| VIEW FROM THE TOP
LEAVING COMFORT ZONE TO BE MORE INNOVATIVE, EMOTIVE MAYRA GONZÁLEZ President and Managing Director of Nissan Mexicana
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Q: What main factors have allowed Nissan and other
A: The market is reaching a stabilization period and the
Japanese companies to gain a strong foothold in Mexico?
challenge for Nissan was greater after halting production
A: Japanese companies have found Mexico to be a strategic
of Tsuru, which was a representative model and sales
partner and a second home. Though Japanese by origin,
leader for the brand in Mexico for over 30 years. Tsuru
Nissan is a Mexican competitor with over 53 years in the
gave much to Nissan and to Mexico and we ended its
market. Quality is another factor that has given Nissan an
production after 2.4 million units sold. We also announced
additional advantage over competitors.
Tiida’s exit from the market, so it was no surprise to see a decrease in market share. This was a necessary step to
Nissan vehicles are synonymous of quality, durability and
take the company to the next level and to implement the
reliability and that has been one of our main differentiators
concept of Nissan Intelligent Mobility, our vision toward a
to establish ourselves as sales leader in the country for
zero-emissions and zero-accidents future. Tsuru fulfilled
nine consecutive years. That being said, we are now
its purpose and now we are betting on new models
expanding this mindset by giving innovation and emotion
such as GT-R, Murano and X-Trail in its hybrid version,
much bigger roles in our corporate image and products.
as well as special editions such as Kicks Dark Light, a
We are present in most market segments and each of
commemorative edition that reflects our sponsorship with
our vehicles, from March to Kicks to GT-R, offers its own
the Star Wars franchise.
version of technology, innovation and emotion along with quality and reliability.
Q: What are your expectations for the development of the domestic market?
Q: What is the “wow” factor that will ensure the brand’s
A: The domestic market grew to almost twice its size since
continued growth?
2009. Since then, the industry grew nonstop and is naturally
A: Our strategy of innovation and emotion has been
reaching its peak. This is not a crisis, only an adjustment, and
a continuous process that started with the launch of
competition will only make us stronger as a country. The
GT-R and Nissan Motorsports (NISMO). We have also
industry will continue adjusting until it reaches its optimal
made advances beyond our high-performance segment,
point although the government should keep offering
including the development of the hybrid version of X-Trail
incentives to strengthen the market further. From our side,
launched in 2017 and the second generation of our full-
we are fully committed to working with the government to
electric LEAF model launched in the end of summer 2018.
make the country the automotive powerhouse it should be.
We are renewing our entire lineup and we also have new
The industry might not grow in the short term, especially
releases. Murano, for example, was officially launched on
considering the challenges related to an election year, but
June 18, 2018. This model will crown and complement our
it can maintain its current levels.
SUV lineup, which is the sector with the most dynamic development in the country.
Q: How are you facing the competition of new arrivals from Korea and China?
Q: What are Nissan’s strategies to maintain its leadership
A: The arrival of more competitors has forced us to
in the market after a slight decrease in market share?
improve our technology and deliver more quickly on our promise of innovation and emotion. New brands will arrive with new products and they will naturally grow until
Nissan Motor Corporation is part of the Renault-Nissan-
they reach their stabilization point. Nissan has more than
Mitsubishi Alliance. Nissan Mexicana has been the top-
53 years in the market; we have watched every brand
selling brand in Mexico for nine straight years. It has four
arrive and we understand that we must work to retain
manufacturing plants in the country
our position in the market.
