China ride-hailing giant Didi to expand market in Latin America
SANTIAGO: Chinese ride-hailing giant Didi Chuxing is planning to take on US rival Uber in some of Latin America’s fastest-growing markets, recruiting managers in Chile, Peru and Colombia, according to job postings and a company official.
Didi has moved senior executives from China to lead its expansion in markets like Chile and Peru, and began in recent weeks advertising for driver operations, crisis management, marketing and business development personnel in those countries, an analysis of Linkedin postings show.
Didi’s widening expansion, if successful, could make for a bumpier ride for San Franciscobased Uber Technologies Inc in Latin America, one of its fastest growth regions, as it gets ready to go public as soon as later this year.
The two firms are already battling in Brazil, where Didi bought local start-up 99 in January last year, and Mexico, where the Chinese firm lured drivers with higher pay and bonuses for signing up other drivers and passengers.
Didi is China’s dominant ridehailing firm and is backed by investors including Japan’s Softbank Group Corp. In 2016, Didi bought Uber’s local Chinese operations following a bruising two-year battle for domination in China.
The push comes as Didi is laying off staff in China as it grapples with regulatory scrutiny, reportedly significant financial losses and public backlash over the murder of two of its customers, sources said.
The firm’s new Chile public affairs manager, Felipe Contreras, who was previously Uber’s corporate communications chief in Chile, said Didi had also hired a senior executive from Chilean cellular phone company WOM to lead its engagement with government and public policy operations.
Contreras confirmed the launch plans and said that the company’s aim was to be a “market leader” in Chile, where Uber, Cabify and Beat already transport thousands of passengers a day.