The push to rebrand and re-sell the Mexican border city of Ciudad Juárez is in full swing. With violence way down as 2012 draws to a close, business and political leaders are extolling the return of security, inaugurating public works and opening new restaurants. According to the electronic industry trade journal maquilaportal.com, upwards of 22,000 workers have been hired this year in the assembly-for-export factories called maquiladoras, with especially strong rebounds in the auto and electronics sectors. But how much of the public relations blitz is hype and how much is real? And who benefits from the new Juárez?