In the logistics industry, historically dominated by men, female participation has become a key driver of transformation , as highlighted by Jonnathan Solís, Business Development Director of Geotab .

In that regard, she emphasized that women’s talent has not only strengthened the company’s internal structure, but has also contributed to redefining how solutions are developed within the telematics and mobility sector .

The company, of Canadian origin and with more than 25 years of experience, has integrated a strong female influence since its beginnings.

“Women are a fundamental part of Geotab’s DNA,” Solís stated.

He recalled that both the founder’s family and current leaders have promoted this vision over time.

Today, this culture is reflected in a high participation of women at management levels , including vice-presidential positions leading key areas of the business in markets such as the United States and Latin America.

Furthermore, Geotab has sought to highlight female talent beyond the corporate environment, and for Solís, the inclusion of women has had a direct impact on innovation.

“Women bring a different perspective that has allowed us to develop solutions that we didn’t see before,” she explained.

This approach has been especially relevant in the development of more operator-centric products and in building more comprehensive ecosystems within the company’s technology platform.

However, she acknowledged that significant challenges remain in achieving greater representation of women in leadership positions within the industry. More than structural barriers, she noted, there are persistent paradigms that need to be broken.

“There is a perception that women are more ‘soft’, but the reality is different; they are extremely strategic, brave, and results-oriented,” she emphasized.

In this context, various initiatives have been implemented to promote diversity and inclusion , including professional development programs, policies of respect and equality, as well as schemes that promote work-life balance, especially for women seeking to combine their professional growth with motherhood.

Looking ahead, Solís believes that progress towards a more equitable industry does not depend on a single actor.

“It is a joint effort between companies, society and government,” he noted.

Their vision is clear: to create an environment where men and women can fully develop, without prejudice, and where talent is the main driver of growth.

“We need more women in leadership positions. They are not only welcome, they are necessary,” she emphasized.

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Road safety in Latin America faces a critical issue: the psychological component . Geotab ‘s most recent Road Safety Report 2025 revealed that 90% of drivers believe that stress and mental health issues increase the dangers on the road , while 94% perceive that the risk of accidents has increased over the past five years . These trends were confirmed in a study of more than 300 transportation professionals in Mexico, Colombia, Chile, and Argentina.

More than half of those surveyed ( 53% ) acknowledged that work stress directly affects their performance, and one in four (26%) have considered leaving their job due to burnout.

In addition, 43% said they felt pressured to prioritize productivity over safety, a behavior that is reflected in another relevant piece of data: 25% admitted to exceeding the speed limit to meet delivery times .

Mexico: a more complex operating environment

In Mexico, truck drivers indicated that stress while driving is primarily caused by the behavior of other road users. Fifty-five percent identified motorcycles, bicycles, and scooters driven at high speeds and irresponsibly as one of the most frequent risks , followed by 54% who mentioned cell phone use by other drivers .

These external factors, common in areas such as Mexico City, Monterrey, and Guadalajara, increase the mental load on the operator and amplify stress during operation.

The study also showed that road safety is influenced by the environment. 55% reported that traffic or roadworks make it difficult to complete routes , while 67% felt that unsafe areas with a risk of theft affect their ability to operate safely .

Given this scenario, the report identified a regional willingness to adopt security-oriented technology solutions: 88% are willing to incorporate tools that improve performance and reduce risks , highlighting video telematics, ADAS systems, data analytics, and asset monitoring within integrated platforms.

For Juan Cardona, Vice President of Sales for Geotab in Latin America, the discussion is no longer just about productivity: “Prioritizing safety is a strategic decision that defines the future of transportation in the region.”

With over 300,000 subscriptions in Latin America and five million global connections , Geotab concluded that the future of transportation will depend on both technological innovation and the ability to address the well-being of the operators, who sustain the economic movement of each country.

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El cargo Work-related stress, the main road risk for freight transport operators in Latin America apareció primero en T21.

