Teaching Note: DiDi’s growth in Latin America: strategies for success in emerging markets

The case explores Chinese ride-hailing giant DiDi Global Inc.’s (DiDi) strategic entry and expansion into Latin America (LatAm) and the growth strategies it used there. After successfully capturing the Chinese market, DiDi entered the emerging LatAm market in 2018 as part of its strategy to expand its global footprint. LatAm presented an attractive region due to its large population – over 600 million people as of 2024 – rapid urbanization and growing demand for digital mobility solutions. The region’s public transportation systems often faced challenges like inefficiency and overcrowding, creating an opportunity for DiDi to fill the gap. Additionally, LatAm’s...