An Automotive Industry Transformed Contents
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A new era Accelerating toward 2020 — An automotive industry transformed Contents The transformations to come 1 The restructuring imperative 2 Changing customers, changing demands 8 Technology to reflect new sets of demands 15 Getting the right skills 22 The next chapter in industry history 26 Endnotes 28 The transformations to come At least now, the picture is clear each will rely on higher volume global platforms For the past few years, automotive leaders and supported by networked design centers in key observers have witnessed an industry in peril. A emerging markets. slowing global economy, coupled with declining consumer confidence, has translated into dismal An era of “conscious consumption” will emerge. new car sales in most markets. Customers around the world will be more cost conscious, especially in the developing world where But the slump has masked many outstanding millions of drivers will make their first ever car purchase. industry advancements. Standards of quality and productivity, for example, have been raised without Environmental considerations will also weigh heavily a corresponding increase in price. Cars today are on the industry towards 2020. The fierce race to safer, more fuel efficient, and more technically develop and produce electric vehicles, spurred by advanced than ever. And, the automotive workplace both customer demand and government incentives, has evolved from an image of “dark, dirty and will mean that up to a third of all cars purchased in dangerous” to an environment of high skills, developed countries in 2020 will not be propelled by advanced technologies, and dynamic change. an internal combustion engine. Despite this, competitive and financial pressures This technological imperative will escalate an already have led to a number of high-profile bankruptcies. intense war for talent by 2020. The workforce of the Production utilization in North America, Western future will not only need more complex skill sets but Europe, and Japan has dropped dramatically leading to will also need to be flexible so that companies can widespread job losses. Even with discounts and other employ them most productively. At every level, a more purchase incentives, consumers, wary of an uncertain proactive approach to training will be implemented, economic future, have yet to return to the showroom as part of a more progressive and comprehensive without extraordinary government incentives. approach to talent management. The challenge to attract highly skilled workers will be especially acute So, what will be the shape of the automotive in developed markets. Emerging markets, with their industry as the world emerges from the economic younger demographics and plentiful engineering talent, downturn? In this report, Deloitte Touche Tohmatsu’s will pick up the slack left by the talent shortage. senior automotive leaders offer a perspective on the structural changes and major customer, technology, What must not be lost in any of this is the increasing and people trends expected to transform the role of government. Governments in all major industry over the next decade. markets have become active industry players. Their investments through emergency loans and incentive A massive shift in the competitive landscape will packages will have a lasting impact on the industry’s see China and India emerge as major players in the direction. The nature of their continued support industry. These markets will join Western Europe, to domestic companies, as well as energy and Japan, Korea, and the United States as the centers environmental policies, will do much to mold the of design and manufacturing for original equipment automotive sector over the next ten years. manufacturers (OEMs) and their suppliers. To be sure, there will be no resumption of the status By 2020, as few as ten volume OEMs groups quo. Automakers and their suppliers will need to based in these six major markets will account for reinvent themselves to meet the challenges of a 90 percent of global sales. To remain competitive, dramatically new global automotive landscape. A new era Accelerating toward 2020 — an automotive industry transformed 1 The restructuring imperative The current economic crisis has accelerated deep structural change in the automotive industry, setting the stage for sustainable growth. High-cost exporting countries will see domestic capacity closed as vehicle production continues to migrate to the “new Detroits”: Lower-cost centers dotted across India and China and other locations in the regional trade zones of North American Free Trade Agreement (NAFTA) and the European Union. High-volume global platform architectures will become the norm. And, convergence will drive the emergence