Viajante Year III - Issue n째 8 - July | August 2013
Window to the world Marcopolo bus welcomes international delegations
Breakthrough in the online world A journey through Canada Marcopolo launches an After Sales application and approximates customers from around world
Multicultural and bilingual, the country stands out through the diversity of attractions and leisure options
Staff
5. Latest News
Viajante Magazine is a quarterly publication by Marcopolo General Coordination Marcopolo Marketing Dept. Editorial Board Andre Luis de Oliveira, José Carlos Secco, Méri Steiner, Paulo Corso, Ricardo Portolan, João Paulo Ledur, Humberto Oselame and Walter Cruz Website www.marcopolo.com.br Addresses Ana Rech Unit Av. Rio Branco, 4889 Neighborhood: Ana Rech Caxias do Sul - RS – Brazil CEP (Zip code) 95060-145 Telephone no.: (0800) 702-7070 (Brazil) or +55. 54. 2101.4000 (other countries) E-mail: contato@marcopolo.com.br Planalto Unit Av. Marcopolo, 280 Neighborhood: Planalto Caxias do Sul - RS – Brazil CEP: 95086-200 Telephone no.: (0800) 702-7070 (Brazil) or +55. 54. 2101.4000 (other countries) E-mail: contato@marcopolo.com.br
Marcopolo at major events Delivery of buses in RS, SC and PR
8. Interview
Eduardo Tude, Auto Viação Progresso
10. Tourism
The multicultural Canada
16. Special
Mobile technology approximates customers
19. Representative
Polobus, from Recife
20. Article
Renovate my Microbus Project, from Chile
21. The World of Marcopolo Coordination, Production and Editing Invox Mais Comunicação Rua Bento Gonçalves, 2221, suite 502 Centro | Caxias do Sul | RS (+55 54) 3028.2868 invox@invoxcomunica.com.br Responsible Journalist Adriana Schio MTB RS 8107 Simoni Schiavo MTB RS 8821 Graphic Design and Art Direction Cíntia Colombo Cover Photo Marcos Andres/Planet Printing Grafilme Distributed free of charge Reproduction without prior and expressed authorization prohibited. All rights reserved.
DDs debut in Mexico
22. Transport
Guanabara Express
24. Cuisine
Torta Sbrisolona Dessert
25. Memory
Selection Bus Brazilian in the 1998 World Cup
Editorial
Julio Soares/Objetiva
A global company, but closely linked to its local customers When, back in the 1990s, Marcopolo realized that to continue growing it needed to internationalize its business and establish presence in the world’s leading markets. We knew it was a tough, long road with difficult lessons, a veritable journey of discovery, but one without a way back, while sure to provide benefits for the company and its partners. Today, 20 years, countless countries, partners success cases and experience later, we have begun to “deal” with this internationalization and, mainly, to also extend this “baggage” to our partners. The recent acquisition of Volgren, a leading Australian bus body manufacturer, and the strategic investment in New Flyer, the largest North American producer of city buses, have transformed Marcopolo into the only company in the segment with manufacturing operations on the five continents. In the near future, this will provide us with great amounts of synergy and allows us to further expand our expertise in terms of the latest advancements – in products, productive processes and even in management practices – and apply it in our operations, fostering evolution across the board, with direct gains for each of our partners, above all Brazil and South America, our leading markets.
What are the benefits and advantages that this “global presence” offers or may offer to our partners/general public that we relate with, our stakeholders? What do customers, suppliers and even our Brazilian employees gain through this? The answer: more than global, we are local. In fact, our strategic path of internationalization is based precisely on what we have always sought to apply in Brazil and Latin America: being close to our customers, community, suppliers in each market, learning about their characteristics and needs and offering the most suitable products for that specific market, constantly striving to be a leader in terms of innovation and technology. These learning and exercise of internationalization has allowed us to offer even better products, more efficient and modern management and the capacity, like no other, to quickly understand and “deliver” everything customers want and even that which they did not know they needed. This is the role of a leader, to define and steer trends. This is our challenge, take the best of what we do to the world while, at the same time, integrating and “directing” all this technology and experience so as to apply them here with gains for every one of our partners.
Ruben Bisi
Corporate Director of Strategy and Institutional Marketing
_06/13
Cinto de segurança salva vidas.
50.000
Há 14 anos, a Marcopolo chegou ao Rio de Janeiro com o objetivo de desenvolver soluções eficientes para a mobilidade urbana. A unidade fabril, montada junto à Ciferal, conta com a dedicação de 2,5 mil colaboradores, que se comprometem a produzir ônibus urbanos para aproximar pessoas, agregando qualidade ao transporte coletivo e à vida de todos os cariocas.
