MEXICO’S ELECTRIC MEXICO’S ELECTRIC ... - gob.mx · PDF fileMEXICO’S ELECTRIC . T ... To The mexiCan Way of life 66 Mexico, a Home Away from Home The Lifestyle ... Tier 1 and

VIII - 2013

IX - 2013

MEXICO’S ELECTRIC & ELECTRONIC INDUSTRIES

MANUFACTURING THE FUTURE

Negociospara exportadores

The Lifestyle FeatureMexico,10 Magical Towns

Business TipsMexico and the Pacific Alliance: The Significance of Trade and Economic Ties with the World

MEXICO’S ELECTRIC & ELECTRONIC INDUSTRIES

MANUFACTURING THE FUTURE

The government of Mexico has set out to transform our country based on five ma-jor national goals: to have a peaceful, in-

clusive, well-educated, prosperous and globally-responsible Mexico.

In order to build the prosperous Mexico we long for, we must gener-ate sustained high eco-nomic growth that re-sults in more and better jobs that will improve the quality of life of our population.

Mexico has a solid foundation on which to attain these goals: healthy public financ-es; a manageable debt level; a budget with no fiscal deficit; a respon-sible and autonomous monetary policy, as well as adequate inter-national reserves.

Our macroeconomic stability and institution-al strength are enriched by a wide sociopolitical consensus that favors important transformations required to boost the development of our country. Through the Pact for Mexico, two constitutional reforms have been approved: one in education that will enhance the quality of teaching, and an-other in telecommunications, radio broadcasting

and economic competition that will open up the sector and ensure competition throughout our economy. Furthermore, the Congress is analyzing a financial overhaul to increase the level of credit and make it more affordable.

Mexico offers cer-tainty and confidence to investments, a busi-ness climate favoring productivity and com-petitiveness, and an am-bitious plan to further develop infrastructure. Moreover, the country’s strategic geographic lo-cation and optimal legal framework for interna-tional trade, through a network of trade agree-ments with 45 countries, give us access to a poten-tial market of over one billion people.

Mexico’s exceptional economic and geograph-ic conditions, as well as the talent and quality of its human capital, make it the ideal destination

for new productive capital to flourish.This is the time to invest in Mexico. Inves-

tors will find the government of Mexico and ProMéxico to be allies committed to the success of projects that create quality jobs and prosper-ity for the country.

Enrique Peña NietoPresident of Mexico

Table of Contents September 2013

Special ReportTequila: a Drink from Mexicoto the World

Mexico’s PartnerNilfisk Advance

Trane

Insertech

Avnet

Whirlpool

Productos MetálicosEspecializados

Wistron

Embraco

Criotec

COVER FEATUREElectric & Electronic Industries

Mexico Manufactures the future

From ProMéxico

Business TipsMexico and the Pacific Alliance:

The Significance of Trade and

Economic Ties with the World

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The Lifestyle The CompleTe Guide To The mexiCan Way of life

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Mexico, a Home Away from Home

The LifestyleBriefs

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Mexico,An Underwater Wonderland

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eWaters that Heal Body and Soul

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Mexico,10 Magical Towns

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Mexico inthe World

Seizing the Economic Complementaritybetween Mexico and South Korea

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Edwina PortocarreroThe Human Face of Technology

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Fromproméxico.

Mexico is lighting the path for the electric, electronic and household appliances indus-tries globally. The technology developed in the country –such

as domestic appliances, televisions, computers and mobile phones– is part of the daily lives of millions of people around the world.

Much like a lighthouse, the Mexican elec-tric, electronic and household appliances sec-tors are calling out to foreign investors and attracting their businesses into the country, given its geostrategic location –close to the largest market in the globe: the United States–, as well as its world-class operating facilities, competitive costs and highly-skilled work-force. For instance, some of the world’s top original equipment manufacturers (OEMs), Tier 1 and Tier 2 companies have decided to establish their business in Mexican territory. What is more, a significant number of their suppliers have followed suit and are now key components of these industries.

The evolution of the nation’s electric, electronic and household appliances sectors has also been ignited by academic, industry and government support, known as the triple helix. The creation of competitive clusters in

states like Nuevo León –specialized in house-hold appliances manufacturing– and Jalisco –focused on electronics design– have boosted these industries’ growth and increased their competitiveness, contributing to the country’s sustainable economic development. Further-more, industry, government and academia have joined forces to write up policies and develop strategies for these industries.

By keeping up to date with sector trends, these industries have successfully promoted advanced manufacturing and high tech ac-tivities in other fields, such as the automo-tive and aerospace sectors. Similarly, Mex-ico’s human capital has developed innova-tion that has fostered the electric, electronic and household appliances sectors world-wide, by working closely with the OEMs and Tier 1 and Tier 2 companies that form part of the country’s supply chain.

Mexico is the leading exporter of flat screen TVs in the world, the main exporter of refrigerators with freezers (with separate doors), the fifth of computers and the tenth of mobile phones. In a flash: Mexico’s elec-tric, electronic and household appliances in-dustries are beaconing the world, pointing towards a future lit with opportunities.

Welcome to Negocios!

Francisco N. González DíazCEO

ProMéxico

Para exportadores

Medio Oriente: un mercado no convencional y rentable para los alimentos mexicanos

México en el mundo:el comercio internacional de México en cifras

México y Corea del Sur: complementariedad económica en la industria eléctrica y electrónica

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ProMéxicoFrancisco N. González DíazCeo

Karla Mawcinitt Buenoimage and Communications General Coordinator

Sebastián Escalantedirector of publications and [email protected]

[email protected]

Natalia HerreroCopy editing

download the pdf version and read the interactive edition of Negocios ProMéxico at: negocios.promexico.gob.mx

This publication is not for sale. Its sale and commercial distribution are forbidden.

Negocios ProMéxico año 6, número IX, septiembre 2013, se terminó de im-primir el 9 de septiembre de 2013, con un tiraje de 13,000 ejemplares. Impresa por Cía. Impresora El Universal, S.A. de C.V. Las opiniones expresadas por los autores no reflejan necesariamente la postura del editor de la publicación. Queda estrictamente prohibida la re-producción total o parcial de los con-tenidos e imágenes de la publicación, sin previa autorización de ProMéxico. Publicación Gratuita. Está prohibida su venta y distribución comercial.

ProMéxico is not responsible for inac-curate information or omissions that might exist in the information provided by the participant companies nor of their economic solvency. The institution might or might not agree with an author’s state-ments; therefore the responsibility of each text falls on the writers, not on the insti-tution, except when it states otherwise. Although this magazine verifies all the information printed on its pages, it will not accept responsibility derived from any omissions, inaccuracies or mistakes. September 2013.

Negocios ProMéxico es una publicación mensual editada en inglés por Pro-México, Camino a Santa Teresa número 1679, colo-nia Jardines del Pedregal, Delegación Álvaro Obre-

gón, C.P. 01900, México, D.F. Teléfo-no: (52) 55 54477000. Página Web: www.promexico.gob.mx. Correo elec-trónico: [email protected] Editor responsable: Gabriel Sebastián Escalante Bañuelos. Reserva de dere-chos al uso exclusivo No. 04-2009-012714564800-102. Licitud de título: 14459. Licitud de contenido: 12032, ambos otorgados por la Comisión Ca-lificadora de Publicaciones y Revistas Ilustradas de la Secretaría de Gober-nación. ISSN: 2007-1795.

DesdeProMéxico

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ExPanDing CaPaCiTy

US based electronics manufacturer Plantronics

will invest 30 million usd to expand operating capacity

at its production site in the northern border city of

Tijuana, Baja California. The company produces

communications headsets at its five operating units in Tijuana.

www.plantronics.com

ELECTRONIC

DRiving COnFiDEnT in MExiCO

Mazda Motor Corp. will invest about 120 million usd in a new engine manufacturing plant in Mexico.

The engine factory will be onsite at Mazda’s vehicle assembly plant under construction in Salamanca, Guanajuato, with a production capacity of about 230,000 engines a year.

Vehicle production at the site is scheduled to begin in the first quarter of 2014. The Salamanca plant will assemble the Mazda2 and Mazda3 for the US and Central and South American markets.

www.mazda.com

AUTOMOTIVE

THE gianT KEEPS gROWing

AUTOMOTIVE General Motors (GM) will invest 691 million usd to expand its Mexican operations. The plans include a new factory in Silao, Guanajuato, to build 8-speed transmissions and an upgrade to an existing factory in San Luis Potosí that will make next-generation transmissions.

The US automaker builds the Chevrolet Silverado and GMC Sierra pickup trucks in Silao; Chevy Sonic and Captiva, and Cadillac SRX vehicles in Ramos Arizpe; and the Chevy Aveo, Trax and Tracker vehicles in San Luis Potosí.

GM, which has operated in Mexico for 78 years, has the second largest vehicle output in the country, behind Nissan, according to the Mexican Association of the Automotive Industry (AMIA).

www.gm.com

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BRIEFS BRIEFS

EyES On THE CaPiTaL

Mexican industrial baking multinational Grupo Bimbo will invest 160 million usd in its operations in the Mexico City area. Projects include plant renovation, expansion of production capacity and modernization of distribution infrastructure including the implementation of electricity-powered vehicles.

www.grupobimbo.com

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EnERgizing PLanS

ENERGY

TRiPLE MOvEMEnT

US auto parts manufacturer Accuride Corp. will invest 120 million usd to install three new production plants in Mexico. The new facilities will produce truck brakes, fuel tanks, bumpers and other stamped metal parts.

www.accuridecorp.com

AUTOMOTIVE

UniTy MaKES EnERgy

Tenaris, Ternium and Tecpetrol International have entered into a memorandum of understanding to jointly build and operate a natural gas-fired combined cycle electric power plant in Mexico, which would supply Tenaris’s and Ternium’s respective Mexican industrial facilities –together, both companies are one of the largest private energy consumers in Mexico.

The power plant would be built in the Pesquería area of the state of Nuevo León, and would have a power capacity of between 850 and 900 megawatts (MW).

The total investment is estimated at 1 billion usd. The plant is expected to be operational in the fourth quarter of 2016.

www.tenaris.com

www.ternium.com

www.tecpetrol.com

ENERGY

Infraestructura Energética Nova SAB, the Mexican unit of US natural-gas utility Sempra Energy, will invest approximately 1.5 billion usd in energy infrastructure projects in Mexico over the next three years. Projects on the table include a gas pipeline through the states of Sonora and Sinaloa, a wind power facility in Baja California, an ethane pipeline in the southeastern state of Tabasco and a gas pipeline in the northeast.

www.sempra.com

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COFFEE SCEnTED DEaL

Mexico restaurant operator Alsea has reached an agreement with Starbucks Corp. to take full equity control of the world’s biggest coffee chain’s stores in Argentina and Chile.

Alsea bought 82% of Starbucks’ Chilean operation and the 18% it did not own of Starbucks’ Argentine business, to own 100% of both. Alsea will operate 66 stores in Argentina and 44 in Chile, along with the 382 it controls in Mexico, all of them carrying the Starbucks brand name. The company expects to open 130 stores in Argentina and Chile in the next five years, while it plans to invest 75 million usd opening 170 new stores in Mexico, Starbucks’ fastest-growing Latin American market, over the next three years.

www.alsea.com.mx

FOOD

ExPanDing HORizOnS

Mexico’s Coca-Cola Femsa, a joint venture between Coca-Cola Co. and Mexican retail and bottling company Femsa, completed its all-cash purchase of Brazilian Coke bottler Companhia Fluminense de Refrigerantes.

Coca-Cola Femsa, Latin America’s largest Coke bottler, agreed to pay 448 million usd for the Brazilian bottler.

www.coca-colafemsa.com

FOOD

AEROSPACE

Ellison Surface Technologies (EST), which provides surface treatment and coating for aerospace components, began construction of a new 32,000-square feet plant in Guaymas, Sonora.

The new plant, scheduled to be complete by the end of 2013, is Ellison’s fourth expansion in the past 12 months, including new facilities in Rutland, Vermont; Hebron, Kentucky; and Bromont, Quebec.

Ellison is the 62nd aerospace-related company in Sonora –of them, 52 are foreign firms– and will be the first facility in Mexico to offer vapor phase aluminizing, a diffusion coating to protect turbine components from corrosion. The company will also perform high-velocity oxygen fuel spray and plasma spray.

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ELLiSOn SURFaCE TECHnOLOgiES LanDS in MExiCO

In 2012 total tequilaproduction was

253’000,000 liters

The sectoris expectedto record an

average annual growth rate of

9% for the 2012-2020 period.

The Mexican beverages industry

received 285 million

in Foreign Direct Investment (FDI)

in 2012.

Sources: Ministry of Agriculture, Livestock, Rural Development, Fisheries and Food (SAGARPA), Agricultural and Fisheries Information System (SIAP) / Tequila Regulating Council (CRT) / Global Trade Atlas (GTA).

Tequila-producing states

TEQUILA:A DRINK FROM MEXICOTO THE WORLD

Tequila exportsto Japan increasedby 67% in 2012

In 2012,Mexico exported

156‘000,000liters of tequila

During 2011,Agave productionin Mexico reached

1’703,000tons

In 2012 totalagave consumption

for tequila production was881,000 tons

anaverage of

300 litersof tequila per

minute

In 2012, Mexico recorded the second highest value in

industrial production of beverages in the Americas, only behind the

United States, according to data from ProMéxico.

The beverage industry in

Mexico reached a production value

of 45.344 billion in 2012.

The sector recorded

6.395 billion

in FDI between 2000 and 2011.

valued at

$146million

62%were used to

produce100% Agave

tequila

45%of production

was100% Agave

tequila

1United States

$625 73%

1

2

4

2Russia

$22 3%

3Spain

$18 2%

4Japan

$15 2%

5UK

$14 2%

6Germany

$13 2%

7Panama

$10 1%

8Singapore

$9 1%

9France

$8 1%

Other$12513%

3

78

9 6

5

$ million % Percentage of participation

Nayarit

2nd

Jalisco

Guanajuato

Tamaulipas

Michoacán

138companies

exported tequilain 2012, of which:

57%arelocatedin Jalisco

9%in MexicoCity.

In 2012 total tequilaproduction was

253’000,000 liters

The sectoris expectedto record an

average annual growth rate of

9% for the 2012-2020 period.

The Mexican beverages industry

received 285 million

in Foreign Direct Investment (FDI)

in 2012.

Sources: Ministry of Agriculture, Livestock, Rural Development, Fisheries and Food (SAGARPA), Agricultural and Fisheries Information System (SIAP) / Tequila Regulating Council (CRT) / Global Trade Atlas (GTA).

Tequila-producing states

TEQUILA:A DRINK FROM MEXICOTO THE WORLD

Tequila exportsto Japan increasedby 67% in 2012

In 2012,Mexico exported

156‘000,000liters of tequila

During 2011,Agave productionin Mexico reached

1’703,000tons

In 2012 totalagave consumption

for tequila production was881,000 tons

anaverage of

300 litersof tequila per

minute

In 2012, Mexico recorded the second highest value in

industrial production of beverages in the Americas, only behind the

United States, according to data from ProMéxico.

The beverage industry in

Mexico reached a production value

of 45.344 billion in 2012.

The sector recorded

6.395 billion

in FDI between 2000 and 2011.

valued at

$146million

62%were used to

produce100% Agave

tequila

45%of production

was100% Agave

tequila

1United States

$625 73%

1

2

4

2Russia

$22 3%

3Spain

$18 2%

4Japan

$15 2%

5UK

$14 2%

6Germany

$13 2%

7Panama

$10 1%

8Singapore

$9 1%

9France

$8 1%

Other$12513%

3

78

9 6

5

$ million % Percentage of participation

Nayarit

2nd

Jalisco

Guanajuato

Tamaulipas

Michoacán

138companies

exported tequilain 2012, of which:

57%arelocatedin Jalisco

9%in MexicoCity.

11

negocios ProMéxico |

10 September 2013

| negocios ProMéxico

September 2013

photo archiveSpecial Report Special Report

13

Negocios ProMéxico |

12 September 2013

| Negocios ProMéxico

September 2013

Business Tips Business Tips

Mexico and the Pacific Alliance:

The Significance of Trade and Economic

Ties with the World

Through the Pacific Alliance, Mexico has a significant opportunity to strengthen Latin American integration while having a very attractive

platform to negotiate with other countries in the area.

by MARíA CRISTINA ROSAS*

Over the last 20 years, Asia Pacific has emerged as one of the main regions in the world in terms of trade and economy. Its natural, economic, financial and commer-cial resources make it one of the most im-portant in the world. In fact, a significant number of countries in the zone have set the pace for global economic and trade dynamics, particularly those in East and Southeast Asia.

Furthermore, countries in this region have been able, among other things, to innovate and/or improve structures and production processes in a very short time. They boast highly-skilled human resources and have become competitive players in global production chains.

higher growth, development and competi-tiveness of the participating economies with aims of achieving better well-being, over-coming socioeconomic inequality and the social inclusion of inhabitants. It intends to become a platform for political coordina-tion, economic and commercial integration and global projection, with a special em-phasis on the Asia Pacific region.

Furthermore, the Pacific Alliance con-siders police and customs cooperation, the free flow of services and capital to integrate stock markets, the creation of a mechanism to solve trade conflicts and the establishment of links with regional and international organizations, particularly those located in the Asia Pacific region.

The initiative, which was created on April 28, 2011, has ambitious goals. How-ever, it is an interesting mechanism for participating countries, both for its explic-it ends and the impact it will have among foreign investors who have welcomed the Pacific Alliance with excitement. It is worth mentioning that some countries, such as the US and China, have already requested the status of observer in this mechanism, endorsing its significance.

The initiative came from an invitation issued by Alan García, ex-President of Peru, to Panama, Ecuador, Chile and Co-lombia in 2010. After the governments of Panama and Ecuador declined, the former Colombian and Chilean heads of state sug-gested involving Mexico and Lima accept-ed the recommendation. Thus, the former presidents of the four countries proceeded to write a framework agreement through an ad hoc group headed by Peru.

The Pacific Alliance is largely a conse-quence of the international economic crisis that has been affecting mainly the world’s most developed economies since 2008, which coincidentally are large trade part-ners of the four Latin American countries involved in this mechanism.

The fact that the stars of the Pacific Al-liance are Latin American is good news as well because each one has vast experience in trade negotiations, which enables them

to raise the profile of the initiative. How-ever, considering that intra-regional trade in Latin America is low (barely 20% of the trade it does with the rest of the world), the Pacific Alliance is a platform that will help strengthen commercial and invest-ment relations in the area.

It is worth noting that the Pacific Alliance is a mechanism that will be highly prioritized by the four countries involved, providing it with legal status and submitting it to the approval of their respective parliaments.

