CAOA Traced Back to the Beginning
CAOA Group was not always as big as it is today. With an ongoing US$ 2 billion investment in Chery is set to be spread out over the next 5, years, this is just the latest of its success stories that have been told to us over the last few decades.
In addition to ranking first place in Sales Satisfaction Index and Customer Service Index by J.D. Power, its success with Chery was preceded by bringing Hyundai to Brazil and starting the first Hyundai factory in South America. This factory is strategically located in the Brazilian state of Goiás and also exports vehicles to neighboring South American countries.
The amazing success of Hyundai in Brazil was actually the second Asian automaker success story with the CAOA Group led by its founder, Carlos Alberto de Oliveira Andrade. Hyundai imported cars became successful in Brazil when CAOA began their operation in 1999, but a year earlier, CAOA had already started importing Asian cars with the Japanese Subaru.
Carlos Alberto de Oliveira Andrade’s CAOA Group actually started importing Renault vehicles in 1992 and enjoyed 3 years of success before Renault built their factory in Brazil and took back their sales in 1995. This setback would have forced some to give up, but Carlos Alberto de Oliveira Andrade focused on the Asian market and the mission of bringing their cars to Brazil himself. This shows us that Carlos Alberto de Oliveira Andrade was able to use the Renault experience as a lesson learned and became an automaker in Brazil with present Hyundai and Chery production in Brazil under CAOA’s management.
This drive for success and not accepting defeat was the core characteristic that allowed Carlos Alberto de Oliveira Andrade to develop CAOA. The group was founded when Carlos Alberto de Oliveira Andrade bought a Ford Landau from the Ford Dealership in Campina Grande, PB – Brazil in 1979, but never received the vehicle. Carlos Alberto de Oliveira Andrade requested that the bankrupt dealership give him the rights to the Ford dealership instead of the vehicle, which was accepted. With the rights to the Ford dealership, Carlos Alberto de Oliveira Andrade was starting his empire with Ford vehicles in Brazil and by 1985, CAOA had become the greatest Ford retailer in all of Latin America.