– Renegade é mais notado nas ruas do que concorrentes que vendem mais
“Como está vendendo esse carro, não? Eu só vejo Renegade na rua!”
Certamente você já ouviu comentários desse tipo, dada a destacada presença do utilitário esportivo da Jeep nas ruas desde o seu lançamento, no ano passado.
Mas mesmo sendo um sucesso de mercado, o Renegade não vende um volume tão significativo a ponto de se destacar e, no entanto, ele ganhou muita visibilidade, aparece mais do que os seus concorrentes e dá a impressão que domina a preferência do consumidor.
É só impressão; afinal, carros com uma frota bem maior, não obtêm a visibilidade do Renegade. O Jeep vende uma média de quatro mil unidades por mês, tem portanto uma frota de quase 60 mil carros, mas modelos que estão no mercado há anos (e com uma frota infinitamente maior) são menos percebidos nas ruas.
Rogério Vilaça, diretor da Jeep, diz que o que faz o consumidor “enxergar” o produto no mercado é, além da estratégia de comunicação, a novidade que ele representa.
“Foi o caso do Renegade, que era esperado com grande expectativa pelo mercado, pois representava a volta da marca ao mercado brasileiro.”
A autenticidade do produto é outro aspecto que o diferenciar, segundo Vilaça:
“O Renegade surge como um carro com desenho e personalidade autênticos. O Jeep, na visão da empresa, com suas linhas retas, desenho quadrado e uma imagem próxima a do Wangler, é um símbolo de tudo o que a empresa já fez no mundo e ao mesmo tempo é um carro único, pois não é derivado de nenhum dos modelos anteriores da empresa.
Outro aspecto que confere maior visibilidade ao produto é a escolha das cores para o lançamento, estratégia usada por muitas marcas. As cores atraentes chamam a atenção na rua, o que também ajuda a dar ao Renegade uma visibilidade maior do que a de carros que têm um volume de vendas semelhante.
Para Vilaça, cores como o verde e o laranja, que se destacaram no lançamento, diferencia ainda mais o carro dos concorrentes. “É como se todos os outros carros fossem iguais”, diz o diretor, lembrando que a comunicação de massa na TV também contribuiu para o desempenho do carro nesse aspecto: “as campanhas destacaram a volta da Jeep ao mercado brasileiro, uma marca que desperta paixões e tem uma imagem jovial, ligada a aventura”.
Desde que chegou ao mercado, o Renegade briga por uma vaga na lista dos dez carros mais vendidos no País, obtendo sucesso algumas vezes. Mas o certo é que o Renegade já conquistou um lugar entre os preferidos do consumidor brasileiro.
Os últimos dados de vendas mostram que o Renegade é o 10º colocado no ranking: vendeu 1.940 unidades na primeira quinzena de maio, levando a Jeep a conquistar a nona posição no ranking por marcas, com uma participação de 2,7% nas vendas internas.
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