{"id":50054752,"date":"2022-06-08T17:01:08","date_gmt":"2022-06-08T16:01:08","guid":{"rendered":"https:\/\/stage.dialogochino.net\/?p=54752"},"modified":"2023-06-30T20:00:07","modified_gmt":"2023-06-30T17:00:07","slug":"54752-zacua-electric-car-brand-mexico-interview","status":"publish","type":"post","link":"https:\/\/dialogue.earth\/en\/business\/54752-zacua-electric-car-brand-mexico-interview\/","title":{"rendered":"Meet Zacua, Mexico\u2019s first electric car brand"},"content":{"rendered":"

Zacua, Mexico\u2019s first electric car brand, started in 2017, over twenty years since the idea first struck its founder, Jorge Mart\u00ednez. As director of one of the country\u2019s biggest car parking businesses, Mart\u00ednez knew first-hand just how many petrol vehicles were on the country\u2019s roads, and understood that the world of motoring had to change.<\/p>\n

Mart\u00ednez envisioned the first Mexican-built electric car, teaming up with electrical and mechanical engineers and naming the company Zacua, after the favourite bird of sixteenth-century emperor Moctezuma II. In 2018, it opened its first production plant, in the state of Puebla.

<\/p>\n
\"employees
Workers at the Zacua factory in Puebla. The brand has already made headlines for having a larger percentage of women than is usual at its assembling plants \u2013 though it is not all-female, as has frequently been reported. (Image: courtesy of Zacua)<\/figcaption><\/figure>\n

<\/div>Zacua\u2019s first test vehicles were delivered that same year, and its team have since been perfecting the models. But the project has not been free of obstacles: in an ever more crowded market, competing against established international brands with longer histories \u2013 and deeper pockets \u2013 Zacua has had to make a name for itself from scratch. In Mexico, however, the company has built a community of users that has supported the project at every step, testing and helping to improve its vehicles.<\/p>\n

Zacua currently has two models on the production line \u2013 the MX2<\/a> and MX3<\/a> \u2013 both starting at 599,000 Mexican pesos (US$30,500), with the company also offering subsidies of around US$2,500 to cover part of the cost for its users. Its compact cars are pitched as urban vehicles, with a range of 160 km and batteries claimed to be capable of 3,000 full-charge cycles, translating into an estimated eight-year life.

<\/p>\n
\"Three
Zacua\u2019s MX-2 (black, left) and MX-3 (right) both start at 599,000 Mexican pesos (US$30,500), with the company offering to subsidise US$2,500 (Image: Di\u00e1logo Chino \/ Monica Wise)<\/figcaption><\/figure>\n

<\/div>In recent years, Latin America has seen moderate growth in its electric vehicle market<\/a>, with over 10,700 EVs estimated to be on the roads in 2020. Many countries in the region have introduced incentives<\/a> for electric vehicles, such as exemptions or discounts on sales, environmental and import taxes. And beyond Mexico, manufacturers in Bolivia<\/a>, Brazil<\/a> and Argentina<\/a> have also begun to develop their own domestically built electric vehicles. However, the high price of electric cars is still a barrier for the majority of Latin American consumers \u2013 and for their local producers, many of whom have so far seen more losses than profit.<\/p>\n

Nevertheless, Zacua has found a positive reception. Earlier this year, the country\u2019s Secretary of Foreign Affairs, Marcelo Ebrard, arrived in a Zacua<\/a> for the launch of a Mexico-United States Electric Vehicle Working Group in California, in a clear show of support for the Mexican brand. As interest in the company\u2019s work builds, Di\u00e1logo Chino spoke with Nazareth Black, Zacua\u2019s CEO, to hear more about its origins and projections.<\/p>\n

\"A
Nazareth Black, Zacua\u2019s CEO, has been a part of the company since its beginnings. She believes Zacua represents more than a brand, and a greener way of living. (Image: Di\u00e1logo Chino \/ Monica Wise)<\/figcaption><\/figure>\n

Di\u00e1logo Chino: What is Zacua for you?<\/strong>
\nNazareth Black: More than a brand, Zacua is a state of mind: all of us need to travel, but when you get into a Zacua, you get into a very positive state of mind, saying \u201cI am travelling and I am no longer polluting\u201d. The aim is to reduce the impact on the earth and leave a better world for those who come. But we as a species are killing ourselves with the cars we choose to use: we are choosing the weapon that is killing us.<\/p>\n

All these actions that we can take, we are taking to increase our chances of survival and of those to come, to be able to survive in an environment of the highest possible quality. Zacua is also the name of a bird \u2013 it was the favourite of Emperor Moctezuma, who is important to Mexico\u2019s history. As a Mexican project, we seek to promote our country to the world, and this gives us the opportunity to start conversations about our history.<\/p>\n

DC: What was the process of developing the technology like?<\/strong>
\nNB: The car\u2019s electronics were developed in-house, at the plant with our engineers. So we have technological independence \u2013 that is, we own that technology. And that strikes me as an extraordinary achievement. It is our first attempt, being a small and emerging company.<\/p>\n

Within the community, within an international industry experiencing [a shift to] Industry 4.0, we are a star, and many countries have come to learn about the project. We have that recognition. They ask us: \u201cHow did they do it?\u201d Obviously we know that we have to improve on so many things, but our whole life is [dedicated to] constantly improving. In the internal team we have mechanics, electrical engineers, mechanical engineers. Even me, we all ended up teaming up to pull this off.

