- Expertise: Marketing, Sales, Network Development, Sales Finance, Leadership, DEI
- Location: Paris, France
- Languages spoken: English, Spanish
- DOB: February 1977
Who is Mayra González?
Mayra González is the Divisional Vice President Marketing & Sales Europe, the centre of the company's electrification plans and where Nissan plans to launch four all-new 100% electric vehicles in the coming years.
Her journey in the automotive industry started in 1998, selling cars at a dealership. What began as a simple desire to purchase her very own first car, evolved into a 22-year journey, all the way to key leading positions. Today, Mayra says gasoline and electricity runs through her veins.
As a proud Mexican woman, her influence extends beyond her day-to-day role. As the first woman to have served as the President and Managing Director at Nissan Mexico, she is influential in the automotive industry, and is actively engaged in diversity, inclusion, and female empowerment forums across France, Brazil, Mexico, and Japan.
Career History
In 2001, she joined Renault, and in 2006 joined Nissan through the Alliance. Since then, she has held multiple positions across Sales, Sales Finance, Customer Quality, Dealer Network, and Marketing. She's worked in Mexico and Latin America, Japan, US, and now for the AMIEO region, headquartered in Paris.
Mayra made history as the first Mexican woman to serve as the President and Managing Director at Nissan Mexico, the fourth largest operation for Nissan worldwide. During her time in Mexico, she was the first female member of the company's steering committee and was responsible the development of the first project of the local distribution network, enhancing current network with the right place, right location and right partner which today is considered a benchmark within the industry and delivering more than 26,000units to the business.
Prior to joining the Nissan AMIEO region, she served as the Head of Global Sales and Dealer Network Development (Divisional General Manager of Global Sales and Planning) at Nissan Motor Company in Yokohama, Japan. In 2023, Mayra joined the leadership team in Nissan AMIEO (Africa, Middle East, India, Europe and Oceania), assuming the role of Divisional Vice President of Marketing and Sales Transformation, responsible for transforming the business to be future fit, managing strategic and innovative projects, and developing new mobility solutions. In April 2024, Mayra assumed the position of Divisional Vice President Marketing & Sales Europe.
Achievements
Mayra has won the Nissan Global Award twice. Firstly, for the record for market share and volume, for 27% market share and 400,000 units sold in one year in 2016 in Mexico. Secondly, for driving the dealer network plan in Mexico.
She featured in Forbes magazine's "The 100 Powerful Women of Mexico" for five consecutive years (2016-2020) and held position #21 in Fortune magazine's "Most Powerful Women - International" list in 2017 and 2018. Automotive News, named her as a "Rising Star 2016," and included her in their 2015 "40 Under 40" talents in the automotive industry. In 2016, QUIEN magazine also acknowledged her as one of the "50 characters that transform Mexico."
Personal Memory
A pivotal moment for Mayra was being doubted by others of her capabilities as a young woman in the industry. Mayra remembers how it motivated her to resiliently play into her strengths, carving out her own place at the table. Since then, she has not looked back – seeking to ensure we're moving towards better diversity, female empowerment, and inclusion in all business environments.
Why is Nissan different?
Having resided in Japan for several years, Mayra says that what makes Nissan special is seeing how the company values and principles are deeply rooted in its Japanese heritage. Nissan is set apart because of how this permeates a deep intentionality for all facets of Nissan's products, contributing to a unique identity and purpose behind each creation.
Future Predictions
Mayra predicts an exciting revolution in the automotive industry, highlighting the need for change in the traditional value chain. Post-COVID, she believes embracing change is the biggest challenge but is crucial for staying relevant. She believes that it's an exciting time to be flexible and innovative in response to evolving consumer behaviours and market dynamics and companies that embrace transformation approaches will be the leaders in a reshaped automotive landscape.
Education
- Executive Program /Wharton Business School (2022-2023 )
- Japan, San Francisco, Philadelphia
- Corporate Leadership Program / Harvard Business School (2017- 2023)
- Boston, Massachusetts, United States
- Business Program / IPADE Business School (2010-2011)
- México City
- English Corporate Degree / International School of Canada (2006-2007 )
- Toronto, Canadá
In Mayra's Personal Time
In her free time, Mayra engages in diversity and inclusion initiatives with universities, enjoys reading any chance she gets, and has a passion for cooking Mexican food. For her, spending time with family is not a hobby separate from her professional self; is integral to her authentic self as both a mother and woman in business.
Your current car
Mayra currently drives a Nissan Ariya, describing it as an airplane-like experience, and every morning wakes up excited to drive it.
Your first car
Mayra's first car, a Chevrolet Pop, was small and grey. This first purchase was special to her as it marked the start of her career - her entry ticket to the industry.
