Nissan to use Mexican retailers to lure US Hispanic buyers

Article by Christian Andrei, on February 17, 2015

Nissan has found a way to increase its sales as well as market share in the United States: tap more Hispanic buyers by helping bring in dealers from Mexico to California, Texas and possibly Florida and Illinois. According to Jose Munoz, Nissan's chairman for North America, these retail groups have been very successful with the carmaker, and “they want to continue to grow with us."

He noted that Nissan is a leader in Mexico, and should not be limited by borders. Munoz knows what he is saying, as he was the former chief of Nissan Mexico and was credited for helping lift the brand and its local dealers to their top market position. Nissan wants to use its high-performing retail groups from Mexico to somewhat duplicate a great feat last year – capturing 26.2 percent share of the Mexican auto market.

The Japanese carmaker this will be the best time to introduce these sales organizations to selected markets as Hispanic demographics continues to grow significantly across the US. Munoz remarked that the Hispanic consumer is a key focus for Nissan. He quipped that if Mexican customers come to the US, they would also buy Nissan vehicles.

Munoz has so far identified three key geographic areas for investment by Mexican retailers: suburban San Francisco and the Orange County in California, and Houston in Texas. He described these markets as areas where Nissan's performance was not so favorable, but where Nissan Mexico's auto groups are interested to penetrate.

Large retailers groups coming from Mexico that have already entered the US market includes: Grupo Autofin Mexico (Mexico City) into Orange County; and Grupo Autocom (Guanajuato and Michoacan) into metro San Francisco.

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