{"id":9531,"date":"2021-04-12T08:00:21","date_gmt":"2021-04-12T13:00:21","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=9531"},"modified":"2021-04-12T11:20:25","modified_gmt":"2021-04-12T16:20:25","slug":"jac-la-apuesta-automotriz-de-las-familias-slim-y-massri-crece-en-mexico","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/jac-la-apuesta-automotriz-de-las-familias-slim-y-massri-crece-en-mexico\/","title":{"rendered":"Jac, la apuesta automotriz de las familias Slim y Massri, crece en M\u00e9xico"},"content":{"rendered":"

Los autos chinos est\u00e1n reconquistando el mercado mexicano. Tras el fracaso que tuvo Grupo Salinas, con la comercializaci\u00f3n de modelos Faw en sus tiendas Elektra en 2007, pas\u00f3 pr\u00e1cticamente una d\u00e9cada antes de que otro grupo de empresarios quisiera comercializar modelos chinos.<\/p>\n

Fue en 2016 cuando Giant Motors Latinoam\u00e9rica, la firma mexicana en la que el empresario Carlos Slim es accionista mayoritario, decidi\u00f3 probar suerte con los veh\u00edculos asi\u00e1ticos. \u201cBuscamos alguna marca china interesada en entrar al mercado mexicano con ensamble local\u201d, dijo entonces El\u00edas Massri, presidente y director general de Giant Motors Latinoam\u00e9rica.<\/p>\n

Jac Motors Company, un fabricante chino de propiedad estatal, dedicado a la fabricaci\u00f3n de autom\u00f3viles, veh\u00edculos de carga y transporte comercial ligeros, levant\u00f3 la mano. Giant Motors Latinoam\u00e9rica eligi\u00f3 dos modelos, el Sei 2 y el Sei 3, como los primeros que comercializar\u00eda en el mercado mexicano a partir de 2017.<\/p>\n

El lanzamiento de la marca fue el 28 de marzo de ese a\u00f1o, en un concesionario propiedad de Grupo Zapata, que tambi\u00e9n distribuye otras marcas en el pa\u00eds como Ford y Mazda. Giant Motors, donde la familia Massri tambi\u00e9n es accionista, habilit\u00f3 una l\u00ednea de ensamble dentro de su planta de Ciudad Sahag\u00fan, Hidalgo, para armar los modelos que se vender\u00edan en el pa\u00eds.<\/p>\n

Jac arranc\u00f3 en M\u00e9xico con la meta de alcanzar un volumen de ventas anual de 10,000 unidades a partir de 2022, bajo un modelo de negocio centrado en los segmentos de entrada: consumidores de entre 19 y 39 a\u00f1os que buscan modelos a precios competitivos. Los dos primeros modelos que present\u00f3 Jac en M\u00e9xico, por ejemplo, fueron un SUV y un crossover, con una etiqueta por debajo de los 300,000 pesos.<\/p>\n

El reto de vender el ‘made in China’<\/p>\n

Pero conquistar nuevos clientes en M\u00e9xico no ha sido sencillo. Durante sus primeros meses en el mercado mexicano, los distribuidores de Jac lidiaban diariamente con los cuestionamientos sobre la calidad de los modelos.<\/p>\n

\u201cLa gente llega con mucha curiosidad, piensan que van a encontrar algo mal hecho, de mala calidad. Jalan las manijas, mueven las facias para ver si no se van a desbaratar\u201d, dijo en 2017 Eugenia Sol\u00eds, entonces gerente comercial de Grupo Zapata.<\/p>\n

Tras la incursi\u00f3n fallida de Faw en el pa\u00eds, en 2007, el mercado mexicano qued\u00f3 con \u2018un mal sabor de boca\u2019 por la baja calidad de los autos y la poca disponibilidad de refacciones.<\/p>\n

\u201cSab\u00edamos en lo que nos met\u00edamos al introducir una marca china a un mercado en donde hab\u00eda habido una mala experiencia previa con modelos chinos\u201d, dijo a mediados de 2019 Isidoro Massri, director de Jac M\u00e9xico.<\/p>\n

Para desdibujar el cuestionamiento sobre la calidad de los modelos chinos, la marca ha insistido en el ‘Hecho en M\u00e9xico’, ha promovido las pruebas de manejo entre los clientes potenciales y ha dise\u00f1ado una garant\u00eda de cinco a\u00f1os. Giant Motors Latinoam\u00e9rica tambi\u00e9n construy\u00f3 una estructura financiera que soporta la comercializaci\u00f3n de los modelos: bancos que otorgan financiamiento, compa\u00f1\u00edas de seguros y proveedores en M\u00e9xico que surten las refacciones.<\/p>\n

\u201cNo puedes vender en M\u00e9xico un coche solo por ser coche: tiene que venir con su plan de financiamiento, su garant\u00eda, qui\u00e9n surta las partes, qui\u00e9n lo ensamble\u201d, dijo Massri.<\/p>\n

Un modelo de negocio rentable<\/p>\n

Contrario a la estrategia de Grupo Salinas, de traer a M\u00e9xico los modelos m\u00e1s baratos de la gama de Faw y venderlos en las tiendas Elektra, Giant Motors conform\u00f3 un portafolio de veh\u00edculos con quemacocos panor\u00e1mico, pantallas de 10 pulgadas, asientos de polipiel, c\u00e1mara de reversa y conectividad. Tambi\u00e9n desarroll\u00f3 una red independiente de distribuidores.<\/p>\n

\u201cPoner al alcance de ciertos segmentos de la poblaci\u00f3n veh\u00edculos de entrada completamente equipados, nos ha resultado una buena estrategia\u201d, dijo El\u00edas Massri.<\/p>\n

Giant Motors tambi\u00e9n ha apostado por los modelos el\u00e9ctricos. En 2020, lanz\u00f3 tres versiones a bater\u00edas de sus camionetas, Sei 1, Sei 2 y Sei 4, y posteriormente lanz\u00f3 una familia de tres veh\u00edculos el\u00e9ctricos para entregas de \u00faltima milla, lo cual le ayud\u00f3 a dinamizar las ventas de los modelos con bater\u00edas en los \u00faltimos meses.<\/p>\n

El a\u00f1o pasado, Giant Motors comercializ\u00f3 383 veh\u00edculos el\u00e9ctricos en M\u00e9xico, entre modelos de uso comercial y de uso particular, de las marcas Jac y de los modelos que produce en alianza con Moldex, convirti\u00e9ndose en el mayor vendedor de autos el\u00e9ctricos en el pa\u00eds.<\/p>\n","protected":false},"excerpt":{"rendered":"

Giant Motors Latinoam\u00e9rica, la firma mexicana en la que el empresario Carlos Slim es accionista mayoritario, decidi\u00f3 traer modelos de la marca china Jac hace cuatro a\u00f1os.<\/p>\n","protected":false},"author":10,"featured_media":9533,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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