The economic challenges arising from a possible slowdown do not disturb the calm of Hiroshi Ikegawa, president of Isuzu Motors Mexico , who reflects the serenity and determination inherent in Japanese culture. Patience and resilience in the face of adversity are deeply valued in both Japan and Mexico, and these values seem to guide his approach to the company’s market difficulties.
In an interview with T21 , Ikegawa stated that challenges are an integral part of growth, and although the economic environment is uncertain, the company remains focused on its objectives . The goal is clear: by 2025 they aim to sell 6,000 units , which compared to the 5,400 sold in 2024, Isuzu is targeting 11 percent growth.
“At first, I thought of higher goals, like 7,000 or 8,000 units,” Ikegawa said with a touch of humor. “But then they told me to be more realistic and set the goal at 6,000 units. So, calmly, we decided to set that number as our target for 2025,” he explained.
In 2023, Isuzu achieved its highest sales volume ever, with 3,100 units in retail sales and 3,309 units in wholesale sales, for a total of 6,409 units, according to the National Association of Bus, Truck, and Tractor-Trailer Producers (ANPACT).
However, in 2024 , sales declined, reaching 5,867 units, representing a drop of 8.46% compared to the previous year. Despite this decline, the company managed to exceed the sales target it had set for that year.
Ikegawa highlighted the uncertainty surrounding the market, both locally and internationally, mentioning that factors such as the trade relationship between Mexico and the United States , as well as the domestic economic situation, create an uncertain outlook.
“Although the environment is uncertain, we remain confident in our ability to adapt and the strength of our business model,” he said, reaffirming his optimism in the face of market volatility.
Regarding the challenges facing the industry, Ikegawa highlighted the transition to new technologies , emphasizing emissions regulations such as NOM-044-SEMARNAT-2017 , which regulates emissions from heavy vehicles and is setting a trend in fleet renewal.
He explained that the company’s innovation is not limited only to emissions regulations, but also to the operation of the trucks. Cab upgrades and other technological advancements are part of a process to ensure customers continue to trust Isuzu .
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