Brasil em Destaque no ARN

Escreva aqui o conteúdo do poMuito honrado em ser hashtag#destaque na Auto Rental News, uma das maiores e mais respeitadas publicações mundiais do setor de hashtag#locação de veículos.

Minha matéria ser aceita em um veículo que acompanha de perto os movimentos globais da indústria é mais do que reconhecimento pessoal, é um sinal de que o mercado brasileiro está no radar internacional, com seus desafios, sua maturidade crescente e sua capacidade de inovação.

A matéria aborda um ponto decisivo: 2026 como um ano de inflexão para o setor no Brasil, e essa discussão é necessária, estamos falando de:

• Pressão financeira e custo de capital
• Consolidação e reposicionamento estratégico
• Tecnologia como eixo de sobrevivência
• Inteligência artificial deixando de ser discurso e passando a ser estrutura

Agradeço especialmente ao Martin Romjue, pela escuta atenta, pela profundidade da abordagem e pelo respeito com que tratou o contexto brasileiro.

Seguimos construindo pontes entre o hashtag#Brasil e o hashtag#mundo, porque hashtag#mobilidade é local na operação, mas global na estratégia.

Aos que quiserem ler a matéria completa:

https://www.autorentalnews.com/10255735/brazils-car-rental-industry-faces-a-pivotal-2026

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Brazil’s Car Rental Industry Faces a Pivotal 2026

February 18, 2026 • By Julian Gritsch, JG Corp.

Brazil’s car rental industry is entering 2026 at a rare inflection point, where macroeconomic forces, technological disruption, and shifting consumer behavior are converging simultaneously.

This is not a cyclical slowdown or short-term correction. It is a structural recalibration.

For decades, Brazilian operators have built resilient business models in one of the world’s most complex operating environments. High interest rates, layered taxation, and volatile residual values forced companies to master the balance between rental revenue and vehicle resale.

That equilibrium, however, is now under increasing strain.

Chinese Automakers Reshape Fleet Risk

One of the most visible forces comes from China. Chinese brands now account for more than 80% of electric vehicle sales in Brazil, signaling a fundamental shift in consumer perception.

Chinese EVs Storming The Global Auto Market

Meanwhile, manufacturers such as BYD are investing heavily in local production, committing more than $5.5 billion to Brazilian operations and projecting annual capacity of up to 600,000 vehicles.

This level of scale changes fleet economics across the industry. Faster product cycles, aggressive pricing strategies, and rapid technological evolution are compressing the predictability of residual value.

For rental operators, this is not merely a purchasing challenge. It directly affects depreciation models that were built for a slower, more stable vehicle lifecycle.

In a market where innovation accelerates and prices adjust quickly, historical resale behavior is no longer a reliable anchor.

Tax Reform Removes Legacy Buffers

Brazil’s long-anticipated tax reform adds another layer of complexity. While designed to simplify the system, the reform also removes many of the structural buffers that previously absorbed operational inefficiencies.

The critical question for operators is no longer whether taxes will rise or fall, but whether their business models can perform in a more neutral environment.

Companies that depend on intricate tax engineering between rental operations and vehicle disposal will face greater exposure, while those with clarity on value creation may benefit from increased transparency.

Capital Costs Remain a Defining Constraint

Unlike the U.S. or China, Brazil continues to operate under structurally high capital costs.

Expensive credit limits the speed of fleet renewal, increases sensitivity to depreciation errors, and magnifies the consequences of misaligned pricing decisions.

Despite the availability of financing, lenders and investors are becoming more selective. Credit is increasingly tied to data-driven risk models, asset performance, and governance rather than sheer fleet scale.

Technology Becomes a Strategic Divider

Technology is emerging as a decisive competitive factor.

Brazilian operators are accelerating their adoption of automation, telematics, and artificial intelligence, particularly agent-based AI systems that support fleet planning, pricing optimization, risk analysis, and customer service. These tools are reshaping operational efficiency, cost control, and decision-making speed.

But technology alone is not enough.

The biggest challenge is no longer access to tools but preparing people to work alongside them. AI, automation, and data-driven decision-making change how companies operate, but without training and cultural adaptation, they don’t translate into better results.

Talent development, process redesign, and internal alignment are now as critical as software deployment.

Elections and World Cup Add Demand

Against such numerous industry influences, 2026 will be shaped by two major external events: Brazil’s national elections and the FIFA World Cup.

Elections introduce uncertainty but often stimulate short-term economic activity, infrastructure spending, and regional mobility. The World Cup, hosted across North America, is expected to boost international and domestic travel flows and increase rental car demand, especially in tourism-driven regions.

For Brazilian operators, these events present an opportunity, but also a risk. Demand spikes can multiply the consequences of fleet misalignment, pricing errors, or contractual rigidity if not managed carefully.

A Selective, Not Pessimistic, Outlook

Despite the pressures, the outlook for Brazil’s car rental industry in 2026 is more selective instead of pessimistic.

Rental fleet operators can position themselves to strengthen their businesses if focus on three key approaches:

1. Treat fleet as a portfolio of risk rather than inventory.

2. Align depreciation, pricing, and contracts as interconnected decisions.

3. Invest in both technology and people are well positioned to emerge stronger.

Scale needs to be combined with flexibility to adapt to this shifting environment and define success.

Brazil cannot simply replicate the efficiency-driven U.S. model, nor ignore China’s industrial logic. It must build its own path, shaped by expensive capital, faster innovation cycles, tax reform, and more sophisticated technology.

Those who recognize this early will choose how to adapt.

Those who delay will discover that the market can become very impatient.

Julian Gritsch, a long-time advisor to Brazil’s rental sector, is CEO and founder of JG Corp. This article was authored and edited according to the editorial standards and style of Auto Rental News. Opinions expressed may not reflect those of ARN or Bobit Business Media.