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.

Comment and follow us on X:  @karinaquintero  /  @GrupoT21

El cargo Isuzu aims for 10,000 units annually in Mexico by 2030 apareció primero en T21.

Transformation , not just as a word, but as a principle, as a guide, as a future. That’s what Hiroshi Ikegawa , president of Isuzu Motors Mexico , means by the path they’ve been building in Mexico since 2005.

And when he says it, there’s no euphoria. There’s pause, there’s certainty, there’s Japanese discipline delivered with serenity: transformation isn’t an act, it’s a way of remaining.

Isuzu came up with a proposal that seemed out of place: flat-topped trucks (cab-overs) , diesel, and front-endless. In a market accustomed to other shapes, the initial reaction was one of doubt.

 “Many customers told us they were wary of getting into a truck like that,” Ikegawa shared with T21 , recalling the company’s early days.

But it wasn’t about convincing with speeches, but rather demonstrating with actions. That’s why they began a period of intensive and prolonged testing with the transporters themselves. That’s where the transformation began.

Over time, these vehicles, which had previously been regarded with suspicion, became a reliable, even common, option.

The gamble, which seemed risky, turned out to be a success. For Ikegawa, this change would not have been possible without a very particular trait of the Mexican customer: their willingness to listen and try before judging. In other countries, he said, they would have closed the door immediately. Here, it was opened.

Closeness to clients was a constant. “We were very close to them,” he repeats several times, as if that were the key to everything. Thanks to this direct contact, they understood what they needed beyond the obvious. And they also learned to build lasting relationships.

Ikegawa fondly recalled the first customer who trusted the brand. He still has his truck. It’s still running, clean, and in perfect condition. For Isuzu, that loyalty symbolizes the heart of what they’ve built: trust that’s sustained by actions.

The portfolio has also evolved. They started with two models and now have 10, covering capacities from 1.5 to 15 tons. But they aren’t satisfied; they know the Mexican market can offer more, and they’re determined to offer a broader range in the coming years.

By 2024, they reached 5,400 units sold. By 2025, the goal is to reach 6,000. But the real horizon is further away: by 2030, Isuzu aims to reach 10,000 units sold .

An ambitious figure, yes, but not impossible if we maintain a focus on proximity, continuous improvement, and, above all, understanding what the customer needs, even before they say it, Ikegawa explained.

This growth doesn’t depend solely on the product. For Ikegawa, it’s equally important to improve the way they listen to customers, how they detect what sometimes can’t even be expressed in words. Understanding the invisible need. This, he asserted, can open up new niches that don’t exist today, as happened in 2005, when no one asked for flatbed trucks until someone offered them.

The transformation has also reached Mexican truckers. Today, many of them value the durability and care of their vehicles more, knowing that they can last for years if properly maintained, Ikegawa commented.

That vision, he said, is also part of the change they have driven together with other brands.

When talking about leadership, Ikegawa speaks from a human perspective. “This is a people business ,” he insisted.

There’s no way to offer good service without understanding the person behind the wheel, the shop floor, or the workshop. That’s why he also strives to grow alongside his team, learn from them, and remain close.

Twenty years after opening its doors in Mexico, Isuzu has established itself as the group’s tenth most important market globally. It has also left its mark on the way it approaches transportation: with technology, yes, but above all with respect for the customer and their word.

Comment and follow us on X:@karinaquintero / @GrupoT21

El cargo Where others saw risk, Isuzu saw future. apareció primero en T21.

Volvo Trucks introduced its new FH 540 model in Mexico , marking the restart of commercial operations for its range of cab-over trucks in the domestic market, according to a company press release.

The presentation of the units took place before customers and dealers, accompanied by the announcement of changes to the company’s management structure. Rafael Kisel, president of Volvo Group Mexico , emphasized that this stage marks the restart of the brand in the country , with a comprehensive offering of products, after-sales services, spare parts, and financing options.

Kisel added that the new units comply with the Euro 6 standard, which helps promote “the migration to cleaner transportation solutions.”

He noted that the brand’s new phase in the country involves a relaunch focused on meeting the demand for cab-over trucks, and that there are currently 190,000 units of this type of Volvo in Latin America. He added that Mexico, being one of the top 10 freight transportation markets worldwide, could see 20% growth in this segment.

Along the same lines, the company reported that there are currently more than 12,000 units of the brand’s vehicles in circulation in Mexico , which are serviced by its dealer network.

From a regional perspective, Wilson Lirmann, president of Volvo Trucks Latin America, highlighted the strategic importance of the Mexican market for the brand’s expansion. “We are actually beginning the sale of flatbed trucks in a strategic market,” he said.

Lirmann added that the firm already has a consolidated presence in other countries in the region , with a 24% market share in Brazil and Peru, and accelerated growth in Chile, where they have already reached second place. In all cases, he emphasized that the company’s focus is on “putting the customer at the center of everything we do.”

