Miguel Ángel Rubio Arnáiz Spain | Director at WEGMANN automotive: from Michelin to Bridgestone, how to turn selling into strategic advisory (Automotive – Spain) – Episode 11 – Keru Podcast
Commercial leadership with Miguel Ángel Rubio Arnáiz – From Michelin and Bridgestone to WEGMANN automotive
Miguel Ángel Rubio Arnáiz is General Manager of WEGMANN automotive for Iberia (Spain and Portugal), and has more than 20 years of experience leading commercial transformation processes at companies such as Michelin, Bridgestone, Grupo Baldajos and La Caixa.
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In this episode of Keru Podcast, he reflected on the evolution of the salesperson's role, the importance of professionalizing commercial management and how to design teams that advise, not just sell. He also talked about his book “Tú vendes, yo asesoro” (You sell, I advise), in which he proposes a new perspective for those who lead sales teams in industrial environments.
- 📊 How to scale sales with a focus on value rather than volume
- 🧠 Training sales teams: from salesperson to strategic advisor
- 🔁 Transforming traditional networks into consultative sales structures
- 📍 Leading through closeness, example and emotional intelligence
- 📈 Commercial operations planning with a focus on distribution
An honest conversation, grounded in field experience, with method and with a vision of the future of sales in industrial B2B sectors.
Miguel Ángel Rubio Arnáiz, Wegmann · Spain-Portugal
Miguel Ángel Rubio Arnáiz was General Manager at WEGMANN automotive for the Iberia region, leading strategic and commercial operations in Spain and Portugal for one of the world's most recognized companies in automotive balancing systems. With more than 20 years of experience in sales, commercial management and team leadership, he built a career focused on transforming the traditional figure of the salesperson into a strategic advisor focused on customer value.
At WEGMANN we work with indicators, but also with stories: behind every number there is a human decision.
With a Law degree from Universidad Complutense de Madrid and a Master's in Sales Management from EAE Business School, Miguel Ángel combined his legal background with a deeply human and technical approach to customer management, consultative sales processes and commercial leadership. He began his career as a financial advisor at La Caixa, where he developed key skills in analysis and personalized service, which he later carried over to the industrial sector.
The salesperson who asks, wins. The one who talks, scares people away.
At Lico Leasing, he served as sales manager, and later joined Michelin as KAM for major accounts. For almost a decade, he led the prospecting, acquisition and retention of industrial customers in central Spain, while also serving as a work methods monitor and trainer of new hires. His time at Bridgestone consolidated his strategic profile when he took on responsibility as Senior Product Manager for the retreaded tire (Retread) business in Spain and Portugal, managing franchise networks and commercial technical support.
A distribution network without strategy is a network of discounts, not of sales.
My goal isn't for them to sell more; it's for them to sell better.
At Grupo Baldajos, he was Regional Manager for the Central Zone, where he drove sales of retreaded products to fleets, strengthening the workshop network and training in value-added selling methodologies. His ability to structure processes, support teams and develop talent led him to the General Management of WEGMANN automotive, where he led the strategy for sustainable growth, key account management and cultural transformation of the sales team.
At Michelin I learned that the product is important. At Bridgestone I understood that the network is everything.
In addition to his corporate career, Miguel Ángel is the author of the book “Tú vendes, yo asesoro” (You sell, I advise), in which he summarized his vision of the salesperson as an agent of change and comprehensive advisor. He was also a speaker, trainer and professional content creator, positioning himself as a reference in humanized commercial leadership and consultative selling techniques. His active presence on social media, especially through El Valor de la Venta on Instagram, amplified his educational impact among professionals in the sector.
Commercial Director · Wegmann
Episode 11 · Keru Podcast
