Giant Motors, JAC Drive Mexico’s Auto Industry Future

Q: How would you describe the performance of JAC and Giant Motors Latin America over the past year?
A: It has been, without a doubt, a spectacular year. We have continued to consolidate the brand despite a complex international and macroeconomic environment, the entry of new brands, and increasingly cautious consumers. Rather than focusing solely on immediate sales growth, our priority has been to build a solid brand and company that can endure for the next 100 years. If we look at the key indicators, we see clear progress in financial strength, team development, and especially in our dealer network, which is one of our most valuable assets.

Our dealers have been working with us for eight years. They are satisfied, profitable, and continue to invest in new locations. That is a clear sign that the brand is on the right path. When business partners are committed, present at events, and continue investing in the brand, one knows they are moving in the right direction. Over the past three to four years, we have focused on strengthening our foundation to be ready for any storm, whether economic, national, or industry-related. We can now confidently say that we are one of the best-prepared brands to face any challenge.

Q: What have been the most significant growth indicators or recent milestones?
A: When one generates value for the customer, the employee, the distributor, the salesperson, and their families, that is when one truly knows they are doing things right. We measure several aspects, including Net Promoter Scores (NPS), workplace environment, and satisfaction surveys covering both sales and after-sales service. All of these indicators have shown a consistently positive trend.

We have consistently grown above the industry average. For us, that is one of the most representative indicators of strength. We are not focused on rapid growth or gaining market share overnight, but rather on growing sustainably, outpacing the market, and doing so together with our people.

Q: What are the main differentiators of JAC and Giant Motors compared to other competitors, whether in technological, operational, or strategic terms?
A: We are the only Mexican brand and company in the sector that assembles 100% of what it sells within the country. Everything comes from our plant in Ciudad Sahagun with a Vehicle Identification Number (VIN) certified as Mexican and produced with national labor. This is undoubtedly our main differentiator.

We are not just another distributor; we are a solid, long-term company committed to Mexico. Our business model is unique in the country and probably in many other parts of the world. We focus on the national market rather than on mass production for exports. Local demand defines what we produce. Our distributors place orders based on actual consumer needs and we supply accordingly, not the other way around.

Q: What actions are you taking to localize production of more electric components?
A: This is an ongoing effort. We focus on tropicalizing, localizing, and developing our supply chain, as well as collaborating with the academic sector to train Mexican talent. A large part of the challenge lies not only in materials or components but also in developing human resources, technicians trained to assemble and provide after-sales service for new technologies and assembly methods.

We have a specialized team dedicated to supplier homologation and part localization, aiming to strengthen the production chain. Many companies that started with us as small suppliers are now established firms certified under standards such as ISO 9000 because we have grown together with our productive ecosystem.

Q: How is the global trend toward reshoring influencing your operations?
A: The market is changing quickly, and our priority is to ensure that the best technology is available in Mexico from day one. For many years, Mexico received innovations only after other countries, under the assumption that “Mexico was not ready.” That is no longer acceptable. We must guarantee immediate access to the most advanced technology. This means maintaining a global supply chain while simultaneously promoting the development of Mexican suppliers. We want international brands to supply us from factories established in Mexico or relocate their production to the country to supply us locally. 

We have many local suppliers but the percentage of locally-sourced parts varies significantly by model. For example, our pick-ups and commercial vehicles have a higher local content, while others, like the S-J, have less. Additionally, we continuously integrate new parts such as screens, brakes, or tires that come from various regions, including the European Union, the Americas, India, South Asia, China, or Japan. This changes as technology advances. We are constantly working to increase the percentage of local sourcing across all our models.

Q: How are you adapting to changing expectations regarding vehicle technology, connectivity, and digital experience? What new features can we expect in upcoming models?
A: Many brands offer a wide range of technologies. The challenge is not having the technology but knowing how to bring it in, adapt it, and sell it properly in Mexico. The key is tropicalization. We must consider our roads, driving styles, usage habits, and the quality expectations of Mexican consumers. Mexico cannot receive the same product sold in the European Union, the United States, or China. For example, no electric or plug-in hybrid vehicle (PHEV) worldwide includes a spare tire because, statistically, a tire puncture happens every five to six years. In Mexico, it can happen every five to six months. Therefore, we cannot allow vehicles to be sold here without a spare tire. That is precisely why our plant exists: to ensure that the product reaching the country is truly designed for Mexico, considering its specific needs, language, and reality.

Q: What changes in vehicle demand by type or segment do you foresee in the coming years?
A: We strongly believe in a technology we are about to launch: the PHEVs. Unlike conventional hybrids, which can be somewhat inadequate as they are neither fully electric nor fully combustion, PHEVs offer a true balance.

We aim to create a positive impact both environmentally and for our customers. Electric driving is the most enjoyable, but not everyone can opt for a fully electric vehicle due to their routes or needs. That is where PHEVs become an ideal option: they allow daily zero-emission driving while having a backup engine for longer trips. We are committed to green technologies and a responsible transition toward electromobility.

Q: What will be JAC and Giant Motors’ main strategic priorities over the next 12 to 24 months? What achievements and milestones do you expect to reach?
A: Our main goal is to be the highest-rated brand in the automotive industry in Mexico, both by our distributors and by our employees and their families. Every decision we make must add value and be reflected in indicators such as the Net Promoter Score (NPS) and customer satisfaction, also evaluated by external agents. We aim to continue consolidating ourselves as a financially solid and people-focused company. This year, we plan to reach nearly 30,000 units sold, which represents an important milestone for us.

Sales are important, but they are merely the result of doing things well. For us, the most relevant indicator is satisfaction, both of our customers and our network of distributors and salespeople, who are in direct contact with the market. They represent the brand, solve day-to-day challenges in workshops and service centers, and are our primary source of feedback. They know all the brands and advise us on what decisions to make or avoid. Caring for and strengthening this network is one of the most profitable investments we can make. Ultimately, we depend on each other and share the vision of a company that aims to endure.

Q: What is the vision of Giant Motors for Mexico and Latin America?
A: Giant Motors Latin America is a Mexican company that believes in, invests in, and commits to Mexico. We are not here temporarily nor do we use Mexico as just a stepping stone. This country deserves much more. Our vision is to build a lasting company that creates value for everyone involved and contributes to Mexico’s sustainable development.