It’s a region of the world that tends to remain under the radar of French companies looking to export their products and services. But Maîtrise Technologique, an SME producing road management technology, has been tapping into Latin America’s business potential for years.

Now, with the uncertainty facing global commerce, there may be even more good reasons for French companies to begin exploring those “other” transatlantic markets.

For Maîtrise Technologique, an SME based in the southern French town of Saint-Maximin-la-Sainte-Baume, Latin America opened up soon after Fabien Sarrazin bought the company in 2017 and started establishing a concrete strategy of international development.

The company’s main activity focuses on equipment intended for the management of road and motorway traffic, more particularly on emergency call networks. But it’s also been developing new services and technologies with the creation of applications around travel time management, LoRa (Long Range) networks and the Internet of Things (IoT).

After working on densifying its presence in Europe, the company began expanding in Colombia, where its technology was in high demand. In 2024, Maîtrise Technologique equipped a hundred kilometers of the highway stretching between Bogotá and Girardot in Colombia.

“Countries in the region are investing a lot in the development of road infrastructure,” explains CEO Sarrazin. “And some like Mexico are interested in new technologies and smart services, so there’s real demand that we can satisfy.”

A region with needs that French companies can answer

According to Marie-Albane Prieur, head of Bpifrance’s export development department, French entrepreneurs tend to instinctively turn to markets like the U.S. and Europe for their exports. “But it’s our role to show them that there are other, maybe lesser known, regions like Latin America, where there are lots of needs and sometimes less competition,” Prieur explains.

Bpifrance’s export development department aims to facilitate deals between international companies and French entrepreneurs, while promoting French industrial excellence around the world.

Certain sectors are particularly ripe for the arrival of French companies, including the agri-food industry, energy — especially when it comes to the decarbonization of industries —

health and urban mobility. “There’s a real interest for innovative products and we have companies that have the know-how to answer these needs,” adds Prieur.

Connecting entrepreneurs on both sides of the Atlantic

Bpifrance’s export development has developed a new approach to facilitate connections between entrepreneurs on both sides of the Atlantic, working with local companies in foreign countries to identify their needs before presenting them to French SMEs. “The world is vast and it can be overwhelming for small companies that are looking to expand internationally but aren’t sure where to start.” explains Prieur. “Our job is to look for the right opportunities for them and help them select the best depending on their size and investment project, so that they are more willing to make the leap.”

The institution also offers a nine-month “Parcours Business International” program that allows French exporters to meet potential international customers in person and prepare for international markets. Fabien Sarrazin says that finding “reliable partners” is key to ensure a smooth process when developing abroad. Maîtrise Technologique is now starting a year of mining prospects in Brazil, Argentina and Chile, accompanied by Team France Export, with ambitions to increase revenue from exports from 23% in 2024 to 50% by 2028.

Maîtrise Technologique is now setting its sights on Mexico, with the goal to develop a proof of concept (POC) by the end of this year. For Fabien Sarrazin, the timing is right: “The country is entering a new political cycle of six years with the election of Claudia Sheinbaum and it feels like there’s a real economic alignment emerging between Mexico and France, opening up new business opportunities.” The Mexican government recently announced a massive investment program with the aim of raising the country to the 10th rank of world economies.

This potential alignment was tangible at the 2025 Americas CCE Forum, which gathered more than 500 participants from France, North and South America on March 26-28 in Mexico City to facilitate business and strategic connections between companies from both sides of the Atlantic. Maîtrise Technologique took part in a mission organized by Team France Export — which Bpifrance is a member of — to meet local Mexican entrepreneurs.

Fabien Sarrazin noted the context of “uncertainties” regarding the current U.S. tariff policy impacting Mexico. But says he felt a “very favorable welcome” for new business opportunities at the 2025 Americas CCE Forum.

Marie-Albane Prieur cited “clear geopolitical momentum” with new and existing alliances and commercial paths that need to be accelerated: “This creates opportunities for French companies.”