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16 June 2018 | AutoData SPECIAL » INTERNATIONALIZATION tional light car manufacturer, has already exported several companies. Marcopolo and Fras-le are typical and extremely representative examples. Marcopolo’s first adventure abroadwas in 1991, when the company fromCaxias do Sul, RS, decided to start an operation in Portugal. The factory in Coimbra, however, did not resist the global crisis that began in 2008 with the collapse of Lehman Bro- thers bank in the United States and closed the doors soon after producing less than 1% of its capacity in 2009. BETTER IN THE SIMILAR ONES “We learned the lesson: the European market is very different from ours”, attests André Armaganijan, director of internatio- nal business strategy. “We now focus our efforts on markets similar to the Brazilian, such as in Latin America, Africa and the Middle East. Besides having similar pro- ducts, the growth potential is greater.” It was in the beginning of this century that Marcopolo started to take firmer steps in these emerging markets. It started with Colombia, where the company formed a partnership with a local manufacturer to supply truck trailers to Transmilenio, an urban transport system that was begin- ning to be born in Bogota, Capital. Then the company headed towards Mexico, Argentina, and again crossed the Atlantic, but this time to get to South Africa and from there to Egypt, India, China and even Australia. “In some countries we formed a socie- ty, in others we built a factory from scratch. We also have our share in a Canadian company operating in the United States. “ Last year, R$ 790 million of the company’s revenues came from its ope- rations outside Brazil. Caxias do Sul, ho- wever, still plays a fundamental role in the company’s business: domestic sales and exports together, Marcopolo earned about R$ 2.1 billion. The case of Fras-le is different – the external operations already are the major part: in the first trimester 53% of revenues The first adventure of Marcopolo abroad happened in 1991, in Portugal. Important lessons have been learned: the European market is very distinct. as organometallic coated steel fuel tanks. The targets are light and heavy vehicle assemblers. “We developed a prototype of this tank for an automaker and we have several conversations in progress. We held face- -to-face meetings and via Skype to pre- sent our portfolio. There are negotiations with FCA, Ford, General Motors, Honda, Toyota and VolvoTrucks.” Becoming successful in its interna- tionalization plan Aethra will be part of a select group of companies of the local automotive sector that have extended its range to other countries. The Brazi- lian automotive industry, if may not have succeeded in giving origin to a 100% na- Disclousure/Marcopolo