Road safety in Latin America faces a critical issue: the psychological component . Geotab ‘s most recent Road Safety Report 2025 revealed that 90% of drivers believe that stress and mental health issues increase the dangers on the road , while 94% perceive that the risk of accidents has increased over the past five years . These trends were confirmed in a study of more than 300 transportation professionals in Mexico, Colombia, Chile, and Argentina.

More than half of those surveyed ( 53% ) acknowledged that work stress directly affects their performance, and one in four (26%) have considered leaving their job due to burnout.

In addition, 43% said they felt pressured to prioritize productivity over safety, a behavior that is reflected in another relevant piece of data: 25% admitted to exceeding the speed limit to meet delivery times .

Mexico: a more complex operating environment

In Mexico, truck drivers indicated that stress while driving is primarily caused by the behavior of other road users. Fifty-five percent identified motorcycles, bicycles, and scooters driven at high speeds and irresponsibly as one of the most frequent risks , followed by 54% who mentioned cell phone use by other drivers .

These external factors, common in areas such as Mexico City, Monterrey, and Guadalajara, increase the mental load on the operator and amplify stress during operation.

The study also showed that road safety is influenced by the environment. 55% reported that traffic or roadworks make it difficult to complete routes , while 67% felt that unsafe areas with a risk of theft affect their ability to operate safely .

Given this scenario, the report identified a regional willingness to adopt security-oriented technology solutions: 88% are willing to incorporate tools that improve performance and reduce risks , highlighting video telematics, ADAS systems, data analytics, and asset monitoring within integrated platforms.

For Juan Cardona, Vice President of Sales for Geotab in Latin America, the discussion is no longer just about productivity: “Prioritizing safety is a strategic decision that defines the future of transportation in the region.”

With over 300,000 subscriptions in Latin America and five million global connections , Geotab concluded that the future of transportation will depend on both technological innovation and the ability to address the well-being of the operators, who sustain the economic movement of each country.

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El cargo Work-related stress, the main road risk for freight transport operators in Latin America apareció primero en T21.

Geotab officially launched GO Focus AI , its new AI-powered front-view dash cam designed to help fleets prevent collisions, reduce operating costs, and enhance driver safety, according to José Calderón , Geotab’s country manager in Mexico.

The solution incorporates encrypted local processing and only records relevant events, allowing for high privacy standards without sacrificing operationally critical information.

The value of this technology lies in its ability to identify distractions and generate real-time feedback, Calderón commented in an interview with T21.

He highlighted that six out of ten drivers exhibit distracted behaviors , a warning sign for transportation companies. GO Focus AI integrates a “coach” that helps drivers correct their driving behaviors and facilitates the adoption of safer practices.

Calderón explained that this new generation is part of the GO Focus Plus family , based on Artificial Intelligence, and that its objective is to generate efficiency and reduce incidents.

The camera allows fleet managers to analyze critical points along the route, detect fatigue, cell phone use, or other distractions, and turn this data into immediate preventative actions. The technology also supports decisions related to maintenance, productivity, and the transition to hybrid or electric fleets.

Geotab ambassador and professional truck driver Majo Rodríguez reinforced the value of these tools from the operator’s perspective and told T21 how technology can become an ally for safer driving, emphasizing the importance of having systems that alert and prevent incidents before they occur.

Based on this operational vision, Geotab aims with GO Focus AI to consolidate a more robust security ecosystem , combining telematics, video telematics and advanced analytics so that companies can make faster and more effective decisions, Calderón explained.

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El cargo Geotab launches its new GO Focus™ AI camera apareció primero en T21.

The roar of an engine is no stranger to her; ever since she was a child, race car driver Majo Rodríguez found the stands at the Puebla Racetrack a kind of second home.

Between the smell of fuel and the echo of engines , she discovered a passion that over the years would take her to an unusual place for a woman: the seat of a racing tractor-trailer.

