Executive Summary
Consolidated lead performance for Apache & Ronin across 16 LATAM markets. Period: April 1 2025 – March 19 2026. Sources: HubSpot (hs_contacts_with_flags) for all countries + co_contacts_with_flags_mt for Colombia.
Country Performance Ranking
All countries ranked by total Apache + Ronin leads since April 2025. Data from hs_contacts_with_flags (property_model_name).
| Country | Apache Leads | Ronin Leads | Total | Sales | Conv % | Contact Rate |
|---|---|---|---|---|---|---|
| 🇲🇽México | 38,876 | 6,435 | 45,311 | 3,762 | 8.30% | 42.6% |
| 🇨🇴Colombia (HS) | 39,145 | 592 | 39,737 | 1,589 | 4.00% | 1.7% |
| 🇵🇪Perú | 12,452 | 2,299 | 14,751 | 267 | 1.81% | 95.2% |
| 🇬🇹Guatemala | 11,464 | 272 | 11,736 | 3,268 | 27.85% | 65.6% |
| 🇻🇪Venezuela | 3,451 | 1 | 3,452 | 18 | 0.52% | 80.1% |
| 🇦🇷Argentina | 2,245 | — | 2,245 | 102 | 4.54% | 80.8% |
| 🇨🇱Chile | 564 | 404 | 968 | 70 | 7.23% | 65.8% |
| 🇸🇻El Salvador | 809 | — | 809 | 47 | 5.81% | 2.2% |
| 🇩🇴Rep. Dominicana | 694 | — | 694 | 9 | 1.30% | 88.5% |
| 🇨🇷Costa Rica | 662 | — | 662 | 41 | 6.19% | 19.8% |
| 🇵🇦Panamá | 545 | 56 | 601 | 11 | 1.83% | 77.5% |
| 🇪🇨Ecuador | 368 | — | 368 | 3 | 0.82% | 50.0% |
| 🇳🇮Nicaragua | 150 | — | 150 | 7 | 4.67% | 10.0% |
| 🇧🇴Bolivia | 9 | 133 | 142 | 3 | 2.11% | 59.2% |
| 🇺🇾Uruguay | 100 | 17 | 117 | 5 | 4.27% | 79.5% |
| 🇭🇳Honduras | 94 | — | 94 | 14 | 14.89% | 14.9% |
🇲🇽México — The Growth Engine
45,311 leads · 3,762 sales · 8.30% conversion. México is the #1 market by both volume and sales, and the only market where Ronin outperforms expectations.
Sub-Model Performance
| Sub-Model | Leads | Sales | Conv % |
|---|---|---|---|
| Apache 200 | 14,978 | 1,462 | 9.76% |
| Apache 310/RR | 14,553 | 347 | 2.38% |
| Apache 160 | 9,214 | 1,271 | 13.79% |
| Ronin 225 | 6,435 | 679 | 10.55% |
Source Breakdown
| Source | Model | Leads | Sales | Conv % |
|---|---|---|---|---|
| Paid Social | Apache | 20,419 | 343 | 1.68% |
| Direct Traffic | Apache | 15,860 | 698 | 4.40% |
| Direct Traffic | Ronin | 3,318 | 197 | 5.94% |
| Paid Social | Ronin | 2,606 | 72 | 2.76% |
| OFFLINE | Apache | 2,432 | 2,025 | 83.26% |
| OFFLINE | Ronin | 479 | 406 | 84.76% |
🇨🇴Colombia — The Volume Powerhouse
Data from co_contacts_with_flags_mt (April 2025+): 115,903 Apache + Ronin leads. This is the most granular dataset with dealer-level, management, and days-to-close metrics.
