Nissan Revamps INFINITI, Launches New Kicks Generation

As Nissan Mexicana celebrates key milestones, including a 12% increase in production in October 2024—reaching 70,382 units, nearly a quarter of Nissan's global output—the company continues to solidify its presence in Mexico’s automotive landscape.

In tandem with this achievement, INFINITI, Nissan’s luxury division, unveiled the 2025 INFINITI QX80 in November 2024, further enhancing the brand’s footprint in the Mexican market.

Rodrigo Centeno, President, Nissan Mexicana, expressed optimism in an interview with Mexico Business News: “Sixty percent of our production is exported, but 40% stays in Mexico. This gives us a significant competitive advantage in customer service and parts availability."

Despite global challenges—including a 3% year-on-year decline in sales and a 20% reduction in global manufacturing capacity—Mexico remains a cornerstone of Nissan’s operations, as previously reported by Mexico Business News. 

Centeno also reflected on Nissan’s enduring relationships with its distribution network: "We have more than 230 points of sale in Mexico, and these relationships have been passed down through three or even four generations. There is a level of connection that is almost familial between the distribution network, the brand, and the people."

"It is very difficult to find someone in Mexico who doesn't know what Nissan is. Moreover, more than 50% of people who are familiar with Nissan have an excellent opinion of the brand”. Centeno added.

Seeking a deeper understanding of Nissan’s operations, Centeno participated in a "covert" experience at the company’s Aguascalientes plant. Reflecting on the rigorous environment, he shared: "Nissan Aguascalientes 1 delivers a vehicle every 57 seconds. The cars come one after the other—no gaps. It is a highly demanding, physically intense exercise." He praised the teamwork culture, noting: "The quality of support I received when I made an error, along with the team’s immediate reaction to guide me, was profound."

Centeno highlighted Nissan’s robust financial infrastructure in Latin America: "Our brand’s financial institution is the best capitalized and the largest in Latin America. This allows us not only to expand but also to democratize access to credit."

While Nissan has faced challenges in markets like China and Europe, Mexico remains vital to its global strategy. As Centeno concluded: "We are the second-largest brand in production volume in Mexico, but we are the brand that produces the most in Mexico for Mexico."