Giant Focuses on Brand, Innovation

Q: What goal has Nissan established for the Mexican market as competition continues to grow?

A: Competition is inevitable and ultimately necessary. We plan to consolidate brand recognition in Mexico. Being the number one brand in the country is not the same as being identified as such by consumers. We are already the market leader but we must communicate this achievement to customers so they see Nissan in the same light. We will continue offering innovative products, a healthy distribution network, a strong financing branch and effective marketing platforms focused on customer experience. All these factors have been our pillars of growth but now they will allow us to branch into new markets and create new ideas. Having been the number one company in Mexico for over seven years, my personal goal is to reach the 100-month mark.

Q: How will Nissan target younger customers who have different purchasing habits and requirements?

A: Younger demographics define all the new trends in terms of technology and sales experience and they have become more relevant for every brand to target. We focused a huge part of our resources on our digital presence. These platforms allow us to connect with our clients on a more personal level, sharing the emotional response we want them to feel with our vehicles. We also created the GT Academy Program where gamers can become professional drivers and we became official sponsors of the UEFA Champions League. All those strategies have raised brand awareness for Nissan.

Q: How do you merge more than 50 years of experience in the market with a renewed vision for sales and service?

A: Nissan has established a solid image in the country that allows us to compete with new brands, which are implementing innovative marketing strategies, while maintaining Nissan’s tradition. Even with almost 55 years of experience under our belt, the evolution of our distribution network has renovated our image. Our development strategy was created to adapt to the country as it gradually changed and it has been a continuous process that will have to be revised again after 10 or 15 years. New brands have the advantage of entering the market with the appropriate it strategy but marketing is cyclical and they too will have to rejuvenate those strategies.

Q: What strategy are you using to boost Nissan’s presence in Mexico, given recent environmental conditions that have affected the domestic market?

A: There is no problem that a good product cannot solve, be it a government policy or any other hurdle. Our vehicles are the best recommendation letter we can offer and they speak volumes about the quality of Mexican production. If we continue to invest in human capital development for manufacturing operations, we will continue offering highly competitive costs and excellent quality. This will eventually lead to innovation, which is the ultimate goal in the Mexican industry.