Point S Uses São Paulo WEC Round to Support LATAM Growth

Point S International has outlined plans to expand its independent tyre and vehicle service network across Latin America. The group used the World Endurance Championship round in São Paulo to meet prospective partners and demonstrate its operating model. However, it has not disclosed outlet targets, investment figures or a timetable for the proposed regional expansion.

Building beyond Brazil

Point S entered Brazil in 2022, initially opening locations in São Paulo, Recife and Vitória. The company says these sites have developed into a wider national network, although it has not provided a current Brazilian outlet count.

The business now intends to use Brazil as a base for broader expansion across Latin America. Its preferred approach involves appointing established operators with local market knowledge.

Point S International currently operates across 54 countries. It represents more than 3,150 independent tyre businesses and over 7,000 points of sale, according to figures supplied by the group.

Chief Executive Fabien Bouquet said Latin America represented a strong long-term opportunity for the network. He identified Brazil’s automotive market and independent service sector as important foundations for expansion.

“Brazil in particular is one of the world’s largest automotive markets,” Bouquet said. He added that Point S wanted to work with experienced local partners supporting independent tyre dealers, garages and motorists.

An established franchise model

Under the proposed model, local operators would retain their commercial independence while joining Point S’s international network.

Members can access supplier agreements, Point S private-label products, training programmes and marketing support. The structure broadly follows the master-franchise model used during the group’s recent expansion into Greece, Cyprus and Zambia. Tyre News previously examined [Point S’s entry into those three markets] as part of its 55th-anniversary development programme.

Point S has not identified its prospective Latin American franchisees. It has also not confirmed which countries will follow Brazil or how many sites it expects to recruit.

Those details will be important when assessing whether the initiative develops into a significant regional retail network.

Motorsport supports partner recruitment

The São Paulo race weekend provided a meeting point for prospective partners, suppliers and Point S representatives.

Delegates visited Brazilian points of sale and met the country’s master franchisee. They also discussed operating practices and supplier relationships within the wider network.

The event formed part of Point S’s sponsorship of Team Peugeot TotalEnergies during the 2026 FIA World Endurance Championship. Tyre News previously reported on the partnership when the organisations [unveiled the Peugeot 9X8’s 2026 racing livery].

The São Paulo round took place at Interlagos in July 2026. Team Peugeot TotalEnergies described it as a challenging race weekend, showing that the commercial activity around the event was more significant for Point S than Peugeot’s result on the circuit.

Why it matters to independent dealers

Latin America has a large and varied independent tyre and repair market. However, operating conditions, vehicle fleets, import arrangements and customer expectations differ substantially between countries.

Point S says the region has a car parc exceeding 100 million vehicles. That figure was supplied by the company and was not accompanied by a market source or country-level breakdown.

For prospective members, the main proposition is access to international purchasing scale without surrendering local ownership. The value of that model will depend on supplier coverage, private-label availability and the commercial terms offered in each market.

The announcement indicates clear expansion intent. Its significance will become easier to measure when Point S names additional franchise partners and publishes firm outlet targets.

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Tagged with: Point S International, Latin America tyre market, Brazil tyre retail, independent tyre dealers, tyre franchise network, automotive aftermarket, tyre distribution, private-label tyres, dealer training, Team Peugeot TotalEnergies, São Paulo WEC

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