Sheinbaum, Mazda CEO Discuss Auto Investment, Plan México

President Claudia Sheinbaum met with Masahiro Moro, Global CEO, Mazda Motor Corporation, to discuss new investment opportunities in the automotive sector and strategies to strengthen Mexico’s domestic market under the recently unveiled Plan México.

Marcelo Ebrard, Minister of Economy, also attended the meeting. Discussions centered on boosting foreign investment, reinforcing industrial development, and enhancing Mexico’s role as a competitive manufacturing hub.

Sheinbaum reaffirmed that Mexico offers “a stable and competitive economic environment” with favorable conditions for foreign direct investment (FDI). Moro expressed Mazda’s continued interest in expanding its industrial footprint in Mexico, particularly through manufacturing and distribution projects.

The dialog revisited themes from 2019, when Mazda considered slowing expansion due to trade tensions under then-US President Donald Trump. With Trump’s return to office and renewed global trade uncertainty, Sheinbaum’s administration seeks to provide greater certainty to investors and strengthen the national industry.

Mazda has invested more than US$1 billion in Mexico, primarily at its Salamanca, Guanajuato plant, which employs over 5,200 workers. The company has also launched social programs such as Mazda Kokoro, donating MX$20 million to support children in need.

Strengthening the Domestic Market

A central topic of the conversation was Plan México, Sheinbaum’s new economic strategy focused on equitable development, productive investment, and economic self-sufficiency. For the automotive sector, the plan outlines goals to increase domestic vehicle production by 10% by 2030, raise local content in vehicles made in Mexico by 15%, and promote innovation, energy efficiency, and manufacturing research.

Sheinbaum emphasized that Plan México is designed to help the country navigate global trade challenges while positioning Mexico as a robust industrial hub for both exports and the domestic market.

Mazda’s Salamanca assembly plant, with an annual capacity of more than 200,000 vehicles, produces models such as the Mazda2 and Mazda3 for North America and other markets. Any expansion or diversification could significantly impact job creation, local supplier networks, and national manufacturing sophistication.

The federal government has pledged to maintain a supportive regulatory and operational environment for high-value investments, particularly in advanced mobility, vehicle electrification, and automotive R&D.

Mazda Exports Fall 28% 

In September, MBN reported that Mazda was reassessing its export strategy from Mexico as trade conditions and strict regional content rules under USMCA challenge its reliance on the US market. Miguel Barbeyto, President, Mazda Mexico, confirmed that both production and exports from the Salamanca plant are declining. “We are definitely seeing a drop in production and exports because our main customer is the United States,” Barbeyto told Expansión.

During 1H25, Mazda’s exports fell 28.5%, from 86,922 to 62,165 units, and production dropped 7.6%, from 119,539 to 110,432 units, according to INEGI. The facility previously sent 67% of its output to the United States, a flow now impacted by a 25% tariff. In contrast, Japan and the European Union face tariffs of 15% or less and are not bound by USMCA’s rules of origin, giving them an edge in cost flexibility.

The treaty’s rules require 75% of vehicle content to be regionally sourced and impose origin requirements on key components like engines and transmissions. “Mazda cannot wait three years to adjust its strategy,” Barbeyto said, referring to the agreement’s 2026 review.