AUTONEWS

Chinese brand Seres, present in Brazil since 2023, ceases operations after selling only 8 cars

The Chinese brand Seres left the Brazilian market after selling only eight vehicles in the country and now no longer has the website on which it advertised two models of electric cars, one of which has a range extender.

After only one year of activity, according to the magazine Autoesporte, Seres was unable to make headway in the Brazilian market, having managed to sell three copies of the Seres 3 and two of the Seres 5.

According to the publication, at the end of last year, Seres announced a restructuring plan that did not work out and has now even removed its website https://driveseres.com.br/ from the internet.

Now it seems that only memories remain of Seres, as not even the telephone number at the company's headquarters in Barueri, Greater São Paulo, works anymore.

There have been no posts on LinkedIn since July 2024, just as the brand's social networks have ceased their activities since then.

Digging deeper into the story, the São Paulo State Treasury Department states that there are CNPJ records for Seres Brasil Ltda, but they are all “closed”. This means that these companies associated with Seres were closed between March 8, 2024 and December 12, 2024. Only the CNPJ of a warehouse owned by the company in Itupeva, in the interior of São Paulo, remains active on the São Paulo farm. 

The reason for this Legal Entity being active is that the warehouse is a parts distribution center and serves to meet the maintenance demand for the eight cars sold. No representative of the Seres brand responded to the magazine's contact, which is still waiting for a statement from those responsible. 

What went wrong with the Chinese electric car brand?...Several factors contributed to the end of Seres' operations. First, there was not much publicity about the company's arrival, which made the Chinese brand unknown to the public. Even though it is a partner of Huawei, a technology giant, the manufacturer was unable to win over consumers. The design of the cars was also not an important differentiator, as the designs are somewhat generic. The price of the cars and the strategy of selling the vehicles only online, a point that was later revised by the company, are other factors that worked against Seres in Brazil.

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