Thanks to its huge automobile industry filled with experts and trained workers and free trade agreements, Mexico is the target of investment for many global automakers, making the industry the beating heart of the country's economy.

Andreas Lehe

Executive President, Audi Mexico

Mexico is an interesting market for us because we carry out worldwide delivery of the Q5 from here. Thanks to NAFTA, 50% of our production goes straight to the US. Additionally, Mexico has trade agreements with many countries. Mexico has made a great base for us because of its experience following Volkswagen starting 50 years ago here. Mexico has huge automobile industry with many experts and trained workers. Mexico was one of our biggest targets for investments. We started with a new plant, a new product, and completely new people. We were one of the first premium suppliers to build a plant in Mexico, making it the first premium car plant in Mexico. In 2018, we had our first year of full production. Our annual capacity is around 150,000 cars, and we reached 500,000 Q5s in Mexico in January 2020. It was an excellent success story of producing 500,000 units of a premium product in three years and two months.


Rosangela Guerra

Director, Lincoln

Demand is changing significantly. In 2018, the industry grew by 9% while Lincoln grew 21%. To date, the industry has shrunk 11% YoY from 2018 to 2019; however, we are optimistic the industry will recover. The luxury automotive market is behaving inexplicably, with sales increasing in 2018, partly due to credit access in the market currently. We are launching new products, and we expect to expand our sales base. We recently opened a new plant in China, and we have our MKZ sedan production in Hermosillo. We have plans to grow, and we hope the market will grow with us. Our plant in Hermosillo has been open for more than 20 years and has been building Lincolns for more than 10 years now. It is the only plant in Mexico that builds Lincoln vehicles; we even build the Lincoln hybrid vehicle here. The cars produced here are shipped to markets all over the world.


Horacio Chávez

Managing Director, Kia Motors México

Mexico was the only big market that Kia was not present in, with brand awareness at 0.4%. This was shocking, considering our global presence and high volume in the US. We launched the brand with a strategy based on four pillars. One pillar was a strong marketing campaign introducing Kia, our arrival, and our product lineup. We then developed a strong dealer network that covered 99% of the country in less than three years. We then upscaled the brand image with three products: large SUVs (Sorento and Sportage), and Forte, which would later be produced in Mexico. Finally, to differentiate ourselves, we launched the largest warranty in Mexico for 150,000km. Our manufacturing plants also helped significantly; Mexico has one of the biggest Kia manufacturing plants globally. It was a USD3-billion investment that gave us a product made in Mexico adapted to Mexican needs. The Rio, Forte, and Sportage models represent almost 80% of our total sales and have made us the fifth brand in terms of volume.


Victor Fuentes

Senior Manager, Sales & Marketing, Mitsubishi Electric Automation

We are largely reliant on the automotive market, but part of our success comes from our ongoing diversification. We are looking into the metals and mining sector, which are both growing in Mexico. Our goal is to become a supplier of technology. We want to move from products to solutions. We keep focusing on promoting our e-factory concept, which is our vision for Industry 4.0. The biggest advantage of the e-factory is that it is reliable and does not require a completely new investment in infrastructure or a new production facility. Mexico needs to be more efficient, and for us that is a massive opportunity. Our goal is not to replace people with machines but to have more specialized and technical workers and engineers. We need to keep increasing our efforts to increase the knowledge and ability of workers and technology in the industry. The goal for us is to keep growing on the back of our five-year growth trend.


Raymundo Cavazos

Managing Director, Volvo Cars México

Volvo has been in Mexico since 2009. Everything changed dramatically when we released our new sales platform starting with the XC90. Today, the XC90 represents our oldest platform, even though it is fairly new. We transformed our entire portfolio of products, moving from offering only a safe car to a safe car with greater technological design. Now, we cover practically everything our customers want, which has helped us to transform the company while retaining our core value, which is people. People are the most important part of our brand; everything we do is designed to keep people safe. Along with safety, we provide comfort, technology, power, and the ability to move in a sustainable way. Mexico City is one of the largest urban areas in the world, with heavy traffic and pollution. With its product, Volvo is looking to improve the quality of life of our customers in Mexico. Volvo is one of the brands still growing in what is a difficult industry environment.


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