The first results of the Pacific Alliance, still in its initial phase, can already be seen. On November 9, 2012, Mexico decided to eliminate visa requirements for Peruvians and Colombians to enter the country with-out a permit, provided they do so to carry out non-compensated activities for a maxi-mum period of 180 days. That will facilitate the transit of people, which is one of the mechanism’s express goals.

Furthermore, as of the 2013 school year the Pacific Alliance rolled out an exchange program for Bachelor, Masters and PhD stu-dents as well as faculty and researchers in the four countries, aimed at contributing to the creation of high-level human resources. As if that were not enough, the four partners signed an electronics trade agreement that will enable the online sale of electronic goods

photos courtesy of pacific alliance

The Pacific Alliance is a regionalization process involving Mexico, Peru, Colombia and Chile –which might later include Costa Rica and Panama. Its goal is to build, through involvement and consensus, a deeply integrated area to gradually advance towards the free circulation of goods, services, capital and people.

Countries in the area also maintain important intra- and inter-industrial trade, which has put them at an advantage over other competitors. It is also worth noting that the region shows significant trade mo-bility in high-tech goods and services.

According to the latest Statistical Year-book of the United Nations Economic and Social Commission for Asia and the Pacific (ESCAP), this region has over 4.2 billion inhabitants. The volume and size of its economies and trade account for close to 60% of the global Gross Domestic Prod-uct (GDP). Moreover, the Pacific Ocean covers 30% of the Earth and is larger than the total land surface.

Asia Pacific has been the birthplace of an increasing technology revolution that is boosted by the systematic and substan-tial application of non-human energy to production processes (tangible produc-tion) and the rapid expansion of the hu-man capacity to process information and produce new knowledge.

There are several initiatives to region-alize the area for economic, trade and investment purposes. Among them, the Pacific Basin Economic Council (BPEC) established in 1967, the Pacific Economic Cooperation Council (PECC), established in 1980, and the Asia Pacific Economic Cooperation Forum (APEC), an initiative requested by the Australian government in 1989 that currently gathers 21 econo-mies from three continents.

There is also the Trans-Pacific Partner-ship Agreement (TPA), created in 2005, and the Integrated Regional Economic Alliance that is slated to begin operating in 2015. In addition to these is the Pacific Alliance, whose only members are Latin American countries with access to the Pacific Ocean.

The Pacific Alliance is a regionalization process involving Mexico, Peru, Colom-bia and Chile –which might later include Costa Rica and Panama. Its goal is to build, through involvement and consensus, a deeply integrated area to gradually advance towards the free circulation of goods, ser-vices, capital and people. It also supports

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14 September 2013


September 2013

Business Tips Business Tips

and services through the use of information technology (IT) and communications.

Along the same lines, the four coun-tries have been developing investment promotion seminars through their rel-evant agencies. In fact, total trade be-tween the four partners is around 40 billion Usd and has recorded a 12% growth rate between 2008 and 2012. That is because Mexico had previously negotiated free trade agreements with these countries, helping eliminate several trade barriers and creating a favorable

The four member countries of the Pacific Alliance account for 40% of total trade in Latin America. Combined, they have 212.3 million inhabitants comprising a potential market that is larger than Brazil’s.

In light of the increasing importance of the Asia Pacific region in which Mexico has been traditionally present, it is important to point out that the country has implemented a series of strategies, mainly through free trade agreements, that have led to an increased closeness to economies in the region, alongside such important and traditional groups as APEC.

environment to deepen the relationship and bring it closer to the situation in the European Union where provisions to lib-eralize the free flow of production fac-tors are in place.

The four member countries of the Pacific Alliance account for 40% of total trade in Latin America. Combined, they have 212.3 million inhabitants comprising a potential market that is larger than Brazil’s.

In terms of surface area, the four coun-tries combined have 5.15 million square ki-lometers. Furthermore, their combined GDP

portant to point out that the country has implemented a series of strategies, mainly through free trade agreements, that have led to an increased closeness to economies in the region, alongside such important and traditional groups as APEC.

Therefore, through the Pacific Alli-ance, Mexico has a significant opportunity to strengthen Latin American integration while having a very attractive platform to negotiate with other countries in the area. Mexico has a strategic location that makes it very appealing as a foreign investment

destination and a commercial platform for markets such as the US, Europe and Asia, especially, in the latter case, with countries like China and Japan.

It is undeniable that Mexico faces strong competition from other Latin Amer-ican countries when it comes to access to international markets. However, its vast commercial experience, proven economic development (which unlike most devel-oped nations is very promising), geographic closeness to the US market and network of free trade agreements, added to its involve-ment in several economic organizations and processes, are all advantages that will lead to great benefits in this new endeavour it undertakes as part of the Pacific Alliance.

A fact to consider is that countries in the Asia Pacific region, especially those from Asia, do not necessarily condition their economic growth on the signing of trade agreements with other nations given that they have focused on increasing their appeal through economic policies that fa-vor improvements to infrastructure, tech-nology, innovation, and human resource training, among other sectors.

These are areas in which Mexico has been developing important strategies and, through interaction with other countries, it can explore cooperation mechanisms aimed at mutual learning, especially con-sidering that the direction of the global economy, at least for the time being, will be determined by the initiatives that are aired in Asia Pacific. n

*Professor and researcher in the Political

and Social Sciences Faculty, National

Autonomous University of Mexico (UNAM).

is 2,010 billion Usd, making it the eighth largest mechanism in the global economy.

Other data to consider include an av-erage growth rate in the four countries of 5% in 2012 and a projected 4.7% for this year. Average per capita income –measured in terms of purchasing pow-er– is 13,000 Usd. Average inflation re-corded in 2012 was 3.2% and the unem-ployment rate was 7.6%.

In light of the increasing importance of the Asia Pacific region in which Mexico has been traditionally present, it is im-

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September 2013

Seizing the Economic Complementaritybetween Mexico and South Korea

by MIGUEL DEL VILLAR VOLkERSz*

Mexico is home to the manufacturing ac-tivities of the main global players of the electric and electronic sectors. Among industry experts, Mexico is already posi-tioned as a strategic manufacturing loca-tion due to its commitment to global trade through its broad network of free trade agreements (FTAs) with 45 countries, highlighting its partnership in the North American Free Trade Agreement (NAFTA) region and as gateway to Latin America as well as an outstanding logistics location to develop commercial ties with Europe and Asia by its excellent access to both the At-lantic and Pacific oceans.

Household appliances and electronics manufacturers like Sony, Panasonic, Phil-lips, Hewlett-Packard (HP), Motorola, Samsung and LG Electronics are suc-cessfully manufacturing their products in Mexico. From 2000 to 2012, the com-bined Foreign Direct Investment (FDI) for these industries added to a total amount of 13.7 billion Usd, according to Mexico’s Ministry of Economy (SE). In 2012, ex-ports reached a value of over 84.08 billion Usd, representing nearly 25.8% of total exports of manufactured goods.

As a result of these operations, elec-tronic manufacturing service firms have also found a competitive and healthy en-vironment in the country. Companies like Celestica and Flextronics are increasing their presence in Mexico, driven not only by the automotive and aerospace sectors’

dustrial complementarity that, given the right conditions, will be able to enhance the supply chain as well as the technologi-cal shift of the industry.

Attracting the attention of Tier 1 and Tier 2 suppliers for Asian, and particu-larly South Korean, suppliers is not an easy task. Many of them still feel close-ness to the South East Asian market, whereas the NAFTA region, despite its huge potential, seems like a distant and complex market suitable only for global companies.

Fortunately enough, that mindset is slowly changing and SMEs are learning that the Mexican government can support

needs of electronic supply but also by the electric and electronic industry.

With such a competitive landscape, Mexico has not yet reached its plateau, for the economic conditions provide the national electric and electronic industry with the impulse to shift into a more so-phisticated production. That shift repre-sents in itself a natural challenge for the industry and an opportunity for entrepre-neurial endeavors.

To contribute to the development of the Mexican electric and electronic in-dustry its supply chain must be consoli-dated. Opportunities in micro engineering, printed circuit boards or PCBs, passive components, software and semiconduc-tors are just some of the main prospects in the sector, along with other support metal-mechanic sub processes. All in all, it is estimated that there is an opportunity of nearly 50 million Usd at hand.

The natural processes of the domes-tic industry fueled by the right economic policies are attracting the attention of in-ternational manufacturers, whether they are Original Equipment Manufacturers (OEM), Tier 1 or Tier 2 companies: the op-portunities to penetrate the supply chain are at the door. To elaborate on that par-ticular subject, the South Korean case is remarkably representative.

During the past 10 years, Mexico has seen an increase of South Korean capital moving into the country to establish elec-

tric and electronic manufacturing facilities. The largest South Korean investment in a year period was made in 2008, adding to a total sum of 370 million Usd, while in 2009 the amount allocated stood at 75.6 million Usd, by companies such as Sam-sung Electronics, Samsung C&T, Posco, Speco and LG, among other.

Such commitment from OEMs brought an economic and technological benefit to Mexico’s electric and electronic industry. Some of their key suppliers fol-lowed and are now turning to Mexico not only to provide their traditional South Korean partners but also to source the lo-cal market.

Investors from a wide range of compa-nies, from Samsung to LG Group, are find-ing that Mexico is not only suitable to sup-ply their main OEMs but also a profitable market. Likewise, small and medium-sized businesses (SMEs) with well-developed technological capacities that tradition-ally supply these OEMs are discovering Mexico’s true potential. In return, they are filling some gaps in the supply chain. For example, firms that provide electronic ser-vices for PCBs like surface mount technol-ogies (SMT) or advanced materials com-pounding companies that deliver advanced plastics for the industry are some of the new players that are bringing in special-ized know-how capabilities to the country. Thus, the constant investment from South Korean organizations has generated in-

them professionally. One of the first en-counters investors have is with ProMéxi-co, a natural ally that provides them with services throughout the whole investment process, from gathering industry informa-tion in the early stages, to soft-landing and aftercare services once the investment project has been completed.

Ultimately, ProMéxico and the Mexi-can government understand that a key path to strengthen Mexico’s advanced manufacturing capabilities is by enhanc-ing companie’s competitiveness. n

*Trade Commissioner of the ProMéxico

Office in Seoul, South Korea.

photo archive

During the past 10 years, South Korean investment to establish electric and electronic manufacturing facilities in Mexico has increased. Today, Mexico faces the challenge of attracting the attention of Tier 1 and Tier 2 suppliers for Asian, and particularly South Korean, companies.

Mexico has not yet reached its plateau, for the economic conditions provide the national electric and electronic industry with the impulse to shift into a more sophisticated production. That shift represents in itself a natural challenge for the industry and an opportunity for entrepreneurial endeavors.

Mexico in the World Mexico in the World

19


18 September 2013


September 2013

Mexico Manufactures the Future

by jESúS ESTRADA CORTéS

While Mexico is among the global leaders in the electric, electronics and household appliance industries, there are still many investment opportunities to be made in the country. Competitive costs, a highly skilled workforce and world class operating facilities are what boost technology sectors and promote their development in Mexico.

Technology has simplified the way we work, communicate and live. The elec-tronics and household appliance indus-tries have given us devices that just a few years ago seemed like science fiction: these industries advance thanks to the dy-namism of the electric sector.

Due to growing consumer demand, driven by the substitution cycle, in-creased income and companies’ pursuit of innovation, these three industries sim-plify our daily life through the design and manufacture of a wider range of de-vices, many of which are designed and produced in Mexico.

To meet the demand, corporations face challenges such as permanent cost reductions and increased flexibility and agility of manufacturing systems, to pen-etrate markets in less time and with more competitive costs. Both original equip-ment manufacturers (OEMs) and manu-facturing services companies (subcontrac-tors, EMS) have found Mexico to be the perfect ecosystem for their development.

Turning ThE World onMexico is becoming a lighthouse that lights the way for the global electric in-dustry. With an increasing demand –con-sidering that electricity generation on the planet in 2008 was 20,181 Terawatt-hour (TWh) and forecasts point to an in-crease to 24,975 TWh by 2015, accord-ing to the Key World Energy Statistics Report 2010– the main companies in the sector are betting on Mexico to invest and produce.

The electric industry as a whole reached a production value of 28.84 bil-lion Usd in 2012. More than half of the amount (54.2%) was from the wiring, ca-bling and battery sector, while 26.8% was from electricity distribution and control equipment and 19% from the production of electric motors and generators.

In 2012, Brazil was Mexico’s main competitor, with very similar produc-tion (28.52 billion Usd). However, Pro-México’s forecasts with data from Global Insight show that Mexico will accelerate production to become the leader, reaching 54.68 billion Usd by 2020.

According to forecasts, between 2013 and 2020, the sector’s total production in Mexico will record an average annual growth rate of 7.9%, the electricity distri-

photos archive

Electronics is one of the most dynamic industries in the world in terms of production and consumption. In 2012, the electronic industry in Mexico accounted for 27% of manufacturing output and 24% of non-oil exports.

bution and control equipment segment will record an annual average growth rate of 8.8%, the electric motors and generators sector will expand to 8.6% and the wiring, cabling and battery segment to 7.1%.

That momentum in production also drives exports from the electric sector. In 2012, Mexico’s sales abroad reached 21.74 billion Usd, almost doubling the 11.91 billion recorded in 2002. In those 10 years, exports recorded an average annual growth rate of 6.2%.

The US is the main destination for Mexican exports from the electric sector: in 2012, the market received 91% of ship-ments from the Mexican industry. In fact, Mexico contributes 33% of total US im-ports of electricity generation and distri-bution equipment. After the US, the main destinations for Mexican exports are Can-ada, Nicaragua, Germany and Colombia.

In addition to being the largest supplier of electricity generation and distribution equipment, Mexico is the second largest supplier of lighting accessories to the US.

The driver behind production and sales is Foreign Direct Investment (FDI). Between

2000 and 2012, the electric sector attract-ed 5.907 billion Usd in FDI. The majority of that amount, 77.4%, was from the US (4.573 billion Usd), followed by production flows from the Netherlands (396 million), Finland (250 million), France (236 million) and Japan (129 million).

The federal entities that received the largest portion of FDI were Mexico City (20%), Chihuahua (14%), Baja Cali-fornia (13%), Tamaulipas (12%) and Hidalgo (9%). Other important states in terms of investments made are Nue-vo León (northeast), San Luis Potosí (north), Sonora (northwest), Coahuila (northwest), Estado de México (center), Jalisco (west), Michoacán (west) and Aguascalientes (center).

Some important players in this indus-try are ABB, which operates a plant in San Luis Potosí with 850 employees that man-ufactures high, medium and low tension products, low tension systems, robots and services. It also has a turbocharger work-shop in Veracruz (east).

Schneider Electric has 12 production plants where it concentrates 6% of all its

Cover Feature Cover Feature

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20 September 2013


September 2013

NUEVO LEóN’STriple Helix

Nuevo León is one of Mexico’s main ecosystems for the household appliance industry and, since July 2009, it has been driven by the Household Appliance Cluster of the State of Nuevo León (Clúster de Electrodomésticos del Estado de Nuevo León, A.C. or CLELAC), following its mission to “support and coordinate the players of the triple helix –private industry, academia and government– for the common good through the creation of synergies that boost the industry and increase the competitiveness of the household appliance sector, contributing to the region’s sustainable economic development.”

“The CLELAC is a decisive factor for investment and the sustainable growth of the household appliance value chain, due to the effective collaboration between its members,” explains Cecilia Carrillo, director of the cluster.

The CLELAC is supported by 28 advisors, of which 19 are CEOs or VPs of household appliance manufacturing companies or industry suppliers. Some of the organizations that contribute to the association are Carrier, Criotec, Danfoss, Diga, Epkamex, Ezi Metales, Fanasa, Mabe, Mesa, Nava Hermanos, Trane and Whirlpool.

“The CLELAC’s working committees develop collaboration projects on

an annual basis to support the industry’s growth, with a primary focus on the production chain and the training of human capital,” clarifies Carrillo.

Next year, the association will focus its efforts on “supporting sector companies to substitute their imports in order to develop suppliers and increase the sales of Mexican firms. Furthermore, the CLELAC will continue training specialized technical staff and developing technical and soft-skills supervisors, considered by companies in the industry to be key to maintaining or increasing productivity,” adds Carrillo.

She explains that businesses have been attracted to Nuevo León by its highly-skilled and available workforce, wide supply base and competitive costs in logistics operations. Currently, there are 103 economic units from the sector operating in the state, “the residential, commercial and industrial air conditioning and heating industry reporting the highest manufacturing and export volumes. Another important statistic shared by the Secretariat of Economic Development (SEDEC) is the added value by state, where Nuevo León ranks first, with 37% of the share,” concludes Carrillo.

www.clelac.org.mx

jobs worldwide –it has the fourth larg-est number of employees– and 1,000 of them work in research and development in Nuevo León. Siemens began operating in 1984 with a project to light the streets of Mexico City and it currently has 8,000 employees in 13 production plants.

There are also Mexican companies in the electric sector that have excelled in in-termediary product manufacturing, such as cabling, wiring or transformers, in-cluding Condumex (with sales in Mexico, the US, Canada, South America and the Caribbean), Prolec, which emerged from the merger of Xignux and General Elec-tric (GE) and has its headquarters in the state of Nuevo León and operations in over 35 countries, 4,500 employees and had sales of 922 million Usd in 2010, and Voltran, which became part of the Brazil-ian WEG Transformadores in 2011.

Through the joint work of industry and government, the dynamism of the Mexican electric sector is expected to strengthen starting in 2013. In March 2013, Hugo Gómez Sierra, president of the National Chamber of Electric Manu-facturing (CANAME), comments on the recent publication of the National Energy Strategy 2013-2027, a “document that defines the goals, integration elements, policy measures and strategic action lines for the energy sector. The document in-cludes the vision of all topics of interest and concern for our chamber.” He adds that: “From this vision and the joint work with the various players, [Mexico’s] energy reform will be developed,” a series of legal amendments that are being dis-cussed by the various political forces and aimed at modernizing the energy industry in Mexico.

ElECTroniCS induSTry: ThE TEChniCAl EdgEElectronics is one of the most dynamic industries in the world in terms of pro-duction and consumption. In 2012, the electronic industry in Mexico accounted for 27% of manufacturing output and 24% of non-oil exports. It should be mentioned that nine of the top 10 EMS are located in the country.

In 2012, the production value of the electronics industry in Mexico was 55.7 billion Usd, and it is expected to record an annual average growth rate of 4.1%

Mexico is becoming a lighthouse that lights the way for the global electric industry. With an increasing demand, the main companies in the sector are betting on Mexico to invest and produce.

in the 2012-2020 period, according to ProMéxico’s forecasts with data from the National Institute of Statistics and Geog-raphy (INEGI) and Global Insight.

