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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Nissan announced the start of fiscal year 2025 with the launch in Mexico of the Magnite , a subcompact SUV that seeks to enter the fastest-growing segment in the country.

The vehicle was adapted with specific engineering for the local market and is distinguished by its compact size, fuel efficiency, and equipment.

Features of the Magnite

The Magnite is presented as an urban alternative , with a body less than four meters long, designed to facilitate maneuvering in tight spaces and offer a high driving position, according to the brand.

The model seeks to optimize interior space to meet the needs of young families or users seeking versatility without compromising mobility.

In technical terms, the vehicle has a three-cylinder , 1.0 L turbo engine, with the option of a five-speed manual transmission or CVT automatic, according to Hugo Macías, deputy director of Research and Development at Nissan Mexicana.

Additionally,  it offers between 112 and 118 lb-ft of torque, depending on the version, and an estimated combined fuel consumption of up to 18.9 km/l.

The available versions (Advance and Exclusive, both with manual and automatic options) include six airbags, ABS brakes, traction control, reverse sensors, a 360° vision camera, and tire pressure monitoring.

It also includes automatic air conditioning with rear vents, functional roof rails, and a 336-liter trunk capacity.

Engineering teams from Japan, India, and Mexico participated in the vehicle’s development . Specific calibrations included adjustments to the suspension, steering, brakes, and structure to better respond to the country’s road conditions. Highlights include a ground clearance of 205 mm and a turning radius of five meters.

Magnite is launching a pre-sale strategy from April 4th to 22nd , with a target of at least 500 units. The offer includes preferential prices, a zero opening fee, and one month of free monthly payment.

This launch comes amid a favorable context for Nissan in Mexico. In fiscal year 2024, the brand sold more than 258,000 units , achieving a 17.1% market share and reaffirming its leadership for 17 consecutive years, according to Rodrigo Centeno, president and CEO of Nissan Mexico and Infiniti .

Centeno explained that 85% of the vehicles sold in the country are produced locally, and Mexico is an export base for more than 70 countries.

In addition to the launch, the brand highlighted its advancements in electrification . Centeno commented that, to date, the brand has sold more than 20,000 units in Mexico with e-POWER technology, a platform that combines a gasoline engine as a generator with fully electric traction.

Likewise, the company continues to focus on Formula E as a way to consolidate its image in this sector.

On the corporate front, it was announced that Iván Espinosa assumed the role of global CEO of Nissan Motor Corporation on April 1. A Mexican national, Espinosa held various positions within the company, and his appointment was hailed as recognition of his career.

Infiniti and after-sales services

Regarding its luxury brand, Centeno noted that Infiniti reported growth in volume, service loyalty, and customer satisfaction. The QX80 model was relaunched with a new design, powertrain, and advanced technologies.

It also emphasized improvements in its after-sales service , achieving first place in customer satisfaction according to the JD Power study , after having been in ninth position two years ago.

Part of this achievement is attributed to its logistics network, capable of supplying spare parts in less than 48 hours nationwide.

Finally, the brand reaffirmed its focus on issues such as diversity and inclusion (with recognition for being an open workplace for the LGBT+ community), as well as its recent partnership with the BBVA MX League to promote values ​​of unity through sports.

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El cargo Nissan presenta Magnite en México, su nueva SUV compacta apareció primero en T21.

Automotive sector leaders discussed the changes that the logistics of the automotive industry in Mexico are undergoing, given the entry of new manufacturers and the redesign of distribution routes, both nationally and internationally, with a focus on how to respond quickly and efficiently to growing demand.

In this regard, the specialists agreed that the industry requires a comprehensive rethinking , in which flexibility, effective communication and the integration of new technologies play a fundamental role.

In this way, within the framework of the 10th edition of Automotive Logistics & Supply Chain Mexico , Roberto Zavala, Vice President of Operations in Mexico for Wallenius Wilhelmsen , highlighted that one of the main changes in the industry is the transition from centralized networks to decentralized networks , which allows for better adaptation to fluctuations in demand and the distribution of risks.

Zavala explained that this reconfiguration of the logistics network is essential to respond to the growing volumes of vehicles entering and leaving Mexico.

He also stressed the need to be prepared to face possible crises in the coming years, since having diversified options gives the industry greater resilience.