Marcopolo Publicity
New Features
Marcopolo in the country’s leading events Part of the country’s leading events, Marcopolo was present at the Football Confederations Cup, held from June 15 to 30, and will also be at World Youth Day, from July 23 to 28, in the city of Rio de Janeiro, which will be visited by Pope Francis I. The company signed a partnership with Infraero for the provision of vehicles responsible for transfer of delegations part of the sporting competition and the Pope’s committee from the aircrafts to the arrival area. There are eight Marcopolo buses at the Santos Dumont and Tom Jobim (Galeão) airports, in Rio de Janeiro; Confins, in Belo Horizonte; and Deputado Luís Eduardo
Magalhães airport, in Salvador, in addition to 15 Volare, also used to cater to the greater demand of passengers and tourists that the country has been receiving. The partnership for the transport of people within the airports is a test run for other major events the country is preparing for: the 2014 FIFA World Cup, and the 2016 Olympic Games. Furthermore, it increases the comfort and convenience for tourists and passengers in these airports. “The vehicles are the most advanced in application in the country, both in terms of modernity and sophistication”, stated Paulo Corso, Marcopolo’s director of commercial operations.
Modern and sophisticated models
Among the vehicles provided by Marcopolo are the Viale BRT and BRS, developed for application in the advanced public transport systems in major urban centers. The versions run from the conventional, measuring 13.2 meters in length, to bi-articulated buses, measuring 26 meters and a transport capacity for 200 passengers, with complete comfort, safety and efficiency. The Paradiso 1800 DD, with sophisticated configuration, has received excusive decoration, allusive to the event. With a comfort and convenience standard comparable to the first class sections of international flights, the vehicle has a capacity for 44 people on the upper deck, with semi-reclining seats, and nine on the lower deck, with fully-reclining seats.
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Latest News
30 new buses in Paranรก Besides offering customers the option of choosing, Top Line adds comfort items that include everything from onboard Internet, snacks for all seat and even pillows and blankets for the fully reclining seats. Being a low driver model, Top Line is higher, offering more space, offering a sense of amplitude and making the journey all the more pleasant. Twelve buses are the Paradiso 1050 model, with 44 seats. Another seven are the paradise 1200 model, this being a higher vehicle with 40 seats equipped with leg-rests. The investment by Princesa dos Campos for renovation of 10% of its fleet, which carry almost 900,000 people per month, was to the tone of BRL 17 million.
Princesa dos Campos Publicity
30 new Marcopolo buses have already begun circulating in the city of Ponta Grossa (PR), as part of the Expresso Princesa dos Campos fleet. Equipped with the most modern onboard technology, the models are in full accord with the Proconve P7 (Euro V) regulation on the control of gas emissions. The interior highlights include maximum seat comfort thanks to viscoelastic foam in the headrest and back area, retractable seatbelts, LED monitors and intelligent air-conditioning. Of the total, 11 vehicles are the Top Line model, offering a new concept in service by offering the fully reclining seat option (nine seats in the front section) and 28 executive seats on the same deck.
Viale BRS part of Joinville transport Ten new Viale BRS city busses are part of the Joinville (SC) transport system. These modern vehicles are used by the Gidion and Transtusa (Transporte e Turismo Santo Antonio) operators along central routes linking bus terminals. The companies in Joinville are renewing their fleets and each one has acquired five buses for city passenger transport. The new vehicles measure 13.5 meters long, which allows for extra seats to be installed while still maintaining ample internal space. They are also wider inside, offering greater ergonomics and safety. In line with the seat configuration and the larger free area, the vehicles offer better passenger circulation, making the journey more comfortable. The internal height has also been increased, permitting the inclusion of efficient air ducts, speakers and a large area of advertising on the upper sides. Developed for application in the
advanced public transport systems in major urban centers, the Viale BRS, as well as the BRT model, are amongst the most modern ever produced in Brazil. With a robust concept, elevated reliability and excellent cost-benefit ratio, attributes highly regarded by passenger transport operators/business executives, they are ideal for city transport.
ite
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Vitor Le
Sogil Publicity
Sogil renews fleet
Visitas Marcopolo Publicity
Marcopolo Day, June 6, 2012
Marcopolo Day, June 6, 2012
During a festive atmosphere, Sogil, from GravataĂ (RS), presented the 70 new Marcopolo buses part of the fleet renewal process launched in May, when the company celebrated its 59th anniversary. Acquisitions included 55 Torin models, with 47 seats; 13 Viaggio G7 900, with 49 seats; and two Paradiso G7 1200, with 46 seats. Over the past two years, Sogil has improved its fleet with the renewal of 135 vehicles, which have attracted attention due to their innovation and investment in technology, comfort and safety for users and drivers. The new models include a high performance electric engine with low gas emissions, as well as the modern design characteristic of the bus manufacturer. The high definition external signage and contrast facilitate identification of the bus lines by users and, in the case of semi-direct coaches, there is modern air-conditioning, LED lights and internal signage with the local time and external temperature, ensuring extra comfort. With the renewal, Sogil now boasts 257 adapted buses. Elevators with electric platforms to aid the access of people with reduced mobility and devices that facilitate use of the transport for people with hearing and visual difficulties are some of the additional highlights of the buses.
