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Ida Vision for the Automotive Industry Driving Industrial Development

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Ida Vision for the Automotive Industry Driving Industrial Development IDA VISION FOR THE AUTOMOTIVE INDUSTRY DRIVING INDUSTRIAL DEVELOPMENT 4th February 2008 This publication was produced for review by the United States Agency for International Development. It was prepared by Steven Lee, a TAPRII Senior Consultant for Trade and Investment, and the Marketing General Department of the Industrial Development Authority IDA VISION FOR THE AUTOMOTIVE INDUSTRY DRIVING INDUSTRIAL DEVELOEEPMENT TECHNICAL ASSISTANCE FOR POLICY REFORM II CONTRACT NUMBER: 263-C-00-05-00063-00 BEARINGPOINT, INC. USAID/EGYPT POLICY AND PRIVATE SECTOR OFFICE 4TH FEBRUARY 2008 AUTHOR: STEVEN LEE SUB COMPONENT ‘E’ INDUSTRIAL PARKS AND POLICY DISCLAIMER: The author’s views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government. CONTENTS EXECUTIVE SUMMARY FOR THE OVERALL REPORT….……………….4 - 9 Part 1 Market Research Study Results Part 2 Automotive Vision and Strategy Recommendations Part 3 Public Private Dialogue Recommendations Part 4 Automotive Investment Marketing Plan Part 1 Market Research Study………………………………………….….10 - 40 1. Automotive Industry – World OverviewAn Overview Of Global 1.1 Production Trends In The Period 2002 – 2006 2. Shifting Global Production Automotive Oem’s And Components 2.1 Oem’s From Asia Invest In Central And Eastern Europe 2.2 Western European Oem’s Shift Production To Central And Eastern Europe 2.3 Eastern Europe’s Original Attraction To Oem’s From Western Europe And Asia 2.4 The Fundamentals Of National Location Choices In Central And Eastern Europe 2.5 Accelerating Wage Creep In Central And Eastern Europe? 2.6 Production Shifts From The EU To North Africa 2.7 Highlights Automotive Production Shifts From The EU And Asia To Turkey 3. Overview Of The Egyptian Automotive Industry 3.1 Brief Summary Of The Sector 3.2 Egypt’s Efforts To Stimulate Vehicle And Component Production Investment 3.3 A Summary Of Egypt’s Automotive Production 2002 – 2006 3.4 Exports Of Vehicles And Automotive Components 2002 – 2006 3.5 Re-Evaluating Egypt’s Automotive Sector Paradigm And Ida’s Role 3.6 Data Snapshot Of Egypt’s Automotive Production Sector 3.7 Quality Standards And The Recent Achievements Of The Sector Focus On Homologation 3.8 The Logistics Chain And Egypt’s Speed Of Access To Export Markets 3.9 The Role Of Incentives In The Attraction Of Foreign Direct Investment 3.10 Destination Of Exports By Country: Split Between Aftermarket And Oem Suppliers 4. Lessons From South Africa And Turkey 4.1 Turkey’s Key Automotive Industry Milestones 4.2 South Africa’s Key Automotive Industry – An Overview 4.3 Some Lessons From Turkey And South Africa ANNEX I : Decree 9007, 2005 ANNEX II : AUTOMOTIVE OEM INDUSTRY SURVEY EGYPT 2008 ANNEX III: South Africa’s Import and Export Regime Subsidy Regulations to 2012 IDA’s Vision for the Automotive Industry i Part 2 IDA Automotive Strategy Recommendations…………………..41 -43 Background IDA’S Twenty Recommendations For Development Of The Egypt’s Automotive Industry Strategy Part 3 Public Private Dialogue Recommendations..............................44 - 50 A Drive to Attract Multinational Automotive Investment The Example of Egypt’s ICT Sector Economic Growth Needs Formal Public Private Dialogue A Proposed PPD Mechanism for the Automotive Industry Structure of Implementation Buy-in from Stakeholders Facilitation Promotes Dialogue Monitoring and Evaluation Accountability Private Sector at the Heart of Enterprise Development Highlighted Areas of Risk Summary Part 4 IDA Automotive Investment Marketing Plan……………………51 - 61 1 Marketing Plan Vision 2 The Current Market Position 3 The Product for Promotion to Overseas Investors 4 IDA’s Promotion of the Investment Proposition 5 The Marketing Team 6 Processes 7 Physical Evidence and Image 8 Market Overview 9 SWOT Analysis 10 Summary of SWOT Analysis 11 Competitor Analysis Morocco, Tunisia and Turkey 12 Key Assumptions 13 Objectives 14 Expansion of the Customer Base 15 Strategy to Attract Automotive Investment • Target Markets for the Automotive Sector • Positioning Statement • Branding Strategy • Product Strategy • Pricing Strategy • Promotional Strategy • Public Relations Strategy • Advertising Strategy 16 Resource Requirements 17 Evaluation and Control 18 Implementation Plan for 2008 ANNEX I: PROPOSED MARKETING BUDGET 2008 ANNEX II: TIME SCHEDULE IDA’s Vision for the Automotive Industry ii ACRONYMS AGHADIR Free trade agreement: Egypt, Jordan, Morocco and Tunisia CBU Completely Built Up – finished vehicles CEE Central and Eastern Europe CKD Completely Knocked Down – vehicle kits COMESA Common Market for Eastern and Southern Africa CLU Cost of Labour Units – labour cost divided by valued added