For his part, Carlos Eudave, Senior Manager of Vehicle Logistics at Nissan Mexicana , highlighted the importance of having dedicated logistics services that provide greater security and control in the flow of vehicles , especially in the context of fluctuating production volumes.

“These types of services allow companies to protect their business and optimize resources,” said Eudave.

However, it acknowledges that the implementation of these services requires careful evaluation to ensure that cost competitiveness is maintained.

Eudave also mentioned that this strategy allows the company to have greater adaptability to unexpected changes in demand.

Kaizad Dalal, head of automotive at Maersk Mexico , discussed the innovative use of containers in vehicle transport as a response to the disruptions that have affected the sector.

“Although containers were a temporary measure, they are now emerging as a permanent solution that coexists with other methods of transport,” Dalal explained.

In addition, Hector Martinez, head of the Export Sales and Logistics Department CBU at Honda de Mexico , added that effective communication with suppliers and shipping companies is crucial to avoid delays and maintain the flow of products.

“Clear communication is essential to ensure that everyone is aligned and corrective action is taken in a timely manner,” Martinez said.

He also stressed that establishing weekly communication with logistics partners allows Honda to quickly adapt to changes in the supply chain and resolve problems before they significantly affect the distribution flow.

Experts agreed that the lack of adequate infrastructure remains one of the main obstacles to optimizing automotive logistics in Mexico.

According to them, currently, many port facilities and logistics centres do not have the capacity to handle the volume of vehicles required by the market, which limits growth potential.

However, to alleviate this situation, some companies are exploring the development of new facilities specialized in vehicle handling and the expansion of connection points in strategic cities such as Monterrey and Mexico City.

On another note, the impact of recent changes in Mexican labor legislation was also a relevant topic on the panel. Roberto Zavala commented that the implementation of new regulations generates additional pressures on the industry, which forces companies to rethink their staff retention and recruitment strategies.

According to Zavala, maintaining a trained and stable workforce becomes essential to ensure the continuity of operations, especially in an environment where efficiency and speed in the supply chain are critical.

This, according to Wallenius Wilhelmsen vice president, requires significant investment in training and a focus on employee well-being to keep employees engaged.

Technology is also emerging as a key ally in meeting these challenges. The panellists highlighted that the implementation of digital and artificial intelligence solutions in automotive logistics systems allows not only for better vehicle tracking, but also for optimising decision-making processes.

“Access to quality data is invaluable for managing efficient logistics and anticipating disruptions before they occur,” Dalal added.

Finally, the specialists agreed that the future of automotive logistics in Mexico depends on the sector’s ability to be more agile and adaptable to market changes. Collaboration between different actors in the chain, such as manufacturers, logistics providers and authorities, will allow responding to the demands of a sector in constant evolution.

“It is vital that all those involved work together, establishing clear trade agreements and protocols that allow for rapid adaptation to market needs,” concluded Héctor Martínez.

Panellists anticipated that next year will be marked by greater stability, although they stressed that contingency preparedness will be a decisive factor in remaining competitive.

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In a context of car carrier shortage in Mexico due to high demand for transporting finished vehicles, Nissan Mexicana has taken a significant step by launching a fleet of semi-trucks and car carriers.

According to the Basic Statistics of Federal Road Transport from the General Directorate of Federal Road Transport (DGAF), by the end of 2023, there were a total of 9,900 registered car carrier units, with an estimated deficit of 1,500 to meet the demand of the local and export markets.

Nissan’s fleet includes 101 semi-trucks, with which the company aims to improve its logistics and response to the needs of the current market.

Joan Busquets, Vice President of Manufacturing at Nissan Mexicana, commented that the company “has an expert logistics team that is key to the competitiveness of Nissan’s plants. The acquisition of these semi-trucks is a result of the trust our customers have placed in the brand. This action aims to streamline the effectiveness of our processes in order to deliver vehicles with the highest quality.”

In that sense, the new fleet will allow the company to optimize its logistics processes and ensure more efficient and timely delivery to its over 230 distributors nationwide. The implementation of these transports has also generated 150 direct jobs.

With over 60 years in the market, this automaker has established a strong presence in the Mexican automotive industry. Its plants in Aguascalientes A1, Aguascalientes A2, and CIVAC in Morelos have a production capacity of up to 2,369 units per day.

This move responds to the need to improve internal logistics and represents a commitment to economic and social development in the regions where the brand operates.

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