BYD has started selling its hybrid and electric cars through OLX, the leader in online classifieds in Brazil. The model adopted by the partnership consists roughly of an interface with the dealer network. This is a new stage in the market conflict that Chinese brands have set up in the domestic market.
“What the automaker has in the market are virtual stores corresponding to its more than 200 dealerships in all 27 states across the country,” said the release sent by OLX. “This way, all sales are made by the dealers themselves.”
According to the portal, 11 BYD models are now available and their classified ads have accumulated more than 260,000 visits. The ads feature the dealer’s cars and city, along with the price offered and a link to simulate financing (during registration). Prices, in general, are the same as those in store, and occasional promotions may take place.
OLX intends to expand its marketing project for new cars. “After this first successful partnership, we feel even more ready to serve other automakers,” says Marcos Leite, CRO (chief revenue officer) of the company.
This strategy challenges another marketplace giant, Mercado Livre, which has been establishing partnerships with manufacturers since the start of the decade.
At first, these were official stores hosted on the portal and focused on selling parts and accessories. Audi, Volkswagen and the Stellantis group brands (Fiat, Peugeot, Citroën, RAM, Mopar and Jeep) are part of this group.
In 2023, GWM started selling the Haval H6 through Mercado Livre, opening a new stage for the company. The purchasing process begins with filling out a form on the portal and requires payment of a deposit, currently set at R$9,000.
When opting for financing, the buyer will have to wait for the credit analysis. Marketing managers, called brand ambassadors, will contact you after agreement to advise you on delivery times for the vehicle, which must be collected from a Chinese brand store.
Other brands allow you to configure, reserve and finalize the purchase of cars on their own websites, such as the French Renault and Citroën. However, the model adopted by Chinese automakers is more aggressive, as it reaches customers who access the portals for other reasons and end up finding new cars on offer. OLX, for example, claims over 50 million monthly users.
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