotive equipment, the Italian Spin. They are gas recyclers for automotive air conditioning, exchange oil change and refilling, cooling liquid, cleaning of the injection system, presses, battery charges, vehicle lifts and all automotive tools of Zeca line that our customers already know.”

Magic Brazil Magic Brazil will debut this year in ExpoFenabrave showing in its booth a line of customized product, textile products, such as: Male and female dress shirts, polo shirts, T-shirts, jackets, caps, among others. “We are looking forward to strengthen relationships and make new businesses with current and future customers. It is very important to participate of ExpoFenabrave and we believe this will be an opportunity to generate new business”, said Luiz Carlos Kruger, Officer of Magic Brazil.

MAPFRE “It is the second time we participate in the trade fair, and in these occasions we are together with our insurance products. We have high expectation because we are with several services and partners for Dealers and, just like last year, we are very excited. The segment of vehicles in Brazil will develop much further and we need to be prepared.”

MicroWork Softwares “Our first participation was in 2008, in Curitiba/PR and since then we participated in all editions. MicroWork Softwares develops solutions specific for the segment of car dealerships for 17 years and currently has more than 1,350 customers throughout Brazil. Our portfolio serves all dealership areas: Commercial, financial, relationship (CRM), tax, accounting, payroll, website, business intelligence, mobile, among others, all with its own development. Our systems are the best solutions for groups of dealerships due to the extremely affordable business conditions, with extremely low impact of investment in software licensing (data bank, network operating system, remote access, etc.), Internet links, and hardware and excellence acceptance by different sizes of dealerships. Fenabrave Congress brings together the leading assemblers of the Country and their dealers, with the important task to disseminate the knowledge aimed at high performance of the automotive business, and management software (information system), plays a key role in this process. For this reason, MicroWork wants to participate of this event and present its prestigious portfolio of solutions.”

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Expositores

Fenabrave Brasil Space MOC Brasil It is the second time MOC Brasil participates of the event. The company will exhibit an F&I program for the post-sales area of car dealerships. “This program aims to offer to the dealerships a better quality services rendered to its customers, maximize profit of service department, improve and standardize customers approach and services with monthly income statements through management reports. In this program we offer several tools and strategies to dealerships, without investment and risk on their part, that add much profit, solutions and innovation for the post-sales operation. Our expectation is to reach new customers and establish our brand in the segment we operate.”

NBS Informática “In its fourth consecutive time at ExpoFenabrave, NBS Informática, which is among the three largest companies of its segment in Brazil, will present in its booth, the Parameterizable Workshop Panel, with news, Premium Agenda, Films and Images; Data Collector for Stocktaking; Integrated BI and WEB Management Panel. We will also do the pre-launch of CRM-Gold WEB, a new tool

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that will unify all vehicles sales resources in a simple and effective way”, adds Antonio Orione, Sales Office of NBS.

Qlink “This is the first time Qlink participates of the trade fair. It will present products such as front hub, rear wheel hub, front wheel hub cap, rear wheel hub cap, sprocket, rear reflective light, speedometer, light, locks, horn, brake lining, rear shock absorber, brake lever and the handlebar clamp, lock, starter, rear shock absorber, seat, front fender, side fairing, chain protection, starting relay, rectifier voltage regulator, ignition coil/c.d.i (Capacitor discharge ignition), among others. Our expectation is to find potential clients, show our make and product to them and take advantage of the trade fair to strengthen relationships. The importance of participating in ExpoFenabrave is to serve as a platform for QLink communicates directly with potential customers.”

Sindipeças “This year will be the second participation of the National Union of Motor Vehicle Components Industry (Sindipeças) at ExpoFenabrave. The organization had already participated in the exhibition in Curitiba, in 2008. Sindipeças is an entity that represents the Brazilian industry of auto parts. The importance of its participation in the event is institutional, with focus on the representation of its members, which are the auto parts manufacturers, located throughout the Country.”

Syonet “”Completing the third participation in the event, Syonet, as a leader in CRM & Customers Management for the automotive segment, sees ExpoFenabrave as the most important event of the year. It is here where we meet our customers and friends, as well as new opportunities for disseminating our products and services. In the event Syonet will present the “MAXI Syonet CRM & Customer Management”. Market leader product, complete success in more than 397 dealers throughout Brazil, it really helps to sell more, obtain customer loyalty

and results that can be supported by many testimonials in www. syonet.com. Syonet always obtain positive feedback from the market regarding services rendered, and it encourages us to move forward. The expected result is the same as in previous years: New friends, new business, and new clients.”

Telecheque “Telecheque is participating for the second time in the ExpoFenabrave and will present the Guaranteed Telecheque, product that ensures the receipt of all checks approved by credit analysis, offering greater profitability and security for the retailer. Our expectation participating in the event is to have a great exposure of our brand and prospect new clients, consolidating the Guaranteed Telecheque within the automotive segment.”

The booth of Fenabrave at the event was prepared under the “Fenabrave Brasil Space” concept . The project premise is to present the federation as an entity that represent Dealers from all over Brazil, without neglecting the market regionalism. Therefore, the booth project, which will include exclusive areas for Fenabrave TV, Fenabrave University, Twenty Group, Market Data, Dealer Magazine and PAC (Cooperative Administration Program) members service, is characterized by offering a differentiated service, com a daily typical regional dishes and waiters in costumes. The highlight is the area meant to Fenabrave TV, which will consist of a mini studio that will broadcast videos of courses offered by the corporate TV which has a technological partnership with Dtcom.

Until the closing of this edition, the exhibitors Automotive Business, Editora Globo and Editora Três had not submitted their statements to compose this section.

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INTERVIEW

Paulo Campos

The importance of the leader in the company Paul Campos - a Masters in Education Psychology /PUC, Postgraduate degree in Marketing and Communication/ESPM, College graduate in Business Administration/FAAP and Physical Education/USP. He has been working with Human Resources for 15 years, with experience in organizing processes and projects of development on leadership themes and adult learning. For 17 years he is a Professor of post graduation courses at ESPM, Insper, and Sustentare. He writes for BLOG Mochileiro Corporativo of Você S/A Magazine, of Editora Abril. Professor of website www.MBA60segundos. com.br with 20 video-lessons on topics such as human leadership and development. Since 2000, has performed more than 1,200 speeches to approximately 65,000 people in organizations of several segments on themes related to human behaviour and professional development.

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Dealer Magazine – How important is the leader in the development of business and what is their role in the corporation? Paulo Campos – In business development, the leader’s role is to find opportunities and, in the organization is to develop people and inspire them.

Dealer Magazine – How one learns to be a leader? Do you believe this to be a “gift” or the person can develop leadership throughout their career? Paulo Campos – Leadership is a behavioral competence and, therefore, needs of deliberate practice and, also, a clear sense of purpose.

Dealer Magazine – In your opinion, what is the difference between leader and boss? Paulo Campos – The difference is subtle, because not every boss (the one that controls and ensures the implementation) is a leader, but every leader (one who develops people) must be, above all, a good boss.

Dealer Magazine – Do you believe that a company must always work with their leaders? How can it perpetuate leaders? Paulo Campos – The main tip is to make leaders more senior invest a portion of their time coaching/accompanying their younger leaders.

Dealer Magazine – How leaders should form their teams? Paulo Campos – Seeking to form diverse teams, but in practice, the leader tends to look for more people like him. If in the physics likes repel, in interpersonal relationships like attracts like.

Being charismatic, valuing people, motivate employees, wishing well to peers, know how to listen and give feedback. These are just some of the features currently assigned to a good leader and demanded by the professional market.

