The International Motor Show started this weekend and research shows that Brazil is among the countries with the greatest emotional connection with cars
Brazil has a unique relationship with the automobile: for most consumers, buying a car is not just a practical or financial decision, it is an achievement with strong emotional weight. This was the conclusion of the research carried out by Consultoria Bain & Company and highlights this national passion so evident in advertising in general. According to data from IBOPE, Brazilians’ love for cars is indisputable, so much so that it even surpasses the passion for being with friends, enjoying samba, supporting the Brazilian team or traveling. Recent research reveals that many Brazilians describe the car as part of the family, an extension of their personality or even the fulfillment of an old dream. It’s as if, when you turn the key, you also turn on self-esteem, freedom and a sense of belonging.
Ducati Monster and Ducati Panigale/Adair Santos
With so much love involved and the 31st edition of the São Paulo International Motor Show starting, consumers are euphoric about the event that takes place from November 22nd to 30th in the Anhembi District. The program combines innovation, entertainment and history, and serves as a stage for major trends and the future of mobility, with tickets still on sale exclusively on the official website.
Bugatti EB 110 GT/Adair Santos
Among the confirmed brands are BYD, Caoa, Caoa Chery, Citroën, Denza, Fiat, GAC, Geely, GWM, Honda, Hyundai, Jeep, Kia, Leapmotor, Lecar, MG Motors, Mitsubishi, Omoda & Jaecoo, Peugeot, RAM, Renault, Suzuki Motos, Toyota and Vespa. “This edition symbolizes the public’s reunion with the Motor Show, an event that has always represented Brazilians’ passion for cars, technology and innovation. More than 300 vehicles will be on display, in a program full of immersive and interactive experiences that promise to surprise, excite and reconnect the public with the automotive universe”, says Thiago Braga Ferreira, executive manager of the Motor Show.
Ford GT/Adair Santos
What are the criteria for purchasing a new vehicle?
Brazilians evaluate automotive brands more positively than consumers in other countries and recommending a vehicle is often born more from an emotional connection than a rational one. Trust in the brand, the desire to have a model with a good reputation and identification with the manufacturer’s style have decisive weight at the time of purchase. When Brazilians go to buy, aesthetic criteria weigh heavily. Satisfaction with the desired car during the purchase phase usually has an average rating of 8.03, according to research carried out after the acquisition of new cars evaluating different brands.
The best rated steps include comparing models (7.86), picking up the vehicle at the dealership (7.81) and consulting information on the brand’s website (7.77), according to a survey by Quatro Rodas.
Even with so much passion for design, there is awareness about costs and maintenance: the performance and structure of the car appear as priorities for many Latin Americans, especially Brazilians, according to a study carried out by consultancy Bain & Company.
The preference for electric cars is also growing. According to the same study by the specialized magazine, 93% of respondents recognize that electric vehicles are quieter, 78% perceive greater connectivity and embedded technology, and 49% say that the maintenance of these models is cheaper. However, barriers still exist: 54% of
Respondents reported insecurity regarding the charging infrastructure, and 35% consider that the autonomy of electric vehicles is still insufficient for travel.
This scenario also boosts the luxury segment, another emotional thermometer of the Brazilian consumer. In 2025, the premium market grew above average: in the first quarter alone there were 11,305 registrations, and in April the segment represented 2.78% of all cars sold in the country. Models such as the BMW X1, Volvo EX30 and Porsche Cayenne appeared among the most desired. Market projections indicate that this consumption is not temporary: the sector is expected to grow, on average, 7.4% per year until 2030, according to market analyses.
Differentiated cars lead desire and have special treatment
The interest in luxury cars reinforces the idea that, in Brazil, the automobile is also status, a projection of success and part of the journey of social ascension. And here comes an essential detail: although many imagine that men are the ones “in charge” behind the wheel, purchasing behavior research shows that women have a huge influence on purchasing decisions, not only on the family car, but also on the model, the brand and even at the time of purchase.
More than 70% of men consult women before making an automotive purchase, according to market studies cited by the sector. In many cases, sales representatives report that, when the woman says “no”, the sale simply does not happen, and when she approves, the process is speeded up.
Female opinion weighs on emotional criteria, but mainly on rational ones: safety, space, trunk, comfort, consumption, connectivity, practicality and brand reputation. The woman acts as a decisive filter, evaluates details, questions, compares and, finally, validates or overturns the initial choice. Wanting to understand a little about this relationship between men, women and engines, our report was to check out the history of a family company that has been taking care of cars for five decades and making history. The report is by Renata Rode.
*This text does not necessarily reflect the opinion of Jovem Pan.