Saritur, Minas Gerais
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Interview
Innovation revamps road transport in Northeast Region of Brazil The second oldest passenger transport company in Brazil, Auto Viação Progresso, from Pernambuco, was established in 1932 by João Tude de Melo, in the city of Garanhus. Twenty years later, it was transferred to Recife and is currently run by the holding ADT, headed up by the third generation of the Tude family. Company director and grandson of the founder, Eduardo Tude emphasizes the success in the succession for the companies longevity. Recognized for innovation and pioneerism, in the middle of the 20th century, Progresso was actively involved in the evolution of road transport in Latin America, discussing issues with major companies from the sector. Besides interstate and intercity road transport over medium and long distances in nine states of the Northeast Region, the Tude Group also has car, truck and bus dealerships. It also operates a modern Central Cargo Terminal in Recife. VJ: How did Auto Viação Progresso begin? Tude: The history of Progresso began with my grandfather, João Tude de Melo. He was born in Garanhus and began working at the age of 12 as a baggage handler. At 15 he was already a mechanic and, at 18, a truck driver. At a young age, he opened a mechanic workshop and began building his fleet of trucks, becoming the chief transporter of goods from Garanhus to its surrounding regions. But the idea was to transport people. as such, in 1932, he founded Auto Viação Progresso and, four years later, established his first regular passenger transport service linking Garanhus to Recife. In 1940, aged 44, he designed and built the first bus in South America with the engine built into the body and, using it, opened his first line from Recife to Rio de Janeiro and São Paulo. My grandfather though constantly about innovating, improving transport, and for that reason he was a reference to the early truck and bus chassis assemblers that set up shop in Brazil. He made important contributions to the growth and development of road transport throughout the country. VJ: How did Progresso transform into a successful company?
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Tude: With the name closely linked to city passenger transport in Recife and the company growing, my grandfather decided it was time to invest in roads. He sold his city lines and began operating intercity and interstate segments, exclusively. This was back in the 1940s and 50s, when the company launched its first reclining seat service in the Northeast Region, on the Recife-Rio de Janeiro line. Many years later, we were also the first company to use double decker buses in the region. In 1952, the company was transferred to Recife, at the invitation of the government of Pernambuco. Another important moment was the exclusive concentration of Progresso in the Northeast Region, despite having maintained lines to Rio de Janeiro and São Paulo for a number of years. VJ: What is your focal point and what is the company’s market position? Tude: Progresso is the second oldest transport company in Brazil. It operates in the medium and long distance interstate and intercity transport segment in nine states in the Northeast Region, under the jurisdiction of Agência Nacional de Transportes Terrestres (National Land Transport Agency). Besides Pernambuco, we offer lines to Rio Grande do Norte, Ceará, Paraíba, Alagoas, Sergipe, Maranhão, Piauí and Bahia, carrying an average 450,000 passengers a month. VJ: What reasons would you attribute to the longevity of the company? Tude: It’s a tough question to answer. Generally speaking, I’d say, being a family-run business. Progresso was lucky due to succession, because succession, besides the competency and hard work, must be accompanied by a little luck. VJ: Describe the company’s structure. Tude: We have 170 branches in the states we operate and 1,400 employees. Our head office is in Jaboatão dos Guararapes, in the metropolitan region of Recife.
VJ: What percentage of the Progresso fleet is made up of Marcopolo buses? Tude: 90% of our fleet is Marcopolo. We use G7 and G VI buses exclusively. We have Viaggio, Paradiso 1200 and Paradiso 1800 models.
especially in terms of vehicle dimensions. Over the years buses have become a lot “slimmer�, which benefits the weight greatly This influences all aspects of the sector, such as the Law of Balance, for example.
VJ: How long has Progresso been a Marcopolo customer and what is the reason behind the choice? Tude: We have been Marcopolo customers since 1970, in other words, 43 years. We have always enjoyed a relationship based on respect, and quality products and service. Because it’s not only the quality of the product that counts, service is vitally important and here in Recife it is great. This demonstrates the seriousness the plant presents in dealing with us.
VJ: What are some of the leading challenges ahead for Progresso? Tude: Our main challenge is with regards to illegal transport, which is not taxed and, in the North and Northeast Regions, exists on a major scale. Progresso still has room for growth in the Northeast, but it will always be disputing space with illegal transportation and air travel.
VJ: What differences do you not in the Marcopolo buses? Tude: The main differences are they great resale values of the models in the used vehicle market, good acceptance by passengers and low maintenance. The quality of the finish and comfort of the vehicles are also notable features. VJ: Over these 43 years, how would you evaluate the evolution of the models? Tude: The evolution of the buses has been enormous,
Marcopolo Publicit
y
VJ: Based on your experience, how would you evaluate the future of the passenger transport sector in Pernambuco and Brazil over the next few years? Tude: As with Pernambuco, Brazil will need to define the space for road and air passenger transport activities, which is happening slowly but surely. They are two different markets and they must be outlines, as there are lines along which the market should be divided, others exclusively for airplanes and other for buses alone. The market will define this.
