Innovation in the transport market goes beyond the evolution of cars

The digitization of means of transport is not limited to the websites or applications of companies that offer services.

“The digital environment is present in the segment from the training of drivers, through the evolution of cars and the management of cargo transport”, says Flávio Vasquez, director of the consulting company VC One Soluções Conectadas.

The specialist mentions the presence of virtual tools in personnel training programs and gathering information about clients. From there, companies detect opportunities, which lead to products available on computers, tablets and smartphones — whether in cars to sell and rent or in apps used to drive.

The Transport block of the O Melhor da Internet survey, carried out by Datafolha, reflects the point of contact with consumers, which is the final part of this extensive behind-the-scenes work developed by companies in the sector.

Car Maker Website: Volkswagen and Fiat

Brands invest in online, but still have a way to go

Volkswagen and Fiat shared the first place in the Automobile Manufacturer Website category, with 4% and 3% of mentions, respectively. Most respondents (80%) were unable to cite the name of any company, which shows that there is a way to go.

This route, however, began a long time ago. Consumers had no idea what internet sales would become when, in 1996, Fiat launched its online commerce. The technological limitations were many, but new opportunities were born there.

“We studied and acted to bring effective solutions that could meet the real needs of the consumer. All this expertise is part of the current digital presence strategy”, says Herlander Zola, Fiat’s senior vice president for South America.

Services were expanded during the pandemic. “User interest in the brand’s websites has grown significantly in the Covid-19 scenario, increasing traffic on Fiat digital networks by 60%”, says Zola.

“Digital’s share of customers’ purchase journey has increased decisively, by more than 90%.”

Volkswagen started its recent digital offensive four years ago. “In 2018 we created the Meu Volkswagen app, in which several services are offered, such as the cognitive manual, a system in which we use artificial intelligence to answer all the car’s questions”, he says. Fabio Rabelo, responsible for the automaker’s digitization area in South America.

Contact between customer and dealer can be done through the app, which allows online scheduling of maintenance and access to financing information.

“We also have the network digitization platform, DDX [sigla em inglês para experiência digital do revendedor]implemented in all our dealerships.”

Volkswagen has also invested in the internet to create more inclusive campaigns, such as the Polo commercial starring a gay couple. However, the company still has to deal with its ghosts from the past.

At the end of May, the MPT (Ministério Público do Trabalho) confirmed that it was investigating Volkswagen’s responsibility in the case of slave labor on a company farm in Pará in the 1970s and 1980s. In a statement, the company “reinforces its commitment to with investigations involving human rights very seriously”.

“The company will not comment on the matter until it is clear about all the allegations.”

VOLKSWAGEN
4% of the mentions
Foundation 
1937, in Brazil since 1953
Thirst

Wolfsburg (Germany)
website users 
4 million per month
users of app 
300 thousand per month
digital channels
app, website and social networks like TikTok

FIAT
3% of the mentions
Foundation

1899, in Brazil since 1976
Thirst

Turin (Italy)
users

do not disclose
digital channels 
social networks, including Twitter, and Spotify

Transport App: Uber

Service reinforces risk reduction strategy

Enhancing the safety of drivers and riders has become Uber’s primary goal. In 2018, the company announced a cycle of R$ 250 million in investments in the country — ending in 2023 —, whose priority is to reduce risks in transport operations.

The initiative resulted in the installation of its Technological Development Center in Latin America in the city of São Paulo. This is the first center of its kind in the region. There are six other centers in the US, in addition to units in Europe and India.

In Brazil, Uber is the most remembered company when it comes to the best transport app. It was spontaneously cited by 44% of respondents.

Demand for the app’s services grew during the pandemic, which in itself is no guarantee of financial health. The brand has made continuous moves to stay on top, in addition to investing in driver and user safety.

“All trips through our platform have a series of safety features, such as personal accident insurance for both users and partners”, says Fabio Sabba, Uber’s communications director in Brazil.

In May, Uber announced a new feature aimed at the safety of its driver partners: the user selfie. The photo will be requested on a pilot basis to some users who choose to travel with cash payment.

UBER
44% of the mentions
Foundation

2010, in Brazil since 2014
Thirst 
San Francisco, USA
users 
22 million (Brazil)
digital channels 
app and social networks like Twitter

Used Car Buying and Selling Website: OLX

Car demand fluctuates with rising interest rates and prices

The car buying and selling sector experienced a high moment throughout 2021, but it started 2022 with instability. Soaring mortgage interest rates and average car prices dampened demand.

Comparing the first five months of this year with the same period in 2021, there is a 20.9% drop in used vehicle negotiations.

Despite the bad result in the accumulated, there was a reaction in May. The month ended with 1.173 million units traded, up 24.9% from April. The data are from Fenabrave (distributors association).

For Enilson Sales, president of Fenauto (National Federation of Associations of Motor Vehicle Dealers), the trend is for balance in the coming months, with smaller fluctuations.

Flávio Passos, vice president of OLX’s Autos and Commercial division, says that the area of ​​used vehicles advertised on the platform has been growing year after year with double-digit percentages.

Today, OLX has 940 thousand cars announced in Brazil. The brand was the most remembered among the platforms that offer ads for used vehicles on the internet, according to the Datafolha survey.

There were 7% of spontaneous mentions, predominantly among respondents who are between 26 and 40 years old (11%). The rate of those who did not mention any brand was 75%.

OLX
7% of the mentions
Foundation

2010
headquarters 
Rio and Sao Paulo
users 
23 million/month
digital channels
app, website and social networks

Route or Location App: Google Maps

Company tests to obtain images in remote areas

The global Google Maps service has nearly 200 million businesses and places registered, and more than 1 billion monthly users.

The brand’s work to help people find a route or locate themselves was reflected in the Datafolha survey, in which Google Maps is recognized as the best navigation service, with 29% of mentions — among those belonging to class A, the index rises to 42%.

As part of the coverage effort, the company has invested in improvements to the image capture system.

There is a pilot project for a new, higher resolution camera that will be used in Google Street View. The weight will be reduced to less than seven kilos, which will facilitate shipment and use in remote locations, where the service is provided by partners.

Evolution will make it possible to capture images in areas that are difficult to access — such as, for example, in the Amazon.

GOOGLE
29% of the mentions
Foundation
1998 (Google) and 2005 (Google Maps), in Brazil since 2005
Thirst 
Mountain View, California (USA)
users

1 billion per month
digital channels

in addition to the app, Instagram and Twitter

Car Rental: Locate

Fleet renewal and online interaction are a priority in the sector

Localiza is the most cited car rental company in the O Melhor da Internet survey. There were 17% of spontaneous mentions, with a high incidence among men (25%) and among the richest (43%).

The company works with exact numbers. In the first quarter of 2022, Localiza’s fleet totaled 293,322 cars, considering the rental (219,406) and fleet management (73,916) divisions.

Renewal is constant, and there has been a large volume of purchases in the last month.

According to Anfavea (association of automakers), rental companies are among the main responsible for the 27% growth in license plates between April and May.

To stay ahead in the industry, Localiza invests in new digital options and customer interaction.
Antonio Augusto, marketing director at Localiza, explains that the company has expanded its customer profile database through internet interactions.

“Our digital presence grows in line with customers’ preferences and habits. We invest strategically in understanding their journeys”, he says.

LOCATE
17% of the mentions
Foundation 
1973
Thirst 
Belo Horizonte
users
2.3 million in May
digital channels
networks like Instagram