The company's principal makes, Charade and Sirion, currently represent 2% of new car sales in Peru. The company hopes to up its market share to 5% by the year 2000, according to Mr. Jose Bugosen, president of the Daihatsu-Peru board of directors.
As part of the plan, Daihatsu will open three dealerships outside of Lima, the capital, to stimulate its market in the provinces.
The company's main advertising strategy will be through newspaper supplements produced by the company itself in conjunction with the daily newspaper El Comercio's design department. The company has yet to release its advertising budget for the coming years.
Daihatsu's expansion in Peru is part of a region-wide strategy to boost car sales in Latin America. Daihatsu is currently operating in 10 Latin American countries, including Peru. It sold approximately 25,000 new cars in the region last year and hopes to double that number by the year 2000.
Copyright June 1998, Crain Communications Inc.