We are recognized for the excellence and quality of our services because we offer high quality, agile and efficient services This recognition is evidenced by our percentage of client satisfaction that Movida Excellence Index (Índice de Excelência Movida), or IEM. IEM measures the degree of satisfaction of our clients regarding their car rental experience with us through an online survey sent at the time the car is returned. The survey has five questions and a space for qualitative notes in case clients wish to include any details on the subject. The goal for our stores is to always remain above the “great” service level. In order to ensure this, a monthly report is generated and sent to store supervisors, regional managers and our senior management for follow up. We seek excellence in service at our reservation center, stores and in client assistance, with professionals that are prepared and trained to offer quality service and adequate solutions to our clients. Our call center is open 24 hours, all year long.
Our fleet is constantly renewed, with a low average age, ensuring a high level of quality in the services we provide and lower maintenance costs. We have quality assets and a large portfolio of car makes, colors and models.
We value the work of our professionals and believe it is important to invest in their training and development, encouraging active engagement in the development and presentation of distinguished solutions that contribute to the dynamics of the services we provide. We share with our team the culture of being of service to clients, and we know that the more trained our professionals are, the better our clients will be served. Accordingly, we offer specific trainings for each relevant activity, including customer service, from the execution of rental contracts to the drop-off of the vehicle, the preparation of stores, leadership and institutional integration.
We pioneer in the use of technology and are recognized by our clients for the continuous innovation and modernization of our products. We have a team dedicated to the creation and development of innovative technologies, working on trends such as:
- loyalty: investment in a new platform to extend benefits to our clients;
- new payment methods: capture of new money for operations and increase in the “share of wallet”; and
- artificial intelligence: Chatbot, which will allow automatic reservations through Facebook Messenger.
We believe the innovations that we introduced have driven the Brazilian car rental market and contributed to our growth in recent years. The RAC segment was driven by the entry of new car models for rental, including the Hyundai HB20 in the “economic” category, Amarok in the “vans” category, Mercedes and Audi in the “affordable luxury” category and Renegade in the “automatic SUV” category. In addition, we were the first to launch onboard Wi-Fi with nationwide coverage. At our stores, we also innovated by using tablet computers for the express car drop-off and professional screens for advertisement at store desks and real time advertising of our launches. We also launched Movida Express, in the Congonhas airport in the city of São Paulo, providing comfort and convenience to our clients through car pick-up and drop-off at the airport. We also entered into a number of commercial partnerships with credit card companies, gas stations and airlines, offering special conditions to their clients and ensuring a higher demand for our products.
We believe the strength, youth and recognition of our brand are the drivers of our businesses, and are largely the reflex of the quality and excellence of our customer service.
The Company was the only vehicle leasing brand that grew in Top of Mind during the year 2018, resulting in 2nd place on recall of the brand in the segment with a growth of 7.9%, going from 26% to 28%. The Company is present in all major social networks in Brazil with a total of 2.3 MILLION FANS in Social Networks and 20 MILLION VIEWS on Youtube, as well as a campaign in PAYTV in Prime Time remaining leader in the engagement .
In addition, the Company is a pioneer in BOT in the rental market and believes that its initiatives motivate the recognition and contribute to the loyalty of its customers and, consequently, leverage their financial and operational results.
Additionally, we rely on an extensive service network, with stores strategically located in all Brazilian states. Our stores are generally located in strategic locations that are easily spotted and accessed. We believe that such a wide coverage provides our clients with considerable convenience when renting cars in the major Brazilian cities.
Our car rental activities provide us with growth opportunities even at a time of economic downturns, due to the fact that car rental is an attractive alternative to high investments in one’s own fleet. We believe our business model favors the solid growth of our revenue since we were pioneers in benefiting from unmet market opportunities including, for example, through the offer of luxury cars for rental, in addition to a strategy of continuously launching innovations, creating a new market, increasing the Company’s market share that accompanies the growth of the total leasing market of 27.2 million users according to ABLA published in 2018. Additionally, our generation of operating cash has been increasing consistently.
The large number of recurring purchases we make and the large scale of our operations and of the operations of the SIMPAR Group allow us to have strong bargaining power and a close relationship with our suppliers. The scale of purchases is a significant competitive advantage and provides us with better commercial conditions to negotiate with car manufacturers, benefiting our operations due to (i) a lower volume of investment to expand our fleet and (ii) lower depreciation of vehicles in operation.
We rely on a professional management team composed of executives qualified and experienced in the car rental market. Our operating know-how helps us to identify and benefit from opportunities in our sector and provides us with the flexibility to adjust our business plan to market demands, including through the development of new services and products, ahead of our competitors. We believe our senior management’s experience and good reputation create opportunities for us to continue investing in our growth and consolidate our market position. We also incorporate into our management team, professionals with significant experience in other sectors, including aviation, in order to use the best practices of such segments, as, i.e. yield management.