Promoting demand in an environment of economic contraction is one of the biggest challenges Gabriela Zumárraga, marketing chief at Nissan, says she has experienced in her six years in Automotores y Anexos.
This company based in Quito is the representative in the country of the Japanese brand, and Zumárraga is the marketing strategist for new vehicles and after-sales service.
Nissan is the seventh best-selling brand in Ecuador, according to the 2016 Yearbook of the Association of Automotive Companies of Ecuador (Aeade).
According to that source, Nissan closed 2016 with a market share of 3.9%.
Zumárraga, 34, says that one of the most significant challenges “in recent times” has been “the constant changes and adjustments in the automotive industry.”
The previous government regulated the importation of vehicles through some measures that curbed the growth of the industry.
For Zumárraga, the “supply contraction” the industry experienced became a challenge. “This has made us define products that are competitive and profitable to ensure the sustainability of the company. This has been a great challenge for the whole team,” she says. (I)