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From Value One, Summer 2013 No. 41
Metal One do Brasil Indústria, Comércio e Representação Comercial Ltda.
Passionate Brazil Is Becoming a Car-Manufacturing Powerhouse
With 3.8 million vehicles sold domestically in 2012, Brazil's market was the fourth largest worldwide after the United States, China, and Japan, and ranked sixth globally in manufacturing volume with 3.34 million vehicles. Infrastructure provision leading up to the 2014 FIFA World Cup and the Rio Summer Olympics in 2016 is also said to be an economic growth factor, but there is no question that the broad-based growth of the automotive industry has contributed greatly.
Sales growth has reportedly been sustained by salary levels that have tended to rise year on year among the low and middle income tiers, which account for more than 70 percent of the country's population, including many in the lower income group that have moved up to the middle income bracket.
While car sales are strong, growth in the car parts and steel industries—in other words, manufacturing sectors—can hardly be described as satisfactory. The fact is, what is known as the "Brazil cost" (meaning high labor, materials, and distribution costs; complicated, high taxes; and inadequate infrastructure) pushes up sales prices, and market share is being lost to imported products. Boosting cost-competitiveness is therefore a major issue for Brazil's manufacturing industries. This might be a situation in which Japanese companies that excel at line automation and boosting production efficiency could display their capabilities.

"Brazil cost" comparisons
Exhaustive Discussions Are Proof of Good Relationships
Many Brazilians have excitable temperaments and enjoy spirited debates. They take discussions to extremes at times, inevitably making up with a hug in a gesture of affection and reconciliation afterward. Parents apparently tell couples intent on marrying to never discuss politics, religion, or soccer in the home, apparently because mutual understanding and making up are difficult with respect to those topics.
Richly Multinational Food Culture

Among the typical types of Brazilian foods, churrasco—meat grilled with rock salt—is well known, but the country's broad variety of dishes include seafood stews and dishes whose main ingredients are chicken or vegetables.
The many immigrants and settlers Brazil has taken in since Portugal came to this land in 1500—including Africans, Italians, Germans, Spanish, and Japanese—are behind this culinary diversity. Dishes from their home countries gained acceptance, and over time were mixed with the original cuisine of Brazil and reborn in new culinary forms, expanding the Brazilian menu immeasurably.
A little-known aspect of Brazilian eating habits that surprises business visitors from Japan is that many people here love rice, to the extent that they eat it daily and even mix white rice with pasta.
Finally, prices are very high in this country, and dining out is also very expensive. Eating lunch in the vicinity of the company costs around ¥2,000, and even if you go out to the suburbs runs about ¥1,500. I get depressed every time I pay the bill, but get over it by telling myself, "Man, that was tasty today, too."

Brazilian food has diverse flavors


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