Dealer Magazine – What are the fundamentals to become a leader? Paulo Campos – Like people, develop people and invest time in knowing the people he leads.

According to specialists in the human resources area, companies are looking for managers to coordinate and accomplish tasks with full dedication and passion for what they do. The leader is a key point within an organization, as they are responsible for the team development. The success of a company often depends on the manager’s posture. A poor performed leadership can bring serious consequences for the company, its employees and the own leader.

Dealer Magazine – As an entrepreneur in the automotive industry, specifically of the distribution of vehicles, should exercise their role as a leader? Paulo Campos – Investing time to know people, their strengths and putting the right people in the right place, and specially at the right time.

During the XXII Fenabrave Congress, which will take place on coming August 16-18, at Expo Center Norte, in São Paulo, were scheduled speeches and a round table having the human resources in the automotive industry as the main theme. Anticipating information on the “Profit by the managers’ leadership” speech, the Master in Educational Psychology and a postgraduate degree in Marketing and Communication, Paulo Campos, talked to the Dealer Magazine team and declared it is possible to make more profits through corporate managers. The training and development of a good and well prepared team, according to Campos, can make a diﬀerence in the automotive business progress. And, in the assessment of specialists, the leader’s role is key for the goals to be met, for the team to be motivated and especially for bringing results to the companies.

Dealer Magazine – Could you give a few names as example? Paulo Campos – I believe that Paulo Kakinoff, former CEO of Audi, is a good example. I also like the CEO of Volkswagen, Thomas Schmall, and another executive of the assembler who is now in the Tenessee/U.S.: Fabio Freccia. Dealer Magazine – Do you believe that the universities should prepare leaders? Paulo Campos – In my opinion, the university can provide the basis of a good leadership, but the leader is formed in practice. The concept should be of 70/20/10, or 10% is what we learn in school, 20% in feedbacks and coaching, and 70% in practice.

Dealer Magazine – After working for so many years in human resources, how can you classify the good and bad leader? Paulo Campos – Good leaders often give and ask feedbacks, and know how to delegate because they know their subordinates.

“Good leaders often give and ask feedbacks, and know how to delegate because they know their subordinates.” Dealer Magazine – Do you believe that the youth today already has a leadership profile? Paulo Campos – Everyone can have a potential to lead, but I believe that the sum of several factors can accelerate the career of a young person. The ideal is to do what they like, know what the strengths are and find a function in which they can exercise their potential and passion. Dealer Magazine – During the XXII Fenabrave Congress, the theme chosen for your speech was the profit by the managers’ leadership. What are the pillars of your presentation? Paulo Campos – My speech can be divided in three topics: • Self-knowledge as the basis of leadership; • The practice of feedback and delegation in developing people; • The importance of developing people in the organization and the impact on business longevity.

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cover story

HARLEY WAY TO REINVENT ITSELF! The make has become world famous for creating a lifestyle grows back in Brazil!

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Our dealerships are meeting points for two wheels lovers, and every Saturday we hold meetings that end in rides of motorcycles on the streets or roads”, says Longino Morawski, Sales Managing Oﬃcer for Harley-Davidson in Brazil, responsible for the new administration of the make in the Country.

With a rearranged house, Harley-Davidson Brasil starts up its powerful engines and accelerates towards the market growth. New strategies, consolidated Chain and motorcycles assembled in Manaus make the brand an example of reaction.

espite being part of the market minority (representing 2.8% of total sales), the high-capacity segment proliferation showed to the market a large group of people who have transformed the motorcycle into a hobby. In a recent past, the motorcycles would vary make and size only, but with the strong competition and an ever more demanding public, makes have created new products multiplying the subdivisions identified with the various “tribes” riding through the streets and roads in Brazil: trails, custom, enduros, grand touring, supersports, adventurers, sportive, choppers, cafe racers, bobbers, racing replicas, cross... Today in the Country there are motorcycles for all tastes and pockets.

However, one of the most known groups is formed by the traditionalist fans of custom style motorcycles, whose “mother” of all of them, top example of the segment, are the American HarleyDavidson motorcycles. “We strengthened these values of various ways for Brazil. In addition to the special treatment we promote in the dealerships and services provided, Harley has a number of products that complement the make philosophy. Mainly jackets. We also organize several events that help to cultivate the lifestyle our customers seek. It is an emotional relationship that establishes an emotional bond with the buyer. Those who buy a motorcycle of the make also want to feel like a part of the history and the legacy of Harley. Our dealerships are meeting points for two wheels lovers, and every Saturday we hold meetings that end in rides of motorcycles on the streets or roads”,

says Longino Morawski, Sales Managing Officer for Harley-Davidson in Brazil, who has been in major automobile assemblers and, in 2010, took over the command of operations in Brazil. In its more than 100 years of history, HarleyDavidson has become more than a motorcycle manufacturer. Today, the make is a legend of motorcycling and synonymous of a lifestyle, spread across the Americas, Europe, Asia, Africa and Oceania. The company produces Custom, Cruiser and Touring motorcycles, and offers a complete line of parts, accessories, equipment and apparel. Today, despite the 2008 world crisis which resulted in the decline of sales and drop of its market value, a reengineering began in the company: To begin with, H-D corrected scatters such as the sports arm (Buell make) and sold the Italian MV Agusta. Regardless of that, Harley-Davidson

According to Fenabrave data, the market for motorcycles above 600CC grew in the first half of 2012 against the same period last year. While the most powerful motorcycles evolved over 22% in sales, those of smaller capacity dropped to 8.23% in the period. Today there are more than 24,000 more powerful motorcycles plated.

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Harley-Davidson Sales in Brazil

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motorcycles remain the most prestigious and worshiped than ever before, but the expansion into new markets is the key to its future. Harley-Davidson in Brazil – In Brazil, the first Harley-Davidson motorcycles were imported by independent dealerships, mostly in São Paulo and concentrated on Rua Barão de Limeira. In 1929, Minas Gerais State acquired models for the Public Security Force staff. The American make has a long history in Brazil, and today is also part of the company reinvention plans. Its products had strong ties with military use, military escorting, federal and state highway patrols. With the closing of imports in 1976, some units began to be assembled in Manaus (AM), with the goal of supplying military customers. With the opening of imports in the 90s, H-D returned to the domestic market represented by a large Brazilian group, which held the exclusive import. Years of good sales did not prevent that the dialogue between H-D parent company and the

Brazilian representative ended up in legal duel with the American company claiming for itself the right to retake 100% of the operations from February 2011. The company established its own subsidiary in São Paulo and started to play a more direct and active in its operations in the Brazilian market as it ended the relationship with its former dealer.” Since then, we started to develop a business model focused on three areas: Have a Chain of dealerships comprehensive, strong and specialized in serving premium and long-term; offer a post-sales service of high quality providing parts and accessories throughout the Chain and a full portfolio of motorcycles tied to a new factory to increase the production process performance”, says Morawski. “We faced a real big challenge, as, by virtue of contract, we could not start actions before the last day of operation of our former representative. So, on February 7, 2011, the old Chain was closed and, on February 8, we started our operation in Brazil with two dealerships only (in São Paulo and Belo Horizonte), serving customers in temporary facilities for post-sales only. Our priority in the

Developing a Chain of dealerships comprehensive, strong and specialized in serving premium and long-term was one of the main focuses of HarleyDavidson in Brazil, as from 2011.

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My friend Harley

cover story

Símbolo da cultura norte-americana, a Harley-Davidson espera que as vendas de suas motociletas, fora dos Estados Unidos, sejam superiores a 40% do total produzido em 2014.

