Brazilian automotive sector shifts toward after-sales and digital sales

The Brazilian automotive sector is undergoing significant structural changes driven by digital consumer behavior and the rise of electrified vehicles. Dealerships are increasingly relying on after-sales services as their primary profit driver due to tightening margins on new vehicle sales. To maintain revenue, especially with the transition to electric vehicles—which require less mechanical maintenance—dealerships are expanding their portfolios to include aesthetic services, accessories, bodywork, and specialized technical support.

Simultaneously, the car-buying journey has shifted heavily toward digital platforms. Consumers now conduct extensive research on mobile devices regarding pricing, financing, and maintenance costs before ever visiting a physical showroom. This digital-first approach means buyers arrive at dealerships with high levels of information, shifting the dealership's role from a discovery point to a final stage in a pre-informed decision-making process.