Uncertainty in the trucking sector will continue to dictate the pace of unit sales during the first half of 2026, although for Volkswagen Truck & Bus Mexico  and  MAN the strategic focus will be on strengthening their after-sales structure and expanding financing options for their customers, stated Giovanni Juárez, Director of Sales, Marketing and After-Sales for the brand

Last year was a challenging period for new vehicle sales ; however, the company took advantage of the situation to strengthen key areas within its operations, the executive explained.

Juárez commented that one of the priorities was to consolidate the service structure to support the carriers during the operation of their units.

“Without a doubt, 2025 was very challenging in terms of selling new units. However, in our case, it was also a spectacular year in terms of everything we did to strengthen our areas, mainly after-sales,” he emphasized.

As part of this strategy, the brand has made investments in personnel, processes, systems and spare parts inventories, in addition to strengthening its maintenance programs and technical training for its service network.

Recent developments include the addition of a new parts manager—with two decades of experience in the sector—and the opening of a new warehouse to strengthen the availability of components , measures with which they seek to improve customer service and support times.

For the company, after-sales service has become the central focus of its operations . “For us, this year is all about after-sales: we eat, drink, and drink after-sales,” Juárez stated, noting that a solid support network is key to remaining a competitive option in the market.

In parallel, the brand is also boosting financing through TRATON Financial Services , its financial arm, with the aim of offering schemes such as credit and operating leases that facilitate fleet renewal

By 2026, the brand anticipates market performance will be similar to the previous year , with a potential recovery in the second half of the year. In the short term, the industry continues to face uncertainties related to the economy, security, and the renegotiation of the United States-Mexico-Canada Agreement (USMCA) .

Although the direct impact might be limited for some companies, the executive acknowledged that the trade agreement affects the entire production chain of the sector. In this regard, he noted that sentiment within the industry remains positive regarding the review process.

“We are part of the production and value chain, so the USMCA affects us all. What we have seen and what the authorities have communicated is that we are on the right track,” Juárez emphasized.

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In a context marked by regulatory adjustments and challenges for the trucking industry , Volkswagen Truck & Bus identifies the review of the USMCA and the persistent insecurity on highways as relevant factors for this year , elements that continue to impact the operation of the sector in Mexico.

Rafael Santos Magalhães, the company’s operations director, pointed out that these challenges force companies in the sector to remain vigilant and strengthen their internal capabilities, particularly in a market that demands greater operational efficiency and closer customer relationships.

He also acknowledged that highway insecurity remains a significant challenge for the trucking industry , an issue requiring collaborative work with authorities. While highlighting progress in infrastructure and road improvements, he noted that security remains an outstanding issue that directly impacts the operations of companies in the sector.

Growth and consolidation strategy for 2026

Based on this scenario, the automaker is outlining its strategy for 2026 with a focus on increasing market share, strengthening its portfolio , and consolidating its commercial and production structure in Mexico.

In this way, the company is also working on strengthening its commercial structure and greater local production integration, explained Santos Magalhães.

He noted that after laying a solid foundation in 2025, the goal now is to increase market share . Part of this strategy is consolidating the portfolio with the launch of Euro 6 .

“We already have the product, we’ve launched it, and we’ve entered the tractor-trailer market, which is the largest market in Mexico. Today we have the complete product line available and we’ve greatly improved our after-sales service, which gives us greater autonomy and competitiveness in serving our customers,” said Santos Magalhães.

He explained that Volkswagen Truck & Bus works closely with its dealer network, which it considers strategic partners in each region. Furthermore, the company has strengthened its sales team with key account managers dedicated to trucks and buses, seeking more direct and coordinated service between the plant and distributors.

Although the company does not share sales target figures, it is clear about its direction: after closing last year with a 5.4% market share, the long-term goal is to move towards “double-digit levels,” explained Santos Magalhães.

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