Luis Guerra is the assistant vice president of Honda National Auto Sales for American Honda Motor Co., Inc., (AHM), responsible for leading U.S. sales activities for the Honda automobile brand.
Guerra joined Honda in April 2007 as district manager of parts & service in the Honda Mid-Atlantic Zone in Washington D.C.
In October 2008, Guerra became the district sales manager, supporting Honda dealers in the company's Mid-Atlantic Zone.
In December 2009, he moved to Los Angeles to serve as district sales manager of the Honda Western Zone.
In August 2011, Guerra moved to National Auto Sales as the assistant manager of National Market Planning in Torrance, Calif.
In June 2012, he became the assistant zone manager of Market Representation for the Honda Southeast Zone in Alpharetta, Georgia.
In July 2013, Guerra became the assistant zone sales manager, supporting Honda dealers in the Southeast Zone, based in Alpharetta, Georgia.
In October 2014, he was promoted to zone sales manager of the Honda North Central Zone, in Chicago, Illinois, responsible for sales, dealer relations and distribution operations.
In April 2017, he joined the Acura Sales Division as zone sales manager in the North Central Zone.
In January 2021, Guerra was promoted to region director responsible for Honda and Acura auto sales and service operations in the Central Region based in Irving, Texas.
In August 2026, he was promoted to assistant vice president of Honda National Auto Sales in Torrance, Calif.
Prior to joining American Honda, Guerra spent a dozen years in the auto industry working in sales, service and customer service roles at the OEM and dealership levels.
Guerra received a B.S. in Automotive and Heavy Equipment Management from Ferris State University in Big Rapids, Michigan. He also served in the United States Army and the Michigan Army National Guard, including tours of duty in both Operation Desert Storm and Desert Shield in the Persian Gulf War.
