Toyota Mexico Names New Sales President

Guillermo Díaz has been named President of Toyota Motor Sales and Lexus Mexico after the previous title-holder, Tom Sullivan, retired after over 35 years with the company. Díaz is now pushing forward the electrification of the company and the Mexican market.

“It is an honor to assume this leadership role and I want to thank Toyota for trusting me to carry on the legacy Tom leaves behind. I want to maintain the spirit of unity that has always characterized us, based on respect for people and to continue improvement in every one of our actions; working jointly with all of our operations in the country and with our network of distributors, looking ahead towards the future of electrification,” Díaz said.

As president, Díaz will prioritize the electrification of the Mexican market by increasing the number of electric and hybrid models offered in the country. In 2021, Toyota was fourth in sales in the country and had a participation of 9 percent in the market. Despite emerging challenges, Toyota was able to surpass its sales objective for Feb. 2022 after selling 6,574 vehicles.

Díaz started working for Toyota 20 years ago as Subdirector of Sales and Marketing before becoming Director of Sales and Marketing, then Director of Operations and later Vice President of Operations for Toyota Motor Sales Mexico. Previous Toyota Motor Sales and Lexus Mexico Former President Tom Sullivan said that naming Díaz for the position was a “motive for celebration.”

Díaz has stated that the company continues working to recover from the pandemic and made the right decision in its product strategy by pushing forward its Raize model in the Mexican market. Toyota sold 1,512 electric vehicles in the country, making up 23 percent of the total sales and backing up Díaz’s plans to continue pushing forward electrification for the market as there is a clear demand. Toyota also set the goal of limiting CO2 emissions to 90 percent by 2050.