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El Mercado De Componentes De Automoción En Australia

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El Mercado De Componentes De Automoción En Australia ESTUDIOS EM DE MERCADO 2019 El mercado de componentes de automoción en Australia Oficina Económica y Comercial de la Embajada de España en Sídney Este documento tiene carácter exclusivamente informativo y su contenido no podrá ser invocado en apoyo de ninguna reclamación o recurso. ICEX España Exportación e Inversiones no asume la responsabilidad de la información, opinión o acción basada en dicho contenido, con independencia de que haya realizado todos los esfuerzos posibles para asegurar la exactitud de la información que contienen sus páginas. ESTUDIOS EM DE MERCADO 11 de marzo de 2019 Sídney Este estudio ha sido realizado por Marta Picardo Tejera Bajo la supervisión de la Oficina Económica y Comercial de la Embajada de España en Sídney. Editado por ICEX España Exportación e Inversiones, E.P.E., M.P. NIPO: 114-19-038-4 EM EL MERCADO DE COMPONENTES DE AUTOMOCIÓN EN AUSTRALIA Índice 1. Resumen ejecutivo 5 2. Definición de sector 8 2.1. Situación actual de la industria 8 2.2. Partidas arancelarias 10 3. Oferta – Análisis de competidores 13 3.1. Tamaño del mercado 13 3.2. Importaciones 17 3.3. Exportaciones 24 3.4. Producción local 25 3.4.1. Fabricantes de componentes locales 25 3.4.2. Mayoristas de componentes 26 3.4.2.1. Mayoristas de componentes extranjeros establecidos en Australia 27 3.4.2.2. Mayoristas locales de componentes 28 3.4.3. Localización geográfica 28 4. Demanda 30 4.1. Vehículos en Australia 30 4.2. Demanda de componentes 35 4.2.1. Segmentación de la demanda por tipo cliente 35 4.2.2. Segmentación de la demanda por producto 37 5. Precios 39 5.1. Estructura de costes 39 5.2. Muestra de precios locales (store check) 40 6. Percepción del producto español 42 7. Canales de distribución 44 7.1. Canales de distribución habituales 44 7.2. Principales distribuidores 46 7.3. Venta online 46 8. Acceso al mercado – Barreras 48 8.1. Aranceles 49 8.2. Regulación en la venta online 50 8.3. Ayuda institucional 51 9. Perspectivas del sector 52 9.1. Tendencias generales 52 10. Oportunidades 53 10.1. Vehículos eléctricos 54 10.2. Acuerdo de libre comercio entre la UE y Australia 55 3 Oficina Económica y Comercial de la Embajada de España en Sídney EM EL MERCADO DE COMPONENTES DE AUTOMOCIÓN EN AUSTRALIA 11. Información práctica 57 11.1. Cultura empresarial 57 11.2. Ferias 57 11.3. Organismos gubernamentales y asociaciones industriales 58 11.3.1. Organismos gubernamentales en España 59 4 Oficina Económica y Comercial de la Embajada de España en Sídney EM EL MERCADO DE COMPONENTES DE AUTOMOCIÓN EN AUSTRALIA 1. Resumen ejecutivo La industria automotriz australiana está atravesando un profundo proceso de transformación debido a que los fabricantes locales de automóviles han abandonado el país en los últimos años. Mitsubishi Motors cesó la producción nacional de automóviles en 2008, Ford Motor Co. en octubre de 2016 y, finalmente, Toyota Motor Corp. y Holden (General Motors Co.) cerraron sus operaciones de fabricación doméstica en octubre de 2017. La deslocalización de la producción a países asiáticos con costes salariales más bajos y el cambio en las preferencias de los consumidores hacia vehículos importados de menor tamaño y energéticamente más eficientes se encuentran entre los principales motivos del abandono de las empresas. Ante esta situación, el gobierno federal asiste a la industria invirtiendo 2.500 millones de dólares australianos a través del Esquema de Transformación Automotriz (ATS, por sus siglas en inglés) que ayuda a las empresas del sector durante la transición a un mercado donde ya no existe fabricación local de automóviles. El ATS seguirá activo hasta el 2020. Sin embargo, a pesar de lo anterior, la venta de vehículos en Australia continúa creciendo. En 2018, había 19,2 millones de vehículos registrados en Australia y la flota nacional creció en 418.000 vehículos, un 2.1% respecto al año anterior. Es por ello por lo que Australia se encuentra entre los países con mayor tasa de automóviles per cápita con 775 vehículos por cada 1.000 habitantes. Número de vehículos por cada 1.000 habitantes China 219 Reino Unido 469 Alemania 546 Japón 614 Australia 775 Estados Unidos 822 Respecto al sector de los componentes de automoción, este se encuentra en la fase madura del ciclo de vida y se ha reducido significativamente como consecuencia del cese de fabricación nacional de automóviles. Actualmente, de entre los fabricantes de vehículos de motor, los fabricantes de camiones, como Volvo Group Australia y PACCAR Australia, se han convertido en 5 Oficina Económica y Comercial de la Embajada de España en Sídney EM EL MERCADO DE COMPONENTES DE AUTOMOCIÓN EN AUSTRALIA los principales actores de la industria, seguidos de los fabricantes de