THE IMPACT OF INCENTIVE CAMPAIGNS ON VEHICLE SALES IN BRAZIL

Abstract

The Brazilian automotive sector has historically relied on incentive policies to stabilize sales during periods of economic downturn, in which tax reductions, facilitated credit, and promotional campaigns operate as mechanisms capable of altering consumer behavior and sustaining industrial activity. This study aimed to analyze the impact of incentive campaigns and fiscal programs on vehicle sales in Brazil, examining how governmental measures and corporate strategies adopted by automakers contributed to significant variations in market demand over the past decades. The research employed a qualitative and descriptive literature review methodology based on authors who address tax incentives, consumer behavior, and macroeconomic dynamics within the automotive industry. The findings indicate that tax reductions, such as the IPI exemptions, generated immediate sales expansion and performed a countercyclical function, while programs such as Rota 2030 promoted technological modernization and industrial competitiveness. The study also found that commercial campaigns amplified the effects of governmental measures by strengthening the perception of financial advantage and reducing perceived consumer risk during the purchasing process. It is concluded that fiscal incentives and promotional actions exert direct influence on automotive demand, strengthening the market, encouraging investment, and contributing to employment and industrial activity, thus representing strategic instruments of Brazilian industrial policy.