Lanix to increase PC production in Chilean plant

Thursday, April 19, 2007

Mexican PC manufacturer Lanix Technology plans to build a second PC assembly plant in Chile and expects to increase local production 150% by end-2008, country manager Aldo Moyano told BNamericas.

From the plant in Chile, the only one Lanix has in South America, the company produced 8,000 units last year and plans to boost that figure to full capacity of 20,000 a year by end-2008.

At that time, the company plans to move into its new 8,000m2 facility, also with annual production capacity of 20,000 units. However, Lanix will not start producing immediately at full capacity.

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From Chile Lanix has also begun producing PCs for the Uruguayan market, having already delivered 500 machines. The company is currently competing for a contract to supply 2,000 PCs, according to Moyano.

The company has redefined its market strategy for Chile and plans to sell more computers directly to consumers while still concentrating on the public sector, which represents 35% of its PC sales.

"The only way we can get out and do business in the retail segment is if we grow and in the building we are now, we can't grow," Moyano said.

The firm's plant in Hermosillo, Mexico, has capacity to produce 25,000 units a month, with room to expand to 50,000. Lanix claims to be Mexico's largest national computer manufacturer, 22% larger than its next competitor, and with about 5% share of local market.

Lanix México has also redefined its market strategy. The company plans to add LCD television screens to diversify its product line in the next three months, company VP Benjamín Aguilar told BNamericas.

"Besides what it could mean for sales and revenues, by giving our customers another product to complement our PCs, the company's name is reinforced," Aguilar said.

To reach more consumers, the company is also ramping its distribution channels in Mexico, increasing them by between 100-200 by end-2008 from 400 today, according to Aguilar.

In 2006, Lanix sold approximately 90,000 PCs, of which 9,000 were laptops. The company has grown 60% in units sold over the past two years.