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Tourism
Bilingual, multicultural and full of attractions The second largest country in the world, Canada is known for its sparsely inhabited regions, extensive grasslands, forests, snow-capped mountain, wellconserved environment and excellent quality of life in urban areas. Enriched by a myriad of cultures, it is a global tourist destination, receiving some 35 million visitors per year Photos sxc.hu
Canadian Parliament Building, at Parliament Hill
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Formed by many cultures, languages and religions, Canada is also marked by highly diversified geography, ensuring its place amongst the world’s leading tourist destinations. On the one side, the adventurous joviality of Vancouver. On the other, the East Coast, with the diversity and buzz of Montreal, Toronto, Quebec and Ottawa. In the Center, the vibrant city of Winnipeg, home of New Flyer, the new Marcopolo plant – with three branches in the USA. For those visiting the country, the best tip is to choose one coast and leave the other for another visit, as the country is simply enormous.
Colonized by two rivals, Canada is a nation of immigrants. Those of English origin respond for 37% of the population, while those of French origin make up 32%. As such, English and French are the two official languages. With temperatures that drop well below zero in winter (-20°C to -30°C), the large cities in the provinces of Ontario and Quebec are covered in snow. That being, the best time of year to visit the country is from May to September, when the days are longer and the temperature far more agreeable. Bilingual and multicultural, Canada offers a scenario that one can simply not afford to miss.
The famed Niagara Falls are one of Canada’s most popular tourist stops. Dropping from a height equal to a 13-story building, they form the second largest waterfall in the world, flowing at a rate of 168,000 m3 of water per minute.
Ottawa - The pride of Canada The nation’s capital, Ottawa is a dynamic city, with over a million residents. Located in the province of Ontario, on the border with Quebec, it is the region where French and English come together. Canadian pride is clearly demonstrated through impressive national destinations and famed landmarks, such as the Rideau Canal (a World Heritage Site) and Parliament Hill. It is a city that breathes culture, with world-class museums and galleries, exhibiting renowned national collections and which host special expositions from Canada and other countries. Each year, Ottawa is visited by 8 million tourists. Don’t forget to visit: The Central Park, Rideau Canal, National Gallery of Canada, Confederation Park, Laurier Palace, National War Memorial, Canadian War Museum, National Arts Center, Canadian Museum of Civilization, Canadian Museum of Nature, the Canada Science and Technology Museum, the Canada Aviation and Space Museum and Parliament Hill.
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Tourism
Vancouver - Ocean City Ten beaches, 220 parks and a number of ski stations located in the mountains close to the city are just a few of the attractions of Vancouver, which basically lives off of tourism. Stanley Park, perfect for a bicycle ride along the dyke, and Whistler-Blackcomb Resort, one of the headquarters of the 2010 Winter Olympics, stand out among the many tourist points. The natural landscape blends in harmoniously with a number of famous buildings and constructions in the European style. The most common languages are English (50%), Chinese (25%), Tagalog, Punjabi and Vietnamese. Don’t forget to visit: Stanley Park, the Museum of Anthropology, Robson Square, Vancouver Art Gallery, Christ Church Cathedral and Canada Place.
Montreal - Style and urban sophistication The second largest French-speaking city in the world – behind only Paris – Montreal is jam-packed with style and renowned for its urban sophistication, French culture and creative arts. Strolling along the cobblestone street of Old Montreal gives you a taste of its history. Art and design from end to end, including the metro system, which doubles as a public art gallery. A great tip is to ascend Mount Royal, the peak of the city, and to locate the 1976 Olympic Stadium and spot the Laurentian Mountains. The view is unforgettable. Bicycle riding is another treat: there are over 5,000 for rent. And be sure to visit the underground part of the city. There are over 30 km to explore. Despite French predominating, English is also an official language. Don’t forget to visit: - Montreal Botanical Garden - Mount Royal Park and Parc Jean-Drapeau - Redpath Museum, McCord Museum of Canadian History and the Musée d’art contemporain de Montréal - Place-des-Arts and Palais des Congrès - Mary, Queen of the World Cathedral - Saint Catherine Street - Boulevard Saint-Laurent
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Joseph’s Orator of Mount Royal
Toronto - A vibrant urban center
Winnipeg - Cultural adventure It is the sum of its elements that make Winnipeg, in the province of Manitoba, the vibrant city it is. It all began long ago, when the Assiniboine and Red Rivers met and created a natural point of trade. The site reveals the history of its Aboriginal people and was once the heart of Canada’s fur trade. In the Exchange District, striking centenary architecture blends in with chic stores, trendy restaurants and a bustling cupcake industry. The Winnipeg Art Gallery boasts 11,000 pieces of Canadian Inuit art. English is mostly spoken, though French is also an official language.
Toronto, the capital of Ontario, is a vibrant and multicultural city, with a large number of attractions and events. No less than 128 languages and dialects can be heard in the streets of the city, most famed for its landmark, the CN Tower, a national icon and one of the world’s tallest buildings. Visitors rocket to the top at 24 km/h in a dizzying, 58-second elevator ride then enjoy 360-degree city views from the fine dining restaurant at the pinnacle. Don’t forget to visit: Toronto City Hall, CN Tower, Casa Loma, Union Station, Royal Ontario Museum, Toronto Art Gallery, Ontario Science Center, Canadian Opera Company, High Park, Sunnybrook Park and Queen’s Park.
