Spain's Berge appoints new comms boss for Latam expansion

Madrid: Spanish car distributor Berge Automocion has promoted Eduardo Arangure to communications director, replacing Eduardo Divar, who will become general manager for the company’s Indian Tata account.

Arangure, who previously managed Berge's Maserati luxury-car account, will lead a team of over 20 PR executives overseeing the company's car brands, which it imports and distributes in Spain and across Latin America. 

Arangure reports to Berge's Chief Executive Fernando D'Ornellas.  "He will ensure that all the communications, media relations and marketing directors in the group are following strategy" Marisa Jauregizar, media relations director for Tata, commented.

She added: "You can't sell a Hyundai the same way you sell a Hummer (jeep brand). Each brand needs a different approach depending on its consumer target and positioning."

Arangure is expected to manage comms staff in Spain and abroad.  His appointment comes at a time of expansion for Berge in Latin America.   The company recently won deals to distribute Shanghai Automotive Industries Corporation (Saic) and compatriot Chery in Peru, Chile, Argentina and Mexico.  Berge has also won a contract to distribute Fiat's cars in Mexico, according to Jaureguizar.

The company recently took over India's largest manufacturer Tata's business after acquiring a rival distributor, and plans to launch an aggressive communications and marketing campaign to double its sales to over 3,800 cars this year.

In Spain, Berge sells over nine brands including Hyundai, Subaru, Tata, Lexus and Isuzu.

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