Originally from Mazatlán, Sinaloa, Osuna discovered his calling for logistics almost by accident, overhearing a conversation between friends that gave him the opportunity to join Skyline Shipping , a local company in Monterrey, and since then, he has traveled a path of constant growth and learning.

Jesús Osuna studied International Business in Monterrey, the city where he has built his professional and family life. At Skyline Shipping, he learned firsthand about logistics operations focused on Central America, the United States, and Canada.

Later, he joined Whirlpool , where he faced one of the biggest challenges of his career, the implementation of Penske as a 4PL operator in all Whirlpool Mexico plants , a project that required breaking down resistance, coordinating multiple areas, aligning processes and transforming the company’s logistics culture.

“It wasn’t just about convincing the logistics team; it was about transforming the mindset of the planners, the transporters, and the entire organization,” Osuna recalled.

The result was a successful project that generated immediate savings and laid the groundwork for new strategies.

One of his greatest achievements at Whirlpool was the creation of a Vendor Managed Inventory (VMI) warehouse in Apodaca, which reduced millions in costs resulting from expedited shipments and improved responsiveness to unexpected customer needs. This flexible solution gave Whirlpool a key competitive advantage.

After nearly five years at Whirlpool, Jesús Osuna took a leap toward an opportunity that would define his career: building the ground transportation department for Hellmann Worldwide Logistics in Mexico from scratch .

Osuna accepted the challenge of developing Hellmann’s land-based business from scratch in Mexico, with the promise of full support from the company.

What started with him alone and a handful of quotes evolved rapidly, and in five years, he formed a team of more than 50 people in the country , consolidated operations, and created a solid structure that is now replicated in Argentina, Brazil, Colombia, and the rest of the Americas.

Due to its success in the region, Osuna was promoted to vice president of ground transportation for all of the Americas, from Canada to Argentina. He currently leads the expansion of Hellmann’s ground service, with a special focus on North America, in a context where nearshoring and customer demands are driving investment in infrastructure, talent, and technology.

Passion for logistics and for life

Jesús lives logistics intensely and considers his ability to solve problems, adapt, and maintain a positive attitude to be his greatest strengths.

“I’m motivated by the adrenaline rush of critical shipments, the feeling of triumph when everything goes well. It’s like passing a test with a hundred points,” he confessed.

Outside of work, Osuna strives to balance her professional responsibilities with her family life and surround herself with friends.

Despite his 24/7 focus on work, he strives to keep his activities under control so he can start each day with clarity and without any issues.

Jesús Osuna envisions his long-term career with a view to continuing to grow toward a global role . Although he doesn’t rule out starting his own business in the future, for now he’s focused on strengthening Hellmann’s land operations and consolidating its expansion in the Americas.

His message to young people interested in logistics is: “ Studying is important, but what really makes the difference is getting involved early in real-life operations , experiencing the challenges, and experiencing the dynamics of international trade from the inside.”

“In logistics, you have to love the adrenaline rush, learn to balance chaos, and always find a way to solve problems. It’s a demanding career, but it also rewards you if you live it with passion,” he added.

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Global logistics is navigating increasingly turbulent waters. Geopolitical disruptions, trade tensions, regulatory restrictions, and extreme weather events have created a constantly uncertain environment for supply chains.

In this context, the Council of Supply Chain Management Professionals (CSCMP) , in collaboration with Kearney and Penske Logistics , presented the State of Logistics Report 2025 , an annual thermometer on the health and transformation of the logistics ecosystem, which this year is entitled Navigating through the fog .

“We expected greater visibility for 2024, but what we got was more fog. We entered 2025 with new complexities: protracted conflicts like those in Ukraine and the Middle East, blockages in strategic corridors like the Suez Canal and the Panama Canal, and a wave of tariff policies with profound implications for global flows,” explained Korhan Acar, a partner at Kearney and lead author of the report.

To respond to this changing context, the 2025 report incorporated a more robust methodology.

The firm has added Kearney Foresight , its forward-looking analysis division, to its team , specializing in modeling scenarios for systemic shocks.

In addition, the sample of interviews with logistics and transportation industry executives was doubled, allowing for a more precise identification of stress and resilience issues.

“Resilience has ceased to be a differentiator and has become an operational requirement. Efficiency or low costs are no longer enough; the chains that survive are those that can adapt quickly to any disruption,” said Acar.

Logistics costs grow and consolidate

One of the most significant findings is the increase in total logistics spending in the United States, which reached $2.3 billion , equivalent to 8.8% of nominal GDP.

This represented an increase of $135 billion compared to 2023 , marking a new structural level following the changes induced by the pandemic.

“We’re seeing a stabilization at a higher point. For many companies, logistics costs are no longer a secondary line of business; they’re now strategic, visible, and decisive for profitability,” Acar noted.

The report shows that trucking fell 0.7% in value due to a decrease in fares and overcapacity, although the market is beginning to stabilize.