With that production value, in 2012 Mexico became the largest global exporter of flat screen televisions, the fourth largest of microphones, earphones and speakers, the fifth largest of computers and the 10th largest of mobile phones.

Total exports from the electronics in-dustry in Mexico have maintained their momentum in recent years, increasing from 69.74 billion Usd in 2008 to 75.53 billion in 2012.

Some of the main companies with pro-duction presence in Mexico are Samsung, LG, Toshiba, Foxconn, Flextronics, IBM, Panasonic, Intel and Hewlett-Packard (HP). Multinationals have not only in-vested in manufacturing plants in Mexico but also in engineering and design centers. Mexico is not only one of the main play-ers in terms of electronics manufacturing but also in research and development.

Among the companies that announced investments in 2012 were Skyworks (184 million Usd to expand its facilities in Baja California, with 1,700 new jobs in the next two years), Cal-Comp Electronics


23


22 September 2013


September 2013

(opening its first plant in Mexico with 50 million Usd and 1,000 new jobs), Ericsson (13 million Usd to expand its Global Ser-vices Center in Querétaro) and Jabil (7 mil-lion Usd to open its third plant in Jalisco).

Between 2002 and 2012, accumulated FDI in the electronics industry was 9.79 billion Usd. Most of this amount was al-located to the communications subsector (3.26 billion Usd), followed by computers and office (3.11 billion), audio and video (2.08 billion), medical equipment and pre-cision, measurement, control and optical instruments (1.18 billion) and semicon-ductors (144 million).

While most of the production capital came from the US (5.05 billion Usd), the flow of FDI to Mexico’s electronics sector has various sources, such as the Nether-lands, Japan, Singapore, Taiwan, Switzer-land and Germany, among others, dem-onstrating the country’s huge appeal for international investors.

A study by KPMG shows that Mexico has the lowest operation costs in equip-ment and component manufacturing in the Americas, with 14.6% savings in the cost of electronics assembly, compared to the US.

The development of the electronics in-dustry in Mexico opens up new business opportunities for investors. Although mul-tinationals have specialized in manufactur-ing high-tech products, mainly for con-sumption, few national companies design and/or manufacture electronic components and they are unable to meet the demand of large assembly firms.

There are great investment opportuni-ties for the electronic components compa-nies. According to a study by ProMéxico, close to 94% of the components required to manufacture a television are imported. In response to these contexts, the Mexican government is implementing the Transna-tional Accompaniment Model (ACT) in order to leverage the interest expressed by many companies established in Mexico to grow their business, especially with more supply in the industrial chain and transfer of operations. Furthermore, the develop-ment of small and medium sized busi-nesses (SMBs) is supported and promoted through the National Entrepreneur Insti-tute (INADEM).

SiMPliFying liFE AT hoMEMexico is present in many homes around the world due to its position as the sixth largest exporter of household appliances.

The country became the largest exporter globally of refrigerators with freezers (with separate doors), the second of washing machines with 10 kg

capacity or less and the fourth of air conditioning units and vacuum cleaners.

In 2012 alone, its sales abroad reached a value of 6.69 billion Usd –more than double that recorded in 2006– and, ac-cording to forecasts, will record an aver-age annual growth rate of 8.7% between 2012 and 2020.

The country became the largest export-er globally of refrigerators with freezers (with separate doors), the second of wash-ing machines with 10 kg capacity or less and the fourth of air conditioning units and vacuum cleaners.

The industry’s production has expand-ed steadily, reaching a value of approxi-mately 6.69 billion Usd in 2012. Accord-ing to projections, it will record an aver-age annual growth rate of 8.7%, reaching 13.02 billion Usd by 2020.

The dynamism of the household ap-pliance industry is a reflection of inves-tor confidence in Mexico. Between 2002 and 2012, accumulated FDI in this sector reached 1.84 billion Usd, most of which came from the US (1.52 billion), followed by South Korea (320 million), Canada (31 million), Japan (26 million) and Singapore (23 million).

Mexico is appealing to investors due to several factors, such as low production costs. According to The Boston Consulting Group’s (BCG) latest study, the average cost of manufacturing in Mexico is expect-ed to be 6% lower than in China and 20% to 30% lower than in Japan, Germany, Italy or Belgium by 2015.

Furthermore, “the closeness to the world’s largest market (the US) is a great advantage for locomotive companies that begin manufacturing operations or transfer some of their production lines to Mexico. These firms leverage Mexico’s free trade agreements and logistics costs due to its geographic location,” explains Cecilia Carrillo, head of the Household Appliance Cluster of the State of Nuevo León (CLELAC).

“Foreign companies that decide to es-tablish in Mexico to begin household ap-pliance manufacturing operations or be-come sector suppliers, leverage the coun-

try’s workforce that has competitive costs, specifically in Nuevo León. There are foreign corporations, such as Whirlpool, that have even brought their research and development center to Nuevo León, where they work on new designs for washing ma-chines and refrigerators. These companies have been able to identify Mexican talent to have products that are both designed and made in Mexico,” says Carrillo.

The North American Free Trade Agree-ment (NAFTA) attracted international businesses to Mexico “with the goal of reducing their manufacturing costs to in-crease profits by selling products to the North American market. Currently, many of these companies have expanded their operations, inviting their suppliers –also foreign– to the country, furthering the sec-tor’s growth,” states Carrillo.

One of the firms that recently an-nounced investments is Embraco, a Brazil-ian company that is investing 90 million Usd to begin operating its new plant in Mexico –in Nuevo León– to manufac-ture compressors for household appliance manufacturing to meet the demand of the NAFTA zone. In addition, the South Ko-rean LG Electronics announced it would inject 60 million Usd to build a third in-dustrial warehouse.

Whirlpool is one of the success sto-ries, doubling its manufacturing business between 2002 and 2012. The company currently has four plants, two refrigerator and washing machine facilities in Nuevo León, one stove, compact refrigerator and washing machine factory in Guanajuato (center) and another refrigerator plant in Coahuila (northwest).

Mabe is the third largest supplier of household appliances in Latin America. It designs, produces and distributes its products under the GE, Easy, IEM and Mabe brands. Of its 15 production plants around the world, eight are lo-cated in Mexico, as well as a technology center in Querétaro (center).

Also noteworthy are Samsung, which manufactures close to 1,500 refrigerators

and 800,000 washing machines every year in Querétaro, and Electrolux, a Swedish company with three plants in Chihuahua where it manufactures refrigerators, and two other factories in Ciudad Juárez.

There are still numerous opportuni-ties in Mexico to do business. The house-hold appliances industry requires the sup-ply of parts and metal and plastic com-ponents, as well as electric and electronic assemblies, since supplier companies are currently unable to meet the demand. Im-ports to the sector reached 2.06 billion Usd in 2012 alone. Through a study, Pro-México found that close to 63% of the supply for refrigerator manufacturing in Mexico is imported.

CErTAinTy And FACiliTiESAn additional attraction for investment in the electronics and household appliances sector in Mexico is the legal framework and various federal programs that pro-vide certainty and operation facilities to companies. The International Information Technology Agreement ITA Plus entered into force in 2004, completely eliminat-ing tariffs on imports of computer, telecom and other electronic goods, in addition to raw materials for manufacturers.

Programs which support the electron-ics and household appliance industry include Drawback, by refunding import taxes, Prosec, importing goods that will be used to manufacture other goods at ad-valorem preferential tariffs, IMMEX, the simplification of procedures and require-ments for the maquila regime, and the Eighth Rule, which enables the import of materials, inputs, parts and components through zero-tariff fractions of the Mexi-can Import and Export Tariff. n

Note: Some of the statements and data published

in this article were taken from several analyses

elaborated by sector advisors at ProMéxico’s

Business Intelligence Unit (UIN). Complete analy-

ses and prospective studies of the electric, elec-

tronic and home appliance industries in Mexico

can be downloaded at ProMéxico’s webpage.


25


24 September 2013


September 2013

photos archiveCover Feature Cover Feature

CAdElEC’S goal: To Support Working Minds

Jalisco is at the forefront of high technology development, a sector which has consolidated thanks to the will of universities, governments and private organizations, as well as the strategies of a civil association: CADELEC.

by OMAR MAGAñA

The association Cadena Productiva de la Electrónica, A.C. (CADELEC) has accom-panied and contributed to the development of Jalisco’s high technology industry since 1997. For 16 years, it has been creating the supply chains for anchor companies located in the state.

CADELEC has been a cornerstone in the consolidation of a cluster with annual exports valued at 23 billion usd, 53% of Jalisco’s total annual exports, according to data from the association itself. Currently, CADELEC has set a very specific goal: to form working minds for the sector with Mexican engineers that add value to prod-ucts made in the state.

“That is something we must support. Important things are happening in Jalisco in that sense and it could become a good development hub for the country,” says Manuel Flores, CEO of the association.

Thanks to the efforts of global firms involved in the cluster –such as IBM, Intel, Continental, Siemens and Oracle– govern-ment entities, universities and CADELEC, the high-tech industry in Jalisco has been consolidated with the electronic design work of about 102,000 talented people, which have already been hired by the over 600 firms in the cluster.

“Globally we are just starting but in Mexico we are the most productive design-ers,” affirms Flores. “We are lucky to have companies that believe strongly in Jalisco. There are ambitious plans to bring global design work to the state,” he adds.

According to CADELEC’s analysis, some of Jalisco’s competitive advantages

are its human capital and the diversification of the high-tech sector: from manufacturing to software development, multimedia prod-uct creation and electronic design.

In that sense, Flores emphasizes the synergy between CADELEC and the Na-tional Council of Science and Technology (CONACYT) which creates the programs to support the innovation and technology development that the industry seeks.

That can be added to other factors that have been attractive for EMS (Electronics

Manufacturing Services) and OEM (Origi-nal Equipment Manufacturers) corpora-tions, both for their manufacturing and design divisions. These factors include the closeness between Jalisco and Manzanillo, an important cargo port, the state’s air connectivity, the presence of universities that have established education programs to meet the industry’s needs and the sup-ply chain that has been developed through the years, be it organically or with CADE-LEC’s support.

Some of Jalisco’s competitive advantages are its human capital and the diversification of the high-tech sector: from manufacturing to software development, multimedia product creation and electronic design.

ThE CAlling: To ForM SuPPliErS Regarding the range of supplier compa-nies in Jalisco, Flores reports that “one of CADELEC’s main events is PROV-ELEC, where we hold a business encoun-ter. First we go to the buyers and find out what they are buying, what they need and what is not here.”

Founded by IBM, Lucent Tech-nologies, Solectron (now Flextronics), Hewlett-Packard (HP) and Jabil Circuit, CADELEC sticks to the mission it has had all along: “To facilitate the develop-ment and integration of local, national and international businesses into the supply chain of the electronics indus-try.” Still, it has been able to transcend the electronics sector and has opted for a wider concept, high-tech, to integrate into multimedia companies such as Kax-an, Metacube or Gyroscopik Studios and help firms in up and coming sectors –au-tomotive, aerospace and green technolo-gies– in Mexico and the state of Jalisc0.

Flores believes that Jalisco has what it takes to participate as a supplier –and leader– in the electronics, metal-working and plastics sectors.

onE CluSTEr, onE BrAinCADELEC has managed to become a body of information and intelligence for the cluster, since it analyzes the sector’s numbers, reports on the status of the issue, unifies goals, reviews needs and proposes prospective plans. For that reason, the as-sociation sees itself as a specific entity that

does not exist in other parts of the country or other production sectors.

It publishes opportunity studies twice a year to review companies’ progress, growth expectations, investment amounts and pay-roll increases. All information goes through the association.

“When firms approach us, we work with the government of the state, we find them suppliers, we serve them and we show them around the industry, which is where they get to see the infrastructure and soft-ware,” explains Flores.

CADELEC also operates as an integrat-ing entity that promotes exchanges and syn-ergies that are crucial to promote the sector, maintain the continuity of plans and train human capital. Flores is convinced that CADELEC’s ties to ProMéxico, the Minis-try of Economy (SE), Jalisco’s Ministry of Economic Development (SEDECO) and CONACYT are essential.

The expansion of global firms in-volved in the electronics cluster from Jalisco into other states in Mexico forces CADELEC to consider the possibility of opening offices in other places with indus-trial activity. “Between Puebla and Mexi-co City there is a need and a presence of interested entrepreneurs: the same is true in Querétaro and the north of Mexico,” says Flores. “CADELEC’s model should be replicated for the whole country, not only for the high-tech sector but also in other areas where an opportunity to cre-ate clusters is identified,” he finalizes. n

www.cadelec.com.mx

infographic oldemar

ELECTRONICIndustry

Sources: National Institute of Statistics and Geography (INEGI), Global Insight, Ministry of Economy (SE) and Global Trade Atlas (GTA).

Computersand office

Main productsexported in 2012

Main destinationsfor Mexican exports in 2012(million USD)

FOREIGN DIRECT INVESTMENTin the Mexican electronic industry (9.791 billion USD from 2002 to 2012)

By country(million USD, 2002-2012)

By subsector(million USD, 2002-2012)

Expected average annual

growth rateof production2012-2020:

4.1%

860 economic

units throughoutthe country

Locatedmainly in

Baja CaliforniaTamaulipasChihuahua

Jobs in 2012:

466,452Exports in 2012:

75.53billion USD*

China$879

1.2%

Netherlands$903

1.2%

Rest of the world$8,212

10.8%

United States

$63,44784.0%

Canada$2,096

2.8%

Productionin 2012

55.70million USD

$1,470

Microphones,speakers & headphones

Computers

Cellphones

4th

$18,438

5th

$4,410

10th

Globalposition

Electronicexports share

$Exports(million )

%

Flat-screen television sets

1st

$15,034

19.9

24.4

5.8

1.9

SemiconductorsCommunications Audioand video

$2,081

$144

$1,189

Medical equipmentand precision,measurement,control andoptical devices

United States

Netherlands

$2,906

$479

Japan

$323

Singapore

$155

Switzerland

$117

Germany

$197

Taiwan

*24% of non-oil Mexican exports

$5,057

$3,117

$3,260

27


26 September 2013


September 2013

Figures Figures

4

5

2

3

8

6 7

1


growth rateof production

2012-2020

8.7%

2012-2020:

7.9%

1,060 economic


Jobsin 2012

127,252

Consumptionin 2012

31.95billion USD


growth rateof consumption

2012-2020:

3.1%

Productionin 2012

28.84billion USD

Sources: National Institute of Statistics and Geography (INEGI), Global Insight, Ministry of Economy (SE) and Global Trade Atlas (GTA).

ELECTRICIndustryMexico's maintrade partners 2012Exports from Mexico (million USD)

268economic


Jobsin 2012

51,990

Consumptionin 2012

2.03billion USD


growth rateof consumption

2012-2020:

8.9%

Productionin 2012

6.69billion USD

HOME APPLIANCEIndustry

*Except those used for lighting of public spaces or roads.

Germany189

United States19,555

Canada372

Brazil105

837Lamps and lighting

electric devices,hanging or ceilingor wall mounted*

6thlargestexporter inthe world

1stExporterin LatinAmerica

Stateswith thehighestproduction

United States4,573 77.4$ %

FDI2012

294million USD

FDIby countryof origin2000-2012 million Share$ %

FDI2000-2012

5.90billion USD 396 6.7$ %

Netherlands250 4.2$ %Finland

236 4.0$ %France

129 2.2$ %Japan

93 1.6$ %UK

81 1.4$ %Germany

63 1.1$ %Belgium

46 0.8$ %Austria

40 0.7$ %Canada

Main products exportedin 2012 (billion USD)

2.818For 1,000 V

or lowertensions

1.433Other

machinesand devices

1.344With

connecting parts

839Breakers,choppers

and switches

808Alternate

current andsingle-phasing

engines

846Static

convertersChina104

Rest of theworld849

5

3 2

4 11 Nicaragua 2232 Colombia 1093 Costa Rica 844 Guatemala 825 Honduras 68

1 Estado de México

2 Nuevo León

3 Tamaulipas

4 Chihuahua

5 Coahuila

6 Guanajuato

7 Querétaro

8 San Luis Potosí

Main productsexported in 2012

Maindestinations2012Percentage of totalhome appliance exportsGlobal

Position

$Exports(million )

*With 10kg capacity or less.

Refrigeratorswith freezer

1st

$2,364

Airconditioning

$492

3rd

Washingmachines*

$476

2nd

Gasstoves

$357

3rd

Compressionrefrigerators

$444

3rd

Vacuumcleaners

$299

4th

Electric waterheaters

$191

3rd

United States84.2

Canada4.5

Other7.0

Venezuela1.4

Colombia2.1

Chile0.8

Top 3 foreign investors

US CanadaS. Korea

Exports(billion USD)

FDI2012

101million USD

FDI2000-2012

1.84billion USD

‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12

2.97 3.294.40 4.28

5.686.30 6.54

Expectedaverage annual

growth rateof production

29


28 September 2013


September 2013

infographic oldemarFigures Figures

photos courtesy of nilfisk advance

31


30 September 2013


September 2013

niLFiSK aDvanCE DE MéxiCO: A Shift in the Culture of CleAnlineSS

Nilfisk Advance –one of the top three companies in the global cleaning market– has a plant in the state of Querétaro that exports 100% of its annual production to the US.

by ANTONIO VázqUEz

With annual sales growth ranging from 20% to 30%, Nilfisk Advance de México has become a reference in the international commercial and industrial cleaning industry.

The Danish sweeper, vacu-um cleaner and high-pressure washing machine manufac-turer decided to set up shop in Mexico in 2009. Founded by P.A. Fisker in 1906, the company’s investment in its

10,000-square-meter premises in Querétaro generated sig-nificant profits and a little over 180 direct jobs.

“We have recorded growth of 20% and up to 30% for the Mexican and Latin American markets,” says Arturo Camps, director of operations for Nil-fisk Advance de México.

He explains that the firm decided to transfer part of its operations from the US

to Mexico. The operations performed in states such as Washington, Arkansas and Minnesota were transferred to the Mexican factory in the area known as El Bajío.

In March 2009, Nilfisk Advance de México opened its doors, joining a corporation that has plants in China, Hun-gary, Italy and Denmark.

Camps explains that one of the decisive factors for this over 5,200-employee company to look to Mexico was the country’s geographic location. Another reason was Mexican talent.

