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Brazil's The Brazilian Automobile Industry

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Introduction During the 1950’s the current president of Brazil, Juscelino Kubitschek, established a plan to develop an automobile industry. The plan included attracting foreign automaker investors into the Brazilian automobile industry with financial incentives and the use of market restrictions. Volkswagen, Ford, and General Motors embraced the plan and competed to be market leaders in the Brazilian automobile industry. In this case study we will look more closely into why the Brazilians wanted to build an automobile industry. We will examine the strategy that the Brazilian government used to establish their automobile industry. Lastly, we will further examine the power struggle between the Brazilian government and the global automakers and why Volkswagen won in the Brazilian automobile industry. Analysis Brazil’s automobile industry desires According to the case, Brazil’s first step toward developing their automobile industry was the creation of a “target plan” in 1956, which in theory gave automobile companies an ultimatum: produce their vehicles in Brazil with 90% to 95% local content in five years and have financial incentives included or leave the Brazilian market all together. Brazil’s motive behind this enforcing this plan was most likely in an effort to have the country entitled to the financial incentives that would arise from these multinational automobile companies producing their vehicles in Brazil. The case also states that the Kubitschek

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