This paper aims having an understanding of the actual scenario of loss of competitiveness of the Brazilian industrialized goods, in specific of the automotive sector that has been suffered effects since global financial crisis of 2008. The paper is an exploratory research and seeks having overview of the Program “Inovar-Auto”, a new regulatory policy for the automotive sector, that became decree number 7819 published in 3rd of October of 2012. With the program, it is observed opportunities and counterpart toward actions of innovation, competitiveness and sustainability of the sector in Brazil.