Maritime transport saw the greatest growth, with a 93.1% increase in spending, driven by rate increases on Asia-US routes of up to 77% and a string of disruptions such as the Red Sea crisis, the drought in the Panama Canal, port congestion, and strikes on the US East Coast; even a tariff pause was enough to temporarily boost rates.

In parallel, air transport grew 8.6%, driven by e-commerce, express shipments, and diversions from maritime transport.

Although airfares fell 3%, high demand and fleet reductions by FedEx and UPS kept the sector under pressure.

Growth is expected to be 6% by 2025 , although reforms such as the de minimis reform could reduce international demand for small packages

In this regard, parcel delivery increased by 2.2%, driven by the continued growth of e-commerce , which represents 16.4% of retail sales in the United States and up to 50% in China.

Rail transport, meanwhile, grew modestly by 0.8%, with an 8% increase in intermodal volumes, although pressured by lower trucking rates.

General cargo volumes fell 3%, especially in coal, minerals, and metals. The outlook is cautious given truck competition and the weak industrial recovery.

In storage , the market stabilized and vacancy increased, but at a slower pace than in previous years. Rents grew by 5%, and subleases reached record levels.

Net takeup and new construction fell sharply. Contracts signed during the pandemic will expire in one to three years, which could lead to disruptions, and the popularity of bonded warehouses has also increased.

In terms of inventories , 58% of shippers maintained stable levels, while 27% reduced them and 15% increased them.

Although a destocking process was expected , it did not materialize due to front-loading in response to potential tariffs. The logistics inventory index rose from 60.7 to 73, indicating an expectation of expansion in the remainder of 2025.

One of the most striking findings is the so-called barbell effect on delivery speed.

On the one hand, giants like Amazon are consolidating consumer expectations of same-day or next-day delivery, which has become a key competitive differentiator. On the other hand, there is a solid consumer base that prioritizes cost over speed.

In this segment, delivery accuracy is more important than speed.

This change has opened the door to greater diversification of logistics providers.

Startups, carriers, and regional transporters are gaining ground against larger national carriers, as UPS strengthens its rural delivery network and Amazon expands its role as a third-party carrier nationwide.

From reshoring to friendshoring, the global network is reconfigured

Another relevant point of the report is the analysis of relocation strategies.

Far from a massive return of manufacturing to the United States , companies are opting for hybrid models, supplier diversification, expansion into politically neutral countries, and strengthening relationships with trading partners.

“Most aren’t looking to return all of their production. Even with 25% tariffs, the total cost of moving an operation can be higher than keeping it where it is, if there isn’t a clear business case,” Acar said.

He added that only in strategic cases, such as sensitive or high-tech products, is a more drastic measure justified.

In contrast, mergers and acquisitions (M&A) in the logistics sector slowed for the third consecutive year. Regulatory and geopolitical uncertainty led many companies to focus on protecting their operations and optimizing their installed base, rather than growing through acquisitions.

Evolution of 3PL and freight forwarding

3PLs (third-party logistics) and freight forwarders are seeing key growth as strategic partners.

Today’s complexity demands end-to-end solutions , accelerating the adoption of artificial intelligence and automation , as well as a transformation of business models toward more agile and flexible operations.

Investments focus on last mile , regional alliances, and automated warehousing.

The report highlighted a fundamental mindset shift : optimization is no longer a one-time exercise, but an ongoing process. Successful companies combine digital execution with more resilient and dynamic network models, ready to adapt in real time.

“Navigating through the fog requires not only more precise instruments, but also a different mindset. Companies that understand this will be better positioned to face what’s coming,” Acar said.

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Penske Logistics México held the Carrier Excellence Awards in Mexico City, an event where it recognized its main carriers (transportation providers) in seven different categories, according to their performance during 2023.

Penske explained in a statement that the selection of the winners was based on several qualification criteria : a Penske Logistics scorecard combined with customer, operations and purchasing feedback.

“We congratulate all our award-winning carriers. They play a critical role in supporting our global customers with their transportation needs in North America,” said Jeff Jackson, president of Penske Logistics.

The Carrier Awards winners are:

Category A (more than 10 thousand movements per year):

•  Transportes Larmex
•  Specialized Logistics Transport
•  Transportes Mon-Ro

Category B (five thousand-10 thousand movements)

•  Express Cargo and Logistics
•  Vita Industrial Transport
•  Fema cargo transport

Category C (one thousand–five thousand movements)

•  Rafael García Elizondo
•  Rame Autotransportes
•  Transportes Mex Ameri K

Category D (100– thousand moves)

• Ricardo Torres Martínez
• Transportes Brenda
• Express Cherokee

Category E (less than 100 movements)

•  Logistics Motto of Querétaro
• Toca Motor Transport

US/Canada Carriers Category

•  DX Xpress Inc.
•  Freightsol LLC
• Grey Express Inc.

