10.14.2011
, MEXICO CITY, Mexico
Nissan Mexicana in Top Gear but Looking to Accelerate.
That market position is more than an aim for Nissan Mexicana and President Jose Munoz – it’s a reality.
With four of Mexico’s Top 10 selling vehicles and a 50-year history, Nissan now has its eyes on a quarter of the country’s market.
From the long-established Tsuru to the recently-arrived Juke, Marketing Director Jose Luis Montiel says the breadth of choice is winning share across key car segments.
“We have the Tsuru, which is the leader for over 20 years in the market. We have also launched recently the March, which we launched in April and is now the leader in the subcompact segment. Also, in the compact, we have the Tiida. We have the Versa, recently launched, and the Versa in just three months is Top 3 in sales in the Mexican market, so it’s playing very good,” says Marketing Director Jose Luis Montiel.
“Now September is 27% market share, so fiscal year to date in a cumulative basis, we are now 25.2 (%).”
So far, over 7 million cars and trucks have been produced in Mexico and nearly $1.4 billion invested, at the nation’s two major plants.
Over 85% of models sold are made in Mexico, which capital city dealer Jose de la Penay says has been a key to success, along with a broad product line up.
“We’re going to gain market share. We’re going to separate ourselves from the second place, which is GM, and a very close third, which is Volkswagen,” says Autossoni Director-General Jose de la Penay.
“Our newest products are sold out of Aguacalientes – they are extremely, extremely competitive. We believe we are gaining market share. It’s just started. The best is just coming upstream, and we cannot get enough cars to satisfy the market.”
An Infiniti rollout with new dealerships has begun, while the Nissan LEAF has hit the streets of Mexico City, its first touchdown in Latin America, leading to a fleet of 500 EV taxis eventually serving the nation’s capital.