With a focus on offering customized solutions, Nissan Mexico has navigated the complexities of the market, placing the customer at the center of its strategy. From its foray into the fleet sector to the implementation of new solutions for its customers, it is committed to creating long-lasting, trustworthy relationships, according to Ricardo Rodríguez, director of the company’s fleet and B2B unit.
The brand closed its fiscal year 2024, which ran from April 2024 to March 2025, with a 17.1% market share in Mexico . With a total of 258,635 units sold, Nissan achieved a 7.29% growth compared to the 241,056 units sold in 2023, according to information provided by the company.
Of the total for fiscal year 2024, 54,700 units correspond to the fleet division, representing over 20% of its sales.
“One in every four fleet cars is a Nissan,” Rodríguez said in an interview with T21.
For Rodríguez, this achievement highlights the brand’s commercial success and its ability to adapt to the diverse demands of the sector, reflecting its strong presence in this segment. For him, the key to this success lay in offering comprehensive solutions that went beyond simply selling vehicles.
With more than 30 years of experience with the brand, Rodríguez has led the creation of a new business unit that integrates four key areas: sales, after-sales, financing, and customized solutions .
Launched in early April 2025, this unit aims to eliminate barriers between departments , offering a single point of contact for all of its customers’ fleet needs.
This approach seeks to optimize service and differentiate itself from the competition by making administration easier for businesses and providing solutions that are more tailored to their needs.
Rodríguez also mentioned that Nissan’s main fleet sectors include insurance companies, laboratories, and companies with mobile staff, such as medical representatives. These industries primarily opt for models like the Nissan Kicks and the Nissan E-Power , a vehicle that combines the advantages of electric mobility with the range of a gasoline engine, ideal for companies with varied route operations and constant mobility needs.
Regarding future challenges, Rodríguez emphasized that Nissan’s goal for 2025 is to remain the fleet market leader, not only in terms of volume but also in customer satisfaction.
He noted that while the brand has made great progress, the key is to continue differentiating itself from the competition through innovation and offering solutions that are increasingly tailored to customers’ evolving needs.
During his tenure, Rodríguez also highlighted the development of Nissan Fleet Solutions , a program designed to offer companies technical advice, long-term cost comparisons, and optimize their investment profitability. This program complements vehicle sales and financing and focuses on offering specific solutions to each customer, rather than just a product.
Rodríguez’s leadership is characterized by his adaptability and strategic vision , which has allowed him to manage multiple roles within the company over the years. His experience in engineering and project management in various Latin American markets has given him the tools to lead fleets, a key business unit for Nissan in Mexico.
With an eye to the future, Nissan seeks to maintain its leadership position and transform the fleet sector landscape in Mexico. The path taken is one of constant adaptation and learning, where each step taken serves to offer solutions aligned with its customers’ needs.
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