<\/p>\n
\"Di\u00e1logo
Di\u00e1logo Chino editor Alejandra Cu\u00e9llar takes a test drive around the city in a Zacua MX-2 (Image: Di\u00e1logo Chino \/ Monica Wise)<\/figcaption><\/figure>\n

<\/div>How was were the first cars to hit the streets received?<\/strong>
\nAt the beginning, we had the support of family and friends. Because at the beginning, who is going to buy you? Your cousin, your best friend, your husband who says \u201cI\u2019m going with you\u201d \u2013 because we are not a brand that has a history. There is no background, where they say, for example, \u201ca Toyota works like this\u201d. We are very aware that we do not have that.<\/p>\n

The first ones knew that they were coming to \u201cwork with us\u201d, rather than simply buying a car. We had gotten it out of the dream stage, so then it\u2019s onto \u201cgo and try it, and tell me if it moves and works as we think\u201d. Others came along, saying \u201cI want one\u201d, but we had to tell them, the first round is just family and friends. Then several other people said they wanted to become a test pilot. And like this, we reached 50 [testers].

<\/p>\n
\"Assembly
Assembly of electric vehicles at the Zacua factory in Puebla. \u201cWe want all the parts to be Mexican,\u201d says CEO Nazareth Black. (Image: courtesy of Zacua)<\/figcaption><\/figure>\n

<\/div>What problems have you encountered and what has been changing?<\/strong>
\nAt first, little things appeared, but no mechanical issues. What mattered most to me was that the car didn\u2019t get left behind. In that regard, it has been very good, and we have been improving things. Now it is more like an experimentation workshop. Someone had the idea of developing a screen from which to manage the whole car, it’s totally touch screen-based. That is new.<\/p>\n

When we started, we brought in the transmission systems from outside. Now, we make them at the plant. We want all the parts to be Mexican. That is what we have been doing over the years: working on supply issues. And working with those who have our cars on the move. It has been three and a half years since they began to be delivered, and so far we have not had a crash, or even a flat tyre. We are also in the process of building a database of information, working out the things we have and things we don\u2019t.

<\/p>\n
\"electric
A Zacua MX-2 charges. The car has a range of 160 km with a battery claimed to be capable of 3,000 full-charge cycles, translating into an estimated 8 years of life. (Image: Di\u00e1logo Chino \/ Monica Wise)<\/figcaption><\/figure>\n

<\/div>And how about the economics?<\/strong>
\nNo one who is selling electric cars makes any money. Currently it is not profitable. It will probably be at some point, but all of us here at Zacua, firstly, do not live from this and, secondly, we are not expecting it to be a quick business \u2013 nor are we expecting to make money. We are not the exception.<\/p>\n

It is a family business, belonging to a group of companies. At the moment, we are raising capital \u2013 that\u2019s how all businesses are, for new businesses you have to invest. Everything is more expensive for us than a global brand. If I buy 50 steering wheels, for example, Ford buys 5 million. Who will get it cheaper? For us, currently, everything is more expensive. That is why we are practically profitless.<\/p>\n

What\u2019s next for Zacua?<\/strong>
\nWe are currently working on other prototypes: utility vehicles for home deliveries, and goods vehicles. Also, many foreign companies are coming to work in Mexico as it is cheap to assemble here. So there is a wave of suppliers and car brands realising it is convenient to assemble here and then enter North American markets. So why don\u2019t we make a platform to serve them? Either we see them as competition or we collaborate and capitalise on this. We already have a structure in place: we have an assembly service, we provide assembly for other cars. We can offer more certainty, and confidence for those who need our services.<\/p>\n","protected":false},"excerpt":{"rendered":"

The nascent brand has sold its first 100 compact electric vehicles, and is helping to lay the groundwork for the EV industry in Mexico, says CEO Nazareth Black<\/p>\n","protected":false},"author":3882,"featured_media":50054777,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[758],"tags":[13444,20000325,597],"hashtags":[],"country":[50002597],"class_list":["post-50054752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-electric-vehicles","tag-industry","tag-technology","country-mexico"],"acf":[],"yoast_head":"\nMeet Zacua, Mexico\u2019s first electric car brand | Dialogue Earth<\/title>\n<meta name=\"description\" content=\"Zacua has sold its first 100 compact electric vehicles, and is laying the groundwork for the EV industry in Mexico, says CEO Nazareth Black\" \/>\n<meta name=\"robots\" content=\"index, follow, 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