“Without a doubt, one of the benefits was the closeness to the US. That added to the possibility to manufacture machines with the same qual-ity as in the US. From central to northern Mexico there is a great orientation towards industrial activity, towards manufacturing. There is a type of university on manufactur-

ing control disciplines because there is a huge automotive industry but those who do not work in the sector leverage the knowledge,” explains Camps.

Nilfisk Advance’s plant in Querétaro is one of the corpo-ration’s largest in the Americas. Its production is exported to the US, Canada and the rest of the continent, all the way to Argentina.

Unlike Nilfisk Advance’s facilities in other countries, the plant in Mexico has the technology to transform plastic and adapt it to the needs of its products, thereby reducing costs.

The executive reveals that the governments in the region have provided a series of op-tions for training, procedures and, of course, exports.

“We export practically 90% of our production to the US. On average, in terms of number of pieces, we ship some 18,000 machines a year,” he adds.

Nilfisk Advance has a wide range catalog of products, including scrubbers, sweepers, vacuum cleaners, polishers and pressure washing machines, which are used in malls, hos-pitals, restaurants, movie the-aters, industries and hotels.

Each Nilfisk Advance de México product comes with a customer service model that is specific to the company. Arturo Camps believes that the focus on customers has been an important part of Nilfisk’s success.

“I can say that in Queré-taro we manufacture the Premium sector of Nilfisk cleaning equipment [...] we manufacture a variety of products and when we want to win a contract, we simply invite customers to our facili-ties to show them our opera-tions and our infrastructure –and they love it. Usually, we secure the customer after one

visit to our Querétaro facili-ties,” he asserts.

Some of the buyers that trust Nilfisk Advance’s solutions are Coca-Cola, Walmart, Bim-bo, Best Buy and Home Depot, as well as several universities.

Globally, the firm is one of the top three competitors in cleaning innovation. It has a host of acknowledgments in the US and Europe.

For Camps, the company’s future is tied to the Latin American market. “It is a very promising market. The culture in the region has always been to clean by hand. Until recently, cleaning equipment was un-common but our products are changing the perception and they offer higher efficiency and quality in cleaning, which is part of the foundation of our success in Mexico and Latin America,” he concludes. n

www.nilfisk-advance.mx

Mexico’s Partner Mexico’s Partner

photo courtesy of trane

33


32 September 2013


September 2013

by ANTONIO VázqUEz

WHEn naFTa OPEnED THE DOORS TO TRanE

in MExiCO

Since it began operations in 1991, Trane set out to become the market leader in Mexico and Latin America. It currently exports all its compressors manufactured in

its Apodaca, Nuevo León, facility to the United States.

“Mexico has been an im-portant market for us,” says Jaime Jiménez, CEO of Trane Mexico. “Being here is a great opportunity because of the country’s energy and technol-ogy infrastructure. There is a lot of scope and there are great opportunities for active involvement.”

Established a century ago, Trane, a brand of Ingersoll Rand, is a leading global pro-vider of indoor comfort solu-tions and services. Trane was established in Mexico in 1991 to lead the domestic market and increase the presence of Trane throughout Latin America.

“The arrival of Trane in Mexico happened at the same time as the North American Free Trade Agreement (NAF-TA).When the country’s bor-ders opened, we were in a com-petitive position to access the national market,” he explains.

For a century, Trane has designed solutions that gener-ate energy savings and meet customers’ needs. The firm has incorporated the latest tech-nology in residential, commer-cial and industrial systems and has specialized in solutions such as installation manage-ment and predictive and pre-ventive maintenance.

“Technologically speak-ing, Trane is the most devel-oped company in the sector.

Trane leaders are always looking for technology devel-opment with lower operation costs and higher energy effi-ciency. That builds customers’ trust because they know that their investment will last for a long time,” he adds.

Through a network of 120 distributors and 1,300 employees around the country, Trane has implemented a solid business model that adds value

through maintenance solutions for its customers.

Trane produces compressors for systems as well as finished equipment in its plant in Apo-daca, Nuevo León. “The main focus is exporting to the US. The goal is to increase produc-tion capacity and, as a result, diversify exports,” he reveals.

The compressor is one of the firm’s flagship products. The company’s CEO in Mexico

As part of the organiza-tion’s technological develop-ment since 2012, Trane has created a wireless cooling system that is ideal for old buildings and helps preserve constructions that have been classified as historic heritage.

“Through this technology, we can install systems in build-ings where it was impossible to do so. The main advantage is that it does not disrupt old buildings with invasive wiring or ducts; the system makes the job really simple and the building can continue to work with the latest technology. Some buildings are declared as heritage and that helps us to avoid damaging the structure and façade,” he explains.

This year, Trane is celebrat-ing its 100th anniversary. “Trane has a very important leadership position including a high efficiency presence in every market because Trane focuses on contributing to the environment and having the best possible impact,” he adds.

In April 2013, Trane Mex-ico was presented with the Su-perbrand 2013 seal, awarded by the Superbrands organiza-tion in the UK to brands with exceptional performance and quality customer service.

Trane Mexico was recog-nized for its high performance systems that are renowned for meeting the needs of its residential, commercial and industrial customers while providing comfort, increas-ing operation efficiency and reducing the lifecycle costs of each product.

Jaime Jiménez concludes by emphasizing that Trane’s long term goal in Mexico is to increase its distributor net-work and its innovative con-trol systems that help reduce costs to the user. n

www.trane.com


describes it as “the heart of an air conditioning unit.” Unlike other brands, Trane produces its own compressors.

Trane manufactures up to two million compressors a year in its facilities in Nuevo León and, according to Jiménez, 100% of production is export-ed directly to the US.

Technological innovation has been key to the develop-ment of Trane. The useful life

of its solutions is a reflection of their quality. Jiménez boasts about systems that can operate for close to 50 years, depending on the line (residential, com-mercial or industrial).

Trane covers almost every area of daily life, including multi-split systems in homes, iced water systems in large buildings and air conditioning systems in laboratories, malls, banks and buildings.

35


34 September 2013


September 2013

inSERTECH: An induStriAl endeAvor in CuliACán

This US manufacturer is a world reference for insertion molding. It was established in Culiacán, Sinaloa, in 2004 and now exports up to 10% of its annual production to the US.

by ANTONIO VázqUEz

When Insertech, a leader in insertion molding for automo-tive, electronic and telecom companies decided to expand its horizons, it quickly set its sights on Mexico. But beyond

that, it decided to establish in Culiacán, Sinaloa, which is uncommon for this type of business which usually chooses Chihuahua or Guadalajara as its operating base in Mexico.

only two hours away from the port of Mazatlán, which is ideal for sea shipping.

“Because a great many car assemblers moved to Mexico, the founder of Insertech was

certification since 2006, which is exclusively for pro-ducers that play a role in the automotive industry.

“We are in the second largest production chain of

an operator can go from one maquila company to the other. This has enabled us to keep our own in-house workforce, with benefits that help us look after our invest-

compelled to look for cost reduction alternatives and opened facilities here. The strategically defined site for his plans was Culiacán and In-sertech Mexico began operat-ing in 2004,” explains López.

He adds: “At some point, the geographic location was innovative and aggressive. We are in an area that is not very industrial. Unlike other com-panies that are located along the border, we chose Culiacán because it has great communi-cation routes that enable us to supply Ciudad Juárez, Guada-lajara and the US in relatively short time and at low costs.”

Insertech exports 10% of its annual production in Culiacán to the US. The rest is consumed in the domestic market, according to López.

Throughout its history, Insertech has obtained several certifications. In Mexico, it has had the ISO/TS 16949

the automotive industry. Some of our main customers are Continental, Harman Becker, Bosch, Sensata, Remy, Cat-erpillar, Valeo, Varroc, Borg-Warner, Honda Lock, Johnson Electric and TI industries, to name a few,” he adds.

Since its establishment, the organization has strengthened in the design, construction and execution of specialized insertion molding systems. Furthermore, it transforms molded components that some customers consider “ex-tremely difficult.”

López points out that part of Insertech’s invest-ment in Culiacán was already ear-marked to create its own skilled workforce.

“The competition here is not as fierce as in other in-dustrial areas. That gives us the opportunity to develop talent and have it close at hand, while in other cities,

Founded by David Butt in 1997 in Cary, Illinois, the company is now one of the main players in insertion molding. But what exactly is insertion molding? José Jesús López, operations manager for Insertech Mexico, ex-plains:

“When you get into a car, you probably don’t realize that our products are there, hidden inside the speakers, for instance. Some time ago, they were not assembled but now, everything is in a plastic-covered electronic cir-cuit that contains plasticized electric terminals that reduce the chances of faults. We are also present in gas pumps, gas pump caps, switches and

rigid metal visors, among other products,” he adds.

In 2004, Insertech turned to Latin America. The firm was convinced that Mexico was the ideal place to build a 10,000 square foot factory. They decided to establish in Culiacán, a city with some one million inhabitants sur-rounded by road infrastruc-ture that connects it with border and other US cities, such as San Diego, Califor-nia, and El Paso, Texas. The Culiacán road network also connects it to the rest of Mexico.

In addition, there is an in-ternational airport in the city –only 15 minutes away from Insertech’s facilities– and is

ment in talent,” he explains. In addition, he says that govern-ment authorities have played an important role in the firm’s development. “Governments have been more helpful than hindering,” he claims.

Concerned about the environmental impact of its operations, Insertech has implemented a policy to mini-mize waste and contamination in its manufacturing processes, comply with legal practices and requirements from the authorities and continuously improve the performance of its environmental management system. The company is going to implement ISO 14001:2000 early next year.

In closing, López says that in the future, Insertech Mexico will solidify its presence in Culiacán and with that, its exports to North America. n

www.insertech.net

photo courtesy of insertechMexico’s Partner Mexico’s Partner

In 2004, Insertech turned to Latin America. The firm was convinced that Mexico was the ideal place to build a 10,000 square foot factory. They decided to establish in Culiacán, a city with some one million inhabitants surrounded by road

infrastructure that connects it with border and other US cities, such as San Diego, California, and El Paso, Texas.

photo courtesy of avnetMexico’s Partner Mexico’s Partner

37


36 September 2013


September 2013

avnET FinDS a HOME FROM HOME in MExiCO

Avnet, Inc., a Fortune 500 global technology distributor headquartered in Phoenix, Arizona, established its

Mexico operation in Nogales, Sonora, five years ago and has been satisfied with its performance since it

began operations. The firm credits its proximity to the US market, its highly-skilled Mexican workforce and

its partnership with Collectron as a few of the factors that have made its move south so easy, meeting its cost

objectives while performing well in quality and cycle time.

by GRAEME STEwART

“The professionalism of our Mexican staff has been remarkable. We currently employ almost 300 people and have links with local colleges to ensure that we have a steady stream of highly-qualified and highly-skilled recruits that will maintain the high standards we have come to expect,” says Robert Brenner.

Based in Phoenix, Arizona, Avnet is one of the largest dis-tributors of electronic compo-nents, computer products and embedded technology, serving customers in more than 80 countries worldwide. It acceler-ates its partners’ success by con-necting the world’s leading tech-nology suppliers with a broad base of over 100,000 customers by providing cost-effective, value-added services and solu-tions. For the fiscal year ended June 29, 2013, Avnet generated 25.5 billion in revenue.

Five years ago, Avnet began looking to establish a facility in Nogales due to its close proximity not only to the large US market but also to its headquarters (HQ) in Phoenix. Avnet turned to Collectron, a company that tends to the needs of those wishing to establish business in Mexico, and its Maquila-dora Shelter Plan.

Avnet assembles and dis-tributes value-added custom

connectors and cables, and has begun to bring computer prod-ucts into Nogales for assembly and sale around the world, but primarily to the US.

Although many cities within Mexico were evaluated, in the end the combination of prox-imity, a solid workforce and a good shelter program landed Avnet in Nogales, as Robert Brenner, Senior Vice President of Logistics, Warehousing and Distribution, tells Negocios.

“Many businesses have chosen China or India for their off-shore facilities, but for the customers these products serve, our main marketplace is North America. We wanted our new facility to be located in the re-gion. Order receipts to customer delivery are turned much faster. We also wanted to take advan-tage of Mexico’s competitive labor costs. When you combine these two factors, Nogales was the answer,” Brenner says.

“We look upon Nogales as an extension of our opera-

tion in Phoenix, and due to its location, we can monitor and react quickly with supple-mental resources as needed. We are very pleased with our operations in Mexico and will continue to push more work towards Nogales, as needed by our customer base.

Brenner has high regard for Avnet’s Mexican workforce. He states that: “The profes-sionalism of our Mexican staff has been remarkable. We currently employ almost 300 people and have links with local colleges to ensure that we have a steady stream of highly-qualified and highly-skilled recruits that will maintain the high standards we have come to expect. One of the reasons we were attracted to Nogales is that it has a large pool of elec-tronics talent. Also, through Collectron, we have a good relationship with the Sonora government, which is key.”

On Avnet’s collaboration with Collectron, Brenner re-

marks: “We wanted someone we could trust to get us started in Mexico and Collectron proved to be the perfect choice. Collectron provided many key administrative ser-vices through its Maquiladora Shelter Plan allowing us to focus on what was important –producing quality added-value connectors and cables. Collectron never let us down and we trust them implicitly.”

As for the future of Avnet in Nogales, Brenner assures that the company invested in the facility with the future in mind and intends to continue growing its cable and connec-tor business in the border city.

“We will continue to ex-pand our connector and cable business as well as our newest operation, Computer Integra-tion and Assembly. We are hopeful our Nogales operation will grow rapidly over the next few years,” he concludes. n

www.avnet.com

photos courtesy of whirlpool mexico

39


38 September 2013


September 2013

Mexico’s Partner

WHiRLPOOL, A Key linK in the APPliAnCeS induStry

Whirlpool began operations in Mexico more than 25 years ago. In that time, the Mexican subsidiary has become a key part of the company worldwide, with exports to the North American, Central American, European and Asian markets.

by ANTONIO VázqUEz

Mexico’s Partner

Whirlpool México exports approximately 80% of its annual production of house-hold appliances to the US and Canadian markets and to countries such as Colombia, Ecuador, El Salvador, Belize, Nicaragua, the Philippines, the United Kingdom, Poland, Sweden, France, Aruba, Jor-dan and Israel, among others, making it a key part of the firm that has been a sector leader for over a century.

“Several factors make Mexico a relevant and very attractive market for invest-ments. For Whirlpool Mexico, the ‘winners’ in the country are its geographic location, its talented and highly skilled workforce and its programs or incentives that support innovation and technology development,” says Adrián Estrada Montemayor, Legal and Institutional Relations VP at Whirlpool Mexico.

Whirlpool Mexico’s his-tory goes back to 1987, when it operated as Vitromatic Comercial. In 2002 it became Whirlpool Mexico, embrac-ing all that a name of such magnitude implies.

Currently, Whirlpool is the leader in refrigerators

manufacturing and exports in Mexico, and the second larg-est producer of other house-hold appliances, such as washing machines and stoves.

The firm has five plants –three in Apodaca, Nuevo León, that produce refrigera-tors and washing machines, as well as plastic parts for these products, one in Cela-ya, Guanajuato, that pro-duces compact refrigerators and semiautomatic washing machines and one in Ramos Arizpe, Coahuila, that pro-duces duplex refrigerators– and a workforce of close to 11,000 people.

The line of household appliances manufactured, commercialized and distrib-uted by Whirlpool Mexico includes manual, semiauto-matic and automatic washing machines, dryers, freezers, duplex, single-door and compact refrigerators, built-in and free standing stoves, hoods, ovens, free standing and built-in dishwashers, microwaves and air condi-tioning units.

In addition, the company has three technology centers with 100% Mexican human capital that develop new tech-

Currently, Whirlpool is the leader in refrigerators manufacturing and exports in Mexico, and the second largest producer of other household appliances, such as washing machines and stoves.

nologies and products. Whirl-pool Mexico is constantly exporting innovative products to the rest of the corporation.

According to Estrada Montemayor, Mexican talent has been an added value for Whirlpool Mexico, which is always seeking to innovate in the household appliances sec-tor. He adds that at the end of the day, the firm is a great reference in terms of micro and macro competitiveness.

“One of the pillars of the organization is to drive inno-vation and technology devel-opment, which has enabled it to maintain a competitiveness that benefits consumers. That is why we are continually generating synergies with the federal government through the National Council of

Science and Technology (CONACYT) and local gov-ernments, participating in projects that have a huge im-pact on the national economy and the market,” he explains, emphasizing that the close relationship with the authori-ties has enabled Whirlpool Mexico to develop increas-ingly advanced innovative products that benefit final consumers in aspects such as energy saving.

For Estrada Montemayor, the household appliance industry is one of the most relevant in the Mexican economy, since it not only has a positive effect on eco-nomic indicators but also is concerned with supporting and promoting initiatives in which environmental sustain-ability, consumer well-being and innovation remain cur-rent on the public agenda.

“The industry’s in-volvement in the country’s economic development is increasingly evident, as well as its connection and com-mitment to the multiple gov-ernment, social and private actors who build the produc-tion chain,” he states.

He talks about the indus-try’s growth indicators ac-cording to the latest records from the Household Appliance Cluster of Nuevo León: in the state of Nuevo León alone, household appliance produc-tion reached a value of almost 3.2 billion usd in 2012. The state had a 54.6% share in the national production of house-hold appliances that year, reaching 5.83 billion usd. In terms of jobs, Estrada says that the sector has recorded growth of close to 73% be-tween 1998 and 2011.

Adrián Estrada Mon-temayor is convinced that Whirlpool Mexico will continue along the road of innovation in every product. He says that each of the company’s projects is geared towards a development that will facilitate its competitive-ness, quality and utility.

“Thanks to that philosophy, final consumers benefit from improvements in product per-formance, safety and environ-mental care, especially in terms of energy consumption and water savings,” he concludes. n

www.whirlpool.com

41


40 September 2013


September 2013

PROMESa: A ColoSSAl ProMiSe in the united StAteSIncreasing investment in the Mexican and US photovoltaic and wind energy sectors is opening promising business opportunities for a heavyweight player in metal supports and tools manufacturing: Promesa.

by OMAR MAGAñA

photo courtesy of promesa

Productos Metálicos Especial-izados (Promesa) has set its sights on the southern US.

The amount of sun ex-posure on the desert zone shared by the states on the US-Mexico border is opening huge possibilities for promot-ers of photovoltaic energy and Promesa, the manufacturer of structures, posts, components and galvanized metalwork for the electricity and industrial sectors, wants to be the lead-ing supplier of posts for solar cells and wind towers.

“The sector is growing im-mensely,” points out Alejan-dro Cabello, managing part-ner at Promesa. He recognizes the support that ProMéxico has given the company during the evaluation stage of what is now its strategic project for 2015: to penetrate the US en-ergy niche. “ProMéxico sup-ported us with a market study, initially in the southern states of the US –California, Ari-zona, New Mexico, Texas and Florida– which have the larg-est infrastructure development at this time,” he explains.

