Brazilian business sectors debate digital influence and automotive market shifts

At the Repcom 2026 event in São Paulo, industry experts discussed the strategic role of digital influence in business. Discussions highlighted that digital influence is no longer just about reach or sales, but acts as a strategic asset impacting overall organizational performance. Research presented by Nexus indicated a shift toward technical influencers, who hold a 71% preference rate among surveyed audiences, over traditional entertainment celebrities.

Separately, the 34th Fenabrave Congress addressed challenges in automotive distribution. Fenabrave president Arcélio dos Santos Júnior noted that while the automotive and light commercial segment saw an 18.7% growth in sales, government incentive programs have largely exhausted their impact or reached few new buyers due to registration hurdles. The rapid entry of 15 Chinese brands into the Brazilian market has increased competition, leading to deflationary pressure on both new and used vehicle prices.