Solana Group He’s the new one on the block. Breaks into the automotive market sinaloense with a bet that exceeds 100 million pesos.
He arrived three months ago Culiacan with an agency GAC Motors and recently opened an agency suzuki in Los Mochis, generating about 60 jobs.
Esau Beas Mendívil, general manager of Suzuki in the group, warned that they are coming for more, and very soon there will be another agency, possibly from a Chinese brand, in Los Mochis.
By the end of the year there will be about 120 jobs generated by Grupo Solana in Sinaloa. The idea is to open two more agencies: another here in Los Mochis, the property is already being searched, and possibly in Culiacán, but that has not been defined, he said.
“Mrs. Solana really liked the city of Los Mochis, they saw that it has the potential to continue growing.”
What conditions do you see in Sinaloa, which makes it attractive to you?
One, stability. When you set up an agency, obviously you need a segment that will consume it for you, a part of the population that is economically active, that is a viable candidate for credit, that has a strong economy. Because maybe I can give you a loan, but if you don’t pay me, then there could be a problem.
So, let it be a firm, stable economy. And that is what you see in Sinaloa, very hard-working people.
The bureau profiles, of the Mochitenses specifically, are very good. In other places it is a little more complicated, but here there is not so much of that issue.
And well, the purchasing capacity in the plaza is an average of 360 cars per month. So, it is a very good place to put a brand.
How much investment is Grupo Solana making in Sinaloa?
In an agency like this one in Los Mochis, of a medium level, the average is between 30 and 35 million pesos. There are agencies that take a little more investment.
But we are talking about 100 to 120 million pesos that are planned to be invested in Sinaloa.
What is your goal of participation in the Sinaloa automotive market?
At the national level we do have a very strong slice of the pie, and in Sinaloa we have to start eating a little piece.
We come with very aggressive products, I am sure that we will soon position ourselves and we can reach a 7% participation.
What does Suzuki offer to this market?
If you are looking for the top six brands in the world, the premium brands, Suzuki is one of them. Far above, for example, an Audi or a Mercedes-Benz.
This is due to the quality of the product, the Japanese quality that we handle. It is a quality that has no flaws.
If you go to a marketplace and look for a Jimny or a Swift, people want to give it what they bought it for, because they are very good and have very good resale power. A car that perhaps already has 150,000 kilometers on it, continues like it just came from the dealership, without any faults, that is what practically characterizes us.
So, we can offer them a product that is practically zero failure and has excellent fuel efficiency.
Besides, you get into one of our compact cars and you don’t sit in a small car, you sit in a comfortable car, in a sports car, you feel like you are on another level. And on the road you will feel the power of the engine.
But also, all the brands went at very high prices, because everything has become more expensive: steel, supplies, everything that is used to produce a vehicle. And Suzuki continued to maintain its prices.
The Swift is an iconic car of the brand, I think you are going to like it a lot.
I am sure that we will see the Jimny rolling in Las Salinas and on all the beaches, it is a product with such good sales that we do it by pre-sale and it is limited to a certain number of consumers, it is going to sell like hotcakes.
But I think that Grand Vitara is a product that we are going to see a lot in Mochitense families, because of its space. It is a semi-hybrid car, which gives you very good fuel efficiency.
What advantages do you have when using the port of Mazatlán to unload your cars?
It is one of the logistical strategies that practically puts us in a privileged point. If I order a car from the plant it takes me four or five days to arrive, but Mazatlán helps us a lot because of its proximity, it gets the cars here in no time.
Practically, the entire Pacific area and part of the west is distributed from here. And it is not just a product line, it is the entire range. The Swift gets there, the Jimny gets there, everything gets there, even if they are produced in different plants.
What is the projection of Grupo Solana at the national level?
There is a very strong expansion program. Branches of other brands are opening in Mexico City, and even buying agencies from other distributors. New brands are opening in Nayarit, one recently opened in Puerto Vallarta. In addition to the one that just opened, another one is coming to Los Mochis.
It is a group that has practically all the stake in the automotive industry, knows it well, and should give us many more years.
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