Special Recognition Outstanding Carrier Award

• TRANS99 Logistics

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After the different moments of disruption that have occurred over the last four years, especially with the pandemic, logistics costs in supply chains in the United States are decreasing, according to the State of Logistics 2024 from the Council of Supply Chain Management Professionals (CSCMP) , in conjunction with Penske and Kearney .

Josh Brogan, partner at Kearney, highlighted during the presentation that the study data is the result of a careful analysis of information, together with opinions from specialists in the logistics sector, which has allowed them to have an approach to the world of logistics.

“This report has a strong collaboration between the CSCMP party and Penske, providing an understanding of industry best practices to reach out to the broader community and provide information from the transportation provider’s point of view, through Penske, and from a combination of members and colleagues within CSCMP,” he said.

In this sense, the study showed that United States commercial logistics costs or USBLC (United State Business Logistics Costs) fell 10% to 2.4 trillion dollars or approximately 8.7% of GDP.

Brogan explained that this trend was seen coming after the impacts of covid in 2020, so logistics costs are now stabilizing in some modalities.

Storage costs decreased 13.9%, with historically high occupancy and rents, but declining rents and demand have created more difficult conditions than in previous years.

In the case of railways , costs fell 1.7%, mainly driven by intermodal transport , with profitability hit by a greater number of personnel, fuel and labor.

“Overall rail traffic has increased year over year, but what we see is an overall decline in revenue for Class 1 railroads – we saw a 2% decline in revenue, which translates to an 11% decline in operating income, driven by small increases in volume. Intermodal volumes have decreased considerably, 6% less than in 2022, resulting in a negative result overall, so the outlook for rail remains positive,” said Josh Brogan.The specialist added that the use of cross-border railways is beginning to be seen for different activities, such as manufacturing and localized production, so the rails benefit from that.

For its part, the cost of land transportation by truck decreased by 8.6%, as demand remains weak and capacity remains stable. Market exits in the face of weak demand are present, but at lower levels than expected.

Air freight , which has benefited in recent years from e-commerce, declined by 15.4% as cargo capacity in the bellies of passenger planes comes online and ocean carriers pivot to air cargo.

“For air travel we saw a double-digit decline in total spending in this mode and this comes from relatively high rates on the 20th, 21st and 2022, we saw those rates decrease to some extent in 2022, but we really saw them decrease in 2023 , and 2024 is starting to look a lot like 2023, we hope that there may be greater interest in air transport as we see disruptions in maritime mode,” Brogan noted.

For its part, spending on maritime transportation decreased by 64.2%, mainly due to the normalization of inflation in maritime rates and the reduction in container traffic.

“From a macroeconomic perspective, we are seeing that growth is expected to remain relatively weak until the end of the decade, this is a central driver of logistics activity, when the economy grows obviously so does the demand for logistics services,” said Josh Brogan.

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The new Mexican Moment is driven by the presence of nearshoring, which is motivating various industries to see accelerated growth, especially to serve the local market, particularly the export market where the United States plays a key role.

To address this dynamic, transportation companies and firms with their own fleets need to be more efficient and optimize the use of their assets. In response to this situation, Penske Truck Leasing in Mexico offers a portfolio of services that addresses this need of companies with full-service leasing solutions, contract maintenance, and on-site workshops.

“The on-site workshop service is gaining momentum because it is an opportunity for companies to have an expert on their premises focused on taking care of their fleet, backed by Penske and all the technological platforms to identify faults and provide precise support for the unit,” said Gerardo Juárez, General Manager of Penske Truck Leasing – Mexico Area, during a meeting with clients and prospects.

The executive mentioned that faced with the challenges posed by the nearshoring trend, Penske can be an ally for transportation companies to boost the uptime of their units. Additionally, it can also provide strategic asset availability planning, precisely through the use of tools developed for supervisors, technicians, and clients, making them more efficient and providing greater visibility into the repair process.

Among the tools available to Penske is ServiceNet, a system that can manage unit maintenance by incorporating documentation and tasks to be performed quickly, thereby staying connected 24/7. Moreover, it has the ability to identify tools and request corresponding parts through PartsNet.

Another system they have is Voice Directed PM, which contributes to reducing the carbon footprint by minimizing paper usage. Through voice commands, repairs and the type of parts to be used in the service are indicated, resulting in faster and accurate inspections.

Alex Theissen, a specialist in technical issues related to transportation and logistics, participated in the meeting with transportation companies and firms with their own fleets, where he identified various challenges in effectively leveraging nearshoring.

Among these points are road safety, lack of infrastructure, asset security, digital infrastructure, and logistical performance.

In some of these challenges, Penske can be an ally both in its Penske Logistics and Penske Truck Leasing divisions, to make logistics activities more efficient in Mexico and across borders with the United States and Canada.

Penske Logistics Mexico’s service portfolio consists of the following components:

• 4PL
• Transportation Services
• Distribution Center Management
• Cross Border Management
• Material Follow Up

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