Don’t forget to visit: Canadian Museum for Human Rights, Winnipeg Railway Museum, the Western Canada Aviation Museum, Dalnavert Museum, Manitoba Museum and the Ukrainian Museum of Canada, as well as the Planetarium, St. Boniface Cathedral, Manitoba Theatre Center, Manitoba Parliament Building, Winnipeg Zoo and the Winnipeg Art Gallery. Shutterstock.com
Quebec - The charm of 400 years The city that gave rise to French civilization in America, Quebec invites you to step back 400 years in time with an outing through the Citadels, the last walled city in North America. There are 4.6 km of walls declared a World Heritage Site by Unesco. Old Québec City is a breathtaking blend of old and new, and a ride in a horse-drawn carriage along the narrow streets is a traditional tourist treat. The Plains of Abraham, site of one of the continent’s most famous battles some 250 years ago, and Rue du Trésor, an open-air art gallery featuring wandering musicians, are places not to miss. Just like sipping a steamy café allongé on a terrace of Quartier Petit Champlain, where boutiques and bistros are housed in 17th century buildings in the oldest French district in North America. Don’t forget to visit: Parliament of Quebec, Château Frontenac, the Citadel, Parliament Hill, Parc des Champs-de-Bataille, Montmorency Falls, National Museum of Fine Arts of Quebec, Museum of History, the Ice Hotel, and the Basilica of Sainte-Anne-de-Beaupré. Find out more: http://www.canadainternational.gc.ca/
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Marcopolo Bus Paradiso 1050 Cidade do Aรงo
Special
Social networks bring customer from around the world closer together Continuing the award-wining strategy of online presence, Marcopolo has launched an After Sale application, which provides exclusive services and greater easy, in the palm of your hand
Combining the traditions of over six decades of bringing people closer together through the vehicles it manufactures with the expertise it holds in always remaining attentive and anticipating changes in the technology at the service of its stakeholders, Marcopolo is celebrating the results of implementing its online presence strategy by launching something new: applications for mobile devices. The first of them, already available for download, its Marcopolo After Sales. Compatible with the iOS system – installable on both the iPhone and iPad – and
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Android system, for smartphones and tablets, the app places a series of services and information in the palm of your hand, anywhere in Brazil and the rest of the world. Conceived to create even more facility for clients the apps are veritable work tools, able to speed up process, solve problems and even help in possible emergencies. For example, through Marcopolo After Sales, it is possible to locate the closest representative and access maintenance tips and explicative videos. Other groundbreaking feature coming soon.
Numbers that approximate
www.marcopolo.com.br Website: 60,000 visits per month
The result of intensive research and a permanent quest for innovation, brand management in online media has been recognized as the most successful through the ADVB Top Marketing Award, in the Industry category. The launch of the apps is another step Marcopolo is taking in the direction of bringing people closer together. Recognized in the most recent edition of the ADVB (Association of Sales and Marketing Managers of Brazil) Top of Marketing Award, in the National Industry category, as the most successful in brand management in online media, the Marcopolo case is the result of intensive research and the permanent quest for innovation. Relevant presence and expressive growth
youtube.com/OnibusMarcopolo Youtube: almost 800,000 views. A total of 595889 minutes watched in 189 countries.
fb.com/OnibusMarcopolo Facebook: more than 450,000 fans (likes), which represents a connection network of 80 million people.
flickr.com/photos/OnibusMarcopolo Flickr: more than 75,000 page views.
Marcopolo’s entry into the world of social medias was aimed at establishing a direct relationship channel with its stakeholders, contributing to the strengthening of the brand that is a global benchmark in the manufacture of passenger vehicles. Social media also represent an important source of information for research and the development of products and services, aiding in the constant quest for innovation. According to Gelson Mello da Costa, a marketing analyst, everything began with the remodeling of the website, making it more dynamic and facilitating interaction with social networks. The investment led to a record in the number of visits in the first month that the website was on air – double the monthly average of visits to that point. An award-winning social media project was created through meticulous research with bus spotters, which represent a public of 45,000 people around the world. With relative and pertinent participation from the outset, the brand made use of interactive actions that involved the creation and sharing of multimedia content, news related to the company, cultural contests and the promotion of products. The results couldn’t have been better: in less than six months, the Marcopolo fan page on Facebook exceeded 100,000 fans, the largest number in the bus industry segment in terms of ‘likes’ in global rankings. The number of visits and participation of fans, liking and sharing content, leveraged the Marcopolo page to first place in fan engagement, surpassing 30,000 interactions in a single month. And the advances didn’t stop there. In April, upon celebrating the production of bus number 360,000, Marcopolo passed the mark of 360,000 fans on Facebook, becoming the most liked bus manufacturer with the highest number of fans in the world. Today, there are more than 450,000
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Special fans on Facebook. According to Marcopolo’s manager of strategy and corporate marketing, Walter Cruz, the milestone reached is proof of the strategy’s success, in a short space of time, achieving expressive and focused growth. “We initiated a gradual and very meticulous project, but one that was extremely aggressive, so that
we would become the leading reference among companies that use social media. The results couldn’t be better: in just 18 months, we reached the mark of 450,000 fans. The company innovated and leveraged its involvement in the online world in a very relevant and pertinent manner”, emphasized Cruz.
