Hyundai Motor aims to be No. 4 automaker in Brazil

○ Spreading via word of mouth

Hyundai Motor cars are expanding their presence in Brazil, the world’s fourth-largest car market, despite their relatively high prices.

The Hyundai ix35 model there has a sticker price of more than 60,000 U.S. dollars including taxes, but sales are brisk thanks to word-of-mouth praise for its high quality.

Last year, Hyundai’s sales in the Brazilian market rose 19 percent to 80,000 units. Those of the carmaker`s i30 hatchback rose 125 percent to 36,510 units and the compact SUV Tucson ix also gained huge popularity after being released last summer.

Hyundai aims to sell 93,000 units there this year led by the new Sonata, up 16.6 percent from last year.

○ Aiming for top 4 by 2013

Hyundai held a groundbreaking ceremony Friday for its plant in Piracicaba, which is some 160 kilometers northwest of Sao Paulo. Attending were some 500 people including Sao Paulo Gov. Geraldo Alckmin, Piracicaba Mayor Barjas Negri and residents.

Construction of the new factory will create 3,800 new jobs.

Gov. Alckmin, a strong candidate in Brazil’s next presidential election, said Sao Paulo will provide its full support to enhance ties between Brazil and Hyundai.

With the plant to go online from late 2012, Hyundai expects its market share in Brazil to rise from 10th place to fourth in 2013 following Fiat, Volkswagen and General Motors.

higgledy@donga.com