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The Brazilian people environmental conscience growing with legal restrictions increase and society strictness are changing by a significant and fast way the automotive industry strategy in Brazil. In a competitive scenario where any sale product means a top industry ranking position the costs introduced to the productive process mainly by legislation changes may simply generate a financial or position loss with a directly business performance impact. The Brazilian environmental legislation progress, the people conscience and the inspection level increase, taking care by environmental organisms, generating fines and taxes each time highest than the foregoing and a great risk for Brand Image are a strategical decision factor.