Marcopolo After Sales App Developed to facilitate the daily routine of customers, the Marcopolo After Sales app offers a range of functions. Available in three languages (Portuguese, English and Spanish), it has three presentation interfaces: the Technical Assistance and Parts Sale Network, Technical Assistance and Original Parts. Through the first, it is possible to locate points of sale for original parts and technical assistance workshops. Using the device’s browsing application, it is possible to trace a route to the closest representative. In the second area, users find technical notes, tips on operation and maintenance – like how to clean the headlights and lubrication table – and tutorial videos that show everything from assembling and disassembling seats to operating the Multiplex G7. “These operational and preventative maintenance help customers to use the vehicle correctly”, says Marcopolo’s after sales manager, Antonio Carlos Boff. In the Original Parts subdivision, users can access photographic and technical catalogs of components, carrying detailed information on the buses in PDF or online viewing formats.
Network profiles The Marcopolo Youtube channel is a video storage and sharing network, carrying everything from institutional videos to instructions for the maintenance of vehicles and after sales issues in general.
The Facebook fan page is a direct channel between the company and its stakeholders, contributing to the construction and strengthening of the brand on online media, along with Marcopolo’s business reputation.
Flickr is a photo storage and sharing tool used the world over. People have access to photos of products and are able to share this material, which is not published on other social media.
Through Twitter, the short message network that connects millions of internet users around the world, Marcopolo publishes news and information, directing users of the social network to other company channels.
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Polobus Publicity
Representative
Efficiency in the Northeast Region Concepts of seriousness, quality and agility in the services provided to customers are the pillars of Polobus’ growth. With operations in the states of Alagoas, Pernambuco, Paraíba and Rio Grande do Norte, Polobus was created in September 1994, when Belmir Antônio Contin was invited to acquire the Marcopolo branch in Recife (PE), which then became a commercial representation. The change was part of the new sales and after sales network policy implemented by the bus manufacturer in the 1990s, and Contin took advantage of the opportunity. The partnership of almost 20 years offers a complete range of services for Marcopolo and Ciferal, which include the areas of sales, after sales, authorized parts stores, repair shop “and everything necessary for the development of the Marcopolo/Ciferal brand in region”, affirms Contin, who highlighted Polobus’ constant quest for customer satisfaction. The evolution of the operation is chiefly translated through the expressive increase in Marcopolo’s market share in the Northeast since the outset of the activities.
“In 1994, we found a market in which Marcopolo represented approximately 20% of the sales of new buses. In recent years, this rate has been higher than 50%.” Growth made possible thanks to concepts of seriousness, aligned with quality and agility in services, which have always been Polobus’ pillars. “Furthermore, we have always maintained a firm belief in the fact that customers cannot stop part of their fleet due to a lack of availability concerning part and services.” For the future, the focus will lie on expanding the range of services that are already provided directly in the customers’ garages. To reach this objective, Polobus will invest in human capital, increasing its team with the creation of new work positions. The idea is to speed up the service provision process even more, reducing the response time to any demand presented by customers. “We will also begin relying on a larger sales team, which will impact the quality of services and the participation of Marcopolo and Ciferal in our markets of operation.”
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Article
‘Renew your Micro’ is a milestone in public transport in Chile Chile is undergoing an important change in the public transport sector. In November 2011, it initiated a project to scrap buses, a process that will run to 2016. The goal is to encourage the renewal of the microbus, city and rural bus fleet, which have been in use for 12 years, as from 2001 and earlier; next year it will be as from 2002 and so on, successively. To present, 130 units have been scrapped. Over the years, the buses removed from circulation in Santiago and other major regional capitals continued operating in the country’s interior regions, which, as a result, created a fleet of old buses, very often obsolete, and which did not provide the safety and comfort conditions their users deserved. This unfair reality is already being to change. since last year, the Program “Renueva Tu Micro” (Renew your Micro) has been using resources from the Lei Espelho da Transantiago to provide the owners of old buses with economic incentives, so that they are able to change their vehicles for more moderns one and, thus, provide users with a higher quality service. A fundamental part of the program is that the old buses are destroyed (scrapped), and thus prevented from returning to circulation somewhere else. A better quality of life for Chileans is one of the project’s main objectives, and for this reason the initiative seeks to provide the most modern buses, with better technology, less pollutant and safer, both for passengers and drivers. There is a page on the government’s website that explains the entire process, which is comprised of two stages: the presentation of the bus for its approval in the scrapping process and presentation of the new or used bus; however, with a manufacture date of at least five years newer than the one being scrapped, after which payment is approved. In my view, the project has been a great success. We are meeting many new customers and we expect even more in the years ahead.
Personal archive
“A fundamental part of the program is that the old buses are destroyed (scrapped), and thus prevented from returning to circulation somewhere else.”
