MEXICO CITY, Mexico – 06.04.2015 – Nissan closed the month of May 2015 with sales of 26,545 vehicles and a market share of 26 percent. These numbers position Nissan once again as the top seller in the country and establish the six-year anniversary Nissan has been number one in the automotive industry in Mexico.
For the past 72 months, Nissan has demonstrated a steady growth rate and consolidated its position as the preferred brand in the country. Behind this continuous growth are a solid dealer network, an aggressive sales strategy, a very comprehensive line-up, great understanding of market needs, a competitive financing offer, and a clear focus on customer satisfaction.
“For Nissan, customers are our most important ambassadors, both internal and external,” said Airton Cousseau, president and CEO of Nissan Mexico. “This is why we have named this ‘The Year of the Customer,’ and all of our strategies are focused on developing long-term relations. We want to have not only happy customers, but moreover clients in love with our cars, brand and overall experience. This year we have continued our strong product offensive by adding to Nissan’s renewed portfolio the new NP300 Frontier, a model that rapidly became leader of its segment. We expect the same results for the new 2016 Maxima.”
The story of Nissan’s leadership in Mexico began in 2009 and has been headed by key leaders of the global automotive industry.
After the 2008 global economic crisis that affected diverse industries, including automotive, Jose Muñoz – former president of Nissan Mexicana and currently Executive Vice president of Nissan Motor Co., Ltd., & Chairman of Nissan North America – launched a commercial strategy focused on achieving the leadership in quality, profitability, image and sales.
This catalyzing strategy required a change not only in image, but also in the mindset of Nissan’s employees and dealers. This evolution set the ground for today’s solid dealer network and enabled the brand to celebrate the number one position for the first time in 2009, with a 20.7 percent market share.
In 2012, Jose Luis Valls, senior vice president of Nissan Motor Co., Ltd., & Chairman of Nissan Latin America, was appointed president of Nissan Mexicana. He continued Mr. Muñoz’s legacy, strengthening the brand’s image and overall opinion through a very clear strategy, which encompasses the leading spirit of the Mexican team and “Number One Mindset.”
Today, Nissan’s strategy as envisioned by the current president and general manager, Airton Cousseau, is centered in customer satisfaction at all levels – including employees, dealers and clients. Cousseau ratifies there’s still 74 percent of the market to be conquered.
This focus on the customer, which covers all the areas of the company, has not only maintained Nissan’s leadership position within the industry, but offered the possibility of attaining all-time records, such as 308,731 vehicles sold in FY14 (April 1, 2014 to March 31, 2015) and an historic share of 25.9 percent.
Key in Nissan’s success is Credi Nissan, which has become the most important automotive financing institution in Mexico. In 2014, it achieved a 47 percent share with 137,244 new contracts signed that year.
Additionally, the demand increase of Nissan vehicles in the country has been met with a raise in the production volume. With its three world class manufacturing plants – two in Aguascalientes and one in Morelos – working to their maximum capacity under the One Team Spirit vision and the leadership of its Manufacturing vice president, Armando Ávila, Nissan Mexico achieved a new manufacturing milestone with an output 805,871 vehicles in 2014.