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Constant Focus on Innovation the Key to Success: Kenworth

Luis Chi - Kenworth Mexicana
Marketing Director

STORY INLINE POST

Antonio Gozain By Antonio Gozain | Senior Journalist and Industry Analyst - Wed, 10/19/2022 - 09:30

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Q: How has Kenworth achieved and maintained its success in the Mexican market?

A: Kenworth Mexicana has been in the Mexican market for over 60 years, always staying one step ahead of the competition. Kenworth was the first truckmaker to incorporate aerodynamic improvements within its vehicles and we continue to innovate. This year, we launched the T680 Next Gen, which we hope will become the industry leader and benchmark.

Kenworth’s T6 line has a long history that started in the 1990s. The T660 became the best-selling tractor in Mexico. It was followed by the T680 and now we are unveiling the T680 Next Gen, which includes a digital dashboard and a larger cabin for the comfort of operators, in addition to improvements in aerodynamics. Carriers love our tractor trucks due to their manageability and the confidence they instill in operators. Although our vehicles have US engineering, they are adapted to Mexican conditions. Manufacturing operations are carried out at our plant in Mexicali, Baja California.

Q: What role does Kenworth Mexicana play within parent Paccar’s global operations?

A: Paccar Inc is one of the global leaders in commercial vehicles worldwide and one of the world’s largest truckmakers. It oversees three brands: DAF Trucks in the Netherlands, Peterbilt in the US and Kenworth in North America, Latin America and Australia. Mexico plays an important role within the group’s operations, from manufacturing to sales. In the Mexican market, we hold the largest market share of the brand globally.

Q: How does Kenworth Mexicana’s product portfolio cover all trucking segments?

A: It has been a year of launches for Kenworth Mexicana, in addition to the T680 Next Gen in the tractor sector, in which we are leaders, although there is strong competition in other truck segments. Our clients often associate us with tractor trucks but our strategy is to show that Kenworth has solutions for all segments and applications.

Kenworth’s vehicle portfolio begins with class-7 vehicles for last-mile and urban deliveries, as these vehicles provide great turning range. We also have midrange vehicles, with renewed T380 and T480 lines that offer improvements in ergonomics and technology. Kenworth also provides larger windshields to improve the operator’s view and increase safety.

Q: How does Kenworth Mexicana adapt its product portfolio to the Mexican market’s needs?

A: We are proud of our engineering team in Mexico. Unlike other brands, we do not only import vehicles, which we bring from the US, but we also analyze how to adapt them to Mexican roads. For example, several commercial vehicles imported from the EU do not work in the same way in our country, due to the differences in the orography, heights and temperatures. Kenworth runs tests and engineering to adapt its vehicle portfolio to the Mexican market. We make more resistant vehicles that are designed to perform and last in the conditions of the country.

Q: How does Kenworth Mexicana work to ensure a quality after-sales service?

A: Kenworth is well positioned in the after-sales market. We have the most solid and extensive coverage in the industry, with over 140 locations in Mexico. All our workshops are certified under the same quality standards. Kenworth works to ensure clients receive the same attention and service regardless of the region of the country in which they are located.

Q: How does Kenworth Mexicana work with its dealership network to ensure clear communication to customers?

A: Being close to our customers is crucial for us. Kenworth Mexicana presents its products through several regional events. Close communication with our dealership network is also key. When we presented the T680 Next Gen, we created joint strategies with the dealerships so that they could work together, ensuring the client hears a single voice, both in face-to-face channels and on social media. We align ourselves to have the same visual standards and share the same message.

Q: As Kenworth turns 100 years old in 2023, what plans does the company have for next year?

A: We are preparing several surprises for customers and industry friends. These 100 years speak of a solid company with a great legacy. It fills us with pride when customers tell us that their grandfather and father owned a Kenworth truck. We are going to focus our efforts on celebrating the first 100 years of the brand and planning the next 100.

 

Kenworth is a truck manufacturer owned by Paccar Group. The brand, which turns 100 years old in 2023, specializes in the production of heavy-duty and medium-duty commercial vehicles.

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