In 1995, a motorcycle assembly plant was set up at the La Emilia facilities. Three years later, the firm entered into a partnership with one of the first private companies in China dedicated to the production and export of parts, which allowed it to add street models to its Motomel products that until then it had not had with its Indian suppliers. This led to an expansion of the dealer network and of the products to supply them, in addition to the representation of foreign brands. It was no longer simply an Argentine industrial group but a commercial group with industrial capacity.
With industrial origins dating back more than 130 years and closely link the company to the life and development of the town of the same name in northern Buenos Aires, La Emilia is, today, a successful business model that has been producing Motomel, the best-selling national motorcycle in Argentina, for 30 years and that continues to expand and diversify, broadening its commercial horizons.
The same entrepreneurial spirit of those visionaries who in the 19th century laid the foundations of the factory on the banks of the Arroyo del Medio was the same spirit with which in the 1990s the plant changed its line of business and abandoned its textile past to take on the challenge of improving people’s mobility experience with reliable and affordable products.
The Motomel brand, now an icon in the Argentine two-wheeler market, was born from the fusion of the word motovehicles and Meller, the surname of Mario and Marcelo, the brothers who run the company and are the driving forces behind the changes.
In the beginning, this new venture involved the assembly of three models of motorcycles with parts purchased in India from the Hero Puch brand. Back then, the low-displacement motorcycle market, managed by a few of groups, was characterized by the absence of new products and poor after-sales service, shortcomings that allowed the arrival of a new protagonist.
From the very beginning, Motomel set out to be the integral solution for global mobility brands looking for the best representation in Latin America and also the most complete and reliable supplier of commercial networks specialized in two-wheeled vehicles.
To achieve this, the company set the goal of being the group that best decoded the mobility needs of the markets in which it operates, with the flexibility to build business models that would offer the greatest value to each member of the chain, from representatives and commercial networks to end customers.
After the Argentine economy crash in 2001, production lines were rebuilt and La Emilia was quickly able to occupy a privileged position in a semi-paralyzed market based on an aggressive sales policy and advantageous financing plans. And once again, the challenge was met with successful results.
The repositioning included advertising campaigns and sponsorship of football teams such as Gimnasia y Esgrima La Plata, Huracán, Independiente, and Newell’s Old Boys. The latter two were champions with the Motomel brand on their jerseys.
Quality management based on the principle of continuous improvement enabled Motomel to obtain in 2004 the ISO 9001 2000 international quality certification under IRAM standards. Since then, the units are inspected at more than 20 points in static and dynamic controls during the production process. In addition, the company was a pioneer in Argentina in implementing a complete electronic testing control.
In the 2006-2007 period, the integration of domestic motorcycle production increased and this resulted in a great leap for the company, prepared like no other to meet the market’s expectations. And meet them.
In January 2017, a tragic flood completely covered the town, but thanks to the joint effort with all the staff, it was possible to restore the factory’s production in a record time of just over a week, and since then, a sustained process of evolution and diversification began.
The business growth of La Emilia Group also allowed it to be chosen as a local partner of prestigious international brands: first it was the Italian Benelli since 2016 and then, the Japanese Suzuki (2019).
In the case of the latter, La Emilia began domestic production of Suzuki motorcycles with its best-selling models in 2022: AX100 and GN 125.