Lenovo announced on April 13, 2026, that Sergio Buniac will take on a new role leading the company’s Latin America sales across all devices and infrastructure, effective July 1, 2026. The move shifts him from his current position as Motorola president and is part of Lenovo’s longer-term leadership succession plan.
Under the change, Buniac will be responsible for coordinating Lenovo’s business groups in Latin America with a focus on go-to-market execution, customer engagement, and competitiveness in the region. Lenovo said the role is designed to improve alignment across the company’s device and infrastructure businesses in a market that remains important to its worldwide operations.
“Sergio brings a unique combination of global leadership experience and deep regional insight; his leadership will help us move faster, compete even more effectively, and deliver greater value across the region,” said Matt Zielinski, EVP and President, International Markets, Lenovo. “This shift in Latin America marks a significant milestone in strengthening how we go to market globally, operate as one team, and deliver for our customers and partners.”
The company also said Luca Rossi, president of Lenovo Intelligent Devices, will serve as interim Motorola president after Buniac transitions out of the role, until a permanent successor is named. That handover keeps Motorola leadership inside Lenovo’s existing senior management structure while the company prepares for the next phase of the transition.
Buniac’s move is not a first-time assignment in the region, Lenovo said he has spent 30 years with the company, much of that time in sales, marketing, and supply chain roles across Latin America, and later led the smartphone business globally for eight years. The company also said he previously served as general manager of Motorola Latin America.
In its statement, Lenovo framed the appointment as part of a wider leadership evolution rather than a sudden reset. The company said Buniac’s recent global work kept him close to local teams and market environments in Latin America, giving him a detailed view of the region as Lenovo pushes its hybrid AI strategy and broader device portfolio.
Latin America is a large and diverse market, and leadership changes there frequently shape how a company handles sales execution, partner relations, and product coordination across consumer and enterprise lines. By putting one executive over devices and infrastructure in the region, Lenovo is showing a tighter regional structure at a time when global technology vendors are balancing PC demand, smartphone competition, and infrastructure growth. This is an inference based on Lenovo’s stated scope for the role and its business mix.
The company said Buniac’s leadership will help it move faster and deliver more consistent execution across the region. The practical test will be whether the new structure improves coordination without slowing the business during the transition period.
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