In a constantly evolving Mexican automotive landscape, Renault Mexico bets heavily on the segment of light commercial vehicles (LCV)a sector that demands a combination of efficiency and functionality, which is why it has become a key piece in the brand’s expansion strategy in the country.
Since the arrival of Jesús Gallo to the general management of Renault Mexico in August 2024, the company has undertaken an ambitious strategy to strengthen its presence in the LCV segment, an approach that not only seeks to increase the market share of the French brand, but also establish quality and innovation standards in commercial transportation in Mexico through a robust strategic plan, to consolidate itself as a benchmark in this segment, key for the development of companies in Mexico.
In an interview, the general director pointed out that Renault Mexico’s strategy in the LCV segment is based on an approach that combines innovation, customer service and adaptability to market conditions under three fundamental pillars: product, customer satisfaction and market attractiveness.
Renault Mexico sees in the commercial vehicle segment a solid business opportunitywith significant growth potential.
Although it does not compete directly in volume with the most dominant brands in the passenger vehicle market, Jesús Gallo pointed out that this sector is vital for the brand due to its high profitability and ability to build loyalty to customers through after-sales.
“We see a great development of brand positioning for today. “This approach not only allows Renault to reinforce its presence in Mexico, but also strengthen its relationship with customers, especially those who depend on fleets for their daily operations,” he assured T21.
As to productGallo assured that Renault is committed to a product offering that is well positioned and relevant to the needs of the Mexican market.
“We are not talking about bringing 14 products, but rather products that are relevant to the industry in Mexico, models that really add value to their customers, such as efficiency, durability and ease of maintenance,” he explained.
In addition, the brand works with certified transformers to customize the vehicles according to specific customer needs, adaptability which is essential to serve a variety of sectors, from small and medium enterprises (SMEs) even large corporations, Gallo explained.
On the other hand, Renault seeks to increase customer satisfactionsince “we want the client to never feel alone or with an unresolved problem for a long time”, which translates into service and support policies that guarantee the continuity of company operations.
In this sense, Renault has implemented a comprehensive support system which includes technical assistance, efficient after-sales service and a preventive maintenance program, reducing downtime and optimizing fleet performance.
The third key piece of Renault’s strategy is to offer attractive and adapted commercial solutions to customer needs, including flexible financing plans, especially designed for SMEs, and programs that facilitate fleet management.
“It’s not about selling a car, it’s about selling a mobility solution,” Gallo emphasized.
Logistics, a strategic pillar
At this point, to support these pillars, logistics plays an important role, which is why Jesús Gallo assured that this segment before the pandemic was a poorly visible function, but the COVID-19 crisis radically changed that perception.
“Logistics seemed like a function that no one talked about because it wasn’t a problem. Today, it is one of the most critical areas in any business,” said Gallo.
He reported that during the pandemic, Renault Mexico faced supply chain challenges that forced the company to reevaluate its approachresulting in further investment and expansion of the logistics team, which has become the company’s second largest team in Mexico since August.
Gallo stressed the importance of logistics not only in the management of cars, but also in the distribution of parts to other production centers.
This department is today essential to optimize efficiency, from the use of conveyors to the improvement in the delivery of vehicles and spare parts.
“We are working to not only order cars, but do so efficiently, maximizing carrier capacity and ensuring optimized deliveries,” Gallo added.
Innovation and sustainability
Renault has also set its sights on the future of sustainable mobility with an electrified commercial segment, positioning itself as a pioneer in this technology within commercial vehicles.
Although the Mexican market is still in the early stages of adopting electric vehicles, Renault has begun introducing electric models to be at the forefront when demand grows.
“We were perhaps too early, but we wanted to be one of the first to understand what customers are asking for,” said Gallo.
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