Translations:Die Region Amerika/19/en

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The company chose Brazil initially as a base for further expanding the market in South America. With a population of 160 million people at the time, Brazil was the largest and strongest growing market in Latin America in the mid-1990s with a turnover of 587 million deutschmarks in 1995.[1] Continental 2001 S/A was not only the leading home appliances manufacturer in Brazil for decades, it was also a strong brand. BHSG therefore acquired a majority share in Continental in 1994, a move that would decide the company's fate for the next 15 years.[2]

  1. ↑ BSH Corporate Archives, A05-0019, inform 1996/1, page 4.
  2. ↑ 40 Jahre BSH – Eine Chronik, Munich 2007, page 80. Continental was sold again in 2009.
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