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Mexico, Brazil and Rest of Latin America

Mexico, Brazil and Rest of Latin America


New Team Members

Welcome to the Team!

We are pleased to welcome the newest member of Generac’s international sales team, Christina Lay. Born and raised in Peru, where she participated as a member of the Peruvian national swim team for several years, Christina moved to Wisconsin in 2009. Having worked previously for Kohl’s, Northwestern Mutual and Xerox, Christina will use over seven years of bi-lingual administrative, client relations and customer service experience to help provide sales support for the Pramac and Ottomotores teams.

We are thrilled to introduce Generac’s newest International Sales Representative, Adriana Sofia Llantada. Sofia moved to Wisconsin in 2006 after spending the majority of her life in Mexico City. Having already earned an Associate’s degree in Information Technology and Web Design in addition to a Bachelor’s degree in Marketing, Sofia is currently enrolled in a Master’s program for Business Administration. With over 20 years of sales and customer service experience, Sofia has worked for several other companies including S.C. Johnson, Conley Equipment, Monsanto, Xerox and Jacques Trading Company. Sofia will use her bicultural background and bilingual skills to support Generac’s international customers, business partners and internal team members.

Help us welcome Generac’s newest International Account Manager, Felix Bergollo. Felix joins us from Whirlpool Corporation and brings more than 20 years of experience in B2B sales, business development, market strategies & product sales training. Felix will utilize his international retail experience as a Retail Sales Account Manager to facilitate sales initiatives for Generac’s retail accounts.

We are thrilled to welcome Regional Development Manager, Antonio Nava to the Generac Team! Antonio was born in Mexico, and now resides in Miami with his wife, Lourdes, and his daughter, Pamela, who is 22 months old. He has worked previously as a sales executive and has experienced success on multiple energy projects for a number of industries around the world. His career experience includes developing distribution partners for the commercialization of power generation equipment, most notably complex solutions in the energy industry and rental market. Antonio combines a multicultural background with diverse business administration skills, Six Sigma certification and mechanical/electrical engineering experience.

In his last position as a general sales manager for Cummins, Antonio was responsible for leading a team of sales representatives, engineers and project managers of gaseous standby generators in South America. During this time, he managed to increase sales 80% and expanded Cummins’ global presence from three to seven countries through new distribution partners and the negotiation of lucrative contracts. He will apply his past experience to help Generac increase sales in South America and expand the company’s global footprint.

Tradeshows/Events Attended

Generac Benefits from Attending 6th Annual BNAmericas Summit
From 10-11 of August, members of the Generac Industrial Power team traveled to Santiago, Chile to attend the 6th Annual BNAmericas Latam Power Generation Summit. Regional Development Manager, Jesus Campos, joined Marketing Director, Samara Salgado, and Director of Latin American Sales, Frank Moreno, at the event to learn about new business opportunities in the commercial and industrial sector, including the new political reality in Argentina, where subsidies and rate controls are being lifted and how Mexico’s landmark energy reform continues to bring about change within the industry.

Also serving as a forum for industry-related brainstorming, the event allowed different experts to share their insights regarding innovation, efficiency, navigating local bureaucracies and making long-lasting connections with the industry’s project stakeholders. Using this knowledge to enhance future initiatives will allow Generac Industrial Power’s sales and marketing teams to take advantage of regional opportunities and contribute to the company’s global success in 2016 and beyond.

Pictured above from left to right are Frank Moreno, Jesus Campos and Samara Salgado at this year’s event.

Dealer News

Bonyplus Now Protected by Generac
Bonyplus, one of the largest cosmetic companies in Brazil, purchased a gas-powered generator in early Q3 from Generac’s international dealer, Powercom. After 13 years of activity selling energy solutions to local companies, Powercom looks to carry their regional success through the end of 2016 and into next year.

Generac Joins Local Distributor to Discuss Power in the Dominican Republic
In early August, Generac Industrial Power’s Regional Development Manager, Del Maccio, traveled to join members from Generac Industrial Distributor, Equimax at their joint “Present and Future of Electric Power Systems in the Dominican Republic” conference in the Dominican Republic. Along with other Equimax representatives, Del was joined by Juan Carlos Perez, Equimax’s General Director. Items of discussion included a diagnosis of the current state of the Dominican Republic’s electricity sector, implications of Electrical Covenant in the new order of the sector, and the main challenges to solving the current state of the Dominican Republic’s national electricity infrastructure.

Attending the event was an overall success, as having Generac and a local distributor on hand not only increased visibility in the region, but also opened the door for future business opportunities with other organizations in the Dominican Republic and surrounding areas.

Pictured above is Del Maccio (second from left) with members of the Equimax team.

New Product Introductions

Generac Launches New Website for Latin American Countries
The Generac website,, is being launched in Latin America to foster our market share and create stronger bonds with our clients across the region. For Generac, Latin America is a strategic region with huge potential to develop our presence in the infrastructure, mining, oil and gas markets among others. The website offers insight and helpful tools to all Latin American countries except Brazil; an independent website will be managed solely for Brazil.

The website displays a contemporary design with automatic country detection features, as well as an innovative structure that facilitates simple navigation and enables users to intuitively find all information available on Generac’s industrial, commercial, residential and mobile products. It is also possible to make a manual country selection to search our dealer network, find more technical information with better illustrations, review offered services and find details on the courses and certifications we provide locally.

The current site facilitating these initiatives,, will soon be shut down, and users who are not aware of the new site will be automatically redirected to the new Generac portal when they search for the old domain.




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