He started in karts, following the usual path of many drivers, before making the jump to touring cars. But it was an unexpected invitation that marked a turning point in his career. An engineer suggested he join the tractor-trailer category .

The challenge was enormous; going from a car to a vehicle weighing more than three and a half tons , with a six-speed gearbox and transmission modified for racing, was no easy feat.

It took three years to adapt to the dimensions, power and operation of these units, which share most of the elements of the road transport vehicles that carry cargo, including suspension and telemetry systems .

In 2016 she made her debut in the Tractor Truck Super Cup , becoming the only woman in the category for eight consecutive years.

What began as a technical challenge became a message for roadside operators : women have a place behind the wheel.

But Majo decided her mark wouldn’t be limited to the track. For five years, she’s been giving talks to inspire girls and boys to pursue their dreams, regardless of gender.

She seeks to be remembered not only as a good pilot, but as a person who motivated others and broke paradigms .

Her commitment to innovation recently took her to the Querétaro Racetrack, where she tested Geotab ‘s GO9 device (the company she represents) on her racing tractor-trailer.

Beyond measuring speed and performance, technology also seeks to demonstrate how these tools can improve safety and efficiency in transportation fleets. And, as always, Majo Rodríguez does it her way: with speed, determination, and a well-earned spot on the track.

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El cargo Majo Rodríguez, the pilot who uses tractor-trailers to break barriers apareció primero en T21.

QUERÉTARO, QRO.- GO9 is a telematics device that transforms the way fleets are managed by converting each kilometer traveled into useful information, evidence for decision-making, and tools for prevention, according to Carlos Barrera, Business Development Manager Latam at Geotab .

As part of the company’s 25th anniversary globally , Barrera commented that the device is installed in the units without altering their electronics, thanks to its plug & play system connected to the diagnostic port.

GO9 is capable of reading engine status, identifying errors, tracking location in real time, and generating alerts for risky events, such as sudden braking or excessive speed, Barrera explained.

All of this is transmitted directly to the MyGeotab platform (a real-time fleet management platform ), from where fleet managers can view each event without leaving the office, he emphasized.

He explained that the device not only helps detect dangerous driving habits , but also facilitates the implementation of safety, sustainability, and regulatory compliance policies in Mexico.

“What we’re looking for is for companies to make decisions based on data, not assumptions,” Barrera said.

The MyGeotab platform (also available as an app for Android and iOS) allows you to schedule reports, receive automatic notifications, track maintenance, and even calculate carbon dioxide (CO₂) emissions to support clean fleet initiatives.

Additionally, it includes an Artificial Intelligence (AI) dash cam capable of detecting cell phone use, lack of seatbelt use, driver fatigue, or distractions, providing visual evidence for training or liability assessments, Barrera said.

“Today, we don’t just measure location and speed. We measure productivity, efficiency, and safety. We can tell if a vehicle is stopped with the engine running, how much fuel it’s consuming, or when it might break down if not repaired in time,” he explained.

Without specifying figures, Barrera stated that the technology applied in Geotab has significantly reduced accidents, due to prediction and prevention strategies .

As part of its strategy to bring technology to new audiences, Geotab also began a collaboration with professional driver Majo Rodríguez, whom it sponsors in the tractor-trailer category. This partnership seeks to demonstrate that innovation can be applied both in competition environments and in real-life transport operations.

Barrera indicated that the company has a presence in more than 160 countries and already owns more than 4.7 million connected vehicles worldwide . Its technology already supports critical decisions across fleets of different sizes and sectors, helping to prevent accidents, reduce costs, and improve efficiency every day.

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El cargo GO9, the technology that turns data into security apareció primero en T21.

In an effort to improve and contribute to the transportation industry in Mexico, AT&T Mexico,  Geotab , and Lytx introduced AT&T Control Flotilla Dashcam , an affordable technology solution for the country’s transporters.

