Nissan’s 56-Year Presence in MexicoBy
Mexico’s plant positions itself as an economic model around the world.
There are brands that have always been part of our lives. We can recall being kids, humming their jingles, buying their products. Some remain the same, others disappear and a few more reinvent themselves entirely.
Such is the case of Nissan, a Japanese automotive company founded in 1933, and has been in Mexico since 1959, though this may not be easily remembered.
The first manufacturing plant outside Japan was actually in Mexico, in the city of Cuernavaca, though it existed under the name Datsun.
Some of the most important steps for this brand to position itself in Mexico were through the first Datsun Sedán Bluebird, launched in 1966, followed by the opening of the Aguascalientes plant in 1982.
The major restructuring came with personalities such as José Muñoz, José Luis Valls and the current CEO of Nissan Mexico, Airton Cousseau.
These personalities were responsible for important changes within the company, turning it into a model of engineering and organization around the world, and therefore exporting not only cars, but Mexican talent.
In October 2014, Nissan Mexicana reached 64 months as Mexico’s leader in sales of brand new cars, with almost 24 thousand units sold.
Nissan Mexico’s current CEO, Airton Cousseau, was formerly in Brazil and arrived to Mexico in March, 2014 as regional sales vice-president. His outstanding leadership, however, led him to occupy Nissan Mexico’s top position almost immediately.
During an interview with Mexican monthly Líderes Mexicanos, he stated that the company’s success was possible due to the more than 14, 500 people who give their best every day. He described Nissan’s production network as “the best in the country”.
Currently Nissan is ushering in a new automotive era with “Leaf”, its first 100% electric car, which will be manufactured in the state of Aguascalientes.
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