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By 2020, India's share in the global passenger vehicle market to double to 8 per cent from 4 per cent over 201011
CAGR: 9%
29.1
15.9
Twowheeler sales to rise from 15.9 million in FY2013 to 29.1 million by FY2020E
CAGR: 16%
3.2
Passenger vehicle sales to increase from 3.2 million in FY2013 to 9.0 million in FY2020E
FY10
Innovation opportunities
Tata Nano and the upcoming Pixel have opened up the potentially large ultra low-cost car segment Innovation is likely to intensify among engine technology and alternative fuels
FY16E
Market size: USD145 billion
Advantage India
Rising investments
India has significant cost advantages; auto firms save 10-25 per cent on operations vis--vis Europe and Latin America A large pool of skilled manpower and a growing technology base would induce greater investments
Policy sector support The engineering is delicensed; 100 per cent FDI is allowed in the The government aims to develop sector India as a global manufacturing as well as R&D hub Due to policy support, there was There has been a wide array of cumulative FDI of into policy support in USD14.0 the formbillion of sops, the sector over April 2000 February taxes and FDI encouragement 2012, making up 8.6 per cent of total FDI into the country in that period
Source: Automotive Mission Plan (20062016) Note: R&D Research and Development; FDI Foreign Direct Investment; FY Indian Financial Year (April March); FY16E Estimated figure for Financial Year 2016
20.7 million units (FY13) 11 million units (2007) 0.6 million units (1992) 2008 onwards 19932007 0.4 million units (1982)
198392
Before 1982
Closed market Five players Long waiting periods and outdated models Sellers market
Joint venture (JV): Indian government and Suzuki formed Maruti Udyog; commenced production in 1983 Component manufacturers entered the market via JV Buyers market
Sector de-licensed in 1993 Major original equipment manufacturers (OEMs) started assembly operations in India Imports permitted from April 2001 Introduction of valueadded tax in 2005
More than 35 market players Removal of most import controls Indian companies gaining acceptance on a global scale Setting up of National Automotive Board to act as facilitator between the government and industry
Source: Tata Motors, Society of Indian Automobile Manufacturers (SIAM), Aranca Research Note: JV Joint Venture
Automobiles
Two-wheelers
Passenger vehicles
Commercial vehicles
Three-wheelers
Mopeds
Passenger cars
Passenger carriers
Scooters
Goods carriers
Motorcycles
Multi-purpose vehicles
Electric twowheelers
The gross turnover of automobile manufacturers in India expanded at a CAGR of 17.7 per cent over FY07-11 Excluding three wheelers, trucks accounted for the largest share of revenues (47.8 per cent in 2011)
58.6
CAGR:17.7%
36.6 30.5 33.3
20.4%
43.3
47.8%
Trucks
Cars
31.8%
Two Wheelers
FY07
FY08
FY09
FY10
FY11
Source: SIAM, Datamonitor, Aranca Research Note: * Does not include three wheelers
Production of automobiles increased at a CAGR of 12.2 per cent over FY05-13 Passenger vehicles was the fastest growing segment, representing a CAGR of 15.4 per cent
7.6
8.5
6.5
8.4
10.5
3.0
13.4 1.6 0.6 0.5 1.2 1.3 1.3 0.5 0.6 1.8 2.4 0.6 0.6 0.4 0.5 0.8 3.1
FY05
FY06
0.4 0.4
FY07
Passenger Vehicle
FY08
FY09
FY10
Three Wheelers
FY11
Two Wheelers
FY12
FY13
Commercial Vehicle
Source: SIAM, Aranca Research Note: CAGR Compound Annual Growth Rate
0.8 0.8
0.4 0.4
0.8
Two wheelers dominate production volumes; in FY13, the segment accounted for about three quarters of the total automotive production in the country India is the worlds second-largest two wheeler manufacturer and fourth-largest producer of commercial vehicles
4% 4% 15%
Two Wheelers
Passenger Vehicle
Commercial Vehicle
77% Three Wheelers
LCV
80.7%
Source: SIAM, Aranca Research Note: LCV Light Commercial Vehicle; MCV Medium Commercial Vehicle; HCV Heavy Commercial Vehicle
18.3%
Goods Carrier
15.3%
5.9% Mopeds
Motocycles
Scooters 78.7%
Automobile export volumes increased at a CAGR of 19.1 per cent over FY0513 Two-wheeler segment reported the fastest growth (22.2 per cent) followed by three-wheelers (16.3 per cent) over FY0513
0.6
0.8
1.0
0.5
1.1
0.5
1.5 0.4 0.5 0.3 0.2 0.0 0.1 0.2 0.0 0.1 0.2 0.2 0.0 0.2 0.1 0.1 0.1 0.1 0.2 FY05 FY06 Passenger Vehicle FY07 FY08 Commercial Vehicle FY09 FY10 Three Wheelers 0.0 FY11 0.1 0.3 0.5
