Don't Sell Mexican-Made Automobiles Short Jose de la Isla - GoSanAngelo.com
go to original July 30, 2012

The Mastretta MXT was a little-known sports car until hosts of the hit BBC show "Top Gear" gave it a less than favorable review on their program - catapulting the Mastretta to a new level of fame.

MEXICO CITY — Just over a year ago on Britain's "Top Gear" TV program, commentators Jeremy Clarkson, James May and Mark Hammond launched a defamatory tirade when Mexican car manufacturer Mastretta announced it was bringing out a sports car.

Why, Hammond asked, would anyone want a Mexican car? He described Mexicans as a "lazy, feckless, flatulent and overweight" sort. Clarkson and May joined in, insinuating the same would be true about the car, and a brouhaha ensued.

In the end, the program producers apologized to Mexico's ambassador and Mexico's Radio Institute (IMER, by its Spanish acronym) apologized for calling Brits racists.

But the question remains: Who would want to buy cars made in Mexico?

The United States and the Americas, that's who.

In March, Honda announced it would produce its Fit subcompact model starting in spring 2014 in Celaya, Guanajuato. Mexican President Felipe Calderon and Honda division president Takanobu Ito attended the ceremony marking the start of the $800 million plant's construction.

The plant is Honda Mexico's answer to North American demand for more fuel-efficient subcompact vehicles. The Celaya plant will use new efficiency systems to provide high-quality products at affordable prices, and will expand the use of local and global parts sourcing.

Honda has invested nearly $21 billion in its North American operations, which employ more than 33,000 associates.

The Volkswagen Jetta was Mexico's best-selling car last year with 83,828 units, up 6 percent over 2010. Volkswagen is making a new $1 billion investment in its plant here. The Ford F-Series was the top-selling truck with 16,440 deliveries, down almost 21 percent from a year ago.

Mexico's total light-vehicle sales for 2011 rose 10 percent to 904,199 units. Those sales went up 17 percent and light trucks were down 0.2 percent. Nissan was the top-selling automaker on volume, with 224,740 deliveries, up nearly 19 percent over the previous year.

In 2011, Mexico's light-vehicle output was 2,680,037 units, up 14 percent from the prior year, according to Ward's Auto World data.

Detroit automakers delivered 180,451 new cars in Mexico in 2011, a 17 percent increase over the prior year. Asian automakers made 228,875 deliveries for a 15 percent increase, and Europe-based makers saw sales climb to 176,730, a nearly 20 percent increase.

Mexico's historically long-term relationship with France translates into Renault and Peugeot car sales and those cars and trucks are seen in the streets here, unlike their absence on U.S. streets and highways.

Italy's snazzy Fiat is making a competitive market appearance and rumors abound about a Chinese and an Indian vehicle to be announced.

England's Mini Cooper has a strong following among a certain urbane set.

Overall, many Brits use Mexico as a place for foreign investment, UK tourism is up. Britain's ambassador even writes a newspaper column for one of Mexico City's large dailies (a terrific idea that other diplomats should consider), explaining British culture, ex-pat community events, trade, language and issues and topics of mutual interest.

The UK's longstanding involvement in Mexico, going back centuries, now has families integrated into the social structure. Nor should anyone overlook these realities because of the low-brow "Top Gear" interpretations about global affairs concerning the Mastretta.

One can't help wishing, just out of spite, that one of those sporty Mastrettas would backfire to express its opinion of the "Top Gear" critique.

Jose de la Isla writes commentary for Hispanic Link News Service. Contact him at joseisla3@yahoo.com.

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