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beginning was to service our customers in the Country and provide a quality post-sales service”, explains the executive. According to Morawski, over time, they started selling motorcycles, opened new dealerships, opened a Parts Distribution Center in São Paulo and many other things that compose an operation. “We closed 2011 with 10 active dealerships, fulfilling our plan to cover the entire are previously served. The company plans to open seven more dealerships in 2012”, he says. The company in Brazil is part of the international growth strategy of H-D. The company estimates the motorcycle sales outside the United States will be higher that 40% of the total production in 2014. In order to achieve this goal, Harley-Davidson plans to appoint 100 to 150 new dealerships all over the world until 2014. “We are excited with the opportunity Brazil represents for our company. We have already taken important steps toward the development of a Chain of Dealerships which meets the customers’ needs and is aligned with the global standards of the company”, said Morawski, during the operations announcement last year.

The market of motorcycles recorded 848,623 plates licensing in Brazil from January to June this year, a drop of 1.17% over the same period last year. Harley-Davidson, however, goes in the opposite direction of the slowdown that affects the two-wheel segment in the country. The American manufacturer sold 3,230 motorcycles from January to June, against 1,423 units sold over the same period last year (check schedule on page 40). The significant growth of 127% is related to the increased demand for higher cc motorcycles, but was also the result of the manufacturer’s new strategy for the Brazilian market. “Fenabrave numbers show a decline in the market of motorcycles in general. Harley-Davidson, nevertheless, grew, as it is still in process of expanding its Chain of Dealerships. Today we sell motorcycles where we weren’t present until the end of 2011, such as Brasília, Florianópolis, Campo Grande and elsewhere”, says Morawski. For the executive, starting a new operation from scratch demanded full dedication and hard work of the team, which today consists of about 50 - direct and indirect - employees at the sales

It all started in 1901 when a “motor bicycle”, one of the first vehicles of two wheels powered by gasoline, was exhibited at Milwaukee’s Grand Avenue, in the United States. There are no records whether William S. Harley or the brothers Arthur and Walter Davidson were in that exhibition, but was after that episode that the three friends began working on the project of their own motorcycle, which was completed two years later, in 1903. Thus was born the Harley-Davidson that in the same year built and sold two more models similar to the first. The negotiations took place at C.H.Lang, in Chicago, the first Dealer of the make in the world. The company growth has been rapid. From 1906 to 1908 the production jumped from 50 to 450 motorcycles and to 1,419 units in the following year. In 1909, the company introduces its first V-Twin engine to the market, created with the aim of increasing the power of motorcycles. The invention became the greatest symbol of durability among American motorcyclists. In less than 10 years, William Harley and the Davidson brothers transformed an idea into a company that produced more than 5,000 motorcycles per year and had already won the confidence of American consumers. The following decade was marked by the conquest of the title of largest motorcycle manufacturer in the world, with more than 2,000 dealerships in 67 countries, besides the agreement reached with the U.S. military, because of the First World War. It was also during this decade that the Harley-Davidson unveiled the Sport model, with an opposed twin engine, which soon gained the reputation of being quiet.

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cover story

Harley has a number of products that complement the make philosophy. Mainly jackets. We also organize several events that help to cultivate the lifestyle our customers seek.

office in São Paulo, plus 110 in the factory, in Manaus, who already existed since 1999, and moved into a bigger and more structured premises. This was the first CKD assembly line outside of the United States around the world. The new plant is bigger, all in a single floor on a flat land, improving performance and material flow and increasing our productive capacity. “We believe this new facility will provide the necessary support for the growth strategy of Harley-Davidson in Brazil”, he says. Since the beginning of the new operation, the team headed by Morawski sought to make the necessary investments to ensure that Brazilian customers enjoy the quality experience that best represent a premium make such as H-D. “Harley-Davidson is a lifestyle, a passion that fills the hearts of many motorcyclists in Brazil e around the world; therefore I think the big change has been to establish a long term relationship with them. This is something that we seek with intensity, which translates into quality of service,

in the post-sales service and in the relationship events we organize”, says. New Strategies – According to Longino Morawski, Brazil is among the top 10 Harley-Davidson markets around the world, and the main market is Latin America with an important role in global growth strategy of the make. According to the executive, Harley-Davidson plans new Dealerships outside the U.S. in coming years to support this growth and Brazil is one of their main focuses. For this, the make has developed several marketing strategies to expand its penetration in the country and win more consumers. In addition to expanding the Chain and greater dedication to post-sales service, the company has worked on holding events that bring together “Harley fans” throughout Brazil. An example is the Rio Harley Days, held in November 2011, which gathered about 30,000 people during three days at the Marina da Glória, celebrating motorcycling and life

on two wheels. This year, Rio Harley Days 2012 will be held in September and the National HOG Rally Floripa 2012 will be held in November. The latter is an event exclusively dedicated to HOG – Harley Owners Group members, the exclusive club of Harley-Davidson owners, which has more than 1,000,000 members worldwide and about 13,000 in Brazil alone. For being a publicly-listed company, HarleyDavidson does not disclose the investment figures, but Morawski ensures that the company is committed to the Country and is making the investments necessary to “assure Brazilian customers the experience of quality that best represents a premium make”. According to the executive, with the new industrial facilities, a more complete portfolio composed by 19 models, a Chain of dealerships in frank expansion which will reach all major economic centers of the Country, and post-sales services of high quality, reinforced by the start of operations of the Distribution Center located in the Beltway, metropolitan area of São Paulo, the company will be able to provide the necessary structure to the customer. Strong Chain and Make – In a challenging and record time, Harley-Davidson opened 10 dealerships in just 10 months last year, two in São Paulo and one in each of the following cities: Campinas, Rio de Janeiro, Belo Horizonte, Curitiba, Porto Alegre, Goiânia, Campo Grande and Brasília. This year will be seven more: the just-opened in Florianópolis, and Salvador, Recife, Fortaleza, Cuiabá, Ribeirão Preto and another one in São Paulo city. “We intend to be the in the major economic centers of Brazil”, says Morawski. For him, the post-sales service is the most important in their Chain. Therefore, as soon as they took over the operation in Brazil, with only two dealerships in operation, the first thing was to focus on customers. At the same time, the company sought to bring the parts inventory for the Country and have them available in a new Distribution Center which opened in the second half of last year in the Beltway area, in São Paulo. “Today we have about 15,000 items in inventory and closed contract with an excellent logistics partner, Penske Logistics. I emphasize that our focus is the longterm relationship with consumers and we will not spare efforts and investments to serve them better and better”, says the executive.

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Next to Longino Morawski, Leonardo Viotti inaugurates the Rio Harley-Davidson.