of new business models characterized by alliances with players from other industries to support new technologies. Figure 1: NAFTA light vehicle assembly capacity utilization (Feb 2008 vs. Feb 2009)2 A recalibration of the automotive industry value chain is in motion. The marked decline in sales 100% over the past three years led to excess capacity in 85% 86% 80% plants around the world, including North America 76% 77% 71% and the European Union (see Figures 1 and 2). Some of the numbers are startling: Like most of its 48% 48% competitors, for example, Honda went from full 44% 43% 41% 38% 37% capacity in February 2008 to utilizing less than half capacity (48 percent) a year later.1 Profitability for OEMs has been hurt and margins for suppliers have sunk below the break-even point, triggering reduced capacity, resourcing to stronger suppliers, a rash Fe b Fe b Fe b Fe b Fe b Fe b Fe b Fe b Fe b Fe b Fe b Fe b Fe b Fe b ’08 ‘09 ’08 ‘09 ’08 ‘09 ’08 ‘09 ’08 ‘09 ’08 ‘09 ’08 ‘09 of bankruptcies, and in some cases, the need for Chrysler Ford GM Honda Nissan Toyota Other government bailouts. Source: Ward’s Auto, Data Reference Center Of course, the crisis will not last forever and short- term sales projections foresee over 70 million units Figure 2: European Union light vehicle assembly capacity utilization (2007 vs. 2009)3 sold worldwide by 2015 (see Figure 3). While 92% 90% 89% 89% opinions differ about the timing of the turnaround, 83% 79% 80% there is no doubt that the structure of the 72% 69% 70% automotive industry will be deeply transformed. 64% 65% 57% 53% The decline of Detroit Once the core of the global automotive industry, Detroit’s influence has declined steadily over the past few decades. Sales of signature models have been slowed by the waning popularity of large cars and Detroit’s struggle to compete in the small car 2007 2009 2007 2009 2007 2009 2007 2009 2007 2009 2007 2009 2007 2009 segment. What’s more, Detroit has already lost its leadership in engineering. Most cars manufactured Germany France Spain UK Italy Czech EU27 in 2007, for example, had their primary development Source: Ward’s Auto, Data Reference Center in Asia and Europe and this trend is expected to continue into 2015 (see Figure 4). 2 The rise of manufacturing in lower cost Figure 3: Light vehicle production forecast (millions of units)6 regions 80 The move to lower cost regions will be driven by 70 two forces: Cost and demand. The cost of labor Sou th Amer ica 60 in emerging markets continues to be a fraction of North America 50 that in the developed world (see Figure 5). To take Japan/ Korea illions) ehicles advantage of the expanding population in emerging m 40 South Asia markets, OEMs will continue to shift more of their Greater China production to be closer to their biggest source of 30 produced( Number of v of Number Middle East/ Africa new customers. For example, Greater China and 20 Europe South America will represent more than 50 percent 10 of growth in global light vehicle production from 0 4 2008 to 2015 . 2008 2009 2010 2011 2012 2013 2014 2015 Source: CSM Worldwide “As the volume of cars sold in these emerging 7 markets rises, it will be increasingly necessary for Figure 4: Falling primary development in North America OEMs to move closer to the demand centers,” says 50 43 RC Bhargava, Chairman, Maruti Suzuki India. “This 40 will be for competitive reasons, which are stronger 33 33 than the lower cost reasons. Engineering for the 30 illions) lopment 26 m local customer is also critical, making it another e major driver.”5 20 by region ( region by Primary dev Primary 9 The expected growth of trading blocks (e.g., NAFTA, 10 4 European Union, ASEAN, and Mercosur) will drive 1 1 0 continued development of regional production Asia Europe Norh America Others systems, with a migration to lower-cost locations 2007 2015 within each region. High exchange rate volatility Source: CSM Worldwide and Automotive News and rising transportation costs have led OEMs and Figure 5: Labor cost comparisons ($/Hour)8 suppliers to focus more on low-cost sourcing within Today’s high cost of production a region. OEMs will increasingly look to balance 12.0 $40.0 production and sales footprints to reduce exposure $35.0 10.0 ) to adverse exchange rate shifts. The overall effect $30.0 8.0 of this shift is that by 2020, there will be fewer cars $25.0 f labor ($/Hr labor f er of vehicles of er sold as imports from outside a trade zone (e.g., (millions) ced 6.0 $20.0 o b u Korea to the United States or Japan to the European $15.0 Cost prod Num 4.0 Union). Even those cars with foreign labels will be $10.0 2.0 produced regionally. For that reason, OEMs welcome $5.0 the emergence of broader trade agreements that 0.0 $0.0 US / Mexico Western Eastern Japan South India China Brazil support greater flexibility.