Cooper Tire & Rubber Co. has hired Luis Ceneviz as managing director of its Latin America Tire Operations effective March 1, 2015.

In his new role, Ceneviz will be responsible for the company’s business throughout not only Central and South America, but also Mexico, where Cooper has a sales and marketing organization and participates in a joint venture tire manufacturing operation near Guadalajara.

He will report to Brad Hughes, chief operating officer.

Ceneviz joins Cooper with more than 35 years of tire industry experience. Most recently, he was with Apollo Tyres Ltd. as president of Apollo Vredestein B.V.'s ESSAA Region (Europe, Sub Sahara Africa and Americas). He was chairman and CEO of Apollo Tyres South Africa Ltd. (Dunlop Tyres) from 2006 to 2012.

Prior to Apollo, Ceneviz, 57, spent nearly three decades with Goodyear Tire & Rubber Co., beginning in 1977 in production management for Goodyear do Brasil, and advancing through a series of leadership roles in manufacturing and sales and marketing, including president of Goodyear de Colombia; chairman and managing director of Goodyear India; and chief executive for South Pacific Tyres in Australia and New Zealand.

Ceneviz also has been active in industry associations.

"Luis is coming to Cooper at an exciting point in our Latin America growth plans," says Hughes. "Our strong assets in Mexico, which include a well-established team and manufacturing capability, give Cooper certain advantages that we plan to leverage as we expand our presence in Latin America."

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