Brazil’s Own Elon Musk: Flávio Figueiredo Assis and the Rise of Lecar
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Amsterdam, June 29th, 2025 – In a country known for its love of motorsports and sprawling landscapes, Brazil has long lacked a truly national car manufacturer. That’s changing—thanks to entrepreneur Flávio Figueiredo Assis, dubbed the “Brazilian Elon Musk,” who is steering the country into the electric age with the launch of Lecar, Brazil’s first homegrown electric vehicle company.
From Food Cards to Fast Cars
Assis’s journey is as unconventional as it is inspiring. Born in Guaçuí, Espírito Santo, and trained in law and accounting, he first made his mark in the financial sector with Lecard, a food card company that reached an annual turnover of R$5 billion. In 2022, he sold the business to pursue a dream: building Brazil’s first electric car brand from the ground up.
Introducing the Lecar Model 459
The flagship prototype, Lecar Model 459, is a sleek electric SUV with a 400 km range, 180 horsepower, and a cavernous 1,000-liter trunk. It’s designed to handle Brazil’s diverse terrain and urban sprawl. The vehicle is currently undergoing safety and performance testing in London, with production slated to begin by the end of 2024.
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Built in Brazil, for Brazilians
Roughly 65% of the car’s components are produced domestically, with the remainder—such as batteries and motors—sourced from trusted Chinese suppliers. The factory is located in Caxias do Sul, a hub of automotive expertise, and the company plans to produce 300 vehicles per month in its first year.
Infrastructure and Innovation
Lecar isn’t just building cars—it’s building an ecosystem. The company plans to install fast-charging stations along Brazil’s 10 largest highways, enabling long-distance travel for all EVs, not just its own. A more affordable urban model, the Lecar Pop, is also in development, with a projected price of US$20,000 and a 250 km range.
Conclusion: A Giant Leap for Brazilian Mobility
With Lecar, Brazil is no longer just a consumer in the global auto industry—it’s a creator. Flávio Figueiredo Assis’s bold vision is more than a business venture; it’s a statement of national pride and technological independence. For the first time, Brazilians can look forward to driving a car that’s not only electric and efficient but also truly their own.
Sources:
- The ‘Brazilian Elon Musk’ creates electric car manufacturer in Brazil – Intelligent CIO LATAM
- Elon Musk brasileiro: empresário capixaba promete lançar carro elétrico nacional em 2024 | Exame