Mar Pieltain has been the director of Lexus Spain since January 2020. She joined Toyota in 2003, for which she has accumulated two decades of experience in the automotive sector; an industry that she declares herself passionate about. In these 20 years in the Toyota Group, he has held various responsibilities within the company that have allowed him to acquire a broad vision of the company and a deep knowledge of the business, while demonstrating high versatility and ability to adapt to the different roles performed. . In her multidisciplinary journey through the Japanese multinational, Pieltain has gone through different strategic areas such as Sales, After Sales, Marketing and Customer Experience, among others.
He was zone manager in the sales area in Madrid and Andalusia, later customer services manager, in charge of customer experience programs for both group brands, he worked for more than five years as senior brand manager in Marketing, defining the launch strategy and life cycle of Toyota models, and was also responsible for the Toyota and Lexus Dealer Network. She has a degree in Business Sciences from the Complutense University of Madrid, she also studied the AMP (Advance Management Program) at ESADE
A firm and convinced defender of sustainability as a global concept, she is also a defender of diversity in its broadest interpretation: generational diversity and gender diversity. From her position – as one of the few women in a position of maximum responsibility of a car brand in Spain – she defends the increase in the representation of women in a pre-eminently male sector.
With her example, she works to break glass ceilings with the conviction that the different visions and interpretations of men and women are enriching and represent a beneficial contribution if the communication and creation process is open and frank. “At Lexus Spain I have learned that each piece counts, that it is important to take care of every detail, and that innovation is an industrial process, but also a craft activity. As a senior manager, I feel very fortunate to participate in this historic process of change and transition in mobility. I believe that we all have a crucial role to play, and that we can only give back to society and the planet what it has given us if we do it together."
Lexus, Toyota's high-end automobile brand, was created in 1989 to compete with traditional premium manufacturers with technology and distinction as its main identity values. The name of Lexus was born in reference to the word luxury and the goal of conquering the US market (Luxury Export United States). The firm's original motto is "The relentless pursuit of perfection."
In this time it has accumulated more than 10 million cars sold worldwide and the logo of the stylized L inside an oval has become one of the 10 Japanese brands with the highest market value. Just thirty years ago, in 1993, Lexus landed in Spain with its first model, the LS 400 saloon, and now it has just presented the LBX, its latest creation. It is a 4.19 m B-segment SUV, aimed at a younger and more urban public, which will arrive in 2024 with the intrinsic values that Lexus represents: quality, refinement and status.