Gabriel Fernández, director of innovation and IoT at AT&T Mexico, explained that the backbone of the project is telematics, whose tasks range from vehicle tracking to running indices that help improve fleet conditions, all with a two-part camera at an affordable price.

For his part, Jonathan Solís, Geotab’s Latin American Business Development Leader, highlighted that the partnership with AT&T simplifies advanced technologies and makes them accessible to operators and other users, supported by Geotab’s global presence in more than 160 countries and more than five million connected vehicles.

He also noted that Geotab is intensely focused on leveraging data, which allows it to understand not only the what, when, and where, but also the how and why of each event. During his presentation, he called on carriers to try the technology offered by both companies.

“Our call is clear: for Mexican transporters to be encouraged to try the technology. We started by solving one problem, then five, and soon we’ll be solving 100. Always with the help of experts,” he said.

Features of the AT&T Control Flotilla Dashcam 

Fernández noted that the dashcam  consists of a compact camera that mounts to the vehicle’s windshield . Its dual lens allows for capturing images of both the road and the interior of the cabin, and is equipped with a Global Positioning System (GPS).

But what sets it apart, the executive indicated, is its ability to interpret what it sees . For example, if the driver yawns repeatedly, the system interprets it as a sign of fatigue and issues an alert. It also detects distractions while driving, such as cell phone use, smoking, or eating. It also identifies whether the driver is wearing a seatbelt and records dangerous maneuvers such as lane changes without properly signaling, among others.

Fernández also indicated that dashcam telematics allows the collection and analysis of key data such as speed, acceleration, braking, and sharp turns. From this, it generates a risk index that helps predict accidents, identify offending drivers, and encourage more efficient driving. This information, available in the cloud, also serves as evidence in the event of fines, providing precise details such as location, speed, and time of the incident.

The AT&T Fleet Control service includes a telematics device with an integrated camera, installation in 48 cities nationwide, accessories, harnesses, and protectors. Connectivity plans range from two gigabytes (GB) to 10 GB.

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El cargo Accessible technology for fleets: the joint venture of AT&T, Geotab, and Lytx apareció primero en T21.

Geotab continues to promote telematics solutions in Mexico with a focus on safety, cost reduction, and resource optimization for its customers.  

In an interview with T21, José Liborio Calderón, Geotab’s country manager , detailed his main initiatives and strategic alliances that improve efficiency and sustainability in fleet management. 

Geotab developed a technology platform that provides real-time visibilityinto fleet status, improving road safety and protecting company assets.  

Through its telematics solutions, the company offers tools that identify risky driving habits, such as harsh braking or distracted driving, and issue alerts to prevent incidents. 

“The platform not only helps reduce costs through preventative maintenance, but also allows us to monitor driver behavior and ensure that vehicles remain operational for as long as possible,” Calderón explained. 

A success story in innovation and sustainability 

Grupo Bimbo was recognized at the Geotab Innovation Awards for its focus on sustainability and operational efficiency. The company implemented telematics solutions for its fleet management in Mexico and other countries in the region, including Honduras, El Salvador, and Chile. 

“Bimbo has a clear goal for 2030: to achieve 50% electric or low-emission fleets. With our platform, they can manage routes, maintenance, and productivity, helping them advance their transformation strategy toward more sustainable mobility,” Calderón emphasized. 

Geotab’s achievements also include its integration with General Motors (GM) for light vehicles in Mexico, which will allow companies to access telematics solutions without the need for additional devices.  

This integration will facilitate the collection of data directly from vehicles, optimizing their performance and reducing operating costs. 

GM-integrated telematics offers key benefits, such as faster installation because the units come pre-equipped with telematics devices from the factory. This allows access to real-time data without the need to install additional hardware. Additionally, compatibility with the manufacturer is guaranteed, avoiding warranty issues and ensuring that the information obtained is accurate and directly extracted from the vehicle’s system. 

