Moises Behar, Localiza Mexico: Now in Latam’s second largest market

By Daniel Bland - August 24, 2023

Twitter?@DanielBlandBiz ?GlobalFleet.com ?-?FleetLatAm.com

Although?Brazil-based ?car rental and vehicle leasing company Localiza&Co (Localiza) has been around for more than five decades, it has just now made its move into?Mexico , Latin America’s second largest market.

Boasted as the company with the largest fleet of its kind in Latin America (587,424?vehicles in 2Q23), I was fortunate enough to have an exclusive chat with the company’s new CEO in Mexico, Moises Behar, who officially announced his position?on Monday ?(21 August), the?day of the company's launch in Mexico.?

Could you share your experience in the car rental industry and how it fits into the Localiza plan?

Behar:?I've been in this industry for a lifetime: I'm talking about more than 30 years in the market with the main companies in the industry. In addition to collaborating with them, I have also been involved with the introduction of new franchises in the national market.

I believe that the 50-year legacy of Localiza in Brazil backed by its customer service policies and the differentiated services the company provides goes perfectly well with my experience, our competitive local team, and the love we all have for Mexico.?

These are the perfect ingredients to accomplishing a very good history in this country.

Are you more focused on car rentals or is corporate leasing also part of your plan?

Behar:?For the time being, we are focusing 100% of our efforts on the car rental market. We first want to be present in the main areas of the country, but we intend to expand our presence thereafter through the provision of high-quality services. See more here...