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11 AutoData | May 2018 Insisting a little: in this reasoning, would not Brazil be behind the others when compared to the largestworldmarkets? Our goal, after all, is to be one of them. If youwant to lead something that relates to these global strategies, honestly, it will not happen. Take a look at China: they realized that there is no way to com- pete with others in internal combustion vehicles or hybrids, so they went to the electric self-employed. They have huge cities, where they can build structure islands for this. This concept is not trans- ferable to São Paulo. Why don’t you lead the solutions where there is a parallel with the reality here, like Istanbul, for example? Why not to develop mobility solutions here in which you can be ab- solutely competitive? Why do I have to compete with the developed countries in Europe or the US? I wouldn’t do that. Think about it, it is what the customers told us. Look for ecosystems similar to yours and lead the technologies and needs for them. Is there any practical example that has already happened related to what you are saying? I’m talking about looking at the circums- tances of your market system. Take the example of Hyundai, which is very good: it came to Brazil, with a factory, and a localized product, the HB20. It was not a strategy to enter producing the entire line. They’ve studied the consumer here, the ecosystem here. HB20 is a local so- lution. For me it is very important that we move away from this exclusive thinking on the product and concentrate on the ecosystem. This is a huge opportunity for Brazil, because there is a unique ecosys- tem here. There may be several islands of ecosystems within Brazil. But we do not want to be an island! We want to be part of the whole thing! Everything is going to be islands. There is no autonomous driving solution globally. It is impossible. There is a huge differen- “This concept of ‘there is a product, there is a car and I want to sell it and that’s it’, that’s totally over” build a complete solution. What is the solution for a city like São Paulo, for a huge country like Brazil? Why do not create your own solutions? Why do not take advantage of the knowledge that you have of the market and take advan- tage of it and adapt? I believe that you are concentrating on the competition from the single point of view of the product, the pure vehicle. It is not the strategy I that would choose. In any case, would not Brazil be at a di- sadvantage? Aiming for a global strategy for Brazil it doesn’t make any sense because the other organizations always think locally. There is a center of R&D, they are develo- ping powertrains, the product, the ideas about autonomous driving, but these global ideas are not going to happen here. It has to be local and adapt for this to happen. If Brazil wants to be relevant, why should it follow the path of Europe, the United States? Why not to be the leader in technological adaptation for certain markets, becoming a specialist in translatingwhat the market needs? You can understand the needs of your ma- rket and the neighbors much better than anyone else. For me it’s not only Brazil, it is also the Mercosur, parts of Africa and even parts of Indonesia because you have the same weather conditions, you have the same environment, you have the same street conditions. This would be my approach and exactly what the companies installed here are looking for. They are saying ‘forget these global concepts, they are good ideas but for us they require adaptations’.