The Aftermarket Auto Parts Alliance, Inc. has announced the addition of its newest Auto Value shareholder owner, Grupo Morsa, based in Sinaloa, Mexico.

Grupo Morsa boasts 27 warehouses spanning 14 states and split between automotive, battery, and diesel parts. It employs more than 1,000 team members and does the majority of its business through e-commerce platform Morsa Click.

“Grupo Morsa is a fantastic fit for the Alliance,” said John R. Washbish, president and CEO of the Alliance. “Their impressive footprint and top-notch customer service are commendable. With Grupo Morsa on board, we look forward to continuing to grow and succeed for years to come.”

Grupo Morsa was founded by Alfonso Vazquez, who was a sales representative in the northwest of Mexico. He opened his first warehouse in 1978. After he passed away, his son and daughter took over and brought the company’s presence nationwide. The group is considered an environmentally-friendly organization, and it prides itself on customer service.

“In Grupo Morsa we are very excited about our partnership with the Aftermarket Auto Parts Alliance,” said Miguel Vazquez, chairman of the board of Grupo Morsa and son of Alfonso Vazquez. “Belonging to a global purchasing group is an important step for us in the development of our organization. We are ready to take advantage of everything the group offers, and to contribute to further strengthen the aftermarket industry in Mexico.”

In 2014, the group was a finalist for the extremely competitive CNN Expansion award, the highest recognition for productive, innovative, and original initiatives that foster the development of digital businesses. And in 2015, Grupo Morsa was named a finalist in the BIT Expansion Awards for the best digital business strategy.

The group officially signed on January 1, 2020.

“We are proud to welcome Grupo Morsa into the Alliance family,” said Daniel Moroles, sales & market development manager at the Alliance. “Morsa’s commitment to their customers and their customers’ needs aligns well with Alliance values. Grupo Morsa will be able to adapt Alliance technologies and tools to their already-advanced customer support offerings to continue rapidly dominating the Mexican markets that they serve.”