Santiago Salmones – Automotive Sales Mexico
In this episode of Keru Podcast we talk with Santiago Salmones, a professional with more than 25 years of experience in the automotive sector in Mexico. Throughout his career he has led the operation of new and pre-owned vehicle dealerships, managing sales, financing, leasing, after-sales and CRM processes. His profile combines commercial vision with a strong results orientation.
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During the interview we explore the changes the automotive sector has gone through in recent years, especially in relation to digital transformation, new consumer habits and the financial challenges dealerships face to stay competitive. Santiago shares how he has integrated technology solutions into day-to-day commercial management and how this has made it possible to improve profitability without losing closeness with the customer.
We talk about using CRM to structure more efficient sales teams, the impact a good follow-up strategy has on converting prospects, and the importance of adapting internal processes to customers' current expectations. We also cover the creation of a digital automotive dealership, a project Santiago led from scratch to offer a complete online experience: from the initial contact to the delivery of the vehicle.
Beyond his operational experience, Santiago tells us how he has built solid commercial teams, leading with clarity, closeness and consistency. He details which indicators he considers key to assessing a dealership's commercial health and how he balances short-term objectives with a strategic vision for the future.
This episode offers an honest and practical look at how to sustain profitable operations in a traditional sector that is transforming rapidly. It is especially valuable for those working in commercial management, dealership administration, automotive financing or sales team training.
- Digital transformation of car dealerships
- Implementation and effective use of CRM in sales
- Profitability and financial management at dealerships
- Operational leadership in demanding commercial environments
- The customer experience in the age of digitalization
Santiago Salmones · Mexico
Santiago Salmones is a professional with more than 25 years of experience in the automotive sector in Mexico, specialized in selling new and pre-owned vehicles through credit, financing and leasing. He currently works as Automotive Commercial and Financial Director in the Mexico City metropolitan area, leading sales teams, finance executives and commercial operations.
Throughout his career he has held management positions at car dealerships, with a focus on profitability, customer service and meeting targets. He has experience in areas such as sales, after-sales, parts, CRM, service and general administration. One of his recent contributions was the creation of a Digital Automotive Dealership, aimed at improving the customer experience and integrating technology tools into commercial processes.
He holds a degree in Marketing from UVM and a Diploma in Business Administration from UNAM. He also completed the Strategic Training program for Managing Car Dealerships at ITESM, which enables him to make decisions aligned with financial and operational objectives.
For more than two decades he has managed dealerships under commercial pressure, adapting to market changes, digital transformations and economic crises. He has a knack for building teams, implementing sales tracking systems and coordinating with finance companies, distributors and manufacturers.
His approach has always been practical: improving processes, tracking key indicators and meeting the expected margins on every unit sold. Thanks to his experience, he has been able to keep operations stable in different environments and contribute to the sustained growth of the dealerships where he has worked.
Today, he remains focused on strengthening viable commercial models, training sales teams and using technology tools that allow him to make data-driven decisions. His experience makes him a reference in the comprehensive management of car dealerships in Mexico.
Commercial Director
Episode 5 · Keru Podcast
Articles by Santiago Salmones
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