Two wheelers accounted for the largest share in exports (by volume) at 67 per cent in FY13 Passenger vehicles comprised a sizeable 19 per cent of overall exports Exports of passenger vehicles registered the highest growth at 9.02 per cent in FY13
19%
Passenger Vehicle
3% 11%
Auto sales across categories are estimated to rise 6-8 per cent in FY14
27%
Passenger vehicles are projected to grow 5-7 per cent in FY14 Passenger car segment is estimated to expand 3-5 per cent SUVs are projected to increase 11-13 per cent Commercial vehicles are forecast to rise 7-9 per cent
12% 8% 4% 3%
FY09
FY10
FY11
FY12
FY13
FY14E
25% 33%
20% 25%
13%
16%
3% 0% 0%
2% -2% 5%
Three wheelers are estimated to rise 3-5 per cent in FY14 Two-wheelers are expected to grow 6-8 per cent in FY14
Source: SIAM, Aranca Research Note: E Estimate, UV Utility Vehicle
-33%
FY09
0%
FY10
FY11
FY12
FY13
3%
Passenger Vehicle
Commercial Vehicle
Three Wheelers
Two Wheelers
7% 9% 5% 8%
5%
33% 28%
FY14E
9.0
CAGR: 16%
5.0 3.2
FY13
CAGR: 16%
0.8
1.4
FY13
CAGR: 9%
30.0
Two and three wheelers projected to expand at a CAGR of 9 per cent during FY201320
16.8
22.0
FY13
FY15 FY20 Two & three wheelers (million units) Source: SIAM, Vision 2020, Aranca Research
Scenario
The Indian luxury car market expanded at a CAGR of 30 per cent, with 23,000 units in 2011 (about 1 per cent of the passenger vehicle market in India). The market is dominated by players such as BMW, Mercedes, Audi, Jaguar
Key drivers
India has the worlds 12th-largest HNI population, with a growth of 20.8 per cent (highest among the top 12 countries) With expansion in the education and realty sectors, and increasing wealth of IT professionals, more consumers aspire to own luxury cars
Notable Trends
The Indian luxury car market is estimated to expand at a CAGR of 25 per cent during 201220 and reach 150,000 units by 2020 (accounting for 4 per cent of the estimated 6.8-million-unit domestic car market) The luxury SUV segment is growing at about 50 per cent, while luxury sedans are increasing 2530 per cent
Source: World Wealth Report (2011) of Merrill Lynch Wealth Management and Capgemini, Aranca Research Note: HNI - High Networth Individuals
The automotives industry is concentrated with leaders in each segment commanding a share of over 40 per cent
Market Leader
Others
Passenger Vehicles
45%
20%
10%
4%
63%
23%
7%
LCVs
59%
30%
4%
4%
Large number of products available to consumers across various segments; this has gathered pace with the entry of a number of foreign players Reduced overall product lifecycle have forced players to employ quick product launches
Increasing R&D investments from both the government and the private sector Private sector innovation has been a key determinant of growth in the sector; two good examples are Tata Nano and Tata Pixel; while the former has been a success in India, the latter is intended for foreign markets
Alternative fuels
In FY11, the CNG market was worth more than USD330 million; CNG cars and taxis are expected to register a CAGR of 28 per cent over FY11FY14 The CNG distribution network in India is expected to increase to 250 cities by 2018 from 30 cities in 2009
Carmakers such as BMW, Audi, Toyota, Skoda, Volkswagen and Mercedes-Benz have started providing customised finance to customers through NBFCs Major MNC and Indian corporate houses are moving towards taking cars on operating lease instead of buying them
Note: NBFCs - Non-Banking Finance Companies
Increasing investments
Inviting
Greater availability of credit and financing options R&D focus; GOI has set up a technology modernisation fund
Resulting in
Greater product innovation; market segmentation
Changing income dynamics of Indias population Increasing income and middle-class population
GDP per capita is estimated to have grown from USD 1369.54 in 2010 to USD 1,591.57 in 2012, and is expected to reach USD 2,428.45 by 2017 Apart from the impact of rising incomes, widening of the consumer base will also be aided by expansion of the middle class, increasing urbanisation, and changing lifestyles
Million Household,100% 222 273 26 50 40 35 25 12 1 2008 29 17 7 2030 Strivers (9206.4-18412.8) Aspirers (1657-3682.5) 322 15 32
6 3 2020
Demand for commercial vehicles increased due to the development of roadways and greater market access
Indian auto finance market size (USD billion) Easy availability of credit
21.6
Greater access to credit eases the purchase of passenger and commercial vehicles
11.3
12.4
15.5
The auto finance penetration has increased at a CAGR of 16.6 per cent to USD15.5 billion during FY07-11 BMW, Audi, Toyota, Skoda, Volkswagen and MercedesBenz have started providing customised finance to customers, dealers and suppliers through dedicated non-banking finance companies (NBFCs)