Promesa will reveal its best hand to the pioneers of renewable energies in the southern US. To illustrate: the firm, from Mexico’s Comarca Lagunera region, supplied the metal posts used to light the tunnels and curves of the Bal-uarte Bridge, the highest ca-ble-stayed bridge in the world. The company is one of the

top five corporations involved in public lighting in Mexico, thanks to urbanization proj-ects that it has completed in a large part of the country, in addition to commercial de-velopments undertaken with supermarket chains.

“We have a great hand in the domestic market with national and international players, such as the Federal Electricity Commission (CFE), Iberdrola, Isolux and Siemens, among others,” says Cabello.

In addition, in the last 18 months Promesa has sup-plied posts and telecom tow-ers to companies in Phoenix, Arizona. “That gives us an endorsement in the North American market, which we are working successfully. If we achieve our goal of serving these markets (energy, tele-com and security towers for surveillance cameras), the ton volume will be significant for Promesa,” claims Cabello.

After all, Promesa knows it has the capacity to satisfy demand with important ad-vantages, such as its close location to the customer, in a territory where costs are lower, the design, engineering, manufacturing, inspection, soldering and galvanizing expertise of its human capital, its technology and, above all, the logistics to move large volumes, even in areas where access is difficult, like the Baluarte Bridge site.

puter aided design (CAD) and computer aided manufacturing (CAM) applications.

Thus, Promesa focuses on computer integrated manufac-turing complemented with a strict quality control system. Adaptation to changing require-ments, innovation, time and form manufacturing and logis-tics, have made a huge differ-ence over the years.

“We have just received ex-tremely important support from the National Council of Science and Technology (CONACYT) for two technology innovation

by Siemens to make structural calculations with finite elements at a very high technical level.”

Other important allies are suppliers promoted by Promesa in Mexico. “Practi-cally 90% of our input –steel– is Mexican. Our suppliers are Altos Hornos de México, Ter-nium and Sicarsa. Industrias Peñoles is one of our greatest commercial allies. They supply the zinc we use for galvaniz-ing, which is one of our basic processes. If we didn’t have galvanizing, we would de-pend on third parties and that would complicate our logistics and increase the price of our product,” clarifies Cabello.

In addition to its participa-tion in the renewable energies industry of the southern US, Promesa seeks to increase its customer portfolio in Mexico. Cabello confirms that the company’s main growth driver is the domestic market. “We have been visiting the south-east, center, west and north of the country, the Baja Californi-as and Sonora. We see a great momentum in infrastructure. There are some very important projects,” he states.

That is how Promesa, a colossus whose finances grew by 75% between 2011 and 2012 and which increased its payroll from 90 to 198 employees between late 2011 and the first half of 2013 alone, is moving forward with stunning optimism be-cause it perceives a promising future for its industry.

The announcements made by private initiative and gov-ernment entities in the areas of renewable energies, both in the north and south of the country, as well as investments planned in road, railroad and port infrastructure, fire the en-thusiasm of a very solid busi-ness that is anxious to further increase its strength. n

www.promesacv.com


projects, thanks to our relation-ship with higher education insti-tutions,” declares Cabello.

The largest exchange be-tween Promesa and academia has been with the Instituto Tec-nológico Superior de Lerdo in Durango. Engineering students complete internships in the firm’s plants and some, those with the best performance, are hired. In exchange, Promesa can leverage the institute’s technol-ogy resources. Cabello explains: “If we need a specialized cal-culation memory, they have powerful software developed

“When we supplied the met-al posts for the Baluarte Bridge lighting, the Spanish construc-tion firm evaluated several com-panies in Mexico and Spain. Thanks to our flexibility, prices, background and logistics, which enabled us to place posts in the mountain area, we were able to work with them,” he boasts.

Mind, EnginEEring And STrEngThPromesa, a division of Grupo TYLSA that Zelman Kessler founded in the Mexican Comar-ca Lagunera region in 1940, has

experienced substantial growth since the establishment of its first plant in 1971, when it was entrusted to engineer Jesús Se-bastián Anaya, who is currently the Group’s CEO.

Inside the company, the fundamental elements to pro-duce wall lamps, metal posts for security cameras, tubular arms, traffic signal tubes and other products, are connected. The links in the chain are: highly-skilled human capital and the latest technology –computer numeric control (CNC) machin-ery to treat raw materials, com-

43


42 September 2013


September 2013

photo courtesy of wistron

WiSTROn, the elite of the eleCtroniCS induStry

More than a decade ago, this company from Taiwan began operations on the Mexico-US border, from where it has been exporting millions of electronic components to the US, Canada, Europe and Asia.

by ANTONIO VázqUEz

number of services that the company gradually expanded.

“We are so good at manufacturing that we can assemble our own competi-tors. That is how we began the business of assembling for other brands but since we could not call ourselves Acer, we decided to change our name to Wistron. In 2001 we began assembling under that name,” he adds, acknowl-edging that the business has benefited from investing in a destination such as Ciudad Juárez with a long industrial tradition.

“The community here is very experienced. The govern-ment offers great business logistics and education insti-tutions are a strong comple-ment. The workforce is highly skilled because the universi-ties and technical institutions know the business and have been working in the industry for over 40 years. The educa-tion system has incorporated manufacturing to every area, from engineering and ac-counting to undergraduate programs related to customs systems,” he explains.

Córdova says that Wistron has one of the largest facto-ries in Ciudad Juárez. Unlike other companies, Wistron has managed to get close to 13,000 employees working in the same space.

The firm’s growth has been such that in the last eight months it has hired more than 70% of its payroll (some 9,000 people), accord-ing to Córdova.

“Wistron’s success is due largely to the quality of its manufacturing. We stay within the elite in electronics: we offer quality and have been recog-nized for it. Using cars as an analogy, Wistron is like the Alfa Romeo, the Ferrari, always at the top,” states Córdova.

Most recognized brands in television, computer moni-tors, servers and smart phones have Wistron México’s assem-bly stamp.

Wistron has three plants in just one campus at Ciudad Juárez and manufactures dif-ferent components in each of them. One assembles televi-sions and computer monitors for several brands, another servers and telephones, while the third assembles smart phones.

“We export almost 100% of our production. There is also a virtual part that manufactures for the domes-tic market. Our products are exported mainly to the US, Canada, Europe and parts of Asia,” reveals Córdova.

He explains that in Ciu-dad Juárez, Wistron manufac-tures some 11 million mobile phones, 3.4 million television parts and close to 8,000 serv-er parts every year.

Ranked among the top 500 companies of its kind globally, Wistron is the second largest manufacturer of lap-tops in Taiwan.

With its long tradition and vast experience, Wistron has worked to obtain Green In-dustry certification in Mexico and the world and has opted to acquire more environmen-tally-friendly manufacturing systems and incorporate new, non-pollutant components.

It has obtained many accreditations, such as ISO 9000 on quality management, 14000 on environmental management, 18000 related to safety and others such as C-TPAT, granted by the US government for the safe transit of goods through US customs.

José Córdova emphasizes that the mere fact of chang-ing their name –from Acer to Wistron– enabled them to

expand their work spectrum in Mexico.

“We are still expanding, looking for more potential customers, and we are main-taining our position within the electronics elite. We will open more offices in Mexico

Wistron is a world-class Tai-wanese company that designs, manufactures and provides aftersales services for con-sumer electronics. More than a decade ago, it set its sights on Ciudad Juárez, Chihuahua, where it established one of the largest factories along the Mexico-US border.

Ciudad Juárez’s geograph-ic location was the determin-ing factor that convinced Wistron to begin operating in Mexico in 1996: its close-ness to the US, the firm’s main market, was key in opening the new facilities that now

employ some 12,700 people.“Wistron in Mexico came

about partly due to the close-ness to customers in the US and Canada. We set up in 1996, at first assembling parts for Acer computers. We were attracted by freight costs and cheaper, better quality labor. That is what, in the beginning, drew Wistron to Mexico,” says José Córdova, head of human resources at Wistron México.

Over time, Wistron diver-sified its activities in the coun-try. Parts assembly for Acer computers became one of a


and Colombia, related to green industry, with recycling systems and services for cus-tomers. We want to leverage all our knowledge,” concludes Córdova. n

www.wistron.com

Wistron has three plants in just one campus at Ciudad Juárez and manufactures different components in each of them. One assembles televisions and computer monitors for several brands, another servers and telephones, while the third assembles smart phones.

45


44 September 2013


September 2013

photos courtesy of embraco

EMBRaCO EMBRaCES MExiCO

Embraco’s Mexican factory, which manufactures hermetic compressors for refrigeration, began operations in August 2011 with approximately 500 employees and production capacity for 2.2 million compressors per year. The company has so far invested 50 million usd in its Monterrey plant and increased its workforce to nearly 750.

bY GRAEME STEwART


Embraco, the world leader in production of hermetic compressors for refrigera-tion –the main component in refrigeration systems– has been in Mexico for only two years, but already the Brazilian com-pany has made its mark on the economy of Monterrey, Nuevo León, where its rapidly-grow-ing plant is located.

The firm has a presence in seven countries: Brazil, Mexico, US, Slovakia, Italy, China and Russia, and offers differentiated solutions for their innovation and high energy efficiency. The Mexico operation has a production capacity of 2.2 million com-pressors per year and 50% of its output is destined for

the US, Canada and Mexico markets.

Embraco Mexico’s factory has an area of 64,000 square meters and currently employs 750 people. The company counts on a multi-cultural team with highly experienced man-agement from other facilities. These professionals are thor-oughly trained and committed to community development.

According to Carlos Xavier, Embraco’s Plant Director in Mexico, in 2014, Embraco Mexico will begin working with a second production line, which will also attend house-hold segments. Even more interestingly, the perspective for 2015 is to launch the third production line in the country. With three lines working, the factory will increase its produc-tion to 7 million compressors per year, with 1,300 employees hired. From its inauguration

until 2015, Embraco will have invested 150 million Usd in its Mexico unit.

Xavier reveals that he is leading the campaign to have the third line opened at the Monterrey plant.

“Our shareholders are already looking at installing the third line at Monterrey. With it we would have to hire an additional 500 employees with an initial investment of 20 million Usd that could go up to 60 million Usd in three years. It has not yet been decided that the third line should open in Monterrey but there is a study underway for our sharehold-ers and I am working with the Nuevo León State Government to come up with a plan that I hope will sway the third line Monterrey’s way,” he says.

Proximity to customers was the main reason for choos-ing Mexico, explains Xavier.

According to the executive, the choice for the Monterrey region was due also to the existence of a consolidated industrial area, the presence of specialized professionals and the good conditions of roads, railways and airports.

“Mexico has become a vital and significant manufacturing base for home appliances, so it is important for Embraco to have a presence here. Also be-cause it gives us a competitive advantage thanks to the coun-try’s close proximity to the US, the largest market in the world. Good highways, airports and infrastructure ensure that we are close to our customers in the US, Canada and Mexico. What is more, our Mexican workforce is second to none,” he states.

Another aspect that weighed on the decision for the region was the favorable environment for establishing partnerships with universities and technical schools. The firm maintains agreements with institutions in various countries

and this historical practice has contributed to the generation of knowledge and talent, one of the factors responsible for Em-braco’s innovation differential.

“Our presence in Mexico is a strategic step for Embraco’s business and this operation will follow the best practices of the organization globally. The company invests in the development of people, in the high quality of products and services and seeks to reduce to the maximum its social and environmental impact, contrib-uting to improving the quality of life in all communities where it operates. We want to build a partnership with the commu-nity of Nuevo León and con-tribute to local development”, adds Xavier.

The EM compressor, prod-uct chosen for the Mexican fac-tory, serves a niche considered of great importance to Em-braco’s business that is the high energy efficient compressor seg-ment. The search for products with lower energy consumption

is a global trend and the firm is the absolute leader in that sector in all continents.

The new factory’s produc-tion will attend the demand of customers located inside the country and in the US, where the EM compressor will meet the technical requirements of the 2014 Energy Star Program.

The US is also preparing itself for the new energy rat-ing of the US Department of Energy, which establishes a reduction from 20% to 30% in the energy consumption of products beginning in 2014. This new energy rating also extends to the Canadian and Mexican markets.

According to Xavier, the company’s leadership position in its market is the result of a consistent policy of innova-tion and technology. Embraco historically invests globally between 3% and 4% of net revenues in research and devel-opment, with 500 employees working in the area. It fol-lows a long-term technology

plan and has a state-of-the-art structure, with more than 40 laboratories, five of them in Mexico. As a result, about 70% of revenue is generated by products launched in the last four years. The firm holds over 1,277 patents worldwide.

One of the initiatives Em-braco has taken to maintain its market leadership is its global-ization. Since it operates with products and manufacturing bases in several countries, Em-braco faced the need to build an increasingly global com-pany. That concept means pur-suing best practices regardless of the country where they have been generated, developing leadership with global thinking, including geographical diver-sity in all levels and functions, while at the same time giving priority to local leadership in charge of local business.

Thanks to Mexico’s geo-graphic location, the quality of Embraco’s Monterrey work-force and the ever-improving highway infrastructure of the country, it looks as though Mexico will be a cornerstone of Embraco’s worldwide strat-egy for years to come. n

www.embraco.com

Proximity to customers was the main reason for choosing Mexico, explains Xavier. According to the executive, the choice for the Monterrey region was due also to the existence of a consolidated industrial area, the presence of specialized professionals and the good conditions of roads, railways and airports.

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September 2013

The city of Monterrey has witnessed the evolution of one of the most solid companies with an extremely promising growth outlook in the field of refrigeration: Criotec. Innovation and development have made all the difference.

photos courtesy of criotec

by OMAR MAGAñACRiOTEC: liMitleSS evolution


“Working in this industry has meant making a constant bet on the future due to changes in technology and the market,” says Eduardo Ángel Elizondo, CEO of Criotec, a company that designs, develops and man-ufactures refrigeration products.

Located in Santa Cata-rina, Nuevo León, Criotec has recorded sustained growth precisely because it has inter-preted that precept and acted accordingly, moving at the same pace as its customers for more than 25 years.

Criotec’s evolution is exem-plary: it has never strayed from its core business of refrigeration. Since 1986, when it began man-ufacturing refrigerated storage for ice bags, until now, when its product portfolio –which includes vertical refrigerators for dairy and beer, horizontal showcases for multiple prod-ucts, shelves for ice creams and popsicles and cold rooms for

convenience stores– has reached full potential, the firm has pur-sued the same line of business, becoming one of the leaders in Mexico and one of the largest competitors on the continent.

Customers, especially bot-tling companies, have driven radical changes in this area, such as substituting closed horizontal storage units with vertical refrigerators in which sodas and beers can be seen by end consumers (market-ing strategies) or the use of refrigerant gases that are more environmentally friendly (social and environmental commit-ment). The soda production industry itself has experienced important shifts, from small cells to large consortiums with high volumes of refrigerated purchases. Criotec has always followed the trend.

Elizondo remembers that during the company’s first years there were some 20 competitors

Criotec’s evolution is exemplary: it has never strayed from its core business of refrigeration. Since 1986 until now, the firm has pursued the same line of business, becoming one of the leaders in Mexico and one of the largest competitors on the continent.

in the market who were slowly left behind, either because they could not keep up with the economic fluctuations, they did not invest in innovation and development to add value to their products, or because they did not create plans to venture into foreign markets.

“We are consolidating ourselves. Our relationships with our main customers have always been very good: they request new designs and new capacities and we have been quick to respond,” boasts Elizondo.

oPPorTuniTiES Bring ABouT rEvoluTionCriotec began operations in 1986 with a production vol-ume of 40 horizontal storage units. A year later, when the soda and beer industry opted for a marketing change, the organization was able to bring 300 vertical refrigeration units into the market.

During the 90s, corpora-tions began to adopt a new stance on the impact of their activities on climate change and their subsequent responsibility. In 1995, an influential global soda company requested that its refrigeration suppliers work on technology changes to fight the damages caused by Freon gas to the ozone layer.

According to Elizondo, Criotec was one of the first companies to make progress in the use of a less damaging refrigerant gas, 134a. Now it also leads processes related to converting refrigerant gases to CO

2 and propane. Moreover, it has the highest number of developed and certified units by authorized labs, guarantee-ing less energy consumption and reducing environmental impact.

“Ten or 12 years ago we began putting more emphasis on technology development. One of our units consumes one third of the energy it

consumed eight years ago,” explains Criotec’s CEO.

He adds that every change has meant heavy investment in the firm’s engineering de-partment, test labs and pro-duction lines but it has been the only way for it to remain a solid and reliable supplier for global customers that have very clear demands.

Figures infographic oldemarNegocios ProMéxico |

4 September 2013

Mexico’s Partner

According to Elizondo, Criotec was one of the first companies to make progress in the use of a less damaging refrigerant gas, 134a. Now it leads processes related to converting

refrigerant gases to CO2 and propane. Moreover, it has the highest number of

developed and certified units by authorized labs, guaranteeing less energy consumption

and reducing environmental impact.

Criotec generates added value and has the structure to do so. Those who work in the production line –on aver-age, some 600 people– are constantly training in basic electricity, refrigeration and drawing and blueprint inter-pretation. Another 60 people are in charge of administra-tion and 60 more –mechani-cal, industrial and electrical engineers– develop new de-signs and technology advanc-es that enable the company to satisfy the market’s current requirements and anticipate future needs. “If we don’t develop our own technology, we will become cabinet mak-ers,” states Elizondo.

Criotec is one of the suc-cess stories that the German Siemens has published in its reports on the implementa-tion of its systems to improve and streamline product de-

sign, development and manu-facturing processes. Siemens reveals that in 2009, the Mexican business set out to increase its development capac-ity by 30% and implemented a product lifecycle management (PLM) system. The program systematizes the stages of 3D modeling, assembly testing, data control and part design. That way, Criotec’s team of

engineers can introduce new products within a maximum of five months.

FroM ThE US To PATAgoniACriotec was born to export. Thanks to his background in economics, Elizondo has al-ways thought that a company with a high supply rate in dollars –60% of its purchases are imports– must create a

portfolio in dollars to main-tain the balance.

In 1994, Criotec began exporting to the US. One year later, it entered South America looking for new cus-tomers. Now, trusted by large drink consortiums, Criotec has presence in the US, Cen-tral America and a good part of South America. Its exports account for between 35% and 40% of its income.