per worker DFID Department of International Development, the United Kingdom EAFA Egyptian Automotive Feeder Association EAMA Egyptian Automotive Manufacturers Association ECS Egyptian Commercial Service EFTA European Free Trade Area EU European Union EU8+2 New EU accession states since May 2004 excluding Cyprus and Malta Eu25+2 25 EU members plus most Jan. 2007 accession countries Bulgaria and Romania FDI Foreign Direct Investment FTA Free Trade Area FTZ Free Trade Zone GAFI General Authority for Foreign Investment and Free Zones GAFTA Greater Arab Free Trade Area GM General Motors HCV Heavy Commercial Vehicle IFC International Finance Corporation – World Bank Group ITIDA Information Technology Industry Development Agency IMC Industrial Modernisation Centre LCV Light Commercial Vehicles MCV Medium Commercial Vehicles MCIT Ministry for Communications and Information Technology MIDP Motor Industry Development Plan, South Africa NIDS National Industrial Development Strategy, Egypt OECD Organisation for Economic Cooperation and Development OEM Original Equipment Manufacturers – used to refer to vehicle manufacturers OICA International Organization of Motor Vehicle Manufacturers PPD Public-Private Dialogue SEZ Special Economic Zone SIEPA Serbian Investment and Export Promotion Agency SWOT Strengths, Weaknesses, Opportunities and Threats UNCTAD United Nations Committee for Trade and Development UNECE United Nations Economic Commission fro Europe USD United States Dollar IDA’s Vision for the Automotive Industry iii EXECUTIVE SUMMARY IDA STATEMENT This document consists of four separate integrated pieces of work that are designed to provide an overall strategic approach to the attraction of automotive investment to Egypt. IDA is building the capacity of its Marketing Department in order to deliver the marketing plan and increase industrial investment in selected sectors. In this document IDA proposes the need for defined industrial sector strategies formulated and implemented within a process that goes beyond consultation and provides sustainable dialogue. For Egypt to own highly competitive comparative advantage is not enough: potential investors need to know about this in a language that they can understand and in which they are able to take investment decisions that will make profitable use of Egypt’s advantage. IDA presents this document to all its stakeholders for discussion and to receive their comments so that implementation can begin. STRATEGIC PLAN BACKGROUND The results of the market research study were undertaken over a three-month as a practical exercise in developing the Market Research dept of the IDA’s Marketing General Department. This study is the foundation for the Promotion dept to deliver its marketing plan and begin contacts with potential investors to attract them to a Site Visit. A Site Visit is a key milestone towards attracting an investor to commit to investment in Egypt. Recommendations for the development of an automotive vision and strategy and the infrastructure for its formation, implementation, monitoring and evaluation, and institutional sustainability are delivered in Part 2. The Executive Summary sets out seven principles underlying the Twenty Recommendations contained in the Strategic Plan. IDA is preparing sector marketing plans based on market research for all agreed industrial sectors; recommendations for a proposed Public Private Dialogue (PPD) mechanism are set out in Part 3. Part 4 of this Strategic Plan is the Automotive Investment Marketing Plan for 2008. This has a twofold purpose: firstly as a plan for the Promotion’s dept to take Egypt’s automotive value proposition to the market to attract new investment. Secondly this plan will be used as the basis for developing IDA’s three year marketing plan, due in February. This Executive Summary follows the style of the Strategic Plan: Part 1 Automotive Market Research Study Results Part 2 Automotive Vision and Strategy Recommendations Part 3 Public Private Dialogue Recommendations Part 4 Automotive Investment Marketing Plan Steven Lee Page 4 12/01/2009 PART 1: AUTOMOTIVE MARKET RESEARCH STUDY RESULTS Over the period 2002 – 2006 world demand for vehicles grew at an overall rate of 17% to reach approximately 69,000,000 vehicles. Growth was not evenly spread with passenger car production witnessing phenomenal increases in Asia-Oceania of 50%, and Central and Eastern Europe of over 75%. Egypt’s vehicle assembly remains focused on import-substitution with CKD production taking an ever smaller share of the expanding domestic market. Exports have faltered since 2004 and in 2006 made up approximately 1% of total CKD unit production. Looking forward to the attraction of new investment to this sector Egypt’s attention is focused on those markets to which it is both proximate and has secured
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