FY07
FY08
FY09
FY10
FY11
Source: Kotak Mahindra Prime, Aranca Research Note: Greater distributional efficiencies, increasing demand (especially from rural areas) due to rising disposable incomes have created new markets for products within the country
Manufacturing skills
Manpower costs
Supplier base
Raw materials
East Asia
Latin America
Mexico
In competition with India Source: ACMA, Aranca Research
Automatic approval for foreign equity investment up to 100 per cent; no minimum investment criteria Encourage R&D by offering rebates on R&D expenditure AMPs vision is to make India a preferred destination for designing and manufacturing of automobiles and achieve a market size of USD154 billion by 2016 Setting up of a technology modernisation fund focussed on SMEs Establishment of automotive training institutes, auto design centres and special auto parks
NATRiPs
Set up at a total cost of USD388.5 million to enable the industry to be on par with global standards Nine R&D centres of excellence with focus on low-cost manufacturing and product development solutions
Worked towards reduction of excise duty on small cars and increase budgetary allocation for R&D Weighted increase in R&D expenditure to 200 per cent from 150 per cent (in-house) and 175 per cent from 125 per cent (outsourced)
Proposal to allocate USD2.7 billion for JNNURM to bolster sales volumes of Medium and Heavy Commercial Vehicles (MHCV)
Note: SME Small and Medium Enterprises, R&D - Research and Development, NATRiP National Automotive Testing and R&D Infrastructure Project, AMP - Automotive Mission, JNNURM - Jawaharlal Nehru National Urban Renewal Mission
Business Description Vehicles Research & Development Establishment (VRDE), Ahmednagar Indore National Automotive Test Tracks (NATRAX) Automotive Research Association of India (ARAI), Pune Chennai Centre, Tamil Nadu
Research, design, development and testing of vehicles Centre of excellence for photometry, electromagnetic compatibility (EMC) and test tracks Complete testing facilities for all vehicle categories Centre of excellence for vehicle dynamics and tyre development
Services for all vehicle categories Centre of excellence for power-train development and material
Complete homologation services for all vehicle categories Centre of excellence for infotronics, EMC and passive safety Services to agri-tractors, off-road vehicles and a driver training centre Centre of excellence for accident data analysis Services to all vehicle categories Centre of excellence for component development, noise vibration and harshness (NVH) testing Research, design, development and testing of vehicles Centre of excellence for photometry, EMC and test tracks
Rae Bareilly Centre International Centre for Automotive Technology (iCAT), Manesar Silchar Centre, Assam
List of companies
DelhiGurgaon Faridabad
North
West
Nissan M&M
East
South
Company RenaultNissan
NORTH: Delhi is a hub for light vehicle manufacturing, whereas Haryana and Uttarakhand are hubs for heavy vehicle manufacturing
WEST: Maharashtra, and Gujarat are hubs for heavy and light vehicle manufacturing
SOUTH: Chennai hosts manufacturing plants for heavy and light vehicles
FDI inflows in the automotives sector aggregated USD8.1 billion (4.2 per cent of the total FDI) over April 2000 February 2013
Source: Department of Industrial Policy & Promotion (India), Aranca Research Chennai Bengaluru Hosur
Global car majors have been ramping up investments in India to cater to the growing domestic demand. Also, these manufacturers plan to leverage Indias competitive advantage to set up export-oriented production hubs
Chennai plant nearly doubled production to 250,000 cars Completed 80 per cent investment at Oragadam, a car plant near Chennai Launched an automatic transmission variant for its petrol model of the sedan, Fiesta Laid the foundation for an USD1-billion plant at Sanand in March 2012
Increased annual output at the Chennai plant to 11,000 units in Jun 2011 from 10,000 units earlier Plans to raise the number of car offerings in the sub USD46,729 category
Plans to launch up to eight models over the next 56 years Aims to invest USD167 million at the fourth unit in Karnataka in 2012 Plans to set up a greenfield diesel engine factory at its second industrial location in Rajasthan Expects to invest another USD163 million at Bidadi plant near Bengaluru Plans to increase capacity to 310,000 units by 2013 with an investment of USD187 million Aims to invest USD89.6 million for a diesel engine plant in India which would be operational from 2013 Plans to invest USD71 million at the Pune plant to launch five compact cars