autobuses. Por tanto, la tendencia actual es dirigirse hacia el mercado de recambios (aftermarket en inglés) que se mantiene estable debido a que el número de vehículos registrados ha aumentado (por las importaciones) y, por tanto, también el gasto en reparación y mantenimiento de los mismos. Reparación y mantenimineto de automóviles 18,000 25,000 15,000 24,000 12,000 23,000 9,000 22,000 6,000 Empresas australianos 3,000 21,000 Millones de dólares dólares de Millones 0 20,000 Ingresos Empresas Los componentes de mayor demanda en el mercado australiano son los componentes de transmisión (42,2%) entre los que se incluyen frenos, amortiguadores, juntas, limpiaparabrisas y sistemas de escape de la demanda de componentes. La siguiente categoría más demandada son los motores (19,9%), seguido de los componentes eléctricos (15,9%), los neumáticos (15,8%) y finalmente las baterías (6%). Se prevé que el crecimiento del mercado de recambios contrarreste la caída en la demanda de componentes por parte de los fabricantes de coches. La demanda ha pasado de estar liderada por los fabricantes de automóviles, que agrupaban aproximadamente el 50% de la demanda total en 2016, a representar menos del 15% en 2018. En la actualidad, el principal foco de demanda proviene de los grandes distribuidores de componentes (51,8%) seguido de mecánicos y concesionarios (33,7%). Segmentación de la demanda de componentes 100% 20.6 33.7 75% Mecánicos y concesionarios 30.8 50% Minoristas de componentes 51.8 25% 48.6 Fabricantes de automóviles 14.5 0% 2016 2018 6 Oficina Económica y Comercial de la Embajada de España en Sídney EM EL MERCADO DE COMPONENTES DE AUTOMOCIÓN EN AUSTRALIA Por tanto, la figura del distribuidor es la más utilizada entre los exportadores extranjeros. Los componentes se distribuyen a través de unos pocos grandes distribuidores y de muchas empresas locales más pequeñas. Si los destinatarios son talleres oficiales o concesionarios, los componentes proceden de los fabricantes de vehículos; y si los destinatarios son talleres independientes e incluso algunos concesionarios, de la industria de componentes. Será clave la elección del distribuidor que debe tener un conocimiento técnico del producto excelente para poder ejercer un servicio postventa de calidad, una buena red de contactos así como ser capaz de vender los productos españoles. En este sentido, los productos españoles están claramente asociados a los productos europeos que gozan de mejor consideración como productos de mayor calidad que los productos asiáticos, por lo que los clientes están dispuestos a pagar un precio más elevado. Asimismo, cabe destacar la creciente popularidad del método de venta online dentro del sector de los componentes que en la mayoría de los casos consigue acortar el canal de distribución. Las empresas minoristas han empezado a recurrir a importar directamente del fabricante por esta vía sin contar con la figura del importador/distribuidor consiguiendo mantener de esta forma sus márgenes. Las empresas que aún no han establecido presencia en línea se encuentran en desventaja frente aquellos que ya están completamente asentados. Además, el gigante de las ventas online, Amazon, ha comenzado a operar en el mercado australiano y se espera que en algún momento en el futuro ello suponga un nuevo mercado para los componentes y accesorios de automoción. Por otro lado, las tendencias del sector apuntan hacia las nuevas tecnologías, como los coches eléctricos o la impresión 3D de componentes. Si bien todavía se encuentran en proceso de desarrollo, suponen una oportunidad para las empresas españolas que quieran situarse a la vanguardia del sector tecnológico de componentes en Australia produciendo componentes de alto valor añadido. Por último, las importaciones están sujetas al impuesto “Goods and Services Tax” de 10%, equivalente al IVA español, y a aranceles cuya tasa aplicable depende de distintos factores como el tipo de producto y el país de origen (0-5%). 7 Oficina Económica y Comercial de la Embajada de España en Sídney EM EL MERCADO DE COMPONENTES DE AUTOMOCIÓN EN AUSTRALIA 2. Definición de sector 2.1. Situación actual de la industria Australia cuenta con una larga y destacada tradición en la fabricación de automóviles, siendo capaz de llevar a cabo todas las fases del proceso productivo: desde el diseño y concepción inicial del vehículo, hasta la producción y entrega final al cliente. En su punto álgido, en 1974, los fabricantes locales de vehículos llegaron a producir casi medio millón de vehículos. Sin embargo, en la década de 1990, el mercado se ralentizó y la producción cayó a menos de 300.000 vehículos por año. Tras este periodo, hubo un modesto resurgimiento de la industria, a la vez que los fabricantes comenzaban a deslocalizar su producción a países más competitivos en costes. Finalmente, en 2009 el sector sufrió los
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