Unexpected markets open up for bulletproofing industry

DuPont™ Kevlar® is five times stronger than steel on an equal weight basis, yet possesses properties that make it lightweight, flexible and comfortable. It also delivers strength under heat, protecting against thermal hazards over 500 degrees Fahrenheit.

The interesting thing about the economies of developing countries is how the economies manifest themselves in the market.

Brazil is a huge country with a huge market, but the large urban centers are plagued with violence and crime. The famous favelas (slums) in Rio de Janeiro are a reality for many. So, for those who see no alternative as the upper classes continue to gain profits from Brazil’s massive growth, they turn to crime.

As marketers, one key to success is to have a product that addresses a real need. So, in this case, DuPont, a chemical company, has begun manufacturing “bulletproof Kevlar fiber and SentryGlas car kit Armura in 2008 to middle class Brazilian families with Chevrolets, Hondas and yes, even low-cost Kias.” according to a recent article from Reuters. This protects against bullets up to .38 caliber which protects against the handguns most common in Brazil.

DuPont expects to see even more interests in bulletproofing kits for shuttle and taxis, especially with the upcoming 2014 World Cup and 2016 Olympic games in Rio.

The Armura car kit is sold exclusively in Brazil. Sales have risen 70 percent for Q1 of 2012 with DuPont reporting that annual sales of Armura amount to over $10 million in US currency.