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SSD manufacturer ADATA has announced that it will be taking over the management of its XPG gaming division worldwide. This change is expected to have an impact on the Brazilian market, which accounts for around 15% of the brand’s international sales. To understand this new phase, we spoke with Thiago Tieri, marketing manager at ADATA Brasil.
According to Thiago, the decision to transfer the management of XPG to Brazil was made to decentralize some processes, as the US division was also responsible for Latin America. This change will allow for more agile decision-making, aligned with the needs of the Brazilian market.
One of the main advantages of this change is that the Brazilian team will have a better understanding of the local market and its complexities, such as taxes, imports, and laws. This will enable the company to make more informed decisions and adapt to the market’s needs more quickly.
The transition process is expected to take a few months, during which time the company will be nationalizing its operations. This means that all payments to suppliers, which were previously made in dollars, will now be made in reals. Thiago emphasized that there will be no layoffs during this transition period.
With the new management structure in place, ADATA Brasil expects to launch new products more quickly, eliminating the “gap” between global and local launches. The company also plans to focus on high-end products, while maintaining its intermediate products as a priority.
In terms of pricing, Thiago said that it’s too early to say whether prices will change, but the company is working with partner retailers to control sales and prevent price wars.
Finally, Thiago emphasized that XPG products will continue to be imported, as the company does not plan to manufacture them locally. He noted that nationalizing production would only make sense if there were fiscal incentives, as the production process in Brazil is not cheap.
This change is expected to bring several benefits to the Brazilian market, including faster product launches and a greater variety of products available.
