Juárez: The Birthplace of the Maquiladora

Long before “nearshoring” became a global strategy, Juárez was already shaping the future of cross-border manufacturing.

In 1965, the Mexican government launched the maquiladora program, a bold initiative designed to attract foreign investment, create jobs, and strengthen trade with the United States. The very first maquiladora operation was established in Ciudad Juárez, making the city the birthplace of a model that would go on to transform global supply chains.

How the Maquiladora Program Works

The original framework was straightforward. Companies could import raw materials and components into Mexico duty-free, add value through skilled labor and manufacturing processes, then export finished goods back across the border with speed and efficiency.

What began as a pilot program in Juárez grew into an engine of economic growth, fueling decades of industrial development along the entire U.S.-Mexico border. By the 1990s, hundreds of maquiladoras were operating in Juárez alone, serving sectors from automotive to electronics to medical devices.

From Maquiladora to IMMEX

Today, the maquiladora program has evolved into what is known as IMMEX (Industria Manufacturera, Maquiladora y de Servicios de Exportación). The core structure remains the same: encourage foreign investment, support cross-border production, and drive economic integration between Mexico and the United States.

IMMEX registration allows manufacturers to temporarily import goods used in the production of exports without paying general import taxes. Combined with USMCA rules of origin, this framework gives compliant manufacturers in Juárez a significant cost advantage over operations sourcing from non-FTA countries.

Why Juárez Still Leads

More than six decades after that first maquiladora, Juárez remains at the center of cross-border manufacturing in North America. The city now hosts over 300 maquiladoras across automotive, aerospace, electronics, medical devices, and consumer goods. Its workforce has generations of manufacturing experience. And its infrastructure, from industrial parks to international bridges to rail connections, has been purpose-built for high-volume, cross-border production.

The advantages that made Juárez the birthplace of the maquiladora are the same advantages that make it the leading nearshoring destination today: direct border access to El Paso and the U.S. market, a deep and skilled labor pool, mature supplier networks, and decades of institutional knowledge about how cross-border manufacturing actually works.

Los Bravos: Part of the Legacy

Los Bravos was founded in 1992, at a time when the maquiladora program was accelerating and Juárez was emerging as a global manufacturing hub. Over the past 30 years, we have developed more than 2 million square feet of industrial and commercial space in the city, from distribution centers and manufacturing facilities to office buildings and retail projects.

We are a family-owned company with deep roots in Juárez. We know the permitting process, the infrastructure, the labor market, and the supply chain dynamics. When a manufacturer decides to establish or expand operations here, we provide the facilities, the local expertise, and the project management to make it happen on schedule.

The Bottom Line

The story that began in Juárez in 1965 is still unfolding. For companies looking to strengthen their supply chains and serve the North American market, Juárez is not just an option. It is the original blueprint for cross-border manufacturing, and it continues to set the standard.

Juárez: The Birthplace of the Maquiladora