Sub-Model Breakdown (CO Table)
| Sub-Model | Leads | Sales | Conv % | Managed | Mgmt % | Conv/Managed | Avg Days |
|---|---|---|---|---|---|---|---|
| Apache 160 | 59,727 | 1,816 | 3.04% | 35,890 | 60.1% | 5.06% | 29.6 |
| Apache 200 | 45,196 | 1,077 | 2.38% | 29,922 | 66.2% | 3.60% | 32.1 |
| Apache 310/RR | 8,857 | 70 | 0.79% | 6,162 | 69.6% | 1.14% | 41.5 |
| Ronin 225 | 1,843 | 32 | 1.74% | 1,147 | 62.2% | 2.79% | 37.2 |
| Apache 180 | 253 | 15 | 5.93% | 114 | 45.1% | 13.16% | 38.1 |
Top Departments
Source Performance (CO Table)
| Source | Leads | Sales | Conv % |
|---|---|---|---|
| Pauta (Paid) | 48,070 | 894 | 1.86% |
| Financiación | 32,244 | 581 | 1.80% |
| Web Página Producto | 23,603 | 1,010 | 4.28% |
| Canales Atención | 9,029 | 440 | 4.87% |
| Web Cotización | 70 | 7 | 10.00% |
| Web Hotsite | 74 | 5 | 6.76% |
| Ropofy | 306 | 20 | 6.54% |
| Bot WhatsApp | 84 | 5 | 5.95% |
| Brigadas | 36 | 2 | 5.56% |
🇬🇹Guatemala — The Conversion Machine
11,736 leads · 3,268 sales · 27.85% conversion. Guatemala converts at 3.5x the LATAM average. This is the highest-performing market by far.
🇵🇪Perú — High Volume, Low Conversion
14,751 leads · 267 sales · 1.81% conversion. Peru generates the 3rd highest lead volume but converts at less than 1/4 of México's rate.
Other Markets Snapshot
🇦🇷Argentina — 2,245 leads
4.54% conv · Apache 310/RR leads at 6.74% (highest sub-model). OFFLINE (7.95%) and Direct Traffic (4.85%) are top sources. PAID_SOCIAL generates 458 leads with 0% conversion — it's pure waste.
🇨🇱Chile — 968 leads
7.23% conv · Apache 310/RR at 36.59% (82 leads, 30 sales) — the highest sub-model conversion in all of LATAM. Ronin performs well at 4.70%. Almost entirely OFFLINE sourced.
🇻🇪Venezuela — 3,452 leads
0.52% conv · Generates significant volume but almost no sales (18 total). 80% contact rate but 0.23% conversion from Paid Social. This market is essentially non-converting. Needs fundamental reassessment.
🇭🇳Honduras — 94 leads
14.89% conv on tiny volume. Apache 160 at 27.27% (22 leads, 6 sales). Small but mighty — likely well-run dealer operation. Worth scaling investment.
🇨🇷Costa Rica — 662 leads
6.19% conv · Apache 160 at 8.39%, Apache 200 at 6.90%. Healthy mid-tier performance. Only 19.8% contact rate suggests room to improve pipeline management.
🇸🇻El Salvador — 809 leads
5.81% conv · Apache 180 at 7.59%. Solid conversion but very low contact rate (2.2%). Leads are arriving but barely being touched.
Sub-Model Performance Across Markets
Lead Source Intelligence
Universal pattern across all markets: OFFLINE and intent-driven channels convert 5-50x better than Paid Social.
Time to Close — Colombia
Distribution of days from lead creation to confirmed sale (CO table, since April 2025).
| Bucket | Apache Sales | % of Total | Ronin Sales | % of Total |
|---|---|---|---|---|
| 0-7 days | 368 | 12.4% | 1 | 3.1% |
| 8-15 days | 681 | 22.9% | 7 | 21.9% |
| 16-30 days | 741 | 24.9% | 8 | 25.0% |
| 31-60 days | 748 | 25.1% | 6 | 18.8% |
| 61-90 days | 440 | 14.8% | 10 | 31.3% |
Top Dealers — Colombia (Since April 2025)
Points of sale with 100+ leads. Management rate and conversion from managed leads.
