Between January and November 2019, 94,559 vehicles were imported into Ecuador. This figure meant a slight increase of 0.20% compared to the same period of 2018, in which the country acquired 94,366 units.
But the increase was not reflected in sales. In 2018, the automotive sector sold 137,615 cars, that is, 31% more than in 2017. In 2019, 132,208 units were sold, equivalent to 4% less vehicles sold the previous year.
According to the Association of Automotive Companies of Ecuador (Aeade) there are several reasons for the decrease in the sector. Official and international agency projections already foresaw this scenario.
“It was estimated a marginal economic growth , a decrease in household consumption and government (spending), a lower average price of WTI oil and slower growth rates of deposits and credit. These variables largely respond to the dynamics of the automotive sector, ”explained the Aeade.
With this panorama, brands are already preparing measures to strengthen their sales.
César Padilla, Marketing Manager of Hyundai , presented the Verna product that is focused on the taxi sector. He highlighted his design, comfort , technology , safety, breadth and price . “We can give all those attributes to meet the needs of the client.” The brand sold 9,000 units in 2019 in both commercial and passenger vehicles.
By this 2020 they will make new releases that will renew their portfolio. “ We will have vehicles for the general public,” explained the Marketing Manager.
Other brands , on the other hand, are strengthened in their prices and work in favor of the environment. That is the case of the Chinese company Changan Ecuador that is heading for its third year of operation. ” Ecuador is an attractive market , it is an industry of more than 132,000 vehicles, which is larger than many countries in the region,” said Brand Manager Xavier Borja.
Changan began operations with a dealership in Guayaquil on Juan Tanca Marengo Avenue in 2018 and managed to sell 830 cars of the 1,000 that had been imported that year.
With that background, they extended their coverage to Ambato, Quito, Latacunga and Santo Domingo. Now its strategy is focused on reaching more cities with its points of sale. Now he plans to open in the south of the capital, where he considers that there is an important niche of clients. But it also aspires to reach Manta and Ibarra .
Nationally, the company sold 1,300 cars of the 1,500 that arrived in the country in 2019. This year they expect to reach 2,000 units.
BAIC is another Chinese automotive company that arrived in October 2018 in the national territory with four interesting models that bet on avant-garde , technology and low prices. Your goal is focused on automotive fairs that allow you to show your product to the consumer.
Ximena Parra, acquired a BAIC X35. “In past months I attended a fair where I saw some vehicles. After several laps I found BAIC, its models and designs caught my attention, ”he explained.
According to the sales of 2019, cars remain the preference of Ecuadorians. According to Aeade figures , these take more than 40% of the market. “In the case of cars , historically they have been the most commercialized vehicles because they are cheaper and more familiar, ” said the Association.
The following are SUV vehicles whose preference is due to their all-terrain adaptability but without taking up ample space like a van. These cars constitute around 30% of market attention.
Among the light vehicles shipped in 2019, customers preferred the Chevrolet brand that captured 31% of sales . This trend was followed by Kía with 19% and Hyundai with 7%.