I won't disagree with your comment on Rio. There is a small Rich segment too just look at the tourist areas (e.g. Copacabana, Tijuca) if you want to live there Barra is quite nice and very modern though its near a famous favela (slum) and had some violence a year or so ago.
For what its worth anecdotally I never hear of people borrowing to buy large things like a car/property.
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