• Expertise: Leadership, Marketing, Sales, Product Strategy, Business Transformation, driving the business towards a zero emission world
  • Locations: Paris, France and Dubai, UAE
  • Languages spoken: French, English
  • DOB: February 1969

Who is Guillaume Cartier?

As the Chairperson for the newly formed region of Africa, Middle East, India, Europe and Oceania (AMIEO), Guillaume first mission is to unify teams and lead operations for what constitute Nissan's largest region, covering over 140 markets across four continents with a population of around 3.8 billion people, and representing more than 30% of global vehicle sales.

With the customers at the heart of the strategy, Guillaume will continue delivering the Nissan NEXT transformation plan as it gathers pace and with key models in Europe including Qashqai and Ariya launching soon, and as the brand continues to grow in the AMIO markets, thanks to a powerful vehicle line-up ranging from the iconic Patrol to the recently launched Magnite in India.

Career History

With over 25 years serving at Nissan and Mitsubishi across multiple roles covering global and regional operations, Guillaume brings a wealth of experience across marketing and sales and a keen focus on business transformation.

Prior to becoming Chairperson for Nissan AMIEO, Guillaume was Senior Vice President and Chairman of AMI region and head of the Global Datsun Business Unit. Appointed to this position in April 2020, Cartier had rejoined Nissan from its Alliance partner Mitsubishi where he served as Executive Officer and Senior Vice President, Mitsubishi Motors, since April 2017. Prior to that, he has held several senior positions with Nissan, which he first joined in 1995, including Senior Vice President of Sales & Marketing for Nissan Europe in 2013.

Personal Memory

For Guillaume, his fondest memory is from when he visited Japan for the first time, as for him this was something completely different and introduced him to a totally new culture. This was linked to when he visited the Zama museum, Nissan Heritage collection, where he said there was so much car history. From a European perspective, Guillaume says that when Nissan launched the first Qashqai back in 2007 it was an incredible experience and that the atmosphere and welcoming of the car was far beyond what was expected because Nissan did something different.

Why is Nissan different?

Guillaume says Nissan is different because of the many things the brand has pioneered, always offering something new to the cars that has never been seen before. In the Middle East, the Nissan Patrol is one of the most iconic nameplates. It has set no less than three Guinness World Records and, this year, will celebrate its 70th Anniversary as a key part of Nissan's heritage and global SUV leadership. In Europe, the Qashqai was a totally new segment that was created by the company, which was then followed by the JUKE. Guillaume also highlights the technology Nissan has, with the brand manufacturing the first mass market EV, the LEAF, and cars like the GT-R and Z, as well as unique technologies such as e-POWER. For him, this is why Nissan is known as the brand that dares to do things that others do not.

Future Predictions

Guillaume predicts big changes in the future, with the automotive market only continuing to grow. As an example, Guillaume explains a big continent such as Africa has only 1.2m vehicles, so he says it is clear that some access points to mobility will grow. He says the access to mobility will be different and Nissan is already starting to see this within its different regions. Guillaume also believes that the current shift in consumer behaviour and regulation will contribute to a different future of mobility.


  • Master Marketing & Business, Marketing Management, General - ESSEC Business School (1993-1994)
  • Aeronautical/Aerospace Engineering Technology/Technician - Ecole Supérieure des Techniques Aéronautiques et de Construction Automobile (1988-1993)

In Guillaume's Personal Time

In his personal time, Guillaume says taking care of his family is a priority as he has a wife and three children. He also enjoys doing many sports, particularly tennis, running and cycling.

publié par Nissan