Source: Respective Company Websites, News Articles, Aranca Research
Continuing market leadership Product portfolio expansion Increased productivity Enhanced R&D capability Capacity expansion Roll-out of peoples car (Maruti 800) Product portfolio comprising 16 passenger vehicle models In the process of establishing Suzukis largest R&D facility outside Japan Accounted for 45 per cent share in the Indian car market
Plans to produce 1.7 million cars by 2013 2012 Total sales crossed 1million units in FY12
1983
1994
1997
2001
2004
2006
2007
2008
2009
2010
2011
2012
Disruptive innovation
JV with Daimler AG
Market expansion
Product portfolio expansion Enhancing R&D capability Establishment of Tata Engineering & Locomotives
Acquisitions
Joint ventures
1945
1954
1961
1977
1982
1986
1991
1998
2005
2008
2010
2012
Tata Nano ranked among the top 10 best-selling cars of 2012. It was recently declared the most trusted four-wheeler brand by The Brand Trust Report, India Study 2013 Nano was the only petrol car among the top-selling cars of 2012 to post a positive yoy growth. Tata adopted a different marketing pitch and launched the 2012 Tata Nano, which offered a lot of new features for no extra charge
30,763
Sales of the Nano more than doubled to 73,848 units in FY13 from its launch in FY10 Currently, Tata exports Nano to Sri Lanka and Nepal and has plans to export the car to Bangladesh. The company is likely to add new export markets such as Africa, South America, and Southeast Asia Tata expects to launch two new variants of the Nano in 2013 to augment sales. A CNG variant would be launched in the first half of 2013, while a diesel version is likely to be launched in the latter half
FY10
FY11 Sales
FY12
FY13
M&M has been the market leader in utility vehicles in India for over 50 years since building the first Willys jeep in 1947 Manufactures passenger vehicles, utility vehicles, light commercial vehicles (including three-wheelers)
Produces 15 passenger vehicle models and 8 commercial vehicle models, noteworthy among which are Scorpio, Thar, Xylo, XUV 500 Global player in exporting products to several countries in North America, Europe, Africa, South America, South Asia, and the Middle East; exported 32,457 units in FY13 Recorded segment revenue of USD3.6 billion in 9MFY13 Launched Verito Refresh, Quanto, and Rexton in FY2013 Launched the e20 electric car in March 2013 after acquiring carmaker Reva Technology In 2013, inked a partnership with online shopping portal Snapdeal.com to sell its two-wheelers
65 87
CAGR: 22%
231 230 178
298
117 145
149
FY02
FY03
FY04
FY05
FY06
FY07
FY08
FY09
FY10
FY11
FY12
Sales
FY13
Strong
support from the government; setting up of NATRiP centres Private players, such as Hyundai, Suzuki, GM, keen to set up R&D base in India Strong education base, large skilled English-speaking manpower Comparative advantage in terms of cost
Toyota announced plans to make India their global hub for small cars Light vehicle sales estimated to cross 3 million by the end of 2012 Strong export potential in ultra low-cost cars segment (to developing and emerging markets)
CAGR: Compound Annual Growth Rate CV: Commercial Vehicle FDI: Foreign Direct Investment FY: Indian financial year (April to March) So FY10 implies April 2009 to March 2010 GOI: Government of India HCV: Heavy Commercial Vehicle INR: Indian Rupee LCV: Light Commercial Vehicle OEM: Original Equipment Manufacturers PV: Passenger Vehicle SIAM: Society of Indian Automobile Manufacturers
ULCC: Ultra Low Cost Car USD: US Dollar Wherever applicable, numbers have been rounded off to the nearest whole number
2007-08
2008-09 2009-10 2010-11 2011-12 2012-13
40.24
45.91 47.41 45.57 47.94 54.31
2009
2010 2011 2012 2013
46.76
45.32 45.64 54.69 54.45
Average for the year
India Brand Equity Foundation (IBEF) engaged Aranca to prepare this presentation and the same has been prepared
This presentation is for information purposes only. While due care has been taken during the compilation of this presentation to ensure that the information is accurate to the best of Aranca and IBEFs knowledge and belief, the content is not to be construed in any manner whatsoever as a substitute for professional advice.
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