According to Leonardo Viotti, Officer of BH Harley-Davidson, dealership that is part of Grupo Catalão and has one more unit in Rio de Janeiro, the strength of the make and the new team formed by H-D were key items that prompted the Grupo to invest in the make dealerships. “The new repositioning and the customer care are key factors which we value in our business”, he says. For Viotti, the relationship between the Chain and Harley-Davidson is formed by an enormous synergy, with respect and professionalism. “At H-D the customer is the one who takes care of the make, he is the one who opines, even about the directions the company should take. It is the make style”, he adds. The Officer of BH Harley-Davidson says he is optimistic about the business model implemented, which has generated great expectations in relation to sales. “The make has grown and we are going along”, he concludes. Dealer Magazine

fenabrave TV

oderated by the consultant and coordinator of Fenabrave University, Valdner Papa, the program was attended by the President of Fenabrave, Flávio Meneghetti, th‑e Vice President of Fenabrave, José Carneiro Carvalho Neto, the Planning CEO of AgênciaClick Isobar, Bertrand Cocallemen and, also, the Fenabrave University Professor and expert in Web Analytics and social media, Fábio Manzano Sayeg. The President of Fenabrave, Flávio Meneghetti, opened the discus‑ sion reiterating the importance of this issue for the Chain of Dealers. According to Meneghetti, the use of social media and the tools available is essential for the entrepreneur who wants to act in the market. “Some Dealer‑owners are in social networks, but still do not know how to use this feature to the feasibility of business. Therefore it is important to discuss on the topic, based on the opinion and assessment of subject matter experts”, said the President of Fenabrave. For Bertrand Cocallemen, the Dealer‑owners already have a social network in their stores. He refers to the contacts that the Chain teams make in person, every day in the stores. “These contacts are characte‑ rized as a social network, but not virtual”, he says. According to the executive, consumer opinion is very important to define strategies and leverage business. “The goal is to enhance the reach of the consumer positive opinion. But before talking with him, we should listen to him”, he advises and warns that the cry of the client in a social network goes much further than the cry at the point of sale.

The program was attended by the President of Fenabrave, Flávio Meneghetti, the Planning CEO of AgênciaClick Isobar, Bertrand Cocallemen, the Vice President of Fenabrave, José Carneiro Carvalho Neto and, also, the Fenabrave University Professor and expert in Web Analytics and social media, Fábio Manzano Sayeg. The Round Table was moderated by the consultant and coordinator of Fenabrave University, Valdner Papa.

SOCIAL MEDIA IN DEBATE On July 25, Fenabrave held a special round table on social media, broadcast on Fenabrave TV for more than 4,000 people directly from Dtcom studios in São Paulo, technological partner of the entity. During the broadcast, all viewers from all of the more than 1,200 reception points could interact through the phone 0800, SMS and e-mail.

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fenabrave TV

Besides the guests’ debate at the Studio, viewers could interact through the phone 0800, SMS and e-mails.

Fábio Sayeg said it is necessary to conduct a strategic planning specific to working with social media. According to him, there is no recipe for success for this strategy, since it is still new in the market and all the things that have been done are experiences that can work or not. “What I find important is the make provide a service to the con‑ sumer in social media, such as a SAC 2.0 or outline actions that lead the customer to the dealership”, he says. José Carneiro agreed with Sayeg’s statements and added that the Dealer‑owner has not yet re‑ alized this universe formed by social media. “The important thing is to plan and define your digital presence in multiplatforms”, he says. The big question addressed by the guests is the generation of content focused on social media and also on how to deal with the information feedback. The President of Fenabrave said that some entre‑ preneurs are afraid to start this strategy precisely for fear of working with this duality: receiving positive information and the possible negative feedback.

Guest commented that, above all, planning should be assertive. “Where are you getting at?”, said Sayeg. José Carneiro, who recently participated in a congress focused on this topic, in Dublin‑ ‑Ireland, said that entrepreneurs should be true in the creation of their content, and that a potential issue can become an opportunity. “Never delete a content!”, added Cocallemen. Sales by Survey – In addition to the relationship through social media, the guests commented on the importance of the survey tools found on the Internet. For them, the consumer accesses the ne‑ twork to make the first search for a vehicle. “At this moment, the synergy of platforms should work in favor of the Dealer”, says Cocallemen. According to him, when a consumer makes a search on Google, at night, from their home, the probability of them to seek only information about the vehicle they want is greater. If this search occurs through a smartphone on a Saturday, for instance, they are in search of the nearest dealership to make

the business. “With the technology used today, it is possible identify these parameters. Therefore, as a result of the search on Saturday, for example, we should provide a key information such as the dea‑ lership address, not the attributes of the vehicle”, he adds. José Carneiro argues that regionalism should also influence the content presented in the search. “Through the geolocation it is possible provide the consumer with a more assertive result. Ho‑ wever, as was mentioned, nothing is definitive. The Dealer should go testing the possibilities”, he adds. Besides operating with applications, experts commented that there are several free tools that can assist in the company digital presence, such as Foursquare and Instagram. “Foursquare has become a great guide for consumers because the people who were in the locations listed in the 48

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application can post reviews and tips about the company, restaurant, sightseeing, among other places. If the customers have a good experience at your dealership, they certainly will share with their friends”, he says. At the end of broadcast, the President of Fenabrave thanked the guests and stressed the importance of the topic discussed for the Chains. Besides, Flávio Meneghetti strengthe‑ ned the role of Fenabrave TV as a channel of information, preparation and development of knowledge of the automotive distribution en‑ trepreneurs. “This tool, created by my predeces‑ sor in Fenabrave, Sérgio Reze, is crucial for the development of our teams and our businesses. Today we are certain about the power that this communication tool has in the industry, and the discussion presented here is one more step toward this direction”, he concluded. Dealer Magazine

opinion

Besides the relevance of the production value in the chain and the exports, it is estimated that over two million direct and indirect jobs are generated with the soybeans.

The quest for productivity

José Roberto Mendonça de Barros

In at least one area the economic debate advanced. Today there is a consensus that, although Brazil has improved a lot over the past twenty years, we do not live “a magic moment” and it is not the time of an empty triumphalism.

t is time to recognize that the reduction of growth is due, largely, of serious supply problems. Brazil has lost competitiveness over recent years, especially in industry. The evidence is overwhelming, revealing stagnation in productivity, high costs, including in services, and low technological dynamism. The various international rankings show this clearly: Although the methods may always suffer some criticism, the results are consistent and systematic. For example: In the latest edition of the Global Competitiveness Index, World Economic forum, our country appears at the 53rd place. Even more seriously, our position has worsened in recent years. That is what shows the known Doing Business, World Bank: We fell six places to a pitiful number 126. In the Global Innovation Index, calculated by the World Intellectual Property Organization, we were at the 58th position in 2012, the result of a fall of eight places. In all these indices, a large set of indicators is consistently evaluated. For example, salaries decoupled from the productivity, especially in industry, elevating the cost. Now, this does not end well, as the current case in South Europe: In the last decade the unit labor costs exploded, unlike Germany, where nominal yields rose moderately and productivity has never stopped improving. The result is in plain sight. Productivity growth depends on many things and is a construction painfully achieved over time. I have already mentioned here, more than once, the mistake that many cradled that would be enough to devalue the real and lower the Selic to get things moving. Today is obvious that we depend on much more. Fortunately, in many industrial sectors begins to prevail the idea of developing programs of competitiveness recovery. This was the central theme of the last congress of the steel industry, held in June. The chemical, petrochemical and

fertilizer industries have just assembled a Council of Chemical Competitiveness. I believe that the observation of a clear success case serves well to illustrate the point mentioned above. I’m talking about soybean, item dealt with certain negligence by many urban economists, as a simple raw material or commodity. As we know, the soybean began to spread throughout Brazil as from the Rio Grande do Sul and Paraná over the 60s. The intense technological development allowed it to be “tropicalized” and today, there is significant production in the states of Mato Grosso do Sul, Mato Grosso, Bahia, Goiás and even in Piauí and Maranhão, among others. At the beginning the Brazilian productivity was well below the American. In 1990/92, even with soybeans already firmly established, our production per area was 20% lower than the USA. However, our progress was faster, so that between 2009 and 2011 we produced virtually the same thing, 2,900 kilos per hectare. As the big international strategy consulting companies like to say, the Brazilian production meets the best practices. It is also interesting to note that the industry technical standard is fairly uniform among producers, regardless of the size of production. The trajectory described above was only possible due to a strong technological advancement. To describe it, as well as other soybean impacts, I use here an excellent work of the Embrapa researcher, D. L. Gazzoni, presented at the VI Brazilian Congress of Soybean, recently held in Cuiabá. Gazzoni lists the main elements of technological progress, developed in Brazil, and that explain the trajectory of productivity described above: Agriculture adapted to Brazilian conditions, correction and fertilization of the soil; biological nitrogen fixation (which allows cost savings of something like a billion dollars annually); pest management (which allowed 70% less use of pesticides); weed management; mechanization; development of the revolution that

