Tornel - Development, Growth and Consolidation

Development, Growth and Consolidation

In the 1970s the company started to grow dramatically, but it also began to compete with other national tire companies like General Popo, Euzkadi, and the oldest of all, Hercules. At this time Tornel began to launch most of its modern products such as the tire tubes manufactured with point technology and dabbled in making tires for trucks and buses.

The 1980s brought a crisis to the country of Mexico due to devaluations that caused the closing of Tornel's competitors: General Popo, Euzkadi and Hercules. When the company saw these closings, they paid attention and steered the business toward specializing in the retail vehicle and truck sales niche. This move allowed them to adapt and survive strongly in the market.

The closings of these competitor factories allowed Tornel free rein in the market but not for long since later came competition from foreign tire manufacturers which would turn out to be more significant competition. Competition soon developed from Goodyear, Bridgestone, Michelin, Firestone and BFGoodrich. However, despite the incursion of foreign companies, the market position and Tornel prestige was not diminished at all in Mexico.