In a context of high complexity due to the blockade of imports and the shortage of dollars, Samsung will start producing notebooks in Argentina through Mirgor, its local partner. In this way, the Korean brand is fully involved a company led by Chinese Lenovo and North American companies Dell and Hewlett Packard, which account for 70% of sales. The company plans to initially launch three mid-range and high-end models in the second half of July and They plan to ship about 40,000 units in the final half of the year.
“We have a very aggressive plan to try and capture 20% of the market,” says Rodolfo Romeo, Mobile Business Director at Samsung. The senior executive further explained that the new product line (Galaxy Book3 Ultra, Book3 Pro 360 and Book3 Pro) are all of the latest generation and will have an average ticket of $550,000, a figure subject to changes in the exchange rate. “Comparatively and to the tourist dollar, they will cost between 10 and 15% less than in other markets“, finished.
Samsung’s return to the market (they had a marginal presence between 2013 and 2014) takes place after the recent 16% rate hike on finished laptops. The measure, which came into force on March 15, mainly affects international brands, which do not assemble their products in the country. And all within a framework of tightening of barriers to imports, which complicates the entire electronics industry.
This is indicated by an IDC report based on customs data In the first quarter, 113,000 laptops entered the country, a decrease of 68%. compared to the same period in 2022, when a ceiling of 360,000 units was reached. “To find such a low figure, one has to go back to 2014.without calculating 2020, the year in which very few computers entered due to the start of the pandemic”, clarifies Sebastián Novoa, an analyst at that consultancy firm. At Samsung, they believe that the Argentine market “is technologically behind” compared to others countries in the region, which represents an opportunity to compete with leading brands.
Nearly 800,000 notebooks were imported in 2022 (787,948, according to IDC). Samsung had been analyzing entry into the business for 4 years, but the project was initially delayed due to subsequent write-downs and import difficulties. Now, the Korean giant aims to occupy the top positions in the category, as happens with mobile phones, tablets and televisions.
Romeo highlights another curiosity. “Samsung only sells laptops in 11 countries and the region, only in Brazil and Chile“, he says. Its main markets are Korea (where its parent company is based), the United States, England and Germany. In Brazil, for example, it has an 11.5% share, according to IDC data. The strategy for Argentina is more ambitious and contemplates “two years of very aggressive promotionswith financing plans in 12 installments and more in the most expensive models,” stressed Romeo.
Mirgor was looking into the possibility of assembling notebooks at his new factory in Escobar. the Fuegian group, historic ally of Samsung and Toyota, inaugurated it in December last year. Today, 180 employees work there, who produce, among other things, tablets and electronic components for cars. These days they have added a new line to assemble laptops for the Korean brand.
Charles Arterburn is a seasoned business journalist for News Rebeat, where he provides comprehensive coverage of the latest trends and developments in the world of finance and economics.