More importantly, Criotec is a world class competitor in several countries thanks to its certifications: Underwriters Laboratories (UL), National Association of Standardiza-tion and Certification of the Electricity Sector (ANCE), Mexican Official Standard (NOM), ISO9000, ISO 17025, and its own officially valid test. N

www.criotec.com.mx

The Lifestyle

The CompleTe Guide To The mexiCan Way of life

The Lifestyle Briefs

Edwina PortocarreroThe Human Face of Technology

Mexico,An Underwater Wonderland

Waters that Heal Body and Soul

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MExico,10 Magical Towns

Negocios brings you a small sampling of towns that have preserved their character and customs over the centuries and that continue to captivate mexicans and foreigners alike with their hospitality and picturesqueness.

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50 September 2013 September 2013


Visitors to Puebla can now view the city from atop a gigantic 80-meter Ferris wheel. “The Star of Puebla”, as it has been chris-tened, has 54 cars and crowns an eight-ki-lometer tourism corridor in the Angelópolis commercial area.

The urban development project consists of a linear park, an 800-meter-long bridge, two restaurants, three artificial lakes, two jogging tracks and a 1.5 kilometer overpass.

Inaugurated in July, “The Star of Pueb-la” entered the Guinness Book of World Records as the largest mobile observation wheel in the world.

One million people, both Mexicans and foreigners, are expected to visit the big wheel each year, according to estimates by the Puebla government, which will use revenues for the upkeep of the corridor’s green areas.ph

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TOURISM

A Record-breaking View

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Open Process is a partial an-thology of the work of Mari-anna Dellekamp (1968), a multidisciplinary artist who employs a variety of mediums in her exploration of the con-ception and use of images.

The exhibition is divided into three main parts. The first consists of images that broach the human body from the per-spective of the supermodel boom that set the standard for what society views as beauti-ful, fashion advertising and the 40th anniversary of the Barbie doll. The second is a compari-son of texts and images: Inter-net write-ups of places Del-lekamp visited and how these differed from what she actually saw and museum cards that don’t coincide with the artifact on display. The third is a col-lective project, a library of soil

samples from different regions of the world placed in trans-parent plastic boxes and dis-played as books.

The unique movement the artist belongs to sprang up in Mexico in the mid-1990s and walks a thin line between tra-ditional documentary photog-raphy and an exploration of images deliberately selected and organized by the author in conjunction with other investi-gative tools.

Dellekamp has partici-pated in solo and collective exhibitions, both in her native Mexico and abroad. Curated by Graciela Kasep, Open Pro-cess will remain on show at the Modern Art Museum (MAM)of Mexico City until Novem-ber 10, 2013.

www.mam.org.mx

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ARCHAEOLOGY

A Great Museum for a Great Civilization

If you happen to be in Mérida, the capital of the state of Yu-catán, don’t pass up the chance to visit the Great Maya World Museum and learn more about that fascinating culture.

The museum has four ex-hibition halls spread over 17,500 square meters, while its 1,200-piece permanent col-lection boasts everything from textiles to religious artifacts and household items that give the visitor insight into the modern-day Maya lifestyle, in addition to engravings, books, historic documents and works of art dating from colonial times and Pre-Columbian sculptures, pot-tery, trousseaux and offerings in gold, jade and mother of pearl.

Due to its diverse content and interactive format, the Great Maya World Museum could well rate among the most visited in Mexico before long –after

ARCHITECTURE

An Open Processat the Modern Art Museum

opening its doors in late Decem-ber 2012, it is already receiving 500 visitors on weekdays, 500 a day on weekends and organizing itinerant exhibitions.

A joint venture between Mexico’s public and private sectors, the museum was built and will be maintained with private funds for the next 20

years, although its cultural policies will be dictated by the government.

granmuseodelmundomaya.com

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Negocios ProMéxico | The Lifestyle

52 September 2013

The Lifestyle | Negocios ProMéxico

September 2013

lab but it was as if they were extraterrestrials talking about a distant, alien world.

I was studying lighting and set design at the California Institute of Arts (CalArts) but I left in 2008 and went to Boston. It was around that time that I heard about a 25 million-usd incentive that was to be given to the Media Lab to start a consortium (film studios) in Plymouth, Massachusetts.

I’d worked for a production house in Brazil and had done the-ater and lighting at CalArts, so I went to the lab, although my intention was just to talk, not to actually apply. That’s where I met the man who is now my principal investigator, Michael V. Bove. We had a fascinating conversation and I shared some of my ideas with him. I told him I’d experimented with technology and he said there couldn’t be a better time for me to join the Media Lab.

I ran home, opened a bottle of wine and wrote the state-ment of purpose. It was all very spontaneous. I was accepted and joined the Media Lab in 2009.

—Did the Media Lab see something in you that you didn’t see in yourself?I honestly didn’t think I’d be accepted. I thought they were going to ask for a background in computer sciences or some other technology-oriented disci-pline. I was competing with stu-dents from Stanford who had worked for Google or who had followed a more conventional career path. But the Media Lab needs diversity and is always on the lookout for people who can contribute on a human, artistic and cultural level. That was my advantage. They saw something in me they needed: a sharper, more experienced, more widely-traveled eye with potential.

—Do you think being Mexi-can and a globetrotter had something to do with the Me-dia Lab recruiting you?Sure! Being Mexican, having traveled and worked with anthro-pology, documentaries, theater, lighting technology, spatial con-cepts and storytelling all mattered. I’ve always been a wanderer. I’ve worked in Brazil, Honduras, Rwanda... My parents were constantly fretting about what I was going to do with my life but I tried not to worry. Media Lab appreciates experience, be it personal, professional, cultural or intellectual.

—What’s it been like working with brilliant minds in different tech-nological fields?When I started working for the Media Lab in 2009 there were about 30 of us. We all became good friends, even though we were

working in different areas. Some were working on robotics, oth-ers on sensors and others on tangible interfaces. It took all our abilities combined to make things happen. For example, I worked on user experiences with my robotics and interfaces colleagues. It was all about interaction and design. We all bring different and crucial things to the table.

Technology has never been my primary concern. I’m more about life experience. I got my first computer when I was 23. The message was more important to me than getting bogged down in technology.

—How has your view of technology been accepted at a lab where it takes pride of place?I’m not at odds with technology; I’m on a par with it. It’s just that I focus more on experience. We all have something to contribute

when it comes to benefiting people and improving their en-vironment. In my case, I want to believe that I’ve not only con-tributed on an intellectual level but also on an emotional one by creating times and spaces con-ducive to relaxation and con-viviality that make people feel comfortable, happy and, thus, un-forcefully creative.

I’ve also been exposed to technologies I didn’t even know existed and that have broadened my horizons. I would have loved to carry on studying at CalArts but at MIT I’m surrounded by artists that don’t consider themselves as such, and that is beautiful!

As an art lover, MIT has definitely taught me a lot. I’ve worked in close quarters with people I admire, like Michel Gondry and Robert Wilson and other film-making and theater icons. At CalArts, I’d have stood in line for hours just to hear them talk but here they’re the ones who come to us. It’s like be-ing backstage at a concert.

—What projects have you developed at the Media Lab?I’ve concentrated on childhood cognition, interfaces and tangible systems. I come from a family with five children, so I was always surrounded by kids. At one point I worked as a babysitter and I also worked with children in Rwanda and Honduras but I never thought they’d determine the course of my career. For my Mas-ter’s, I worked alongside my colleagues on a distance communi-cations system, a sketchbook of sorts that allows you to draw using digital technology and analogue objects. I wanted to design something that could connect people anywhere in the world, so a kid in China could interact with one in Mexico using objects that help create a sense of empathy.

by antonio vázquez

A Mexican designer whose name has come to be synonymous with creativity

and technology, Edwina Portocarrero is a key player of the world-renowned Media

Lab at the Massachusetts Institute of Technology (MIT).

EdwInA PORTOCARRERO

The human Face oF Technology

Edwina Portocarrero, aged 31, is a creative genius with a child’s imagination; a talent that was quickly snapped up by the presti-gious Media Lab at MIT.

“The message is more important to me than getting bogged down in technology,” says Portocarrero, who has been with the Media Lab since 2009, during which time she has invented a drawing application that can connect two children at opposite ends of the world and a dream-recording pillow. Today she is working on the playgrounds of the future.

Edwina joined MIT after a casual conversation with Media Lab principal investigator Michael V. Bove. It was her artistic talent, combined with her experience working for a production house in Brazil, and a Non-Governmental Organization (NGO) in Rwanda, as well as hitchhiking to Honduras and living in a Garifuna village that opened this particular door for her.

—How did you manage to get the famed Media Lab interested in your work when aspiring candidates from all over the world apply for a place every year?It never occurred to me to apply to the Media Lab. I knew quite a few people in Massachusetts and I’d heard them discussing the

photos courtesy of edwina portocarrero

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Mexico,

10 MAGICAL TOwnS

It’s a system in which an 89-year-old can communicate with a four-year-old, using drawings, stories, collages and their hands. We called it The Never Ending Drawing Ma-chine. Another project I worked on, PillowTalk, explores dreams. I’m an avid dreamer and I always remember ev-erything I dream, which is why I decided to design a pillow that could allow users to record their dreams at the press of a button by speaking into the computer without mov-ing. The worst thing people can do when they’re trying to remember a dream is move. There’s a correlation between dreams and muscle memory. That’s why I designed it so users only have to press a button and record.

The invention was more successful than I ever thought it would be. For me it was just an experiment on using conductive fabric and radio communication. I heard about a doctor at Harvard who’s using it to study insomnia and PTSD (post-traumatic stress disorder). That’s part of the magic of the Media Lab: the things you invent have ap-plications you never dreamed of.

—Right now you’re designing the playgrounds of the future.For my PhD, I hoped to get back to work with set and lighting design; designing spaces and interactions. I’d thought about going back to the theater to apply the technology but I realized it was limited and thought I wouldn’t be able to explore the possibilities of everything I’d learned to the full.

I wanted to do something public, so I turned my at-tention to playgrounds. There are so many playgrounds in the US but they’re nothing more than plastic structures that come as a kit and that you can barely tell apart. They don’t pose much of a physical or intellectual challenge to children, much less stimulate the imagination. They are abandoned be-cause they are boring. It troubled me that the options were so limited; landscapes so scripted and grim. And those were the settings we were providing for imaginative play, when there are so many materials to work with.

So I thought it would be a good idea to rethink these parks to make them stimulating to the senses, taking into account the cognitive development of children, the possi-bilities of materials and telepresence technologies, the sur-rounding landscape, the natural phenomena, or the place and culture they will be embedded in. Kids today don’t go to the playground because they’re glued to a computer or video game, since the cities are considered unsafe or parents have no time and prefer to have their kids indoors, where they don’t need to be “watched”.

In a sense, it was like taking my Master’s sketchbook project and projecting it onto the entire body, making it more physically interactive, creating spaces that children can explore, while leaving room for their imaginations to run riot. I’m working on it. Imagining networked play-grounds, areas that take the best from the virtual, digital world and from the physical one. I am exploring the pos-sible interactions that can afford.

It all begins with the imagination. For instance, you’ve just heard a train where you are and here, over 3,000 kilo-meters away, its whistle gets my mind racing. N

by antonio vázquez

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Negocios brings you a small sampling of towns that have preserved their character and customs over the centuries and that continue to captivate Mexicans and foreigners

alike with their hospitality and picturesqueness.

Magical Towns is the collective name the Ministry of Tourism (SECTUR) has given to the hundreds of towns whose architecture, customs and culture have remained intact over the centuries and

that have witnessed landmark events in Mexico’s history.

As you walk down their quaint streets and admire their arts and crafts, or maybe stop for a tasty cup of coffee and some lo-

cal fare, it’s easy to understand why these towns are famous beyond Mexico’s bor-ders. Best of all, most are less than 200 ki-lometers –a two hour drive– from a major tourism destination!

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xilitlaSurreAl lAndSCApeS

Visiting Xilitla is like walking straight into a Dalí painting. Hemmed in by lush vegetation, mountains and majestic waterfalls, this town in the Huasteca Mountains in the state of San Luis Potosí is home to stately residences and oddities like Las Pozas.

Created by the eccentric English million-aire Sir Edward James in 1949, Las Pozas is a gothic-inspired dream world of stairs and pas-sageways that lead nowhere, fountains and in-verted columns. There are 36 structures in all covering an area of some 36 square hectares, the most famous of which are “The Stairway to Heaven”, “The Path of the Seven Snakes”, “The Bedroom with a Whale-shaped Ceiling” and “The Structure Called Cinema”.

Xilitla, which means “Place of Snails” in Náhuatl, is also famous for its temascales, a type of pre-Hispanic steam bath.

The fantasy ends with some zacahuiles (corn tamales up to two meters long, filled with chili, pork or chicken) and a cup of lo-cally grown coffee.ph

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loretoMultifACeted MAGiC

Loreto has it all: beaches, desert, mountains and colonial architecture.

Founded in 1697 by the Jesuit Juan María de Salvatierra, this is the oldest city in Baja California Sur and was used as a base by the Spanish in their colonization of the rest of the peninsula.

The best way to appreciate the natural beau-ty of Loreto is from the air. Below, the waters of the Sea of Cortés wax a deep blue. Diving, canoeing, sailing and sport fishing are just some of the activities on offer and in winter you can spot gray whales from Isla del Carmen.

But there are other facets to Loreto, like the one that harbors the expansive green golf courses of the Nopolo tourist development or the cliffs and rock formations of the Sierra de la Giganta mountains, home to cave paintings even more impressive than those of Altamira in Spain or Lascaux in France.

The food is as varied as the town itself, combining northern dishes like machaca and beef fajitas with seafood like fish ceviche, shrimp tacos and lobster. ph

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comalaA White Wonder

In Náhuatl, Comala means “Land of Comales”, those round griddles used in Mexico to make and heat tortillas.

This Magical Town in the western state of Colima borders the Fuego and Nevado de Colima volcanoes to the north, the Si-erra de Manantlán Biosphere Reserve to the west and the Valley of Colima to the south. To the east is Las Huertas de Co-mala, one of four natural areas protected by presidential decree.

Since 1962, all the houses and pub-lic buildings in Comala have been painted white, earning it the moniker the “White Village of America”. The town is also asso-ciated with the classic Mexican novel Pedro Páramo by Juan Rulfo.

Around the main square are numerous bars where you can sample authentic region-al specialties like sopes, enchiladas, tacos dorados and tacos de barbacoa, as well as traditional beverages like tuba (made from coconut palm) and locally grown coffee.

San criStóbal de laS caSaSCoSMopolitAn MyStiCiSM

Colorful, mystical and cosmopolitan are the three words that best sum up San Cris-tóbal de las Casas, the third most impor-tant municipality in the southeastern state of Chiapas in terms of revenue.

Perched high up in the mountains, you can never be sure what the weather’s going to be like in San Cristóbal. The city was founded in 1528 and was one of the first Spanish settlements in America.

Its architecture is a mix of Spanish and indigenous styles: narrow pedestrian streets lined with brightly colored houses with red tiled roofs. Among its most strik-ing buildings is the Church of Santo Do-mingo, carved in the Spanish neo-baroque style by the hands of Tzotzil, Tzeltal and Lacandon natives during colonial times.

Cold cuts and hams are the specialty here, washed down with corn atole, tas-calate, pozol (both made from cacao) or posh, a potent alcoholic drink made from

sugar cane and corn. But given its popular-ity among foreign tourists, San Cristóbal de las Casas also has a decent selection of restaurants serving up international fare.

There is an abundance of amber mines in the region so if you’re looking for a souvenir, how about an exclusive hand crafted piece of amber jewelry?

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bacalarSeven ShAdeS of Blue

Ideal for nature lovers, the main attrac-tion in Bacalar is its enormous lake, whose calm waters and fine white sand make for the perfect picture postcard.

Said to have seven shades of blue, this breathtaking lake connects with the Blue Cenote, a series of archaeological sites and the hotel, golfing and ecotourism fa-cilities that have sprung up around the Bay of Chetumal.

In Maya, Bacalar means “surrounded by reeds” and even before the arrival of the Spanish the town was an important trading post in the Yucatán Peninsula and a gateway to Central America. In Colonial times, it was constantly besieged by pirates and plundered for its dyewood, which the English used to dye textiles.

Local handicrafts include wood carv-ings, hand dyed huipiles, palm baskets and hammocks, while Bacalar’s proximity to Belize has had a notable influence on its cuisine: rice, bean and coconut oil-based dishes are generally served as an accompa-niment to a variety of fish and seafood.

mineral del chicoA Mine of AttrACtionS

Mineral del Chico is a Magical Town in the Sierra de Pachuca mountains in the state of Hidalgo. Some 450 years ago when it was founded, it was known for its gold and silver mines. Today, it is fa-mous for its colorful houses with red tile roofs, its wide, cobbled streets that wind up the mountains and unparalleled natu-ral vistas.

This small town has just 600 in-habitants but can lay claim to some interesting buildings, like La Purísima Concepción, a church built between the 17th and 19th centuries. Every Easter, locals throw flower petals from its broad cornice to celebrate the resurrection of Christ. La Purísima also boasts a replica of London’s Big Ben, made in 1886 by a local miner.

We recommend you arrive early and climb La Peña del Cuervo, from where you can get a bird’s eye view of the town

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Pátzcuarothe door to heAven

On November 1 and 2, Pátzcuaro, a town with some 85,000 inhabitants in the state of Michoacán, decks its graves out in marigolds to celebrate Day of the Dead.

At night, these offerings float on boats on Pátzcuaro Lake, creating a mesmerizing candlelit spectacle that has been repeated year in, year out for centuries on end.

The rest of the year, the spectacle is a nat-ural one, orchestrated by Pátzcuaro’s scenic forests, lakes and islands.

An ancient recreational center, the name “Pátzcuaro” means “Door to Heaven” be-cause the Purépecha believed this was the gateway their gods used to travel from one world to another.

Following the arrival of the Spanish, Pátzcuaro became a cultural melting pot. To-day, its mud houses with their whitewashed walls and terracotta roofs are a tourist at-

traction, while handicrafts range from surre-al figures crafted out of corn stalks to wood sculptures, pottery, textiles and ironwork.

The culinary specialty in Pátzcuaro are tiny lake fish known as charales, along with

enchiladas, tamales, chocolate and ice cream made the traditional way.

No matter what the season, Pátzcuaro pays tribute to its indigenous name, inviting us to open the door to heaven!

and rock formations like The Nuns. Other attractions include the San Antonio mine, which opened in 1560 and remained functional for more than 400 years.

Follow up with a miner’s breakfast: quesadillas, tortillas filled with beans and mushrooms, enchiladas and, if it happens

to be September, chinicuiles (red maguey worms, fried and served with guacamole).

