Mercedes-Benz Buses’ roadmap in Mexico has been updated with the arrival of Holger Dürrfeld as CEO. The German automaker has decided to prioritize two key areas: strengthening after-sales service and advancing the technological transition of its operations, with a long-term vision that connects the efficiency of the present with the demands of an electric future.
Dürrfeld, who assumed responsibility for the Mexican market this year, brings with him more than three decades of experience with the company and a vision built on plants and operations in France, Italy, Switzerland, and Germany.
His time in Europe taught him that major transformations require patience, a global vision, and intimate knowledge of the terrain. That’s why, since his arrival, he has dedicated himself to visiting distributors, meeting clients, immersing himself in local operations, and, above all, listening, Dürrfeld said during an exclusive meeting with specialized media in the sector.
Although this first conversation did not address figures or business strategies, it did make clear that the commitment to Mexico is serious.
With a historic share of nearly 40% of the national bus market and a plant in García, Nuevo León, the brand seeks to maintain that position with a renewed focus on after-sales service, technical training, and closeness with its distributors.
Dürrfeld said he has already visited locations in Monterrey, Cancún, and Veracruz, and is preparing for a second round of visits with his sales and technical team.
One of the most visible challenges is electrification . Mercedes-Benz Buses already trains its staff in high-voltage systems, has implemented safety zones for electric vehicles in its workshops, and is making steady, albeit gradual, steps toward local production of electric chassis.
The integration of these new technologies requires considerable investment and a reconfiguration of production lines, but also a critical look at the country’s energy infrastructure.
Dürrfeld explained that he has made listening a core value. In his words, Mexico is not only one of the most important markets for the brand (in terms of volume, historical presence, and regional impact), but also an opportunity for industrial transformation that must be seized responsibly.
This isn’t the first time the executive has worked outside of Germany, but it is the first time he’s done so without his family, who will be with him starting in 2026.
“Ten times better than I imagined,” he said of Mexico, revealing that the affinity goes beyond the professional.
Beyond figures and launches, this new chapter for Mercedes-Benz Buses in Mexico is written with closeness, humility, and a vision that combines technique with purpose.
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