Twenty years after its arrival, Isuzu Motors de México celebrated its history, but also reiterated its commitment to the country and set new goals, including reaching 10,000 units sold annually by 2030 , introducing pickups and heavy trucks, and strengthening its electric commitment.
The celebration was much more than a toast with sake or the traditional tuna ceremony. It was a moment of pride and vision, in which the brand reaffirmed its commitment to Mexico and outlined a clear path to the future: more technology, a greater presence, and a shared vision between two nations united by discipline, trust, and a job well done.
“Our medium- and long-term goal is to reach 10,000 annual sales units by 2030,” announced Yoshihiko Watanabe, president and CEO of Isuzu Motors de México.
In his speech, he mentioned that as a brand they want to introduce new products that are not yet available in Mexico, such as pickups and heavy trucks .
He also confirmed that Isuzu is already testing its EV ELF electric truck and will expand its assembly plant in the State of Mexico.
Mexico will continue to be a key element in Isuzu’s growth, even amid an uncertain economic environment. Because, as Shigeru Wakabayashi, Executive Vice President of Mitsubishi Corporation, aptly stated from the stage, “the transportation industry is part of the social infrastructure that sustains it.”
Amidst animated cherry blossoms, cranes—the Japanese symbol of longevity and good fortune—and a backdrop that paid homage to Japanese culture, Wakabayashi recalled how Mexico enthusiastically embraced the Japanese flatbed truck.
“Today, more than 60% of the light and medium-duty truck market is cab-overs. You made that change,” he said.
He spoke about logistical efficiency, the positive impact of Japanese technology, and the bilateral relationship.
The phrase floated amidst the lights and applause: “No matter how complex the economy is, life goes on, and with it, the need for reliable solutions,” Wakabayashi said.
From sake to samurai, the force behind the Isuzu philosophy
The ceremony had symbolic and emotional overtones: the toast with sake served in masus , the wooden boxes typical of Japanese celebrations; the cutting of tuna , a symbol of gratitude and abundance; and the presentation of a 14th-century samurai statue , a representation of courage, loyalty, and victory. “This has been Isuzu’s path in Mexico: challenging, but firm,” commented the brand’s leaders.
The National Association of Private Transportation (ANTP) also joined in the recognition. On behalf of its member companies, Alex Theissen Long , president of the organization, recalled the impact the brand’s arrival had in the country: “When Isuzu arrived, the market was poorly served ,” he said with the certainty of someone who experienced it firsthand from the customer’s perspective.
“Today they are a benchmark in the segment,” said Theissen, highlighting the brand’s importance in the market.
The Ministry of Economy , through María Araceli de Haas Matamoros, Director General of International Relations , celebrated the company’s trajectory: “Thanks to companies like Isuzu, Mexico is the fourth largest vehicle exporter in the world and the first in Latin America,” she stated.
Jaime Gutiérrez, Economic Development Coordinator for the State of Mexico , recalled that Isuzu was a pioneer in establishing its plant in San Martín Obispo and that today its production supports sustainable mobility, local employment, and compliance with regulations such as Euro 6.
Meanwhile, Montserrat González Amador, executive director of Planning and Development at the Ministry of Infrastructure, Communications and Transportation (SICT) , recognized Isuzu as a key ally in building a more modern, clean, and safe mobility system.
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