A day in Mineral del Chico wouldn’t be complete without visiting the natu-ral labyrinth known as El Contador and tucking into a trout specially prepared at one of the local trout farms.

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September 2013

Valle de braVoextreMe exCluSivity

An hour and a half from Mex-ico City lies Valle de Bravo, a Magical Town whose exclu-sive ecotourism and golfing facilities have earned it quite a bit of prestige.

There is an enormous lake where you can sail, waterski, kayak or fish, and the weather is nearly always cool. Para-gliding, hang gliding and trike buggies are popular sports and an extreme way to get a privi-leged view of the town with its steep streets, the lake and sur-rounding forest.

Burnt sienna roof tiles add warmth to the picturesque white stucco houses with their

wrought iron railings, while the main square has a band-stand with wood columns and benches where you can sit and watch life pass you by, ice cream in hand.

One of Valle’s most strik-ing historic buildings is the Church of San Francisco de Asís, which boasts a wooden sculpture of St. Francis dating from the seventeenth century.

The town also has a large handicrafts market special-izing mainly in ceramics and textiles.

As far as food goes, the choice is ample: rainbow trout, turkey with mole, arti-chokes with beef and pit-roast lamb are just a few of the local delicacies.

coatePecColoniAl Coffee

Coatepec, in the southern state of Vera-cruz, is a quaint little town encircled by waterfalls and mountains.

In Náhuatl, the name Coatepec means “Hill of Snakes” in reference to its fertile land, the snake being a symbol of fertility in the indigenous culture.

That same fertile land is what gave rise to the town’s coffee growing tradi-tion, which dates back to 1808 when the first coffee plants were brought here from Cuba. It only took eight decades for Coate-pec coffee –grown at 1,250 meters above sea level– to become an export crop, prized for its aroma, body and flavor.

In the town center is the Church of San Jerónimo, easily identifiable by its yellow, red and white facade decorated with indig-enous motifs. The architecture of Coatepec is predominantly 19th century: the houses have high ceilings, red tile roofs, broad eaves, wrought iron balconies and gardens with exotic plants.

Local culinary specialties consist main-ly of wholesome farmhouse fare: great coffee, bread filled with curd cheese and baked in a wood-fired oven and ice cream made with regional ingredients.

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San SebaStián del oeSteWhere tiMe Stood Still

To the west of Jalisco, almost on the edge of the Sierra Madre Occidental mountain range, is San Sebastián del Oeste, a small town that grazes the clouds and where time appears to have come to a standstill.

The main square features a garden and a bandstand surrounded by trees and moss-covered walls. In the distance, the trickling of a stream under a stone bridge echoes the tone of the rest of the region, strung together by abandoned mines and ghost towns.

One of the town’s main attractions is its cemetery, perched on top of a volcano with gravestones sculpted out of local quarry stone.

Watching the sun set over San Se-bastián from Cerro de la Bufa is an un-forgettable experience. Other places of interest include Hacienda Esperanza de la Galera and its bountiful fruit trees, Quinta Mary, which produces organic coffee, and Hacienda Jalisco, a museum and hotel that gets by without electricity.

A plate of corn smut and onion, and a peach or guava dessert washed down with chocorraíz (made of chocolate and a tequila-like beverage known as raicilla) make a fitting end to a day in San Sebas-tián del Oeste.

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September 2013

MExICO,

An Underwater Wonderland

by patricia peña

North to south, east to west, all paths lead to the ocean. Like the song of the mermaid, Mexico’s crystal clear waters have enamored many a soul with their

enigmatic beauty.

The dolphin noticed the diver and started swimming in circles. But before he could re-act and take a photo of the 300-kilo animal, it swam off, flashing its white belly and gray tail. The diver followed it, waving his right hand to attract the attention of the group he was with. To his surprise, it came back, this time accompanied by another six of its spe-cies, which dipped under the water when their leader shimmied up to the diver.

Diver and dolphin stared each other in the eye with an inexplicable mutual curiosity in the placid waters of the Maya Riviera. It is a moment that Arturo Ramírez Martell, a Mexican who has spent 30 of his 48 years as a Professional Association of Diving Instructors (PADI) Instructor Development Course (IDC) Staff Instructor for the Mexican Diving Fed-eration, will never forget.

Arturo knows how lucky he is to be able to explore the depths of Mexico’s seas, rated among the most beautiful in the world by col-leagues as prestigious as the father of modern day diving, Jacques Cousteau, after whom an island in the Sea of Cortés in Baja California Sur was named. The Frenchman was a regular visitor to these waters, which he dubbed the “world’s aquarium”.

Like Cousteau, for many diving is a life-style, an adrenalin-packed passion born of an ethereal connection with nature. But it doesn’t take great physical strength and you certainly don’t have to sign up for a daunting ocean ex-pedition to experience the thrill of coming face to face with the monsters of the deep or discov-ering the microscopic organisms that bring life and color to this fascinating underworld.

Mexico has an abundance of seas and oceans brimming with unique flora and fau-

na, not to mention specialized instructors and world famous dive sites like the Sea of Cortés, the Revillagigedo Islands and the Maya Riv-iera, whose best known spots include Cancún, Playa del Carmen and Cozumel-Isla Mujeres.

maya riViera Ideally located on the Mexican Caribbean in the southern Mexican state of Quintana Roo, it is no coincidence that at least one of the Maya Ri-vera’s 26-plus dive sites appears on every list of the best diving spots in the world.

Solitary reefs, cenotes (underwater sink-holes), islands, shipwrecks, walls and under-ground river systems have earned the Riviera a reputation as the best cave diving destination in the world. Plus tourists can dive with sharks, turtles and dolphins.

snails, sea urchins, starfish and lobster. Then there is Xel-Há, an eco-park where you can dive or snorkel in the lagoon or explore the caves of its underground river. The Tres Ríos eco-park has eight cenotes, while budding underwater archaeologists can visit the remains of ancient Maya civilizations at Xcaret, which features 600 meters of caves, tunnels, natural pools and un-derground rivers swarming with tropical fish. Playa del Carmen, host to the Great Maya Reef, has coral reefs and underground rivers that con-nect with the cenotes Chac Mool, La Ponderosa, Dos Ojos, Nohoch-Na-Chich, El Gran Cenote, Car Wash, Chikin Ha, Taj Majal and Angelita.

Also in the Maya Riviera is Majahual, whose coral reefs provide a refuge for starfish, seahors-es, dolphins, turtles and sponges. Isla Mujeres has virgin areas and quiet beaches like El Gar-

Depending on the depth and time of year, visibility averages 20 meters, increasing to 40 meters in summer and fall.

Some of the region’s more famous dive sites are Aktun Chen, a natural park with a 12-meter-deep cenote, and Xpu-Há, an eco-park with a route that takes in 61 cenotes, including one called Manatí, which boasts an enormous lagoon.

In the same area is the Sian Ka’an Biosphere Reserve, whose 47.5-kilometer strip of coastline is home to the second largest barrier reef in the world, populated by tropical fish, sponges, pink

rafón, El Farito and Manchones, whose crystal clear waters are perfect for snorkeling.

Finally, there is the island of Cozumel on the Yucatán Peninsula, a diver’s paradise famous for its coral formations, shallow walls and mysteri-ous freshwater cenotes, with packages to accom-modate all levels of expertise and every budget.

nayarit riViera Winding along Mexico’s Pacific coast, the Nayarit Riviera has a great selection of diving programs for both amateurs and experts with “magical” spots like the Marieta Islands Ma-

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September 2013

rine Reserve, part of an underwater mountain whose peak emerges above the surface, mark-ing the entrance to Banderas Bay. Made famous by Jacques Cousteau’s underwater expeditions of the 1970s, the reserve is ideal for beginners, with depths of 7.5 to 23 meters and average visibility of 12 meters.

On the shores of Banderas Bay, some 10 kilometers west of the Marieta Islands, is El Morro, whose rocky pinnacles conceal tunnels and caves. This site is suitable for small groups of certified divers, with depths of 45 meters be-low sea level.

Another option for certified deep-sea divers is Los Anegados off Banderas Bay, halfway be-tween the Marieta Islands and El Morro. Just 10 meters below the surface are caves and rock for-mations that beg to be explored. Here, you’ll see giant manta rays, sharks, eels and tuna. Depths go from nine to 25 meters, with visibility ranging from nine to 28 meters.

Some five kilometers away is La Corbeteña, recommended for experienced divers only due to its strong currents flush with marine life and depths of 40 to 60 meters.

In the same area, opposite to Rincón de Guayabitos, are the islands of El Cangrejo and El Coral, whose coral reefs are rife with manta rays, turtles, starfish and rainbow colored fish.

Isabel Island is another popular destination in the Nayarit Riviera for a diving holiday and a mandatory point of call for migratory birds and humpback whales as they make their way south to reproduce. On the beaches of Monas and El Cantil del Faro and the walls of El Cerro Pelón, you can spot the world’s largest fish, the whale shark.

baja californiaThe Sea of Cortés is a watery Pacific paradise in North Mexico. Declared a World Heritage Site, this natural aquarium never ceases to amaze

with its colorful marine vegetation, shoals of tropical fish, sea lions, giant manta rays, whales and hammerhead sharks. Jacques Cousteau was so fond of diving at Cerralvo Island that it was renamed after him in 2009. Measuring 29 kilometers long and seven wide, it lies just 65 kilometers from La Paz, Baja California.

Also in Baja California, some 400 kilome-ters south of Cabo San Lucas, is the Revilla-gigedo Archipelago, formed by four islands –San Benedicto, Socorro, Roca Partida and Clarión– that are sometimes referred to as the Galapagos of Mexico. Experts say this is the best place to dive with large species like the gi-ant manta ray of the Pacific, which can measure up to seven meters from fin to fin.

Sharks are a major attraction and, if you’re lucky, on one single expedition you’ll get to see the hammerhead, whitetip, silvertip, silky, gray, Galapagos and tiger varieties. And if you’re even luckier, the whale shark, especially if you visit in November, December, April or May.

Pods of dolphins invade the beaches between January and March, when humpback whales come to the islands to mate and give birth.

the Veracruz reef SyStemComprised of 17 coral reefs and 350 ship-wrecks concentrated in an area near the port of Veracruz, this is a favorite spot for adven-ture seekers, with flora and fauna you’d be hard pressed to see anywhere else in the world, like green moray eels, whiprays, silky sharks and whale sharks.

According to the experts, the best time of year to dive in the Gulf of Mexico is between May and September, when visibility is on a par with that of the Caribbean Sea. Veracruz has programs and expeditions for divers of every level, from beginners to the more experienced.

Other good dive sites in South Mexico in-clude the Montebello Lakes, a national park in the state of Chiapas, and the Pacific waters that lap the coast of the state of Oaxaca. N

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September 2013

A MASSAGE In THE THICk oF The maya Jungle

Planned by Emperor Maximil-ian to shorten the distance be-tween Chapultepec Castle and City Hall, Paseo de la Reforma is Mexico City’s main and busi-est thoroughfare. The stately Hotel St. Regis stands on this majestic avenue, while its spa on the 16th floor commands impressive views of a landmark statue of Diana the Huntress.

Remède, the St. Regis in-house spa, offers services that follow certain general guidelines

A BREATH Of fRESH AIR in mexico ciTy

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+ 52 (55) 5228 1828

but that are essentially person-alized: no two guests receive the same treatment, since their needs are never the same.

One of the spa’s signature treatments is the Aztec Regen-erating Facial, which employs mineral-rich clay and oxygen to replenish skins exposed to the high altitude in Mexico City.

Ice cold champagne and a selection of tasty snacks help you wind down –but to make the experience complete, we recommend you make time for the sauna and steam room.

uayamón

Km. 20 Carretera uayamón-

China-edzna

uayamón, Campeche

+52 (981) 813 0530

Visitors to the Uayamón Hacienda in Campeche are greeted by a leafy ceiba, a tree the Maya believe con-nects the world of the liv-ing, the underworld and the heavens.

Uayamón once produced henequen, a natural fiber ob-tained from the agave plant that was used to make rope, rugs and even clothes in this part of Mexico. Nestling in the middle of the jungle, this old hacienda continues to cling to its glory days, imper-vious to the passage of time.

The spa is housed in what used to be the hacienda store, where workers were forced to accept payment of their wages in kind. Today it is a haven

of peace and tranquility, sur-rounded by lush vegetation.

The therapists are women from local Maya communi-ties who are skilled in a type of healing massage known

as sobada. In their capable hands, you can enjoy a magi-cal experience that draws on ancestral knowledge passed down from generation to generation.

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wATERS THAT HEAL BOdY And SOUL

by laura santos

An ancient tradition revived that comes as the perfect complement to Mexico’s

stunning natural backdrops. We bring you a pick of the best spas in the country.

A pair of ready hands kneads the knot-ted muscles in your back as you relax to the sound of running water and soak up the refreshing smell of fresh herbs waft-ing in from the terrace. In a place like this, it’s easy to switch off from the out-side world, connect with your inner self and simply enjoy the here and now.

Spas can be found all over the globe and have become increasingly sophisti-cated in terms of the services and treat-ments they offer. Most, however, are environmentally sustainable and use premium products.

Strip them of their modern trappings, though, and you’ll find spas have been with us since time immemorial. Some historians say it all began in the Belgian

city of Spa, whose hot springs were pop-ular among the aristocrats of modern Europe. Others claim the custom started with the Romans, who believed bathing to be essential to good health, hence the term “spa”, said to be an acronym for Salutem per Aqua (health by water).

Even Pre-Columbian Mexico had its equivalent of the spa in the temascal, a ritualistic hot stone sauna reserved for warriors, the privileged class of Pre-Hispanic society.

Mexico’s warriors are long gone but the hospitality tradition lives on at the country’s most exclusive spas, which combine indigenous and Western treat-ments with world class facilities and personalized services.

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Negocios ProMéxico

Para ExPorTadorEs

dEsdE ProMÉxICo

MÉxICo y CorEa dEL sur: coMPleMentariedad econóMica

en la industria eléctrica y electrónica

MEdIo orIENTE: un Mercado no

convencional y rentable Para los aliMentos

Mexicanos

La industria eléctrica y electrónica presenta un nicho de oportunidad para fortalecer las relaciones comerciales y de inversión entre México y Corea del Sur.

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MÉxICo EN EL MuNdo:el coMercio internacional

de México en cifras

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Luxury for Lovers

The gold-sand beaches of the Pacific set the scene for Casa Velas, a luxury, all-inclusive, adults-only resort decorated in the hacienda style.

Its intimate atmosphere and proximity to the Marina Vallarta Golf Club in Puerto Vallarta, Jalisco, have made this a favorite lovers’ getaway. In fact, the spa has a double cabin for couples.

The experience begins with a hydrotherapy circuit that in-cludes a steam bath, sauna and Jacuzzi. The temperature of the water varies to stimulate

your circulation, while water jets massage your feet, leaving you totally relaxed. Signature services include an exfoliating diamond dust treatment that leaves your skin with a beauti-ful silver glow and an invigo-rating golf ball massage.

For guests with special dietary requirements, the spa has a team of nutritionists.


6 September 2013

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marina Vallarta

puerto Vallarta , Jalisco

+52 (322) 226 8670

AsiAn Wisdom in Mexican Hands

ThE bAnyAn TrEE

cAbo MArqUéS

Blvd. Cabo marqués, lote 1

punta diamante

acapulco, Guerrero

+52 (744) 434 0100

This distinctly Asian-style re-sort stands high on a cliff over-looking the Bay of Acapulco, or the “Pearl of the Pacific” as it is sometimes called.

The Banyan Tree Cabo Marqués is one of Mexico’s most exclusive beach resorts. Its décor is minimalist and guests have their own private villas perched on stilts to mini-mize environmental impact.

At the tropical garden spa you can pamper yourself with an exotic mix of Oriental treat-

ments, where the emphasis is on the human touch as op-posed to technology.

Here, a holistic approach is taken to physical, mental and spiritual wellbeing, with herbs, spices and essential oils acting as the protagonists of this sensual oasis, which can only be described as a sanctu-ary for the senses.

CoLoniAL Cosseting

San Miguel de Allende is a cosmopolitan city in Guana-juato, famed for its well pre-served colonial architecture. On one of its cobbled streets you’ll find the Rosewood, a hotel decorated in exquisite taste, where attention is paid to the smallest of details.

Commanding panoramic views of the city’s historic cen-ter from the top floor of the hotel and a unique menu of skin care treatments and mas-sages, Sense is a world class spa that combines techniques and products from all over the

world with indigenous rem-edies and local healing tradi-tions to ensure guests leave rested and rejuvenated.

We especially recommend the Swedish massage with aromatherapy. Lying there with a therapist rubbing warm oil on your back, you are left with the firm conviction that life couldn’t be better!

SEnSE

nemesio díez 11

Centro

San miguel de allende,

Guanajuato

+52 (415) 152 9700

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BREVESNegocios ProMéxico |

70 Septiembre 2013

Para Exportadores

DesDeProMéxico.

ProMéxico es una entidad clave para promover las exportaciones y agilizar la internacionalización de las empresas mexicanas. A tra-

vés del portal institucional, es posible identificar los apoyos y servicios que más se apegan a las necesidades de cada em-presa, con el fin de afianzar su presencia en el exterior.

Si una compañía está por iniciar activi-dades exportadoras, o está en posibilida-des de competir y colocar productos (o ser-vicios) en el mundo, solo necesita acercarse con un asesor de ProMéxico para recibir la orientación, apoyo e insumos informativos necesarios para emprender estas tareas.

En la presente edición de Negocios ProMéxico se incluye una infografía con los indicadores comerciales más represen-tativos del país.

Este tipo de cifras revelan cómo es la relación de México con sus principales socios comerciales, destacando la com-

posición puntual de sus exportaciones (manufacturas, petroleras, agropecuarias y extractivas). También se muestra la in-tegración nacional de ellas, tomando en cuenta la clasificación por sectores (au-tomotriz, electrónico, eléctrico, químico, equipo médico y farmacéutico).

La complementariedad económica de México y Corea del Sur se desglosa en este número, y se enfatizan las oportuni-dades existentes en la industria eléctrica y electrónica del país, sobre todo para fortalecer las relaciones comerciales y de inversión entre ambas naciones.

Por último, se incluye un análisis muy completo sobre las oportunidades existen-tes en otros mercados, en particular en los estados que conforman el Consejo de Coo-peración del Golfo (CCG). Arabia Saudita y los Emiratos Árabes Unidos (EAU) son dos de los destinos que se desglosan pun-tualmente, mostrando el enorme potencial que tienen para recibir productos agroali-mentarios provenientes de México.

