At the International Mobility Portal Summit, Pablo Ramos Tejera, COO and Operations Director for Uruguay, Paraguay, and Argentina at Santa Rosa Motors, highlighted a crucial aspect of the company’s strategy for introducing electric vehicles in Uruguay: synchronization with the European market.
Close collaboration with Chinese manufacturers has enabled Santa Rosa Motors to bring models to market almost simultaneously with Europe, offering a range of vehicles adapted to local demands but with a global mindset.
Santa Rosa Motors has established strategic relationships with Chinese manufacturers, who are known for their flexibility in model configurations.
This adaptability is essential for offering vehicles that not only meet the expectations of Uruguayan consumers but also align with the most stringent European standards.
“Chinese manufacturers have great flexibility in advancing model configurations,” says Ramos Tejera.
This feature allows Santa Rosa Motors to tailor vehicles to the specific needs of the Uruguayan market while maintaining European quality and safety standards.
“All the products we are importing from China are designed for the European market. These brands are launching their models almost simultaneously with Europe, ensuring they comply with the most demanding safety standards, such as those of Euro NCAP,” he explains.
A Global market with local demands
The process of adapting Chinese models for the Uruguayan market is not limited to technical aspects but also addresses the demands of an increasingly discerning consumer.
“Today, the customer is global. They demand comfort, design, and safety. In recent years, safety has become an increasing priority for consumers,” emphasizes Ramos Tejera.
Santa Rosa Motors has responded to these demands by introducing vehicles with advanced technology and safety features.
Models from brands like Omoda, JMEV, and Leapmotor not only offer advanced connectivity and infotainment screens but also meet the rigorous European safety standards.
“Our products are not only attractive in terms of design and technology but also meet the highest safety requirements,” states Ramos Tejera.
Identifying niches in a growing market
The Uruguayan electric vehicle market has shown rapid development, driven by government incentives promoting the transition to renewable energy.
In this context, identifying market niches has been key to success.
Uruguay, lacking domestic oil production and relying on imports, has found in electric mobility a strategic solution that not only reduces dependence on imported oil but also maximizes the use of locally produced green energy.
Santa Rosa Motors’ strategy has focused on leveraging these unique characteristics of the Uruguayan market.
Since introducing the first fleet of electric vehicles in 2015, the company has worked to understand and adapt to local demands, closely collaborating with Chinese manufacturers to ensure that vehicles meet local standards and preferences.
These manufacturers have shown great flexibility, adjusting the configuration of their models to align with the needs of the Uruguayan market.
Moreover, market analysis conducted by Santa Rosa Motors revealed that China is the leading producer and innovator in electric vehicles.
It is projected that by 2026, a significant portion of the world’s electric vehicles will be manufactured in China, reinforcing the decision to partner with these brands to bring technologically advanced products to the Uruguayan market, tailored to the expectations of local consumers.
This approach has allowed Chinese brands not only to meet the demands of the Uruguayan market but also to exceed expectations in terms of design, technology, and quality.
Watch Santa Rosa’s full participation in the Mobility Portal Latin America Summit.
