When Kenworth DAF BACE began operations more than half a century ago , the landscape of trucking in Mexico was very different, the sector’s infrastructure was barely consolidated and transporters faced endless logistical and technological challenges.
Since then, the company has evolved in step with the industry , becoming a benchmark in the distribution of heavy vehicles and expanding its presence in Querétaro, San Luis Potosí, Guanajuato, Aguascalientes and Zacatecas, as Alberto Rodríguez, its general director, told T21.
Today, with an operational structure that includes 800 employees and a network of 20 branches focused on spare parts, specialized workshops and the marketing of semi-new units, among others, the company continues to invest in innovation and the personalization of its service, aware that the future of transportation demands adaptability and strategic vision .
In addition, it has a wide service infrastructure throughout the country , with 1,225 operational service bays nationwide. Looking to the future, the company aims to expand its capacity to at least 1,329 bays by 2025 .
The year 2024 represented a turning point for the transportation industry in Mexico. Rodríguez commented that demand reached historic figures with the sale of 40 thousand Class 8 units , “an unprecedented record.” However, this bonanza also brought with it significant challenges.
The shortage of suppliers created difficulties, highlighting the rearview mirror crisis in mid-2024, which impacted the entire supply chain .
One of the company’s most important strategic moves in 2024 was the introduction of the DAF brand in the Mexican market .
With 96 years of experience in Europe, this premium brand of Dutch origin arrived with the promise of offering a solution adapted to clients with specific loading and handling needs.
“The big challenge for us was not to cannibalize customers. We also had to prepare people, train technicians, have available inventories, investments in tools, parts, diagnostic technicians and sales, which is very different from Kenworth,” explained Rodríguez, referring to the launch of DAF.
Selling with purpose!
One of the values that distinguishes Kenworth DAF BACE is its commitment to personalized service. The company does not seek to “sell for the sake of selling”, but rather to offer solutions adapted to the real needs of the client.
“I like the customer to buy. It’s very different when they buy from you than when you sell to them, and they buy what they really need,” said Rodríguez.
Despite the challenges facing the sector, the company continues to invest and innovate and maintains its focus on personalizing service and training technicians , ensuring that customers receive efficient and reliable solutions.
With a long-term growth strategy, the company is preparing to face the challenges of the future with the same determination as 55 years ago.
“We, as a group, have decided to move forward with our investment projects for this year and the next three years,” said Rodriguez.
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