Localiza opens operation in Mexico

By Redação AutoIndústria | 9/26/23 | Translated by Jorge Meditsch

In its fiftieth anniversary year, Localiza takes a bold step in its internationalization process. The Brazilian rental company has just started operations in Mexico. The first store – and national headquarters – was established in Cancún, one of the country’s main touristic destinations.

This is the first time Localiza has opened a branch out of Brazil without partnerships or intermediates. Since the 1990s, it has been present in Argentina, Ecuador, Paraguay, Colombia and Uruguay through franchises.

Carlos Sarquis, Localiza&Co’s internationalization executive director, says Mexico was chosen due to its high market potential. The yearly touristic flow reaches 40 million people, eight times more than in Brazil.
Localiza plans to open agencies in Mexico City and other important cities like Monterrey and Mérida.

“We identified an excellent opportunity to replicate our business model. A Localiza customer traveling in Mexico for tourism or work will find the same service excellence as in Brazil”, asserts Sarquis.

The Mexican operation will be led by the CEO Moisés Behar and will have the fleet divided into nine categories, from compact cars to sport-utilities and minivans.