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Matías Castro Escobar
Commercial manager of Epysa Buses, a Marcopolo representative in Chile
The World of Marcopolo
Paradiso 1800 DD debuts in Mexico The 40 units of the Paradiso 1800 DD G7 bus model sold to Grupo Transpais began circulating on the street of Mexico in May, debuting the Marcopolo double decker in the country. The vehicles also mark a new concept in passenger transport in Mexico, with a highlight being the modern design, comfort and expressive safety of the buses, which are to be used along the routes of cities including Tampico, Ciudad Mante, Cidade Valles, Tamazunchale and Ciudad Victoria. Located in VictĂłria, in the northern state of Tamaulipas, Transpais is a family-run company active in the urban and intercity transport sectors and currently entering the field of tourism transport. Group CEO, Osuna Abelardo Morales affirms that the decision to purchase these units is chiefly due to the excellent technology used. The two deck units, which cost around US$ 500,000 each, were created especially for this company, which boasts some 1000 buses in its fleet. “We looked at all the options around the world and decided that this double decker mo-
del was the best choice, as it offers more advanced development and a higher level of comfort and safety, making it the best vehicle for our clients�, he said, during the delivery of the buses in the city of Fundiodora Park. The first Mexican company to acquire Marcopolo DDs, Transpais stands out for its boldness and unprecedented attitude. Catering to over 500,000 passengers per month, it is a leader in its industry and seen as a benchmark by other sector companies in the region. Furthermore, it was a pioneer in deploying this model in the country. To Marcopolo, the partnership with Transpais, besides representing the expansion of the brand around the world, is strategically important in identifying and promoting the benefits of the DD models for the wide range of companies. The Paradiso 1800 DD G7 model offers unique comfort, safety and ergonomic features, in addition to a futuristic design, the identity of the bus manufacturer.
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Transport
Client fidelity, the differentiating feature of Expresso Guanabara Over a period of 10 years, more than 500,000 prize tickets have been distributed with the creation of Programa Afetividade (Affection Program), which currently boasts some 240,000 users. One of the five leading companies in the country in the passenger road transport segment, headquartered in Fortaleza, Ceará, Expresso Guanabara was a pioneer in Brazil thanks to the creation of a client fidelity program. Created in October 2002, Programa Afetividade, over 10 years later, now boasts an impressive 240,000 users and has already distributed more than 500,000 courtesy tickets.
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According to Rodrigo Mont Alverne, Expresso Guanabara’s marketing manager, the program demonstrates a constant quest for modernization and compliance with the requirements of a new era, something that has always guided the company’s operations. “With the program, we strengthen ties with our clients and, more than this, we offer a simple, prompt and practical tangible benefit that can be used”, points out the executive. According to Rodrigo, it is very simple to acquire the Afetividade Guanabara program card. Simply present the ticket for a journey taken in the past six months, in the name of the person requesting the card, register completely free of charge in any Guanabara agency in the bus stations and through the Internet, where pre-registration can be completed. By registering, the client will receive the card by post directly at the specified address. “After that, the client simply has to use the Afetividade Guanabara program card and for every
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10 routes travelled along stretches starting at 200 km, the client gains a courtesy ticket to Amy destination served by the company.� Besides this advantage, through the company’s partnerships, the program offers discounts and special payment conditions in a variety of trade segments, such as restaurants, performance venues, rental companies, gyms and supermarkets. A young company Other unique features of the company include heavy investments in information technology to integrate a number of the organization’s departments, bus fleets equipped with GPS and GPRS real time monitoring, and a driver and vehicle management system that informs the traffic department which driver is available to be called upon for a specific journey, according to their work hours, their rest
periods and their location after each trip. Expresso Guanabara is one of the newest companies in the passenger transport segment. Created in August 1992, it operates in the Northeast, North and Central-West regions, linking the main capitals and cities of these regions, covering over 1000 locations. Currently, its fleet includes 400 cutting-edge vehicles, one of the newest in the country, with an average age of just one year and eight months. Remaining at the vanguard of passenger road transport is the chief objective of the company, which began operating with 43 buses. The company is also celebrating success in the vehicle leasing segment for reception, freight and excursions, relying on its unique operational structure in the leading cities of Brazil, a modern fleet, which is 100% tracked and insured, in addition to garages and support points in the regions it operates.
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Photos Julio Soares/Objetiva
Gastronomy
Leve como As light as a breeze A traditional recipe from the Italian region of Lombardy, more precisely the city of Mantua, dating back to the 1600s, Torta Sbrisolona is prepared based on wheat and maize flour and almonds. Its name is derived from the word for breeze, in the Mantovani dialect, meaning crumb, in reference to its principal attribute, that is, its pastry crumbles easily. It is a dessert with characteristics very similar to
Torta Sbrisolona Ingredients 170 g of wheat flour | 50 g of skinless and ground almonds | 150 g of maize flour | 170 g sugar | 150 g of butter | 4 egg yolks | 1 egg | grated lemon rind | confectionary sugar Method of preparation Beat the yolks, egg and sugar. Add the wheat and maize flour slowly along with the melted butter. When the mixture is even, add the lemon rind. Grease a round baking tray with butter and pour in the batter. Dust with the almonds and confectionary sugar. Bake for one hour at 180°C, until golden brown. Let cool, remove from baking tray and serve with Mascarpone cream.
