{"id":6774,"date":"2026-10-29T12:36:44","date_gmt":"2026-10-29T11:36:44","guid":{"rendered":"https:\/\/www.araniasa.com\/entrevista-a-aitor-garay-responsable-comercial-de-arania-en-latinoamerica-y-portugal\/"},"modified":"2026-10-29T14:27:34","modified_gmt":"2026-10-29T13:27:34","slug":"interview-with-aitor-garay-aranias-sales-manager-for-latin-america-and-portugal","status":"publish","type":"post","link":"https:\/\/www.araniasa.com\/en\/interview-with-aitor-garay-aranias-sales-manager-for-latin-america-and-portugal\/","title":{"rendered":"Interview with Aitor Garay, Arania’s Sales Manager for Latin America and Portugal"},"content":{"rendered":"

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\u201cAlongside international expansion, Arania is also pursuing diversification\u201d\u201d<\/h1><\/div>
\"null\"<\/div><\/div>[vc_column_text css=”.vc_custom_1793275046328{margin-bottom: 10px !important;}”]The golden rule of sales management , customers who leave because of price may return for quality, but those who leave because of quality will never return, regardless of price, underpins many of Aitor Garay<\/a>‘s reflections on the challenges facing the European steel industry. This is why he firmly states that \u201cquality is non-negotiable at Arania\u201d when asked about the possibility of reducing product costs. Nevertheless, Aitor acknowledges that the challenging conditions facing the steel sector have prompted Arania to explore \u201cnew markets and new products\u201d beyond the automotive industry in order to remain competitive.[\/vc_column_text][vc_empty_space height=”12px”][vc_column_text css=”.vc_custom_1793275106307{margin-bottom: 10px !important;}”]Q. The steel industry is heavily dependent on energy, and there seems to be no end in sight to rising gas and fuel prices. How is this affecting Arania’s operations?<\/strong><\/p>\n

A. Energy has a direct impact on our rolling and processing operations, as well as an indirect impact through its influence on the price of steel coils, our main raw material. That said, the steel market is never driven by a single factor. Scrap metal, iron ore and, above all, the balance between supply and demand also play a significant role. We operate in a cyclical industry that has historically demonstrated its ability to adapt to these kinds of circumstances.[\/vc_column_text][vc_empty_space height=”12px”]

\u201cEnergy plays a role, but supply and demand remain the main drivers of the steel market.\u201d<\/h1><\/div>
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\u201cRather than signs of recovery, I see opportunities for companies that are able to adapt.\u201d<\/h1><\/div>
\"null\"<\/div><\/div>[vc_empty_space height=”12px”][vc_column_text css=”.vc_custom_1793275161464{margin-bottom: 10px !important;}”]Q. Asian competition, US tariff policies and the conflicts in Iran and Ukraine… You have had to navigate a particularly complex environment. Do you see any signs of recovery amid these challenges?<\/strong><\/p>\n

A. Rather than talking about signs of recovery, I would focus on adaptation. The European automotive market is unlikely to return to its 2018 production volumes, and everyone across the supply chain needs to accept that reality. Asian competition and geopolitical developments are accelerating an industrial restructuring that will also affect the steel sector. Against this backdrop, opportunities will emerge for companies capable of delivering added value, flexibility, innovation and strong customer relationships.[\/vc_column_text][vc_empty_space height=”12px”]

\u201cAlthough Chinese car manufacturers have already begun establishing a presence in Europe, they do not yet represent an opportunity for us. However, that could change if Europe encourages greater local content.\u201d<\/h1><\/div>
\"null\"<\/div><\/div>[vc_column_text css=”.vc_custom_1793275222453{margin-bottom: 10px !important;}”]Q. Chinese car manufacturers, which previously shipped vehicles from China, have already begun establishing operations in Europe. Could this represent an opportunity for Arania?<\/strong><\/p>\n

A. Not at present. Many Chinese manufacturers maintain highly integrated supply chains, with a significant proportion of components still coming from Asia. However, we are going through a period of transition. If Europe commits to increasing local content and strengthening its industrial base, opportunities could arise for specialised suppliers such as Arania.<\/p>\n

Q. What is the current situation in the Latin American market?<\/strong><\/p>\n

A. Our business in Latin America is closely linked to the automotive industry, particularly in Mexico. For many years, the free trade agreement with the United States allowed components manufactured in Mexico to enter the US market tariff-free. However, changes in US trade policy have altered the rules of the game by extending tariffs to processed products as well. This is forcing the entire supply chain to adapt and represents a significant challenge for an industry that developed over several decades under that trade framework.[\/vc_column_text][vc_empty_space height=”12px”]

\u201cTrump's tariff policies have led to a sharp rise in steel prices in the United States and caused supply shortages. This is creating opportunities for us.\u201d<\/h1><\/div>
\"null\"<\/div><\/div>[vc_empty_space height=”20px”][vc_column_text]Q. And how are things developing at the moment?<\/strong><\/p>\n

A. Changes in tariff policies have forced many Mexican customers to concentrate their purchases in the United States, leading to substantial price increases and supply shortages. This situation has disrupted supply chains and is creating new opportunities for Arania<\/a>. Even when customers have to pay tariffs, their priority is to secure a reliable supply so they can fulfil their orders. What initially appeared to be a threat is turning into an opportunity, as the market has realised that replacing trusted suppliers is not as straightforward as it once seemed.[\/vc_column_text][vc_empty_space height=”12px”]

\u201cExpanding into new markets is challenging for Arania because we manufacture tailor-made steel, primarily for the automotive industry. It is a high-value-added product that commands a premium price.\u201d<\/h1><\/div>
\"null\"<\/div><\/div>[vc_empty_space height=”12px”][vc_column_text]Q. International expansion has always been a key priority for Arania. Is there still room for growth in Latin America? Are there new markets to explore?<\/strong><\/p>\n

A. We have a project called Radar 360, which aims to identify emerging market opportunities, new products and new markets. It is not easy because we manufacture tailor-made steel, developed to meet our customers’ specific requirements, and our products are largely focused on the automotive sector. Entering new markets is challenging because we offer high-value-added materials at a premium price. However, we are actively exploring opportunities beyond the automotive industry, looking for new markets and new products, including products other than steel.<\/p>\n

Q. So, alongside international expansion, Arania is also pursuing diversification.<\/strong><\/p>\n

A. Yes, and we have been doing so for some time.[\/vc_column_text][vc_empty_space height=”12px”]

\u201cAlthough sustainability is not yet a decisive purchasing factor in Latin America, our customers see it as a positive attribute.\u201d<\/h1><\/div>
\"null\"<\/div><\/div>[vc_column_text]Q. Sustainability is a defining feature of Arania and the Group as a whole. How important is it in the Latin American market?<\/strong><\/p>\n

A. It is not yet a decisive purchasing factor, as it is in Europe, but it is becoming increasingly relevant. Our customers view the progress we are making in sustainability very positively, and we believe it will become an increasingly important consideration in the coming years.[\/vc_column_text][vc_empty_space height=”12px”]