A severe economic recession disrupted the Brazilian automobile market and the fortunes of manufacturers and distributors like HPE. Sales plummeted from 3.5 million vehicles in 2013 to just 2.5 million in 2015. While many corporations facing such dire economic conditions might opt to limit investment, or simply go for a "safe" approach to technology, HPE saw this as an opportunity to stand out. The company felt that by deeply aligning marketing and sales across its dealer network, leveraging innovative and flexible technology, it could better connect with prospective buyers and streamline the customer journey in fresh and exciting ways.