was the direct seeding, technique that allows more than one crop a year on the same land, which dilutes costs, especially of capital (for instance, the second maize crop, the second crop of corn, is heading towards to become more important than the one in the summer) and, more recently, the development of integrated systems of crop, livestock and forestry, which, as the author points out “represents the maximum degree on the scale of agriculture exploitation sustainability”. There is a lot of science behind this evolution. The results of soybean expansion are well known: we are working to produce 80 million of tons and be the world largest exporter. Soybeans are part of a very long chain, both in terms of supply and processing industries. Its grain is the raw material for some hundreds of products, food products and others, like biodiesel. Soybean is the main source of vegetable protein for meat production. Besides the relevance of the production value in the chain and the exports, it is estimated that over two million direct and indirect jobs are generated.

Finally, it should be emphasized the progress on the activity sustainability, beginning with the integration of crops, livestock and forest already mentioned. The direct seeding allows the reduction of erosion and improvement of soil quality. It also allowed raising the carbon sequestration: It is estimated that each hectare of soybean holds, with the direct seeding, something like two tons of carbon. The number of insecticide applications dropped from five to two. The use of transgenic varieties and others greatly diminished the use of fungicides and herbicides. Even with all this success, and within a period of prices exceptionally rewarding, the basic concern of the 6th Brazilian Congress of Soybean mentioned before was the challenge to continue exploring new limits for increased productivity and sustainability. These themes were present in the Keynote Lessons and the 423 scientific papers presented. It is striking to note that an already leader in the international market obsessively seeks ways to boost productivity to 4 through major effort of knowledge expansion. Where is the technology research and innovation of Brazilian industry?

José Roberto Mendonça de Barros is Managing Partner of MB Associados. This article is a reproduction of text originally published in the “O Estado de São Paulo” Newspaper, on July 22.

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connection

SMS: IS IT RIGHT TO USE IT FOR ADVERTISING? The use of advertising through SMS has become a common practice among companies. However, to what extent the use of such a tool - as a means of promotion - is efficient? Isn’t the user’s privacy invaded by receiving those messages?

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igital means are becoming increasingly common in the spread of information. Message exchanging dynamics – whether by computer or mobile phone – is increasingly common in peoples’ lives and businesses have taken advantage of this easiness to use these media to publicize their products and services. With over 255 million enabled mobile phones in Brazil, SMS use has become common. Brazilians fire more than 500 million cell phone text messages on a monthly basis. Such a volume of information traffic has drawn companies’ attention which contract exclusive services for sending cell phone messages to spread and promote. However, what could be a business generation strategy for some companies has become the own problem generator. In April this year, this practice has caused Lithia, a Toyota dealerships in the United States, to be ordered to pay a fine of US$ 2.5 million. In their messages sent to 57,800 people by the company an advertisement announcing 0% interest rate for financing brand new vehicles. One of those customers receiving advertising via mobile phone did not like the dealership action and filed a lawsuit against Lithia. Sending text messages as a form of advertising is not prohibited, however, companies must have the addressees’ consent for sending these messages and calls. “This kind of advertisement is correct and possible, provided the company has the prior consent of the addressee. The

Consumer Protection Code provides principles that guarantee the protection of consumers’ personal data and privacy rights. Thus, the consumer has the right not to be bothered with incoming calls and junk mail”, said Marcio Marcucci, SP-PROCON Foundation acting Inspection Officer. Renata Bokel, Click Isobar Agency Planning Vice President, companies should be careful and assertive when sending messages. “The sending of SMS as well as any other electronic contact is widely used by companies. The central question is the relevance of the message. Their return is directly related to that. A SMS from a company that has not been authorized by the consumer is a spam. And, like the spam we receive by e-mail, they are unlawful and with a very low effectiveness”, he said. São Paulo PROCON has created a data registration system of those people who do not want to receive advertising calls or SMS. The consumer who owns a – fixed or mobile – phone line in its name, in São Paulo State, and does not want this line to receive product or service advertising calls, can sign up for the telemarketing blocking calls, Do-Not-Call Registry. Despite this data blocking system, the line can still receive charity calls seeking donations and company calls authorized by the consumer. According to São Paulo PROCON, those which violate the rules will be punished. “Sending unsolicited messages configures abusive practice and subjects the violator to administrative

Marco Marucci, SPPROCON Foundation Inspection Officer, and Renata Bokel, Planning Vice President of AgênciaClick Isobar.

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debate

Beware! According to the PROCON, since April 2009, São Paulo State consumer is able to choose whether he/she wants to receive oﬀering products or services telephone calls. According to Law 13.226/08, regulated by State Decree 53.921/09, consumers can sign up for São Paulo State – fixed or mobile - phone numbers which are in their names in the “Do-Not-Call Nationwide Registry”, managed by SP Procon Foundation. 30 days after signing up the consumers will only receive calls from charities (excluded from this legislation) and companies which have their written authorization. “Telemarketing” according to the Decree is the modality of commercial offer and advertising or institutional offer of products and services through telephone calls.

sanctions provided in the Consumer Protection Code”, said Marcucci. In most cases, the customer receives calls or messages from companies that had access to record data through other sources, without the phone owner consent. According to Marcucci, these data are usually obtained through other companies which had or maintain economic activities with users. “It is very likely that those companies which place advertising calls or send advertising SMS have obtained the contacts with other companies that have maintained an economic relationship with the customer. When a consumer fills out a form or reference file in a store, this company cannot freely dispose of the consumer’s personal data. The data supplied by the consumer should be used only for the purposes for which they were collected”, warns Marcucci. The Officer emphasizes the companies can only send their advertisements after obtaining the customer’s previous consent. “Companies can only access the consumer’s personal data if the assigning company, which originally collected them, obtained the prior consent of the consumer to transfer these data to third parties and for advertising use”. According to Renata, the right way to advertise is the one that does not bother the customer. Still according to the executive, social media are great allies of the companies in these causes, but attention must be redoubled by the companies not to embarrass the customer. “Social media 54

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have features that should be exploited in its use. Mobile phones have technologies that facilitate the search for products and services, such as geolocation, for instance. Thus, the correct way is one that takes advantage of available technology and makes life easier for the consumer. The keyword here is relevance. Keeping in mind that any unauthorized message is unlawful and not welcome, regardless of the means”, emphasizes Renata. “Unsolicited advertising messages violate the right to privacy and intimacy of the consumer. The company that collected the consumer’s personal data and then sold them to another company also might be liable”, said the Officer of São Paulo PROCON. According to Renata, at Isobar Clock Agency the preparation of disseminating plans are carried out thoroughly in choosing the target public and the message to be sent. “The Internet offers quite varied audience segmentation. This helps us a lot to place the communication in the right channels, increasing its effectiveness. The use of mobile phones and especially smartphones are growing dramatically in Brazil, which allow us a high degree of interactivity with the consumer. Several applications are designed to entertain, provide service or improve the brand experience. We highlight Infraero application on your phone that provides information of all flights in Brazil, and the game Fun2Fly that publicizes the New Uno, Fiat most downloaded game of the automotive segment in Brazil”, she said. Renata says that some agency clients often use SMS to disseminate their products and services, however, this practice has been used carefully and with responsibility in order to achieve positive results and do not upset the customer. “SMS is the mostly used today in advertising as a replacement to the old printed coupon. Its use allows – in several cases – the brands favor the use of SMS rather than means that require consumer’s further work. In addition, the mobile media offers an enormous capacity of message segmentation”, she adds. For Renata, another point is the ability to offer a service and cause an instant response thru the own mobile device, such as downloading an application or placing a call simply by clicking on a banner. When done wisely, mobile media is not invasive and helps unite brands and consumers with much relevance”, she concluded.

