DINA: A Forward-Looking Mexican OEM

Q: What is DINA’s strategy regarding foreign markets?

A: There is no doubt that the most important market for us is still Mexico. After the renewal of DINA in 2008, our main export locations are Central and South America. We renewed almost our entire vehicle fleet in Nicaragua and we have a strong participation in the Colombian market, where we have sold more than 350 natural gas vehicles. Meanwhile, in North America, our best-selling products are the yard tractors like the Hustler.

At the moment, we seek to be calculating and realistic considering our competition. We know that one of our advantages is that we know the Mexican market perfectly and we have clients that are very loyal to the brand. In recent months, we have engaged in talks with Asian companies to introduce our products to other markets. Having an alliance with high-end technology companies would give us an opportunity to gain a foothold in more markets in the coming years.

Q: How is DINA adapting to the changes Euro VI regulations are bringing to the heavy vehicle segment?

A: The first step was to comply with Euro V requirements, which we achieved in the allotted time. Our natural gas units already complied with those standards before the regulations came into force. However, there is still a lack of clarity in the implementation of Euro VI in Mexico. It has been said that there is not enough diesel supply in all corners of the country and that is why Euro VI implementation should be delayed. Likewise, Euro VI implies mammoth costs and the crisis brought by COVID-19 complicates this transition for many companies. We continue working to update all our models and collaborating closely with the different engine suppliers to meet all requirements. 

Q: What were the adverse effects of the pandemic on DINA's operations?

A: The pandemic was a completely unexpected situation. However, there has been a slight but recognizable improvement since July and we have been able to recover the commercialization of all our products. To cope with this situation, we have made the necessary adjustments to be able to stay as efficient as possible. Exports have also helped us a great deal. During these months, we have exported the Hustler model to the US. The Hustler is a cargo truck that we sell to SSA Marine, which asked us to develop this custom-made vehicle to meet all the environmental requirements in the state of California.

Also, this year we started working with TransPower, which was acquired by Meritor, on a project to develop electric cargo trucks. We only had the version of the Hustler available in gasoline and diesel and they sought us out to develop a completely electric version together. Another area that was affected by the pandemic was the industrial transport vehicles division since most companies started working from home. However, in recent weeks, we have seen that companies that are resuming activities in their offices are interested in buying more vehicles to protect their employees from the virus while commuting.

We have had to adapt to the opportunities that the market offers. For example, instead of having the vehicles parked without generating an income, we established a successful program to rent them out. The most important factor for us is that our clients feel they have DINA’s full support during this difficult situation and are happy with the service.

DINA is a Mexican bus and truck manufacturer with 69 years of experience in the market. It is owned by Grupo Empresarial G.