By Stephen Downer, Special to Tire Business
MEXICO CITY — Llanterama Hidalguense S.A. de C.V., a Goodyear dealer — “distribuidor” in Spanish — in Mexico since 1987, plans to almost double its market share in the next two years.
According to Llanterama co-founder Felipe Lezama, the chain of nine full-service stores has 8 percent of the market where it operates — on the northern edge of Mexico City.
“My goal is to have a 12-percent market share by the end of 2016 and a 15-percent share by the end of 2017,” Mr. Lezama told Tire Business in a telephone interview.
Asked whether he plans to open more outlets in Mexico, Mr. Lezama — a senior Goodyear México staffer for 22 years between 1965 and 1987 — indicated that such a move was a possibility. But he added that the prohibitive price of land close to where the outlets are located made consolidation his more likely course of action.
“The goal is to recover the market share we have lost,” he said, alluding to the 1970s and 1980s when Goodyear Mexico had a 25-percent share of a protected national market.
The Llanterama premises are in the state of Hidalgo (its headquarters are in state capital Pachuca) and in the heavily industrialized municipalities of Naucalpan, Tlalnepantla, Ecatepec and Atizapán — all four of which are in the neighboring state of Mexico. Mr. Lezama described the area as having “the most expensive real estate in Mexico.”
Asked how Llanterama would grow, he said: “We have a very aggressive pricing policy for retail and wholesale tires and we do a lot of advertising in local media.”