As Yamaha’s exclusive distributor of marine equipment in Mexico, Industria Mexicana de Equipo Marino (IMEMSA) has grown to become a market leader in the country’s marine industry in a span of over 45 years. 

After signing a joint venture agreement in the 1970s, IMEMSA and Yamaha created a vast distribution network of committed dealers catering to thousands of commercial fisheries located throughout Mexico, and quickly established the Yamaha brand in the Mexican market.

“The key to the success of the venture was the high degree of collaboration between Yamaha and IMEMSA, with both companies bringing their specific know-how to the table,” said Alejandro Cortina, director general of IMEMSA.

IMEMSA went through a major change in 2015 as its ownership was entrusted to the Gallardo family in Mexico, who are also actively involved in airport infrastructure, bottling and real estate development.

Due to corporate restructuring, IMEMSA and Yamaha ended their joint venture and signed an exclusive distribution agreement instead. Cortina also pointed out that the successful completion of this milestone can be attributed to its close collaboration with Yamaha’s marine division.

“It was a challenging process, but thanks to the leadership and long-term vision of Yamaha’s marine division headed by Hirofumi Usui, IMEMSA was able to succeed with its endeavors,” Cortina said.

In 2018, IMEMSA invested in a new distribution center to integrate and streamline its operations, as well as a new boat factory to satisfy the growing local demand and export to the U.S. market.

2019 will be an important year for IMEMSA as it will seek to modernize its dealer network operation with the implementation of a new enterprise resource planning system.

“The successful and long-standing business relationship between Yamaha and IMEMSA is proof that Japanese companies can thrive in the growing Mexican market,” Cortina said.

“Together, Yamaha and IMEMSA will work toward creating awareness of sustainable fishing practices, as well as collaborating with authorities and universities in replenishing local fisheries.”