Brazil is one of the most promising ride-hailing markets in the world — but it’s also one of the toughest to win. In this episode, Ana Paula Picasso sits down with Luiz Fittipaldi, former global strategist at Bolt, to unpack why global players like Uber, Didi, and others face unique hurdles when entering the Brazilian market.
From regulation gaps to payment challenges, Luiz shares first-hand insights on what works, what doesn’t, and where the real opportunities lie — especially in tier-2 and tier-3 cities and frontier markets.
For more stories on innovation and emerging markets, visit www.emergingmarkets.today and subscribe to the Substack newsletter: https://emergingmarketstoday.substack.com
You can contact Luiz Fittipaldi here https://luizfittipaldi.com/
00:00:00 — New Season Kickoff: guest Luiz Fittipaldi, former global strategist at Bolt.
00:02:14 — Who Owns the Road in Brazil: A deep dive into the ride-hailing landscape: Uber, 99 (Didi), and the smaller challengers trying to break in.
00:05:11 — Why Brazil Attracts Global Players: Luiz explains why Brazil’s size, infrastructure gaps, and urban mobility issues make it a strategic market.
00:08:02 — Cowboy Style vs Regulation: How Uber and other players grew fast in Latin America with little pushback, and why that doesn’t work in Europe.
00:12:30 — Cash, Cards, and PixBrazil’s payments puzzle: from cash-based habits to leapfrogging with Pix and digital wallets.
00:16:13 — Cracking the Market (or Not): Luiz lays out hard truths and smart strategies for anyone trying to enter Brazil’s ride-hailing market.
00: 21:45 — Beyond Bolt: Frontier Markets - From Bolt to mentoring startups, Luiz shares why frontier markets like Kazakhstan and Tajikistan are the next big play.