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SfregolĂĄ, very popular in the highland region of Rio Grande do Sul, brought over by immigrants from Trento. Simple and more versatile, its goes well with tea or coffee and can be served as a dessert, accompanied by a glass of Moscatel Sparkling Wine, suggests Maria Beatriz Dal Pont, from Amada Cozinha Gastronomia e Events, who provided us with the recipe.
Management Gelson Mello da Costa
Associates, a global vision Integration is the Key to Global Competitiveness. This was the theme of the First Marcopolo Associates Meeting, held from June 10 to 13, at the Ana Rech unit, in Caxias do Sul (RS). The activity, which brought together 10 companies from around the world, was aimed at encouraging integration, motivation and teamwork, as well as giving managers incentive to think globally, provide a view of the world of Marcopolo and exchange experiences. The meeting’s dynamic activity included presentations of cases of good practices both at the company, by the Corporate Acquisition and Logistics team, as by Associated companies. A demonstration of indicators, the purchase policy and the code of conduct were also part of the program. Managers were charged with the responsibility of approaching a more strategic view of business and activities key to each area. Participants were also afforded the
opportunity of visiting the Ana Rech and Planalto manufacturing plants, in addition to learning more about global projects (such as the development of global bus models) and the identification of the Marcopolo brand through design, presented by those responsible for corporate engineering. “It was a very positive experience. We noted great integration among the participants. Now we need to harvest the fruits”, stated the manager of Acquisition and Logistics, Roberto Stallivieri. Participating associates Superpolo (Colombia), Polomex (México), Metalpar (Argentina), Metalsur (Argentina), Masa (South Africa), Mac (China), Volgren (Australia), TMML (India), GBPolo (Egypt), Marcopolo (Brazil)
Memory Marcopolo archive
The Paradiso GV 1450 model was the bus chosen to carry the Brazilian National Football Team at the 1998 FIFA World Cup, hosted by France. Personalized with the colors blue, green and yellow, the bus highlighted four lateral stars, allusive to the team’s four titles, as well as the CBF (Brazilian Football Confederation) logo.
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Contact Marcopolo Brazilian Market Cuiabá / Centro Polo Bus (65) 3634.3101 centropolobus@centropolobus.com.br
Manaus / Amazônia Representação (92)3248.8500 amazoniamanaus@gmail.com
Belém / Marconorte (91) 3039.1800 vendas@marconorte.com.br
Salvador / Norbus (71) 3359.6533 vitor@norbus.net Fortaleza / Ferrari J.G. (85) 3444.3222 rjferrari@ferrarirep.com.br eduardo@ferrarirep.com.br
Recife / Polobus (81) 2125.2222 polobus@polobus.com.br
Goiânia / Topline Bus (62) 3297.1177 sergio@toplinebus.com.br wagner@toplinebus.com.br
SP / Brasil Bus (11) 3556.8286 romeusantos@brasilbus.com.br
Londrina / Roccopeças (43) 3379.4444 roccopecas@roccopecas.com.br
Belo Horizonte / Marcobus (31) 3201.1971 marcobus@marcobus.com.br
Curitiba / Sulbrave (41) 3595.4940 sulbrave@sulbrave.com.br
Florianópolis / Carmar (48) 3381.8888 carmar@carmar-marcopolo.com.br
Porto Alegre / Marcopeças (51) 3272.7777 marcopecas@marcopecas.com.br
Cariacica / Vitória Mar (27) 3336.2796 guilherme@vitoriamar.com.br
Rio de Janeiro / Riomarci (21) 2590.3449 riomarci@riomarci.com.br
Peru / Mercobus 51 1 223 2350 mercobus@ mercobus.com.pe
Uruguay / Dusil S.A. 598 2 209 0297 marcopolo@dusil.com.uy
Rússia / Marcopolo Rússia 7 495 647 6220 yuri.caio@marcopolo.com.br
Australia / Volgren 61 3 9767 8530 gabriel.tesser@volgren.com.au
India 522 2818012 – 2818020 – 2818032 maria.lima@marcopolo.com.br
United Arab Emirates / Marcopolo Middle East 971 4 883 3680 mensch@marcopolo.ae
Africa / Marcopolo South Africa Pty Ltd. 27 11 418 0800 rodrigo@marcopolo.co.za
Egypt / GB Polo Bus Manufacturig Company S.A.E 202 4215 0790 thiago.castilhos@ marcopolo.com.br
Paraguay / Cia. Imperial del Paraguay S.R.L. 595 21 440 644 ventas@ciaimperial.com.py
Venezuela 58 414 233 4533 venezuela@ marcopolo.com.br
Cuba / Carlos Cañedo 53 7 273 9747 canedo@enet.cu
Argentina / Metalpar 54 11 4841 8900 ctoledo@metalpar.com.ar
Chile / Comercial Epysa Ltda. 56 2 620 9010 marcopolo@epysa.cl
Colombia / Superpolo S.A. 57 1 877 6900 superpolo@superpolo.com.co
El Salvador-NicaraguaGuatemala-HondurasBelize / Centrobus S.A. 503 2237 9541 centrobus@ centrobusamerica.com
Mexico / Polomex S.A. (52) 81 8130 2301 alberto.calcagnotto@polomex.com.mx
Foreign Market