Langenthal in Switzerland is 9,100 kilometres as the crow flies from the Colombian metropolis of Medellín. And there is an ocean of cultural, historical and economic differences between these two places. The long-established Swiss company MOTOREX and Auteco, the Colombian pioneer in sustainable mobility, are building a strong bridge to span these distances – and they share a clear, common vision.
The contrast between the two places could hardly be greater: Langenthal is a small, quiet town in the heart of Switzerland, while the vibrant metropolis of Medellín is Colombia’s second-largest city and has over four million inhabitants. Besides the geographical distance separating them, the two locations have very different characteristics and values: Switzerland is synonymous with precision and stability, while Colombia has seen dynamism and change over the past few decades. In the 1980s, Medellín was seen as a symbol of uncertainty; today, the city is synonymous with innovation: thanks to smart city initiatives, social investment and sustainable mobility, it is a role model in Latin America. This transformation has been a catalyst for high-calibre international partnerships – such as the one between MOTOREX and Auteco. While Switzerland’s population has only recently passed the nine million mark, Colombia has 52 million inhabitants. And more and more of these inhabitants rely on motorcycles. At the end of 2024, the country had around 12.3 million registered motorcycles, making up approximately 62 % of the country’s vehicle fleet. More than 815,000 of these were new registrations, and this figure is rising. This makes Colombia one of the top 15 motorcycle markets in the world – an ideal target market for MOTOREX.
What does a European technology leader have in common with a Latin American pioneer in mobility solutions? The answer is shared values, vision and responsibility. Founded in 1941 as a spare parts distributor with an attached petrol station, Auteco has developed into a broad-based group of companies for high-quality mobility solutions – and one of the most important players in the Latin American motorcycle market. The history of the company is shaped by change, strategic vision and customer proximity. In 1961, Auteco opened the first CKD motorcycle assembly plant in Colombia and the Andean region – with the Lambretta brand. This was a milestone that laid the foundations for today’s growth. The CKD (Completely Knocked Down) principle refers to a production process in which vehicles are not delivered as finished units, but as individual parts. Over the following decades, Auteco developed strategic partnerships with renowned international brands, including Kawasaki (1972), Kymco (2003), KTM (2012), Victory (2019), Benelli (2019) and TVS (2020). The state-of-the-art production facility in Cartagena produces up to 32 motorcycles of a model every hour – 118,000 motorcycles were produced in 2024 alone. In addition, there are 566 showrooms throughout the country and nearly 600 authorised service centres.
MOTOREX and Auteco share a pioneering spirit, a vision and the intuition to explore new approaches at the right time. One such example is their focus on sustainability: the Auteco plant in Cartagena is Zero Waste certified and relies on solar energy for its production. MOTOREX has been awarded Bronze in the EcoVadis Sustainability Ranking for its constant commitment to sustainability. These shared values form the basis for a strong partnership characterised by trust, innovation and a shared focus on the future. Since the beginning of the collaboration in 2012, mutual insights into values, processes and objectives have deepened, and the connection between the two companies has become increasingly close. Today, Auteco represents the MOTOREX brand with a spirit of innovation and a high level of commitment at national and international events, such as the KTM Adventure Rally 2024, and constantly develops creative approaches to showcase and sell MOTOREX products effectively. The successful MOTOREX sponsorships provide an additional emotional boost. These include motorcycle racer David Alonso. The popularity of the Moto3 World Champion in his home country of Colombia clearly shows how targeted sponsorship creates strong bonds – and this also has an impact in everyday sales activities. Reliability, performance, passion and credibility are always at the forefront, both in Switzerland and in Colombia.
A special highlight of Colombia is its abundant bird life. It has more than 1,900 species of birds, making it the most bird-rich country on Earth. One particularly striking species is the colourful macaw, which lives in tropical rainforests and represents the vibrant nature of the country. Colombia, the third most populous nation in Latin America, is a vibrant, diverse country full of geographical and cultural contrasts. The land-scape ranges from the beaches of the Caribbean to the Andes and the Amazon. This natural diversity is also reflected in Colombia’s tourist potential: Cartagena and Santa Marta offer history and idyllic beaches, the mountain regions are famous for coffee cultivation and culture, and cities like Medellín and Bogotá are synonymous with urban living, art, innovation and gastronomy. Colombia is a land of contrasts – full of adventure, tradition, nature and social change.
In Colombia, motorcycles are much more than just a means of transport – they are part of everyday life, an expression of freedom and the basis of economic independence. Whether in the narrow streets of Medellín, on the winding roads of the Andes or in the lively suburbs of Bogotá: motorcycles are ubiquitous and indispensable. They not only enable mobility, but also represent independence, time savings and prospects for many people – both in their personal and professional lives. This particular importance makes Colombia an ideal environment for strong brands such as MOTOREX and Auteco, where reliability is paramount in addition to performance and technical data. Anyone who relies on their motorbike every day needs products that work reliably, even under challenging conditions – and partners who are thinking and designing in line with your needs. It is for this reason that Auteco is active in the area of road safety and driving skills. Whether at the company’s own Motoranch training centre, the driving centre in Cartagena or at regular nationwide training courses, drivers receive practical training across the country. These courses range from safe conduct in road traffic to the correct care and maintenance of vehicles. The courses pass on knowledge to the course users and strengthen direct contact with the brand – creating a genuine brand experience. This fosters customer trust and creates an emotional bond with the MOTOREX brand that goes far beyond the product itself.
Today, Colombia is one of the most dynamic growth markets for MOTOREX. The combination of high mobility requirements, growing quality awareness and a strong local partner creates the ideal basis for further joint growth. Strong partners enable strong perspectives. In Auteco, MOTOREX has a partner by its side that not only understands the products, but also embraces the values behind them – in daily dialogue with dealers, drivers and customers. Responsibility, quality and enthusiasm are not just buzzwords, but values that are actively lived. The focus is firmly on the future. New product segments, innovative communication approaches and stronger customer loyalty through training and service provide the foundation for the next steps. It is clear time and again that obvious differences – such as those between Langenthal and Medellín – are sometimes smaller than expected. Or they open up new opportunities precisely because of this. The collaboration between MOTOREX and Auteco illustrates how global strength and local proximity complement each other in a meaningful way. When both sides are willing to learn from each other, take responsibility and put people first, this results in more than just a business model – it results in a partnership with a future. And that is exactly the answer to the question of where else the journey can go. Anywhere where the difference between “selling” and “understanding” is recognized and actively practised.
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