MEXICO – DECEMBER 29, 2025 Mexican cities of Zapopan and Guadalajara were shaken by a brutal armed attack that claimed the lives of businessman Alberto Prieto Valencia, his sixteen-year-old daughter, and one of his personal bodyguards. The shootout took place in broad daylight in the Santa Eduwiges area on the border of the two cities. According to investigators, the attackers carried out a targeted assassination against the luxury Lamborghini Urus in which the businessman was traveling.
Alberto Prieto Valencia
According to witnesses and police reports, a group of armed men blocked the vehicle’s path and then opened intense fire with assault rifles. Prieto’s bodyguards returned fire, and a large shootout broke out at the scene, lasting approximately 15 minutes. Residents and drivers in the surrounding streets panicked, and after the incident investigators recovered more than 200 spent shell casings.
Alberto Prieto Valencia, nicknamed “El Prieto,” was a well-known businessman at Mercado de Abastos in Guadalajara. He owned grain and cereal warehouses and also operated the transportation company Transportes Odal. According to authorities, he was the primary target of the attack. His sixteen-year-old daughter was seriously wounded during the shooting and later died in the hospital. One of his bodyguards was also killed at the scene. Four additional bodyguards were injured, some of them critically.
The investigation indicates that more than 30 armed individuals using several vehicles may have participated in the attack. Units from the municipal police, state police, National Guard, and military were deployed to search for the suspects by land and air with the assistance of helicopters. At the time the latest information was released, no arrests had been made.
The motive for the attack remains unclear. Prosecutors in Jalisco stated that it was a premeditated targeted killing. Among the theories being investigated are possible links to organized crime, illegal financial schemes known as “Colombian lotteries,” or business-related disputes connected to Mercado de Abastos. Authorities have not officially confirmed any of these theories.
Aftermath photo
