#Mexico

Sales of the Gremlin-based AMC Spirit in the United States were pretty dismal, but perhaps that was just the result of the suits in Kenosha choosing the wrong ad agency. Let’s head south of the border to see how VAM, which built certain AMC models under license for the Mexican market, pitched the ’81 Rally AMX.

Bailing out the U.S. auto industry was all in the name of jobs, jobs, jobs, and the recent sales increases in new cars should have made a decent dent into the jobless rate. It just didn’t work out quite as expected. By the end of the year, J.D. Power expects that 11.8 million units will have been made in North America, up 38 percent from 8.5 million units in 2009. And where did the jobs go? They went mostly south.

Mazda has barely thrown off the shackles of Ford, but the Japanese already make their new freedom felt. In a way that won’t make Ford happy.

Mazda and their new largest shareholder Sumitomo will spend anywhere between $350m and $475m, and will open a plant in Mexico that will start making lots of little Mazdas as early as 2013. According to The Nikkei [sub], Mazda will build its bread & butter Mazda2 and Mazda3 models in Mexico. They will not be shipped north. The cars are destined for the Mexican, Brazilian, and other Central and South American markets. Mazda will initially make some 100,000 units there, later more. An engine plant is also in the cards.

This marks a series of firsts for Mazda.

Nissan wants to invest “the Americas” with three new low-cost subcompacts, made in Mexico by their Aguascalientes factory that can crank out 300,000 units a year. The cars are based on the Nissan’s V-platform. The Nissan March (known outside Asia as the Nissan Micra) is currently being made in Thailand and re-imported to Japan. It sells there for around $10,000.

Speaking of German car companies doing exceptionally well despite a tanking German car market, there is of course Volkswagen.

The Volkswagen group sold more than 3.5m units worldwide in the first six months of 2010, besting the pretty darn good numbers of the same period in 2009 by about 15 percent, Martin Winterkorn said to Reuters. He predicts (and that’s an easy call based on the half year results) that the Volkswagen group will see record car sales in 2010. What’s driving the new Wirtschaftswunder? The weak Euro, of course. And the strong position of Volkswagen in boom markets such as China.

Nevertheless, VW doesn’t want to rely on the vagaries of the foreign exchange.

I understand the economic argument for the off-shoring of production, but I think the practice is reprehensible. U.S. automakers have benefitted greatly from federal largesse and should feel morally compelled to retain and create as many domestic jobs as possible.

As one of the strongest proponents of the Detroit Bailout, Rep John Dingell (D-MI) carries some weight when he makes statements like this. But how can Detroit rise again by ignoring the undeniably strong “economic argument” for outsourcing? In a Bloomberg BusinessWeek feature, Thomas Black shows why production numbers are on the rise in Mexico, and makes the case that the Detroit automakers will only increase their reliance on Mexican production when they are free from government ownership.

Yesterday we confronted established automakers’ fears of the disposable automobile imported from China or India, but as Automotive News [sub] reports, the majors aren’t just sitting still on the issue. Nissan, which already sells a decontented Versa for $10k is planning two more vehicles at that price point for the US market, based on its new low-cost “V” platform. “The V platform will be sourced in Mexico” reveals Nissan’s North American chairman. Three vehicles will actually be produced in Mexico on the platform, but only two of them will be sold stateside.

Puerto Vallarta is a lovely vacation spot for fans of beauty and tranquility mixed with unique Pistonhead sightseeing opportunities. Take the Chrysler K-car: a stateside rarity, but not an uncommon vehicle in a country known for taking our tired, neglected automobiles, giving them a new lease on life. But I never saw a Dodge Caliber or Neon on the roads of Puerto Vallarta. Ever. While Iacocca’s turnaround machine never died in Mexico, the rest of Chrysler’s small car lineup drifted away. For good reason? Cue the Dodge Boyz’ rebadged Hyundai Accent: the Dodge Attitude.

Think the US is drowning in cheap Chinese goods? Think again. Production is rapidly going South. According to corporate consultant AlixPartners, Mexico has leapfrogged China to be ranked as the cheapest country in the world for companies looking to manufacture products for the U.S. market. India is now No. 2, followed by China and then Brazil.

A number of Chinese car manufacturers have tried to use NAFTA’s soft underbelly as an entry into North America. Zhongxing, FAW, Geely, ChangAn and more announced plans to Hecho en México. One by one, they have been shelving the plans. Cheap production is one thing. Lack of customers another. This summer, FAW cancelled plans for a Mexican manufacturing plant. Before, Geely and Zhongxing had said “bu hao” and packed up.

China’s ChangAn was thought to have the most robust stomach for Mexican food. Looks like they also lost their appetite.