Nissan do Brasil: new management, new directives

Argentinian Gonzalo Ibarzábal, who took office in January, talks about expanding exports from Resende and gaining market share

By Alzira Rodrigues | 3/16/23 | Translated by Jorge Meditsch

At Nissan do Brasil’s command for just two months, Argentinian Gonzalo Ibarzábal is excited about local operations’ potential. In an exclusive interview with AutoIndústria at the launch of the New Sentra this week, the executive was objective when speaking about the brand’s plans for the country, emphasizing a plan to strengthen Resende’s Automotive Pole, in the South of Rio de Janeiro, as a pole for vehicle and parts exportation.

He also addressed the intention to expand market share in Brazil from 3% to 4% in one year, contrasting with the previous management’s position, which said market share gain wasn’t a company priority here. Working in the automotive sector for 20 years, nine at Nissan, he became the president and general director in Brazil last January.

During the new Sentra launch event, you talked about expanding the Resende plant as an export hub. What are the plans, exactly?

We already export the Kicks to Argentina and Paraguay, but we want to increment the business, and we are looking for alternatives. I can’t disclose them yet. About parts, we currently export them to Mexico. But we believe there is space for new markets. The United States could buy our components, for example. We are evaluating new markets.

How are local operations? Were there stoppages due to semiconductors?

The problem still exists, but we have been able to operate without interruptions.

What is the forecast for the Brazilian market this year?

Considering the fiscal year from April 2022 through March 2023, we expect to grow by about 10% (according to Fenabrave. Nissan sold close to 45 thousand vehicles last year, a 2.85% market share. This year, in the first bimester, there were 4.3 thousand deliveries, a 3.6% share).

Do you expect share gains in the Brazilian market?

Yes, we want to grow from slightly less than 3% to 4% in one year. We have twice the Brazilian market share in Chile and Peru, and in Argentina, we have 3.5%. With the renovation of our lineup, we believe there is space to grow in Brazil. We have the new Frontier, the new Versa and now, the new Sentra, products that arrived to succeed here. Besides this, we are expanding our dealer network.

How many dealerships do you have, and how will this expansion develop?

In March 2021, we had 177 dealerships in Brazil. Currently, they are 193 – 16 more in just two years. This is an important process for the brand, especially for the pickup segment. As this kind of vehicle is a working tool, it demands closer post-sales support, and thus we are strengthening our assistance.

Previous Nissan managers in Brazil used to say the important was to have a healthy operation and not gain share. What has changed?

If the operation is sustainable, as today, we can expand market share. We believe we can achieve 4% in one year, focusing on our employees, dealers and partners.

You took the Brazilian operation in January. How much do you know about Brazil?

Last week I began visiting dealerships to know operations more closely. I was in Recife, which I did not know, for instance. I’m really happy with the dealer net commitment and like what I have seen. They are engaged partners, who invest in teams and impulse the brand ahead.

Did your family already come or will come to Brazil? Where are you living?

I have spent more time in São Paulo, where we have an office, but I also stay in Rio de Janeiro and sometimes go to the plant in Resende. My family is still in Argentina. My wife works, and my children are already grown up and have a life there. As the countries are neighbors, it is possible to manage it…

Finishing, what can you disclose about the R$ 1.1 billion investment in the Brazilian plant announced almost one year ago? Are the new products yet defined?

(laugh)The investment is still confirmed, but we can’t talk about new products yet. But, as we said in our presentation, we want to have an export hub in Resende. Just wait and see.

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George Guimarães

Jornalista com passagens por jornais, revistas, tevê e assessoria de imprensa, é especializado na cobertura do setor automotivo há trinta anos, período em que já viu (quase) de tudo da indústria, seus produtos, mercado, cadeia produtiva, tecnologias e políticas industriais.

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