| Dealer | Dept | Leads | Sales | Conv % | Mgmt % |
|---|---|---|---|---|---|
| Centromotos de Colombia SAS Fontibón | Bogotá | 1,762 | 91 | 5.16% | 90.8% |
| Dismerca SAS Caracas 63 | Bogotá | 1,620 | 83 | 5.12% | 95.1% |
| Dismerca SAS Aures DMK | Bogotá | 1,505 | 79 | 5.25% | 95.1% |
| Dismerca SAS Cedritos | Bogotá | 1,685 | 77 | 4.57% | 94.7% |
| Dismerca SAS Av Caracas 44 | Bogotá | 1,773 | 71 | 4.00% | 94.4% |
| Dismerca SAS Plaza Imperial | Bogotá | 1,499 | 67 | 4.47% | 95.9% |
| Dismerca SAS Paloquemao | Bogotá | 1,662 | 67 | 4.03% | 95.7% |
| Kronos Motos SAS | Tolima | 1,778 | 66 | 3.71% | 96.1% |
| Centromotos de Colombia SAS | Bogotá | 1,449 | 63 | 4.35% | 87.7% |
| Motos de la Boyacá SAS | Bogotá | 1,141 | 59 | 5.17% | 93.3% |
Key Patterns & Findings
1. The OFFLINE Conversion Phenomenon
Across every market, OFFLINE/dealer-sourced leads convert at 5-50x the rate of digital channels. México: 83% offline vs 1.7% paid social. Guatemala: 35% offline vs 5.7% paid social. Peru: 7% offline vs 1.4% paid. This is the single most important finding — every dollar shifted from low-converting paid to offline activations has an outsized ROI.
2. Ronin Works in México, Struggles Everywhere Else
México: 10.55% Ronin conversion (6,435 leads, 679 sales). Rest of LATAM combined: ~1.5% average. México's success likely comes from: (a) stronger Ronin positioning/awareness, (b) better dealer engagement with the neo-retro segment, (c) OFFLINE channel activation. Other markets treating Ronin as "another Apache" instead of a lifestyle product are failing it.
3. Guatemala Defies All Benchmarks
28% average conversion with peaks of 71% in November. Even discounting data artifacts, Guatemala sustains 15-18% month-over-month. The common factor: strong OFFLINE/dealer-centric operation where most leads are pre-qualified. This market proves that with the right dealer network and in-person engagement, conversion rates 10x the LATAM average are achievable.
4. Contact Rate ≠ Conversion
Peru: 95% contact rate, 1.8% conversion. Venezuela: 80% contact rate, 0.5% conversion. Meanwhile Honduras: 14.9% contact rate, 14.9% conversion. The metric that matters isn't how many leads you touch — it's how effectively you close the ones you touch. Quality of engagement > quantity of touchpoints.
5. Apache 180 — The Hidden Opportunity
Colombia: 13.16% conversion from managed leads (only 253 leads). El Salvador: 7.59%. Guatemala: 21.37%. The 180 consistently outconverts its siblings in managed-lead scenarios but receives a fraction of the marketing investment. This is the most under-leveraged product in the portfolio.
Strategic Recommendations
🔴 Immediate (Next 30 Days)
1. Audit Venezuela and Ecuador operations — combined 3,820 leads, 21 sales. Either fix the pipeline or reallocate ad spend to converting markets.
2. Kill or restructure underperforming paid social in Argentina — 458 leads with 0 sales is not acceptable. Redirect to OFFLINE/direct activations.
3. Scale Colombia's Web Cotización funnel — 10% conversion at just 70 leads. Add this CTA to every product page and ad landing page.
🟡 Medium-Term (60-90 Days)
4. Export México's Ronin playbook to Chile and Guatemala — both show Ronin potential (Chile 4.7%, Guatemala 7.7%) but on small volume. México's OFFLINE activation model is the template.
5. Launch Apache 180 marketing campaign — dedicated budget for the sub-model with the best conversion-per-managed-lead ratio across all markets. Target Colombia and Guatemala first.
6. Build 90-day Ronin nurturing sequence — 31% of Ronin sales happen after day 60. Lifestyle content, not price-focused. Test in Colombia and Peru.
7. Fix Peru's conversion gap — 95% contact rate + 1.8% conversion = sales process problem. Deploy dealer training, define SLAs for follow-up cadence, consider mystery shopping to diagnose.
🟢 Strategic (Q3+ 2026)
8. Shift LATAM media mix toward OFFLINE/high-intent — the data overwhelmingly shows 5-50x conversion premium for OFFLINE, WhatsApp, Brigadas, and direct web over paid social. Propose a 70/30 split (currently likely inverted) for México and Guatemala.
9. Replicate Dismerca operational model — build a dealer management score based on mgmt rate + conversion rate + response time. Require 90%+ management rate as a dealer KPI threshold.
10. Double down on Honduras and Costa Rica — small markets with strong conversion (14.9% and 6.2%) that justify increased investment. Their unit economics already work.