Mexico produces speakers of the quality of a Ferrari

With the rise of all the new technologies and the boom in the audio and speaker industry, how did they manage to adapt and survive?

You can’t fight the world. We are engineers, everything has its advantages and disadvantages, but we must take advantage of the good of technology. From 2000 to 2010 were times in which we swam against the current, educating the consumer (…) but we can say that in Mexico we do things, and well done. In addition, our speakers compete in performance and functionality with what is available internationally and that becomes a chopping stone job. It is not overnight. They are years of work that laid the foundations.

There are many foreign companies that are managing to offer high quality audio at a more affordable price. How do you compete against them?

In Mexico there is a market distortion because our real competitors are not arriving. We go to international shows, where they present between 80 and 100 brands and we are constantly in the top five, but the costs of our competitors can be as much as 70 thousand dollars.

We design and manufacture everything. Our product is 100% Mexican, including the fact that we import certain specialized components because the factories are not in Mexico (…) But once we have the concept, the technological and electronic development of our speakers, we see different suppliers and the We search by location. For example, the wood we use is tzalam and we bring it from certified communities in the Yucatan peninsula (…) We are a team of 17 people who do everything.

How do you guarantee the exclusivity of your products?

They are limited productions. We make a product 20 or even 60 in a year, nothing more. They come with a serial number and soon we will post who made it, reviewed by whom, how many pieces. They are low production products.

It’s 40 years of making a name. It’s like a Swiss watchmaking workshop, we make a few items a year, but the customers themselves bring other customers to you. Doing things well is giving way to making yourself known. Our sector is not only for the audiophile, it is for people who like what is good.

How do your speakers impact the rest of the industry?

We are not a “Me too” product that takes a 1940’s book, a ready-made and designed circuit and changes the elements to new technology. We have a development behind. We function completely differently and, in Mexico, the important thing is that we have a national identity and we are an example that we do have the ability to do things and have high-level industries.

Have you faced a lack of specialized talent?

The lack of talent is general in an area in which you are leading the way. But I’m talking about specialized talent, not ability. As we are getting into our own gap, we are not taking something from others, people are being trained according to what we are creating.

It is more a matter of training time for people than of talent. You need basic knowledge to do what we do, but the research that we bring is something that we teach our people because no book tells you. For example, we are doing upcoming papers for the Audio Engineering Society (a scientific journal of the world’s largest association of sound engineers) on how audio equipment should be developed, with what elements, technological parts and new measurement models.