Digital commerce drives freight demand

The rise of e-commerce is fundamentally reshaping Mexico's freight transportation landscape. Online shopping has transformed consumer expectations, with buyers now demanding rapid delivery of everything from groceries to electronics. This shift in purchasing behaviour is creating unprecedented demand for logistics services and forcing the freight industry to rethink its operational models.

Traditional freight operations focused on moving large volumes between warehouses and retail stores. Today's market requires a more sophisticated approach: smaller, more frequent shipments delivered directly to consumers across urban and rural locations. This evolution demands flexible fleets capable of handling diverse delivery patterns, from city deliveries to doorsteps to regional e-commerce fulfilment.

The transformation is driving significant investment in Mexico's freight vehicle sector. Companies are expanding their fleets to capture growing market opportunities, resulting in record-breaking sales performance. Mexico achieved its highest-ever truck sales in 2024, with more than 67,000 units sold—a remarkable 22% increase compared to 2023. This surge reflects more than cyclical growth; it represents strategic positioning as logistics companies prepare for sustained e-commerce expansion across the Mexican market.

Environmental regulations push fleet modernisation

The industry is undergoing significant fleet renewal with cleaner technologies. By 2025, more recent models featuring EURO VI technology are being integrated into Mexican operations. This environmental upgrade delivers substantial benefits, reducing nitrogen oxide (NOx) particles by up to 80% compared to EURO V standards.

Several manufacturers already offer EURO VI compliant units, including DAF, International, Kenworth, SCANIA and Shacman. Many of these brands also announce improved fuel efficiency alongside the environmental benefits.

However, cleaner technology comes at a cost. Average truck prices have increased from $3,200,000 MXN to $3,400,000 MXN—a 5% rise compared to EURO V units. This price adjustment reflects the advanced engineering required to meet stricter emission standards.

Sample taken during March 2025 based on "6x4 tractor" units by JATO Dynamics.

New brands challenge established players

The competitive landscape has evolved significantly since 2017, when new brands began entering the Mexican market. SITRAK, Shacman, FAW, FOTON and DAF now compete in segments previously dominated by established names.

DAF represents the most recent entrant, focusing primarily on the 6x4 tractor segment. These newer brands are pursuing aggressive pricing strategies, offering units below the current market average of $3,300,000 MXN. This approach puts pressure on traditional market leaders including Kenworth, Freightliner and International, which have longer histories in Mexico.

Average group prices taken during December 2024 by JATO Dynamics

Trade uncertainty creates market volatility

Despite recent growth, Mexico's trucking industry faces significant uncertainty due to potential tariffs from the United States. This concern is already impacting performance across multiple metrics.

Sales data from January to March 2025 reveals the extent of this impact. Wholesale sales dropped 39% compared to the same period in 2024, whilst retail sales fell 16%. Exports to the US declined from 40,000 to 32,000 units—a 19% reduction that demonstrates the market's sensitivity to trade policy concerns.

Production figures mirror these sales declines. Mexican truck manufacturing fell from 53,000 units in the first quarter of 2024 to just 41,000 units in 2025—a substantial 21% decrease. This production adjustment reflects manufacturers' cautious response to uncertain demand conditions.

Industry adaptation in a complex environment

Mexico's truck industry demonstrates how freight markets adapt to multiple simultaneous pressures. Environmental regulations drive technological advancement and fleet modernisation, whilst digital commerce growth creates new demand patterns. Meanwhile, international trade policies introduce volatility that affects both domestic sales and export performance.

The industry's ability to achieve record sales in 2024 whilst navigating these challenges shows its underlying resilience. However, the sharp decline in early 2025 highlights how quickly external factors can impact performance. Success in this environment requires balancing environmental compliance, competitive pricing and operational flexibility to manage trade-related uncertainties.

Understanding these dynamics enables stakeholders to make informed decisions about fleet investments, market positioning and strategic planning in Mexico's evolving freight transportation sector.