Luis Alberto Pérez-Ettedgui is a marketing and after-sales leader with over 22 years of experience in the automotive industry. Known for his disruptive thinking and innovative mindset, he has consistently challenged the status quo and led transformational initiatives across Latin America.
He studied Marketing and Methods & Procedures, beginning at General Motors Venezolana, where in 2008 he led the pre-sale of 7,000 Hummers in one week, the country’s first fully online automotive transaction.
In Brazil, he launched OnStar telematics, embracing a startup mentality in a market just beginning its digital evolution. Later, at Nissan Mexicana, he launched Latin America’s first passenger EV, led the region’s first automotive drone show, and introduced a special SUV edition with NFT, making Nissan a global pioneer in digital activations.
Luis Alberto has won ten Effie Awards, received the World Future Award for the Nissan e-Motion Helmet, and earned global recognition at The Drum Awards. In 2025, Nissan Mexicana received four Drum nominations, reached Top 3 at the WARC Awards, and he was named one of Mexico’s 100 Most Influential Marketers by Merca 2.0.
His visionary leadership is also featured in Philip Kotler’s book Marketing 6.0 through the case “This is Nissan, This is Excitement”, spotlighting Nissan’s brand transformation in Mexico.
Currently, he serves as West Region Sales Director at Nissan Mexicana, where he continues to drive innovation, digital acceleration, and bold business strategies — doing what others don’t dare to do.