“We know that Latin American transporters are very demanding, and we’re sure it’s no different in Mexico. You demand the best solutions in terms of products and services,” said Lirman.

During the event, Volvo delivered the first FH 540 units to Grupo Simsa , Super Transportes Internacional (STI) and Transportes Overland , who will begin operations with these trucks.

The company reiterated that it will continue investing in both technology and staff training as part of its long-term vision. “ We have a saying: it’s by people, for people, ” Lirmann concluded.

Comment and follow us on X:@GrupoT21

El cargo Volvo Trucks returns to Mexico with the launch of cab-over tractors apareció primero en T21.

In January 2025, NOM-044 for diesel engine emissions for heavy-duty vehicles was implemented after several postponements. Therefore, only vehicles that comply with Euro 6 engines can be produced and imported.

Although the measure is mandatory from 2025, Scania introduced the Euro 6 engine range in 2021 , in anticipation of the possible update of NOM-044, which is why it has been eyeing this market for some time.

“Today, we have the right product strategy for the introduction of the Euro 6 range, both to serve the corporate customer segment and the retail market that requires it, although we know that it is a market that faces more challenges due to the availability of clean fuel,” Jorge Navarro Inostroza, Commercial Director of Scania Mexico, described in an interview with T21.

Based on what Navarro Inostroza commented, for the adoption of Euro 6, precise tests and measurements were carried out, taking into consideration that refueling without the ultra-low sulfur diesel (ULSD) required for these configurations, and where a load with diesel other than ULSD would not have serious effects, an analysis of the routes or locations for refueling must be carried out.

“This first part of the year will be heavily driven by Euro 6, but given some elements such as the 5-6% or, in some cases, up to 10% performance benefit, it depends on the business model ,” added Jorge Navarro.

From the executive’s perspective, the second half of the year will be over once the period of uncertainty is over and the time comes for fleet renewal, which will not be able to stop the process.

To serve the market, Scania has configured its portfolio to address the market that has adopted cab-over models, which in Mexico already represent more than 20% of total sales among all participants in the sector.

“In Scania’s case, we have segments and applications where the full truck has been most accepted . We have six configurations, but the most accepted are the full truck (double articulated), heavy and light, mixed, and single-bed,” explained Scania’s commercial director.

Comment and follow us on X:@DidierRT / @GrupoT21

El cargo SCANIA, SET TO CAPTURE EURO 6 DEMAND apareció primero en T21.

For Transportadora Zemog, safety is part of a business strategy and its constant processes, which has been incorporated into the work culture and not only because of its slogan: “We transport safely.”

Focused on the beverage and food industries, summer is the period with the highest consumption for Zemog clients, and it is precisely the planning of this season that translates into maintaining that culture of quality.

“We see a lot of need in current clients, but we must be very analytical of the operations and needs they have, where we must see sections, routes, operations; We must understand that transport companies have limited resources,” César Aldana, general director of Zemog, commented in an interview with T21.

With a focus on institutional clients, the challenges for Zemog are that it faces demanding operations, where high investments in infrastructure are required, but also to maintain operating levels.

One of the advantages that Zemog takes advantage of is the experience of almost 30 years of service, and where they can make an accurate reading of the market demands, but also be able to identify the challenges faced in the industry.

“Our culture leads us to have safe operations in all processes. In this sense, the contribution of customers is fundamental, if we want to be efficient we need our customers to be efficient in their loading and unloading activities,” described Aldana.

Zemog’s strategy has various challenges, as happens with operators, where work must be constant, and with precise analytics that allow them to safely strengthen their processes.

“Today (property and road) security is an advantage in the market, but also a commitment that we assume at all levels,” said César Aldana.

One factor that has allowed it to maintain its progress aligned with its security policies is to grow hand in hand with its clients, where the model of offering tailored suits allows for precise growth planning.

DAF, ally of security policy

Recently, PACCAR Mexico announced that the first delivery of a unit of its DAF tractor truck in the country was for Zemog. César Aldana shared that when the brand’s directors visited him, he was one of the first carriers to raise his hand to have one of these models in his fleet.

“We are institutional with suppliers, we need good partners. The Mexican market has been filled with cab over units, that is why when we reviewed the renewal plans with PACCAR, the decision was made to incorporate DAFs,” recalled Aldana.

The DAF models with their cab over configuration are a solution for Zemog in its operations in large cities, “we operate in the metropolitan areas of Monterrey, Guadalajara and Mexico; where we have single and full operations (double trailers) of more than 100 kilometers per day, but in an environment of narrow roads and with these models we have a 2.5 meter advantage for maneuverability,” he added.

In addition to the configuration, Aldana specified that the DAF’s passive and active safety technology, such as proximity sensors, peripheral vision cameras , and other elements such as visibility and automatic transmission, were a factor in incorporating these models.

Comment and follow us on X: @DidierRT / @GrupoT21

El cargo Planning with Customers, Key to Maintaining Safe Operations: ZEMOG apareció primero en T21.