Macrobus and urban mobility: challenges and achievements in the ZMG

Introduction: Urban mobility represented a priority challenge for the Guadalajara Metropolitan Area (ZMG), due to its accelerated territorial growth and intensive automobile use. The implementation of the Bus Rapid Transit (BRT) system, known as Macrobús, emerged as a response to the need for efficient and sustainable public transportation, inspired by models such as Curitiba and Bogotá. Development: The Government of Jalisco promoted the Macrobús during the period 2007-2012 as a low-cost alternative to the subway or light rail. The system was adapted to local conditions with exclusive lanes, prepaid stations and articulated units that reduced travel times and polluting emissions. The use of ultra-low sulfur diesel and automated fare collection improved efficiency. However, the model faced obstacles such as low urban density, politicization of technical decisions and limited citizen participation. Statistical analysis showed that, despite its benefits, BRT consolidation also depended on integration with other transport modes and coherent governance. Conclusions: The BRT system positioned itself as a viable solution for the ZMG by offering concrete improvements in mobility, sustainability and accessibility. Although it did not completely replace other modes, it did represent a cost-efficient option adapted to local conditions. Its success, as in other Latin American cities, depended on comprehensive planning, political will and social acceptance. In short, the Macrobús strengthened the foundations for a more equitable and efficient transportation model in Guadalajara.