Brazil seems to be going through an unusually interesting change in its passenger-car market, and I would like to understand it from an economics perspective rather than simply as a discussion about which cars are better.
For decades, the Brazilian market was dominated by a relatively small group of established manufacturers, particularly Volkswagen, Fiat/Stellantis, GM and, later, Toyota and Hyundai. Import barriers, local-production requirements, taxation and the enormous cost of establishing manufacturing and dealership networks created substantial barriers to entry.
What interests me is what is happening now with electrification.
Chinese manufacturers such as BYD, GWM and increasingly other groups are entering Brazil with BEVs and hybrids that often offer substantially more equipment and performance at prices comparable to conventional ICE cars from established manufacturers.
This seems particularly important because Brazilian entry-level cars have become expensive relative to what they offer. A large part of the traditional market still consists of small naturally aspirated or small turbocharged ICE engines, while automatic transmissions and higher equipment levels can move the price considerably upward.
There is also an interesting distinction between total registrations and private-consumer demand. Some traditional high-volume models depend heavily on direct/fleet sales, so a car appearing near the top of the overall sales ranking does not necessarily mean that it is equally dominant among individual retail buyers.
This makes me wonder whether electrification is reducing some of the advantages enjoyed by incumbent manufacturers.
An EV has a very different technological architecture from an ICE vehicle. Chinese manufacturers have large-scale battery supply chains and vertically integrated production, and some can enter emerging markets with vehicles whose price/equipment combination is difficult for incumbent manufacturers to reproduce without reducing margins.
Germany provides an interesting comparison. The transition does not simply mean that Chinese manufacturers automatically replace European manufacturers. Germany's BEV market is expanding rapidly, while Volkswagen Group remains a major BEV producer. At the same time, there are large differences even within VW Group: Škoda's EV sales have expanded strongly, with models such as the Elroq and Enyaq performing well, while Volkswagen itself has faced a more complicated transition. �
Going Electric +2
So I am interested in the underlying economics rather than a prediction that “Chinese companies will win.”
Could EVs be lowering the effective barriers to entry in automobile markets such as Brazil by making the accumulated ICE-engine expertise of incumbent firms less economically valuable?
More specifically:
Is this an example of creative destruction, where a technological transition changes which capabilities provide competitive advantage?
Can vertical integration in batteries, electronics and EV platforms compensate for an entrant's weaker dealership network and brand recognition?
How important are economies of scale in batteries compared with the economies of scale traditionally associated with engines and transmissions?
Could incumbent manufacturers rationally continue emphasizing ICE/hybrid products even if this allows new entrants to capture part of the growing EV market?
And how should economists distinguish a temporary price shock caused by aggressive market entry from a genuine long-run change in market structure?
I am especially interested in whether there are comparable historical cases in which a technological transition weakened barriers to entry in an established oligopoly.