Tesla launches in Mexico this week by opening a “Pop-up” store in the Mexican capital and we learn that the company hired Google’s longtime brand and communications manager for Latin American markets, Ricardo Blanco, to lead Tesla’s communications and marketing in the country.

Blanco recently updated his LinkedIn profile to “Communications and Marketing Manager” at Tesla in Mexico.  He was “Brand & Communications Senior Manager” for Google from 2010 to 2015 and worked in other roles for the company’s interest in Latin America since 2006.

Tesla CEO Elon Musk first announced the automaker’s entry in the Mexican market two months ago via Twitter and the company now lists on its website a “Pop-up store” in Mexico City. In the past, Tesla called “Pop-up stores” retail locations deploying out of containers developed in-house, which once folded fits on a flatbed and once deployed doubles in size.

Tesla mexico

But it also uses the term for small retail locations in malls, like at Harrods in London, which is more likely for its Mexico City store since it is located in the Santa Fe mall.

Tesla’s introduction in the Mexican market is too late to contribute to the company’s ambitious fourth quarter delivery goal of 17,000 to 19,000 cars, but it will be interesting to follow Tesla’s performance in Mexico when the automaker will start deliveries in the coming months.

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