EARN BY DIVERSIFYING F&I

Car dealers are failing to earn about R$ 20 billion in revenues from F&I products. With the reduction in margins and revenues coming from funding, it is time to think about diversifying the business.

ome automotive industry challenges have aroused the need of the Dealers Chain rethink their business model. Car sales margins are increasingly tighter, consumer are more demanding and financing is even more restricted. Therefore, dealer needs to rethink alternatives to maintain its profitability in a business that demands high investments and still has large maintenance costs. “In 20 years from now, people will remember how 2012 was a year of great transformations in the industry”, says Luciano Groch, Officer of Assurant Solutions, a company that provides F&I solutions to dealerships. The transformation to which he refers is the change in the entrepreneur’s standpoint in maintaining their efforts only in the marketing of vehicles and leave out other products that can bring more benefits to their business. Assurant Solutions Officer said that this phenomenon has already been felt in other markets, such as the North-American, where dealers come to understand the importance of having a broad portfolio of solutions to meet

consumer’s needs. “The financing return rose to 19% in the last decade, and after the 2008 crisis fell to 3%. In the United States, due to the regulation, the dealer cannot exceed 2% of earnings with ‘F’, so he diversified his business model and maintained profitability”, he says. “F&I has been a topic of discussion in recent conferences organized by Fenabrave. In 2012, the event will have, as sponsors, many companies of the segment, which shows Dealers’ interest to partner with those providers that can help in the F&I department creation process, provide management tools and assist in the ongoing training of the Chain”, says Travis Mazza, Vice President of JM&A Brasil. For him, Brazilian Dealers are more conscious of the need to work with F&I in their businesses. For Marcos Moreira, Officer of F&I Brasil, all dealerships have already realized the need to expand the offer of F&I products, however, some of them have not taken actions in this direction yet. According to him, some have taken “insufficient or disjointed” actions, which tend not to Dealer Magazine

debate

Marcos Moreira, Officer of F&I Brasil; Luciano Groch, Officer of Assurant Solutions; and Travis Mazza, Sales Vice President of JM&A Brasil.

F&I companies participate of ExpoFenabrave every year.

produce significant results. “But there is another part of the Chain that has taken consistent and well-organized actions that will generate good results. The best structured actions are growing to the extent new cases of success arise, which by their turn will serve as inspiration for the industry”, added the Officer, revealing a simple formula for the operation success: “The secret is to make the offer to all customers. At least 30% will buy it”, guarantees Moreira. According to Luciano Groch, the Dealer has been challenged on several fronts to find new sources of revenue. One example is the increase of real estate market, which resulted in great real estate valuation and pressed the Chain cost structure. “The property owners are renegotiating contracts with an increase in rent. This variable is an example of how Dealers are pressed with increase in costs and, at the other end, margins are increasingly tight”, he says. Another point highlighted by the Officer of Assurant Solutions is the devaluation of second-hand cars, which caused much harm to the Chain in 2008 and, with the current price reduction of brand new cars due to the lower IPI, the second-hand segment will require more attention by the Dealer. “I believe that we will not repeat the 2008 problems, but the Dealers are experiencing a particular business model crisis. We must think more about the consumer”, he adds. Generating “I” business – Commercialize products, such as extended warranties, loan protection insurance, accessories, among others that are part of “I” range, translated into Portuguese as “insurance”, can bring benefits to the Chain. According to a survey presented at the XXI Fenabrave Congress, held in 2011, there is a potential market of more than R$ 20 billion in revenues per year from these products. However, according to what was presented, only half of this value is picked up by the dealers, assemblers, banks and insurance companies. “If we talk only about extended warranty, we are imagining a potential market of R$ 3 billion/year. 56

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Last year, we made R$ 55 million, far below the potential”, says Groch. The Officer of F&I Brasil reveals that, with one of its most successful products, a dealer can earn up to R$ 550 of commission for the sales made. “The new F&I are here to stay. The dealership has no option to practice or not. Sooner or later they will have to organize themselves to seek the additional results necessary and make the car distribution business economically attractive”, said Marcos Moreira. According to JM&A Brasil, traditional company in the United States market, in that country less than 50% of the F&I income comes from financial transactions. According to Mazza, North-American Dealers learned to overcome the lower yields of financing, adding products that focus on the customer’s loyalty. “The market has many products available and we believe that those with a component of loyalty are the most important, such as extended warranty, pre-paid maintenance and loan protection insurance”, says Mazza. Moreira believes that North-American F&I market had the same motivation the Brazilian F&I had, which has undergone the same process of development and difficulties. “The difference is that they started this movement 40 years ago and, therefore, a long time operating in a quite mature environment, where F&I products and activities are known, inclusive by the consumers. Professionals are certified and the activity is well regulated and transparent”, he adds. In the JM&A Vice President view, the Brazilian consumer is usually very supportive of products that are part of “I”. The executive says that the results of the first project implemented by the company in São Paulo were startling. “Dealers are witnessing a new profit center in a process that is resulting in higher conversion rates throughout its sales process. We are very excited to see these results spread throughout Brazil, with Dealers who really want to work with the F&I departments”, said Mazza. Dealer Magazine

launches

NOVELTIES FOR HEATING THE MARKET Assemblers established in Brazil have introduced new models and renewals of their vehicle lines. Stay on top of the main novelties of cars, motorcycles and trucks as well as the major investments made to please the Brazilian consumer.

SYMBOL 2013 LINE ARRIVES IN SINGLE FINISHING VERSION

VOLKS RENEWS GOL AND VOYAGE LOOKS

Since its launch, the Symbol Renault model has always stood by its finishing standard and the long list of standard equipment. The 2013 line that is coming to Renault dealerships across the Country reinforces these features. Among the 2013 line model novelties there is its price repositioning that from now on will have a unique and more complete version of finish: The Privilége, equipped with 1.6 engine 16V Hi-Flex and 115 horsepower. “With the arrival of the 2013 Symbol line, we decided to offer consumers a more complete and more refined finish version at an even more competitive price, what qualifies it as the best offer of the Compact Sedan segment”, explains André Basseto, Product Marketing Manager of Renault Brazil.

