Small Business Stories - Aventura Extrema

Ivy Hartman: Welcome to SBTV.com's coverage of the 2008 SEMA Show here in Las Vegas, I'm with Rafael Huerta of Aventura Extrenia. Rafael Huerta Ortega: Sure. Ivy Hartman: And it is an extreme adventure. Talk about what your primary thing is with the Extrenia Aventura, Aventura Extrenia. Rafael Huerta Ortega: Sure, well in 1992 I was trying to some expeditions around in the middle of Mexico. Ivy Hartman: Cool. Rafael Huerta Ortega: And then we have been experiencing the South and Central America in the South of Mexico and the Mayan Riviera. Ivy Hartman: Who comes to, uses these adventures or experiences or expeditions? Rafael Huerta Ortega: Well who --? Ivy Hartman: Who's using? Rafael Huerta Ortega: Who's using, well, right now Mexican people that they are from the high strait, and we have very good opportunities to show them the native people, where they work, and where do they live. Ivy Hartman: What about Americans, are they booking extreme adventures or expeditions with you guys? Rafael Huerta Ortega: Not now, maybe later. Ivy Hartman: Okay, okay. Rafael Huerta Ortega: But we're getting ready for a given very professional services. Ivy Hartman: Okay. Rafael Huerta Ortega: About expedition, and guides, and everything around Mexico. Ivy Hartman: Sounds like really very fine. Now the other adventure that you're embarking on is racing, so talk about the racing component. Rafael Huerta Ortega: Well, a couple of years ago we find the way to study the market in Mexico, like the market for brands. Ivy Hartman: Okay. Rafael Huerta Ortega: For American brands, so, the way to understand this market we put racing, a low speed racing in Mexico, like Rockcrawling, but not really Rockcrawling, just we can use any 4 wheel drive car. We have 3 different levels, modified, semi modified and also super modified. So it means we can cover several markets. I mean, the people who are starting in off road, the middle, and then there are people who have many experience and also many accessors. So that's why we are doing this until seven years ago, and it's going very well. Ivy Hartman: In fact, you're really, you've got a huge race, since it's really big and it's called the Garazio Cup (ph), right. Rafael Huerta Ortega: Cup yeah. We have the camp series, this programs runs for different stages or rounds. And also in the middle of the year between weather. Ivy Hartman: Okay. Rafael Huerta Ortega: When the weather is okay, with the rain and everything right on the middle of Mexico, in Michigan State we have our best goal is Garazio Cup (ph) because it's a race that takes between Tuesday to Sunday, second week of almost every year. So it's an amazing place. Ivy Hartman: Who competes at that, is that international racers or is it all Mexican racers who are there? Rafael Huerta Ortega: Now it chose the top 10 derby, for before in Mexico, just for the best teams in Mexico, but I'm pretty sure now we're ready for imbibe in international teams, but there is something that we have to keep and take care of our base, because in Mexico, there's no prizes in these race, well, here we just have the very extreme beautiful trophy. Ivy Hartman: Okay. Rafael Huerta Ortega: So they change every year by the hands of the last winner. Ivy Hartman: Oh, so, oh wow! Rafael Huerta Ortega: So they more than get prizes, in Mexico, this is a very proud cup that they race for, for be the best. Ivy Hartman: Yes, it's just more bragging, right, rather than money, it's good as not a prize. Rafael Huerta Ortega: No, even a cent. Ivy Hartman: Oh cool! Rafael Huerta Ortega: Not even a cap, no shirt nothing, just the -- Ivy Hartman: So being here at the SEMA Show this year, is it, are you having luck getting some of these brands to come and market and try out their products on these race vehicles? Rafael Huerta Ortega: Well, this year is going very well, better than the last year, and I will appreciate so much, the opportunity to be with you with this small business TV. Ivy Hartman: Business. Rafael Huerta Ortega: Because I have -- this is my third experience, and I'm really well happy to have this opportunity, and to show everybody that our business is growing up very well, very well until about these 4 years coming, this is our fifth year coming to Vegas. And then now I think the American brands got the trust in us, they are trusting us, and they have given to us the opportunity to show them how the market works, Mexican market. Ivy Hartman: So what is the Mexican market looking for, and what do they need? Rafael Huerta Ortega: Well, the needs from American market, is specialized in a 4x4 accessories. I think it's more visual, they want to see the brands everywhere. They have to find a way to see the brand, and also to see the product, and sometimes it's very difficult to find some American products in the Mexican market. So this way we're trying to help to close a circle between the factory, the broker and also the I mean the last buyer, I mean the buyer. Why? Because it won't matter if you got the best brand, and it won't matter if you got a broker, but if you don't advertise in Mexico and if you don't go out there to the market, I think it's impossible to make the sales. Now there are a lot of brands from Asia that they are getting a very good business also in Mexico, but I think US, especially US market are on time to be based in Mexico and to look for Mexico like a potential market. Ivy Hartman: So you've actually expanded your business from just expeditions and then also putting on races to helping American companies mark effectively market their brands in Mexico, because you've got your finger on the pulse of what the Mexican consumer wants. Rafael Huerta Ortega: Consumers wants yes. Ivy Hartman: Wow! Rafael Huerta Ortega: And another amazing thing that we're doing in Las Vegas in SEMA, I mean, we have the opportunity about 3 years or 4 years ago to have a personal contact with the United; you know about them, it's like an organization, international organization that they improve education programs in several things. Ivy Hartman: Okay. Rafael Huerta Ortega: So now we were doing this until almost 20 years ago in Mexico, but now we're trying to work together in education programs in Mexico, as well as to improve some like, show the off road people how their native do their work, how they live, and what they need, I mean so --. Ivy Hartman: So you can give back to the natives in that area, so you can actually preserve what's actually happening there, instead of going and just retrofying. Rafael Huerta Ortega: Also we get some reforesting programs and many many more. Ivy Hartman: You're a busy guy; if you want to find out more about Aventura Extrenia, you can go to www.4x4mex.com and Rafael thank you again for joining us on Small Business Rafael Huerta Ortega: Thank you, and thank you so much for your time. Ivy Hartman: Absolutely, one small business making it grow by branching it out to different segments of the market, congratulations! People be right here, as we continue to cover the SEMA Show 2008 in Las Vegas on Small Business Television.