Curiosities
The automobile occupies a central space in the advertising industry and in the way people construct their own identity. The pressure to buy a brand-new car is not only linked to the vehicle’s functionality, but mainly to what it represents in the collective imagination.
Buying a brand-new car is connected to the desire to express status, lifestyle, and social recognition. In this context, the car says much more about the consumer’s subconscious than about any technical specifications presented in the catalog.
The search for this meaning is part of the routine for many people, even in the face of continuous price increases in recent years.
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The perception that prices would reach a limit did not materialize. The cost of new vehicles continues on an upward trajectory, raising questions about why so many consumers take on long-term financing and high monthly payments. This phenomenon persists despite the crisis, increasing debt, and the reality of the Brazilian market.
The evolution of car prices in Brazil is a recurring topic among those interested in the sector. The cheapest new car costs around R$75.000. The average price of new cars sold today ranges between R$130.000 and R$140.000. Even so, consumers continue to take out long-term loans to purchase a new model.
The expectation that the price increase would be temporary was ultimately thwarted. Many people believed that prices would reach a limit and that a correction would occur naturally. This scenario did not materialize, and the market adjusted to this new reality.
The search for brand-new cars remains strong, driven by consumer habits that rely more on emotion and symbolism than on rational analysis.
In parallel, there is the recurring discourse that the consumer is making a technical choice. However, the construction of this choice is already influenced by years of exposure to advertising, which shapes perceptions and reinforces desires. What is understood as a rational decision is often already conditioned from the start.
The advertising industry has transformed how consumers view cars. Campaigns no longer highlight features like safety, fuel consumption, suspension, or airbags. The focus is always on the image the owner will project while driving a particular model. vehicle It becomes a symbol and not just a means of transportation.
Sports cars associate the driver with adventure, confidence, and an exploratory attitude. SUVs project the image of someone modern, urban, family-oriented, and contemporary. Pickups evoke strength, ruggedness, and a connection with nature. The message is always the same: whoever buys a specific car becomes a specific kind of person.
This aesthetic construction is clearly evident in recent advertisements. The Fastback advertisement, for example, uses superhero elements to reinforce the idea of power, prominence, and personal brilliance. The technical element is secondary. The main narrative is the symbolic transformation.
Reflections in studies on financial behavior show that consumers admire the status associated with a vehicle, not its mechanical capabilities. When seeing someone driving an expensive car, the initial impression is one of wealth and success. Interestingly, the observer almost never pays attention to the person behind the wheel. They observe the car and imagine being observed, creating a continuous illusion.
This behavior reinforces a cycle in which the consumer wants to experience being noticed, even if that doesn’t actually happen. Social expectation becomes part of the motivation for the purchase. This logic helps explain why so many Brazilians finance cars beyond their financial means.
Many people go years without owning a car and only manage to acquire their first vehicle around the age of 30. The purchase requires responsibility, planning, and cost analysis. Constant maintenance, insurance, fuel, and vehicle tax add to the monthly payment. The car becomes a liability that loses value the moment it leaves the dealership.
There are situations where the owner loses thousands of reais in just a few weeks due to mechanical problems or immediate depreciation. This reinforces the perception that the vehicle, despite being necessary in many regions of the country, should not be seen as an investment, but as a fixed expense.
The cost of maintaining a new car is high and consumes a large part of the family budget. Many people accept paying installments that consume half their salary, without considering additional expenses. The pursuit of status ends up leading to financial imbalance and prolonged debt.
Despite the high costs, the automobile is essential in much of the country due to the poor quality of public transportation. Cities with subway systems are exceptions. The need for mobility makes the car a basic tool for quality of life, but this does not explain the insistence on frequent replacements or the pursuit of a brand-new car.
The desire for a new car is linked to the perception of success and social advancement. The market benefits from this behavior and offers long-term financing that facilitates the down payment but increases the income commitment. For many consumers, a used car perfectly fulfills the function of transportation, but does not meet the symbolic desire constructed by advertising.
When consumers recognize that owning a car represents a significant fixed cost, the idea of maintaining a reliable, used model becomes more reasonable. Choosing a vehicle within their budget allows for planning, peace of mind, and financial stability. Regular maintenance and basic care ensure the car’s longevity and prevent unexpected expenses.
Comparing a simpler car with a high-value model reveals that the practical difference is, more often than not, minimal. The distinction lies in the projected image, not in functionality. Recognizing this reduces social pressure and encourages more conscious choices.
The industry works to keep consumers constantly tempted to change cars. With each new model launched, campaigns reinforce the feeling that the current model is no longer sufficient. This mechanism fuels a continuous cycle of dissatisfaction and desire.
Resisting this pressure requires clarity about one’s own financial and emotional priorities. The car should serve its owner, not the other way around. When a person frees themselves from the need for projection, they begin to see the vehicle as a tool, not a symbol.
With prices constantly rising, owning a car in Brazil has become a challenge. The vehicle serves an essential function, but it can compromise financial stability when chosen beyond one’s means. Annual costs can reach thousands of reais, including fuel, maintenance, insurance, and taxes.
Choosing a car that fits your budget is a way to avoid debt and financial stress. Conscious consumption allows you to live in balance and without succumbing to the pressure of advertising campaigns that sell certain lifestyles.
The debate about buying a new car in Brazil remains open. Each consumer evaluates their own needs and experiences. Reflecting on the meaning of a car in daily life helps to make more sensible decisions that are aligned with each person’s financial reality.
Journalist specializing in a wide variety of topics, including automobiles, technology, politics, the shipbuilding industry, geopolitics, renewable energy, and economics. I’ve been working since 2015, with prominent publications on major news portals. My degree in Information Technology Management from the Faculty of Petrolina (Facape) adds a unique technical perspective to my analysis and reporting. With over 10 articles published in renowned publications, I always strive to provide readers with detailed information and relevant insights.
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