Resumo

COVARRUBIAS V, Alex. The Mexican Auto Industry: From Crisis to Greater Region-centric Influence. Norteamérica [online]. 2011, vol.6, n.2, pp.115-155. ISSN 2448-7228.

With mounting pressures from consumers and stricter fuel efficiency and emissions regulations, as the financial crisis proceeded and bailed-out U.S. firms were joined in hardship by other automaker icons, questions about the future of the main producers soared. one of them relates to the product policy firms will deploy to overcome the crisis. This essay addresses this question, focusing on product and market strategies firms working in Mexico have put in place in recent years. Drawing on productive models theory, the author shows that most corporations, particularly U.S. firms, are putting forward strategies that reaffirm Mexico as a strategic asset in the North American region.

Palavras-chave : auto industry crisis; product and market strategies; North American firms; regional market; fuel efficiency demands.

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