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New president for Jaguar Puerto Rico operations

Luis Otero-Díaz

Automotive industry executive Luis Otero-Díaz, who has 14 years of experience with a number of luxury brands, has been appointed to the helm of Jaguar Puerto Rico. In his new role as president, he will pursue creating “value for the company, maximizing the wealth of the brand, while playing the role of social investor.”

Prior to this appointment Otero-Díaz was sales manager at Gómez Hermanos Kennedy in charge of managing brands such as Porsche, Audi, and Maserati, among others.

“I am happy for this extraordinary opportunity and challenge I will undertake in my career,” he said. “I’m presenting a plan of action in which I outline new initiatives for our customers, new experiences, a new Jaguar.”

As part of his new responsibilities, Otero-Díaz will also steer the Jaguar brand through an organizational restructuring that calls for focusing on service and the company’s values. This will be done through new services that will add new benefits for the customer and re-focus Jaguar’s current mission and vision.

He said his goal is to achieve organizational cohesion so that the business is “extraordinarily productive and that customers feel identified and proud to have a brand that creates social value.”

Last year, Jaguar sold 32 units in Puerto Rico and through October 2012, the automaker had rolled 33 vehicles out of its showroom through brisk sales of its XF Luxury and XJ8L models, according to industry statistics gathered by the United Automobile Importers Group, known as GUIA.

Author Details
Author Details
Business reporter with 27 years of experience writing for weekly and daily newspapers, as well as trade publications in Puerto Rico. My list of former employers includes Caribbean Business, The San Juan Star, and the Puerto Rico Daily Sun, among others. My areas of expertise include telecommunications, technology, retail, agriculture, tourism, banking and most other segments of Puerto Rico’s economy.

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