AUTOMOTRIZ

La alemana Continental trabaja en la creación de un nuevo centro de investiga-ción, innovación y desarrollo en Jalisco, que iniciaría operaciones en 2014.

La llantera invertirá 290 millones de pesos en el proyecto, en el que se planea contratar a un total de mil 200 ingenieros especializados en tecnologías de la infor-mación –en una primera etapa se contra-tará a 400.

AUTOMOTRIZ

dulCE CrECIMIENto

ALIMENTOS

La empresa mexicana Dulces Montes construirá una nueva fábrica en Poncitlán, Jalisco, en la que invertirá más de 5 millo-nes de euros.

La nueva planta iniciará operaciones en la segunda mitad de 2014 y en ella se elaborarán nuevos productos, como mal-vaviscos, dulces y chocolate en barra.

www.montes.com.mx

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En el nuevo centro se desarrolla-rán proyectos pensados para un plazo aproximado de 20 años.

Algunos de estos proyectos incluyen tecnologías de vehículos auto-dirigidos, así como soluciones para ciertos pro-blemas que presentan los vehículos eléctricos.

www.continental-corporation.com

aPuEsta Por El talENto HuMaNo

dINa CalIENta MotorEs

La empresa mexicana fabricante de autobuses Dina inauguró una segunda línea de producción en su planta, lo que le permitirá incrementar su capacidad para la producción de unidades espe-ciales BRT –tanto articulado, como de entrada baja y con tecnología eléctrica y de gas natural, con motores Cummins de 230 caballos de tec-nología EPA 07, EPA 10 y EPA 2013.

Se requirió una inversión de 180 millones de pesos que permitirá crear 400 puestos de trabajo directos y 800 indirectos.

Con una superficie de 32 mil metros cua-drados, la nueva línea tendrá una capacidad de entre mil 200 y mil 500 unidades al año.

www.dina.com.mx

BREVES BREVES

MasIsa EN ExPaNsIÓN

La forestal chilena Masisa, dedicada a la fabricación de tableros de madera, aprobó inversiones por 132 millones de dólares para un complejo industrial en México, como parte de su plan de crecimien-to en el país.

www.masisa.com

FORESTAL

El Futuro PINta BIEN Para PPG

AUTOMOTRIZ

salud QuE sE ExPorta

FARMACÉUTICA

La farmacéutica Merck Serono invertirá 150 millones de pesos en equipo para in-crementar la capacidad de producción de un medicamento para el hipotiroidismo que se exportará a Europa y Latinoamé-rica. La firma cuenta con dos plantas en Latinoamérica y la de México fue seleccio-nada por la autoridad sanitaria europea para exportar Eutirox a ese mercado.

www.merckgroup.com

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La firma estadounidense PPG Industries invertirá alrededor de 20 millones de dólares para incrementar la capacidad instalada de su planta de San Juan del Río, Querétaro, du-rante los próximos tres años.

El arranque de nuevas plantas armadoras de autos en el centro del país es el motor que impulsa el creci-miento de PPG Industries en México. De hecho, la compa-ñía trabaja con las japonesas Nissan y Honda para proveer las fábricas que abrirán en

Aguascalientes y Celaya, respectivamente.

La planta de PPG en San Juan del Río se inauguró en 1994 y actualmente tiene capacidad para producir 10 millones de litros de pintura al año.

PPG Industries tiene una participación de 60 por cien-to en el mercado de pintura automotriz, donde participan otras 10 compañías de talla internacional.

www.ppg.com

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HuF aBrE las PuErtas a uNa NuEVa INVErsIÓN

AUTOMOTRIZ

Con una inversión de 35 millones de pesos, Huf México, fabricante de llaves para firmas auto-motrices como BMW y Rolls Royce, inaugurará en diciembre de 2013 un laboratorio de vali-dación de productos que operará para las 17 plantas con las que cuenta la firma en 15 países.

www.huf-group.com

alFa VIaJa a rusIa

AUTOMOTRIZ

Nemak, subsidiaria del con-glomerado mexicano Alfa, in-vertirá 80 millones de dólares para construir una planta de componentes de aluminio para motor, que proveerá a la au-tomotriz alemana Volkswagen en Rusia. La fábrica tendrá una capacidad de 600,000 unidades anuales y estará lista en 2015.

www.nemak.com

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daIMlEr INCrEMENta su CaPaCIdad dE ProduCCIÓN

AUTOMOTRIZ

Como parte de su plan de expansión, Daimler Trucks invirtió 45 millones de dólares en la ampliación de su planta ubicada en Santiago Tianguis-tenco, Estado de México, para la modernización de equipos y mejora de la producción de camiones.

Esta inversión permitirá incrementar 20 por ciento la capacidad de fabricación de

la fábrica, la cual ascenderá a casi alrededor de 35 mil uni-dades al año de los modelos M2, Columbia y Coronado.

Daimler Trucks es el ma-yor productor y exportador de camiones y tractocamio-nes en México, con una par-ticipación de más de 50 por ciento del total del mercado.

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MÉXICOEN ELMUNDO:el comercio internacionalde México en cifras

Fuente: Banco de México

Por sector

ExportacionesMillones de dólares

VariaciónMismo periodo en 2012

Automotriz

7.9%

35,089

ESTADOS UNIDOS

$144,893(78.3% del total)

#3

#4

#7

#9

#8

#1

#2

#6

#5

#11

COLOMBIA$2,327 | 1.3%

CANADÁ$5,002 | 2.7% ESPAÑA

$3,652 | 2.0%ALEMANIA

$2,183 | 1.2%INDIA

$1,881 | 1.0%CHINA

$3,257 | 1.8%JAPÓN

$1,106 | 0.6%

BRASIL$2,529 | 1.4%

CHILE$1,043 | 0.6%

Electrónico

-6.4%

21,333

Enero-mayo 2013Millones de dólares

Eléctrico

6.1%

11,052

Farmacéutico

4.1%

1,029

Químico

5,167

Equipo médico

9.2%

2,666

Manufacturera26,921

5.6%

178,504

2.8%

Extractivas315

9.5%

2,585

-4.4%

RubroJulio ‘13

Variación ’12

Ene.-Jul. ‘13

Variación ’12

Petroleras4,291

13.3%

28,985

-5.6%

Agropecuarias687

-6.3%

7,186

0.0%

Principalessocioscomercialesde México

$Exportacionesacumuladas deenero a junio de 2013Millones de dólares

%Participación delas exportacionesmexicanas totalesEnero a junio de 2013

217,261millones de dólaresentre enero y juliode 2013 (un incrementode 1.4% con respecto almismo periodo en 2012).

VENEZUELA$1,067 | 0.6%

10#

-0.5%

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74 Septiembre 2013


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Para Exportadores Para Exportadoresinfografía oldemar

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76 Septiembre 2013


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Para Exportadores Para Exportadores

MÉxICo y CorEa dEl sur: complementariedad económica

en la industria eléctrica y electrónica

La industria eléctrica y electrónica presenta un nicho de oportunidad para fortalecer las relaciones comerciales y de inversión entre México y Corea del Sur.

por MIgUEL dEL vILLAR vOLkERSZ*

En la actualidad, los principales acto-res globales de los sectores eléctrico y electrónico tienen actividades de manu-factura en México. De hecho, para los expertos de la industria, el país se ha convertido en un destino manufacturero estratégico gracias a su compromiso con el comercio mundial mediante su amplia red de tratados de libre comercio (TLC) con 45 naciones, particularmente su aso-ciación en el Tratado de Libre Comercio de América del Norte (TLCAN); en una

impulsadas no solo por la demanda de su-ministro de electrónicos de los sectores au-tomotriz y aeroespacial, sino también por la industria eléctrica y electrónica.

En este panorama tan competitivo, México aún no ha llegado al límite de su potencial, ya que las condiciones eco-nómicas le dan a la industria eléctrica y electrónica el impulso para evolucionar hacia una producción más sofisticada. Este cambio por sí mismo representa un reto natural para la industria y una opor-tunidad de empresa.

Por otro lado, para contribuir al desa-rrollo de la industria eléctrica y electrónica de México, es necesario consolidar su cade-na de suministro. Algunos de los principales prospectos de este sector son las oportuni-dades en micro-ingeniería, tableros de cir-cuitos (PCB), componentes pasivos, soft-ware y semiconductores, junto con otros subprocesos metalmecánicos de apoyo. En total, se estima que existe una oportunidad cercana a los 50 millones de dólares.

Los procesos naturales de la industria nacional, alimentados por las políticas económicas adecuadas, están captando la atención de fabricantes internaciona-les –tanto fabricantes de equipo original (OEM) como empresas Tier 1 o Tier 2. Para profundizar en este tema en particu-lar, el caso de Corea del Sur es extremada-mente representativo.

En los últimos 10 años, México ha sido testigo de un aumento en el capital que entra al país de Corea del Sur y que se utiliza para establecer instalaciones de ma-

nufactura eléctrica y electrónica. La mayor inversión de Corea del Sur en un periodo de un año se hizo en 2008 y sumó 370 mi-llones de dólares, mientras que en 2009 el monto asignado fue de 75.6 millones de dólares, realizada por empresas como Samsung Electronics, Samsung C&T, Pos-co, Speco y LG, entre otras.

El compromiso mostrado por dichos fabricantes resultó en un beneficio eco-nómico y tecnológico para la industria eléctrica y electrónica de México. Lo que es más, algunos de sus proveedores claves decidieron seguir su ejemplo y ahora ven a México no solo como proveedor de sus socios en Corea del Sur, sino como abaste-cedor del mercado local.

Inversionistas de una amplia gama de empresas, desde Samsung hasta LG Group, están viendo que México puede ser más que un proveedor de sus OEM principales, como, por ejemplo, un mer-cado altamente rentable. Asimismo, las pequeñas y medianas empresas (pymes) que tienen capacidades tecnológicas bien desarrolladas y que tradicionalmente su-ministran a estos OEM, están descubrien-do el verdadero potencial de México.

A cambio, están llenando algunos vacíos en la cadena de suministro; por ejemplo, empresas que prestan servicios electrónicos para PCB, como tecnologías de montaje superficial (SMT) o empresas de compuestos avanzados de materiales que producen plásticos avanzados para la industria, son algunos de los nuevos actores que traen capacidades de know-

fotos archivo

En los últimos 10 años, México ha sido testigo de un aumento en el capital que entra al país de Corea del sur y que se utiliza para establecer instalaciones de manufactura eléctrica y electrónica.

how especializado al país. De esta ma-nera, la inversión constante de empresas de Corea del Sur ha generado una com-plementariedad industrial que, bajo las condiciones apropiadas, podrá mejorar la cadena de suministro y el cambio tec-nológico de la industria.

Captar la atención de proveedores Tier 1 y Tier 2 para distribuidores asiáticos, particularmente de Corea del Sur, no es una tarea fácil. Muchos de ellos siguen sintiendo una cercanía particular al mercado del sureste asiático, mientras que, a pesar de su enorme potencial, la región del TLCAN aparece como un mercado distante y complejo con acceso exclusivo para empresas globales.

Por fortuna, la mentalidad está cam-biando poco a poco y las pymes se están dando cuenta de que el gobierno mexi-cano puede apoyarlas profesionalmente. Uno de los primeros contactos guberna-mentales que tienen los inversionistas es con ProMéxico, un aliado natural que les presta servicios durante todo el proceso de inversión; desde reunir información de la industria en las etapas tempranas, hasta servicios de soft-landing y posventa una vez completado el proceso.

Finalmente, ProMéxico y el gobierno mexicano entienden que una de las rutas cla-ves para fortalecer las capacidades de manu-factura avanzada de México es mejorando la competitividad de las empresas. N

*Consejero Comercial de ProMéxico en Seúl,

Corea del Sur.

vía de acceso privilegiado a Latinoamé-rica; y en una plataforma logística ideal para el desarrollo de vínculos comercia-les con Europa y Asia, por su fácil acceso a los océanos Atlántico y Pacífico.

Fabricantes de electrodomésticos como Sony, Panasonic, Phillips, Hewlett-Packard (HP), Motorola, Samsung y LG Electro-nics desarrollan sus productos de manera exitosa en México. Entre 2000 y 2012, la Inversión Extranjera Directa (IED) com-binada para estas industrias sumó 13 mil

700 millones de dólares, de acuerdo con la Secretaría de Economía (SE). En 2012, las exportaciones alcanzaron un valor de 84 mil 080 millones de dólares, lo que repre-senta casi 25.8 por ciento de las exporta-ciones totales de bienes fabricados.

Como resultado de estas operaciones, las empresas de servicios de fabricación de electrónicos han encontrado un ambiente competitivo y sano en el país. Cada vez más, empresas como Celestica y Flextro-nics aumentan su presencia en México,

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78 Septiembre 2013


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Para Exportadores Para Exportadores

por RAFAEL LópEZ INCLáN*

Los países de Medio Oriente constituyen un mercado con grandes oportunidades

para productores mexicanos de alimentos, principalmente para empresas de la industria de alimentos procesados.

foto archivo

MEdIo orIENtE: un mercado no convencional y rentable para los alimentos

mexicanos

la región continuará dependiendo de las importaciones de alimentos provenientes de otros países. Este mercado importa 50 por ciento del total de las calorías que consume su población cada año.

Para los productores de alimentos mexicanos, principalmente de bienes procesados y conge-lados, los países de Medio Oriente representan un gran mercado de exportación. En específi-co, las economías pertenecientes al mecanis-mo de integración regional conocido como el Consejo de Cooperación del Golfo (CCG), surgido hace un par de décadas, son sumamen-te atractivas debido a que suponen una alter-nativa comercial no convencional y una región de gran poder adquisitivo.

Bahréin, Kuwait, Omán, Qatar, Arabia Sau-dita y los Emiratos Árabes Unidos (EAU) son las seis naciones que conforman este Consejo. En conjunto, reúnen 44.4 millones de habitan-tes y un Producto Interno Bruto (PIB) per cá-pita promedio de 47 mil 287 dólares. El Banco Mundial (BM) estima que durante la siguiente década, el consumo de alimentos de las econo-mías del CCG tendrá un crecimiento anual sos-tenido de 4.6 por ciento. En 2015, Arabia Sau-dita y EAU representarán 25 por ciento y 14 por ciento del consumo de alimentos y bebidas de la región, respectivamente (casi 40 por ciento en su región). A pesar de ello, la región continuará dependiendo de las importaciones de alimentos provenientes de otros países. Este mercado im-porta 50 por ciento del total de las calorías que consume su población cada año.

La dependencia alimentaria de la región responde a diversos factores como: la insufi-ciencia del agua y un deficiente sistema de dis-tribución; los elevados costos mundiales de los fertilizantes; el crecimiento poblacional y los cambios en los patrones de consumo; así como los planes de desarrollo más enfocados a la in-

dustrialización. Por ejemplo, cerca de 80 por ciento del consumo de lácteos de este grupo de países se satisface con importaciones, así como 80 por ciento del consumo total de cereales, 56 por ciento de los cárnicos, 40 por cientode las frutas y 30 por ciento de las verduras.

El mercado de alimentos en la zona del CCG ha cobrado gran importancia debido al crecimiento de su población inmigrante y al desarrollo económico del área, lo cual ha incrementado el ingreso promedio y, de esta manera, facilitado el acceso a nuevos tipos de alimentación. El abandono de un estilo de vida itinerante y rural por uno más sedentario y urbano ha promovido la demanda de comida congelada, enlatada y lista para comer.

Asimismo, existe un creciente interés por los alimentos dietéticos con un enfoque dirigido al

cuidado de la salud. La transición nutricional más importante en la región implica cambiar las dietas basadas en un elevado consumo de fibra natural por aquellas con un elevado consumo de comida procesada, grasas saturadas y azúcares. Esta también incluye modificar la preparación y consumo de alimentos dando mayor cabida a la producción industrial de los mismos y a la de-manda de comida rápida.

Un hecho que representa un punto de in-flexión para el mercado alimentario del CCG es que, en 2012, más de 50 por ciento de los habitantes de la zona eran menores de 25 años, lo cual significa que la dieta regional deberá modificarse para contener un elevado consumo proteínico y, asimismo, que los paí-ses miembros serán mercados ideales para la exportación de cárnicos y lácteos.

En particular, Arabia Saudita es de gran in-terés para las empresas mexicanas. Tan solo en 2012, su mercado de lácteos tuvo un valor es-timado de 4 mil 300 millones de dólares (mdd) mientras que el de carne de pollo alcanzó un valor de 3 mil 500 mdd. Arabia Saudita es el tercer importador mundial de pollo (60 por ciento del pollo importado es congelado).

Otro de los factores que los empresarios mexicanos deben tomar en cuenta para acce-der al mercado alimentario de Medio Oriente es la gran afluencia de inmigrantes que deman-dan productos listos para comer y a precios accesibles. En estos países existe un importan-te sector de servicios de alimentos que requie-re materias primas de alto rendimiento y bajo costo. La demanda de alimentos con certifica-ción Halal también es sumamente representa-tiva –en 2012, el mercado mundial de comida Halal (lineamientos musulmanes) se ha valua-do en más de 640 mil mdd y representó 12 por ciento del comercio mundial de alimentos. Tanto el etiquetado como el empaque deben tropicalizarse, sin olvidar el aumento en el consumo de productos alimenticios enfocados al cuidado de la salud.

A pesar del potencial de estos mercados, de acuerdo con cifras de la Organización Mun-dial del Comercio (OMC), en 2012 las ventas de alimentos mexicanos hacia Arabia Saudi-ta y los EAU alcanzaron solo 31 mdd. Ambos países compraron productos mexicanos muy específicos como miel, pimienta, garbanzo, aderezos y café, además de bebidas alcohólicas (solo en el caso de los EAU).

La oportunidad para los empresarios de la industria de alimentos es singular. Deben pre-sentarse productos de calidad a precios más competitivos que los competidores estadouni-denses, partir de costos de insumos y de pro-ducción más bajos, y beneficiarse de la simili-tud en costos logísticos y ventajas por el tipo de cambio.

Finalmente, los alimentos procesados pro-ducidos en la región del CCG dependen de insumos importados, lo cual representa una excelente oportunidad para la proveeduría de ingredientes. Los productos mexicanos con mayor potencial de exportación en la indus-tria de alimentos procesados son: enlatados, cereales, aperitivos, cárnicos, lácteos, panade-ría congelada, fruta deshidrata y procesada, concentrados de jugos, alimentos dietéticos y para diabéticos, entre muchos otros. Luego entonces, en la estrategia de diversificación comercial nacional no debe quedar fuera la participación de México en estos mercados. N

*Socio Director, Asia Business Consulting.

Negocios ProMéxico | Para ExportadoresNegocios ProMéxico | Para Exportadores

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