21 Aug 23

Localiza&Co kicks off Mexico operations with new CEO

Localiza&Co kicks off Mexico operations with new CEO

Localiza&Co (Localiza), the largest vehicle leasing and car rental agency in Latin America, oficially kicked off operations in Mexico on Monday (21 August).
Although based-out of Brazil, the company’s Mexico headquarters is in Cancun, and it will be initially supported by offices at airports in Mexico City, Monterrey, and Merida. Expansion throughout the country is planned.

Localiza&Co already has an international presence through franchises in Argentina, Colombia, Ecuador, Paraguay and Uruguay. In Mexico, however, the company has found the right conditions to operate directly, meaning without intermediaries or franchisees for the first time in its history outside of Brazil.

Moises Behar has been appointed Mexico CEO, continuing the goal of Localiza&Co to provide innovative and efficient mobility solutions for both the B2C and B2B markets.   

“We have arrived in Mexico with the full intention of revolutionizing the car rental industry, being accessible to all, with flexible payment options, in record time, and with less paperwork. Mexicans like to travel and we want to accompany them on every kilometer with safe, comfortable cars and with the support of a high-quality service” says Mr. Behar.

Behar comes to Localiza with more than three decades of experience in the car rental industry, most recently being CEO of Hertz rent-a-car in Mexico (known as Avasa) where he served from 2002 to 2022.  He will be one of the many key executives speaking at the 2023 Fleet LatAm Conference slated 25-26 September.

Localiza&Co currently boasts a fleet of more than half a million vehicles in South America, with a vast majority of them being in Brazil.  

photo: The new Localiza&Co team in Mexico with CEO Moises Behar standing center (courtesy of Localiza&Co)

Authored by: Daniel Bland