During the São Paulo International Motor Show in 1974, Gurgel presented the Itaipu, a two-seater minicar that became the first electric vehicle developed in Latin America.
This vision took root during his college years when he presented a groundbreaking concept for a small two-cylinder vehicle named Tião, defying expectations despite initially being assigned a crane project.
In 1958, fueled by his unwavering commitment, he founded Moplast Moldagem de Plásticos, initially focusing on the production of illuminated signs.In 1964, João Gurgel went on to establish Macan Indústria e Comércio Ltda, a Volkswagen dealership that specialized in manufacturing go-karts, mini-cars, and an industrial transporter called Mocar.
[3] While João Gurgel had reservations about utilizing sugarcane ethanol as fuel, he did produce a limited number of vehicles equipped with alcohol-based engines.
However, the majority of Gurgel vehicles operated on gasoline, reflecting his belief in prioritizing land use for food production rather than fuel.
[4] João Gurgel's bankruptcy can be attributed to a series of business decisions and the implementation of new government policies in Brazil starting from March 1990.
Prior to this period, during Brazil's era of total protectionism from 1969 to 1989, Gurgel enjoyed success and held a significant market share in the Brazilian Jeep industry.
The "Tocantins" model underwent a transformation and became the "Gurgel Carajás," which initially held a dominant position in Brazil's off-road vehicle market until 1990.
When the importation of the Lada Niva was authorized by Fernando Collor in 1990, the Gurgel Carajás quickly ceased production within a few months.
João Gurgel, while highly regarded for his engineering prowess, faced challenges in managing his business, which ultimately resulted in significant financial consequences.
According to sources, his default in 1994 amounted to an estimated US$1.2 billion, impacting various stakeholders including suppliers of vehicle parts and employees who were left unpaid.
[8] In 2003, the industrial property registration of Gurgel Motors expired, and the brand was acquired by businessman Paulo Emílio Freire Lemos in April 2004 for R$ 850.00.
The vehicle resembles a small pickup truck, featuring a two-seater cabin, a tilting cargo bed capable of carrying loads up to 1200 kilograms, and a maximum speed of 60 kilometers per hour.