Two of the most popular models of Volkswagen, Gol and Voyage, received some changes in their looks and, in July, arrived redesigned in the dealership showrooms. After two years of planning, the new generation of models integrates the VW visual identity - the front design and the new rear lights. Aiming to leverage the make sales, the new launches were designed to keep Volkswagen at the top of the ranking of best-selling models. “The intention is to sell an average of 16,000 units per month of Gol and 7,000 of Voyage”, said Henrique Sampaio, Marketing Manager for the assembler. Sampaio stated that the segment of compact hatches, category in which the Gol lies, represented 65% of sales in 2002 and dropped to 56% in 2011. However, the volume in the same period rose from 796,000 to 1,480,000 units. The figures also show that small sedans are gaining market share. From 2008 up to now, the segment grew

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For R$ 37,390 – which represents an advantage of R$ 4,270 to the customer against the version marketed until then – 2013 Symbol now leaves the factory with air conditioning, power steering with height adjustable wheel, front power windows, on board computer, parking sensor, power locks on the doors and the trunk with activation on the key, automatic locking system, among other items. Safety is enhanced by the double airbag system for driver and passenger, which are standard items. We can also highlight the light alloy wheels (15R) and the chrome front fog lights. Inside, it became even more exquisite: Leatherlined steering wheel and gearshift knob, velvet-lined seats and aluminized finishing details.

from 17% to 19% of share. During this period the total volume of this industry jumped from 392,000 to 494,000 units. “These are still the most important segments of the market”, says the Marketing Manager. The New Gol and New Voyage now bring a series of equipment highly valued by consumers. Since the entry versions with 1.0 and 1.6 engines, on the list of standard items are the new darkened front optical set, retractable rear seat belts, and Aerowischer windshield wipers, among others. But the major highlights on the list of standard items of the new vehicles are the electric front windows, central locking system, and the internal opening of trunk lid. The New Gol also brings cleaner, washer and rear window defroster with timer. According to Volkswagen, the Gol 1.0 will be marketed throughout the Chain with the suggested price of R$ 27,990; the Voyage 1.0 already has an initial schedule of R$ 29,990.

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launches

YAMAHA LAUNCHED 2013 YS250 FAZER MODEL BLUE FLEX PEUGEOT MARKETS 206 THROUGH THE INTERNET One of the most successful Peugeot models in Brazil has just been launched at an even more attractive price. Sold from R$ 26,900 (three-door setup) by the Make official website (www.peugeot.com.br), the 206 is the compact hatchback equipped with the cheapest 1.4 Flex engine in the country and the seventh among all national models. The engine yields up to 80 hp at 5,250 rpm when fueled with gasoline and 82 hp at 5,250 rpm when fuelled with alcohol, and maximum torque of 12.6 mkgf to 3,250 rpm, obtained with any of the fuels. In its five-door version, Peugeot 206 costs R$ 28,700. Now the model brings sportiness with metal background dashboard and central frame. In this respect, the vehicle also offers other items, such as long

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roof antenna, sports hubcaps, and exchange knob with metal detail. In the five-door set, Peugeot 206 can be found in two equipment packages. With power steering wheel and rear window wiper the model costs R$ 30,700. And plus air conditioning, rear defogger and digital clock it goes to R$ 33,700. To keep Peugeot 2006 competitive in its market segment, the Make has proposed some changes to make life aboard even more welcoming. Now the central panel has a new object holder right above the emergency flashers button, and the long central console has a compartment for objects that can be used as a cup holder. For those who prefer an ashtray in place, the part can be purchased at the dealership chain.

Yamaha introduced its new model named Yamaha YS250 Fazer to the two-wheel industry. According to the make this motorcycle is ideal for commuting to work or just for leisure, can be used to move around the city and also for those who prefer to ride or to travel on weekends. The new Yamaha YS250 Fazer Blue Flex inherits all the qualities of its gasolinepowered sister now enhanced with flexibility to be also filled with ethanol or both in any ratio. Currently the 250cc street segment represents more than 6% of motorcycles total sales, of which 250 Fazer participates with more than 25% of the make total sales. Like its predecessor, 2013 250 Fazer Blue Flex is equipped with electronic injection system, forged piston, ceramiccoating cylinder, disc brakes on both wheels. All engine

operation is ensured by an efficient control system that controls a set of ten different readings. The oil cooler improves the engine cooling capacity, a four-stroke single cylinder of 249 cc and command of the single valve head that develops 21 horsepower at 8,000 RPM and 2.10 kgf.m at 6,500 RPM, that as in the larger Make models - XT660R, Fazer, YZ, and WR, are also used because of its robustness and longevity. “We believe this technological innovation is a trend in the Brazilian market as it offers greater possibilities of option for customers. The new BlueFlex technology allows the use of ethanol, gasoline or a mix of ethanol/gasoline in any proportion as fuel, without compromising the motorcycle performance”, emphasized Fábio Lúcio, Sales Manager of Yamaha. The new model serves a worldwide demand for reduction of gas emissions, which demonstrates that Yamaha is also concerned with the future and the environment. The new Yamaha 2013 250 Fazer Blue Flex will be marketed throughout the Chain of Yamaha Authorized Dealerships at the suggested public price of R$ 11,690, available in Silver or Black.

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launches

MAN LATIN AMERICA LAUNCHES 10 TON LIGHT TRUCK FIAT RENEWS PUNTO WITH AN INVESTMENT OF R$ 400 MILLION Fiat presented to the national press six new versions of Punto, which has been remodeled and will come with dual airbags and ABS brakes with EBD - electronic stability program. In addition, the vehicle also got LED taillights, height-adjustable driver’s seat and steering wheel, electric windows and locks standard. The new model, remodeled, received investments of more than R$ 400 million. Versions 1.4 and 1.8 are still equipped with E.torQ engines and now the line also has a Fire EVO 1.4 propellant, which received a new calibration and provides up to 88 hp power. The intention of the Italian make was to ensure more sportiness to model and make it more distant from the new Palio (model recently launched). Another objective was to present the Fiat Punto features to the model tackles the newcomer competitors, which are popular among the young as the New Ford Fiesta and the Chevrolet Sonic. “We should attract the young audience predominantly male”, said Lélio Ramos, Sales Officer for the company. Thinking about winning a younger public to purchase the model, the assembler creates the Fiat

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Social Drive system, platform that gathers the customer social networks information. The driver registers their accounts and selects the type of news they wish to receive while driving. From then on the car informs the client on updates, Facebook messages and invitations, for instance. “This is one more step towards changing the car and passenger interaction and will certainly please the consumer”, believes Ramos. Fiat intends to expand car sales by 20%, achieving 3,600 units per month, or more than 43,000 vehicles marketed in the first year. According to the assembler, exports should reach 8,000 cars per month. The new model sales may contribute to Fiat reaches the goal of selling 850,000 cars in the domestic market this year, up 12% compared to 2011. Punto 2013 prices start at R$ 38,560 in Attractive version, com an average increase of about R$ 600 across the line compared to the previous one, and reach R$ 55,740 at T-jet, top of the range, which had adjustment of around R$ 2,000. Besides the values, the manufacturer highlights have increased the car cost benefit ratio, with increased availability of standard items.

MAN Latin America, manufacturer of Volkswagen trucks and buses and MAN trucks, presents one more product customized for the needs of their customers. The VW Delivery 10,160 ADVANTECH has just hit the market to complement the light line of the assembler, which already has the VW 5,150, VW 8,160 and VW 9,160, all with Euro 5 engine, complying with the Proconve-P7 standards. The newest member of the Volkswagen Delivery line presents significant operational advantages over its competitors Mercedes-Benz Accelo 1016 and Agrale 10000. With Total Gross Weight of 9,700 kg, the vehicle provides a load capacity of 6,250 kg, with a wheelbase of 4,300 mm, the largest in the market. “The VW Delivery 10,160 can carry up to 300 kg more than its main competitor”, says Ricardo Alouche, Chief Sales, Marketing and Post-Sales Officer for MAN Latin America. “The models between 7 and 10 tons now represent about 25% of the market. The expectations for this launch are high since it is an expanding market, mainly due to the restrictions on movement of heavy trucks in major urban centers. At the beginning, we expect to sell 200-300 units/month. In a long-term we believe in 5,000 units/year”, added Alouche. The vehicle also meets the VUC (Load Urban Vehicle), with wheelbase of 3,300 mm. “The VUC setting is one

more operational advantage of Delivery line”, he says. According to the executive, the truck comes at a time of migration of the market, as demand for 10 tons vehicles has been strong. “Keeping pace with market developments, in addition to maintaining the leadership in light trucks segment in Brazil is our main goal”. The VW Delivery 10,160 ADVANTECH is equipped with ZF S5-420 HD transmission and 3.8 liter Cummins ISF engine, maximizing the vehicle load capacity with features that emphasize durability. The electronic control module has a high processing capacity and optimal balance among power demand, fuel economy and emissions control. The break with coalescing filter ensures greater effectiveness to the system water removal, leading to longer life components. MAN has studied the current market of this segment and prepared a sales strategy to excel and achieve positive results. “Once more we offer a tailored solution for our customers. We realize that urban carriers using vans began to choose larger models, such as 10 tons. With this migration, the demand for these vehicles has been very great and that’s the public who we want to achieve with the new VW Delivery 10,160”, concluded Alouche.