Four years leading the world in telematics 

For the fourth consecutive year , Geotab has been recognized by ABI Research as the number one telematics provider worldwide . Among the factors that have helped it maintain this leadership position are its focus on innovation, its big data analytics capabilities , and the development of solutions tailored to diverse industries. 

“We are a family business. A company that has dedicated the last 25 years to generating a very robust value proposition in telematics. Year after year, we are investing a significant amount of resources in updating the platform,” Calderón explained. 

Additionally, Geotab’s 2024 Sustainability Report highlighted how the company supports its customers in reducing carbon emissions and transitioning to greener fleets. Tools such as energy efficiency analysis and smart route management have been key in this process. 

In addition, the company launched the Fill the Fleet promotion , designed to facilitate the adoption of telematics solutions by new fleets. 

“For all current customers, Fill The Fleet is a promotion valid until June 30th. It consists of the free adoption of the cameras, for which you will only pay the monthly subscription price,” explained Calderón. 

The company also ventured into new areas, such as sponsoring pilot Majo Rodríguez, reflecting its commitment to innovation and sustainable mobility. 

In recent years, Geotab has experienced sustained growth in the country , with significant expansion in its customer base and connected vehicle subscriptions.  

The company expects this trend to continue in the coming years, driven by digitalization and the growing demand for telematics solutions in the sector. 

Geotab remains committed to innovation and development in Mexico , focusing on providing tools that improve the safety, efficiency, and sustainability of business operations. As a strategic market, the country represents a key opportunity to strengthen technological solutions that drive growth and competitiveness. 

Finally, Calderón emphasized that in the company, each member is part of a high-performance team, where perseverance and discipline are essential for success.  

He compared their training routine to soccer, pointing out that receiving the ball is just the beginning, and that what’s truly important is how they play. Therefore, he emphasized that they strive daily to be in top form and ensure that every action brings them closer to their goals.  

He also emphasized that his commitment extends not only internally but also to customers and distributors, whom he considers an essential part of the team. Ultimately, he explained, “true success lies in moving forward together.” 

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Geotab and General Motors (GM) Mexico have established an Original Equipment Manufacturer (OEM) partnership to provide telematics data to Geotab customers in the country who operate GM vehicles equipped with the OnStar system . This integration, powered by an Application Programming Interface (API), enables the seamless and secure exchange of information between both brands without the need for an external device.

“We are very excited about this collaboration between Geotab and GM, as it represents a significant achievement, being the first OEM integration of its kind in Mexico and, in the case of our partner, in Latin America. This alliance not only reaffirms our commitment to innovation but also opens up new opportunities for fleet operators in the region to access advanced technology that optimizes the sustainability, productivity, and safety of their operations,” emphasized Michael Martin, AVP Business Development, Latam & Asia Pacific at Geotab.

As a result of this alliance, Geotab will process and integrate key information in near real time , providing valuable insights to customers and fleet operators, the company said in a statement.

This integration is enabled through an API, allowing for seamless connectivity between systems. By leveraging this technology, Geotab offers telematics services directly through third-party platforms, eliminating the need to install a separate external device, as the technology is already built into GM vehicles from the factory.

This alliance offers telematics and connected mobility solutions for fleet operators, ready to deploy without the need for any external hardware or installation processes.

GM fleets operating electric and internal combustion vehicles will have access to a telematics platform , accessible through MyGeotab , that consolidates detailed data.

Among the benefits for GM vehicles equipped with this technology are integrated fleet management, access to data tailored to your needs, and broad compatibility, including electric and internal combustion vehicles.

“At OnStar, we work every day to offer the best safety and connectivity solutions to GM vehicle owners; with this integration with Geotab, we extend telematics services to our fleet customers,” emphasized Gonzalo Escobar, Director of Digital Services and Customer Experience at GM Mexico.

According to IoT Insight , global adoption of factory-integrated telematics systems in new vehicles has increased, with 75% of cars sold in 2023 equipped with these systems, up from 72% in 2022, highlighting the growing demand for unified fleet management solutions.

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