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CHEVROLET PRESENTS SPIN

launches

SINOTRUCK LAUNCHES THE A7 FAMILY Sinotruck Brasil showed the Brazilian market its new family of Premium A7 trucks which was developed to meet the most demanding transport operations. Devoted to the long distance transport, distribution and off-road transport, the vehicles were designed for heavy road use, such as articulated compositions, such as B-Train or road train trucks. “The A7 trucks are manufactured in a modern factory of Sinotruk in Jinan, China, with production methods and quality control to ensure the vehicles the highest standard of quality in all stages of production, giving Sinotruk vehicles an outstanding presence in several markets worldwide”, says Joel Anderson, General Manager of Sinotruk Brasil. Among the advantages of A7 family there is the project that uses last generation components and vertical production, with most of the components produced in China Sinotruk facilities, ensuring total quality to the process, with consequent scale gains and cost reduction. “The A7 trucks have the mission to ensure the carrier a better performance, economy, comfort and low emissions of

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pollutants”, explains Anderson. The A7 family comes with Sinotruk D12 (Euro V) engine, intercooled turbo, electronic management, equipped with common rail type injection system, providing high power, high torque, low levels of emissions in full compliance with the Proconve P-7 or Euro V emissions standards requirements. The line also counts with the SCR (Selective Catalytic Reduction) system for posttreatment of gases through the use of the Arla 32 component. It is a system already adopted by most truck manufacturers operating in Brazil and its good performance has been confirmed in thousands of tests conducted in other countries. The SCR use reduces drastically the emission of nitrogen oxide and provides fuel economy. This without the need to make significant changes to the engine. The A7 family will be marketed in four versions: Mechanical Horse A7 380 4x2, Mechanical Horse A7 420 6x2, Mechanical Horse A 7 460 6x4 (the three models in high and low ceilings) and A7 420 8x4 (rigid chassis).

Chevrolet introduced to the market a new model that came to occupy the place of Zafira and Meriva: Chevrolet Spin. The model is the result of the work of GM do Brasil development center, located in São Caetano do Sul, São Paulo, one of five development centers that the company has in the world. “After launching successful models like the Cobalt, Cruze, Cruze Sport6 and the S10 pickup, now it is time we turn to a segment that is becoming increasingly popular here. With a unique design, great versatility and excellent cost benefit, the Spin will certainly be one more case of success of Chevrolet in 2012!, said Marcos Munhoz, Vice President of GM do Brasil. In the Brazilian market it will be marketed with a 1.8 engine Econo.Flex, with options for manual and automatic transmission – the latter with six speed - and in two versions of equipment and finishing: LT and LTZ. Besides the Brazilian market, the Chevrolet Spin will be marketed in other countries of South America as well as in Asia. Initially it will be manufactured in the factory of São Caetano do Sul, in São Paulo. “It has been developed considering all changes necessary for this. In some countries it will have the wheel on the right side and three more engine options for other markets, such as Indonesia and Argentina, which have already confirmed the model commercialization”, adds Peter Manuchakian, Vice President of Engineering for GM South America. Equipped with 1.8 engine Econo.Flex, the Chevrolet Spin uses various technologies to bring to customers versatility com comfort, low maintenance cost and fuel economy. The engine develops 108 horsepower with ethanol and 106

horsepower with gasoline, both at 6,200 rpm. The torque is 17.1 kgf.m with ethanol and 16,4 kgf.m with gasoline, always at 3.200 rpm. It is noteworthy that 90% of torque available between 2,500 and 4,700 rpm, ensuring strength and elasticity and giving excellent drivability. The Chevrolet Spin will be marketed in more than 600 points of sales and services and technical assistance of Chevrolet do Brasil, in eight different colors: White Summit, Black Global, Beige Desert, Blue Macaw, Silver Polaris, Gray Mond, Gray Rusk and Green Lotus.

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behavior

Technological advancement requires privacy management

Renato Bernhoeft

The private life vulnerability of contumacious technology users increases every day, in direct proportion to which it evolves in terms of scope and broadens their easiness of access.

n example of this growing risk is the action initiated by the two largest credit card chains in the United States – with global market presence – that are entering in a new area of activity: Use their information about purchases with credit card to try to reach their users with ads and messages online. According to “The Wall Street Journal”, these plans, if fully implemented in the project under discussion, may represent not only a technological prowess – linking people’s lives on the Internet to their card purchases – but also a complete erosion of anonymity in the network. It is quite clear that all these studies for new products and services are based on studies and analyzes on the actual people’s behavior, who every day exposes more and more their private lives. And this happens both through the creation of ‘characters’ based on what they would like to be. Or yet those who think that everything they do in their daily lives may be of interest to others. Whether it is anonymous or public. According to the internal document of study of these operators, “you are what you buy”. What supports and provides, in essence, that this consumer behavior is a growing behavior. And, based on this trend, it will become increasingly possible to manipulate people’s decisions in various areas of their lives. One of the mentioned examples is that you can issue an ad of products on weight loss for a person who has just paid with card in a fast food diner – and then monitor if the person bought the advertised product. The major objective of the process is to link the Internet users to information on their actual purchasing behaviors in order to target ads and publicity.

That is, make available, use and disseminate detailed knowledge of people’s lives, which are not widely available in other media or advertising. In order to have a dimension of the impacts of this project, just check that these two operators processed 68 billion transactions in 2010 only. All of them with the respective information on date, time, amount, name and address where the operation was performed. Also included here are the possibilities for accessing and using “information on social networking websites, credit agencies data, Internet searches, insurance applications, databases and even DNA”. For the advertising professions consulted, this whole set of information was considered a real “gold mine” because it sheds light on the budget of the person, where he/she buys and how he/she uses and spends his/her free time. In addition to what we already perceived, in some cases, that technology may distance people – the mobile phone, according to its use, can bring together the distant and push away the closer ones – now it also intensifies the challenge of managing privacy. Therefore, one should not attribute to modern technologies the difficulties – in a very simplistic way - to manage better our time and also our privacy. Simply having the ability to turn off all the apparatus we chose to accompany us in order to protect our relationship with others, and also our precious intimacy. After all, interruptions of beeps, sounds and repetitive music can be a matter of urbanity or lack of respect for others. Priorities setting as well as privacy boundaries are the responsibility of each one. And cannot be delegated or transferred.

10 ANOS DE BRASIL

Renato Bernhoeft is the Founder and Chairman of the Council of Members of Höft consulting and author of 16 books in the areas of Family Business and Quality of Life. E-mail: renato@hoft.com | www.hoft.com

Dealer Magazine

10 ANOS DE BRASIL