Automobile Industry.Pdf
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Automobile Industry Hassan, Salman & Ahmad BA 630 - Spring 19 Introduction Truck Classification by the U.S. Department of Transportation’s GVWR and Vehicle Inventory Use Service (VIUS) Categories Class Weight Body Style Duty Class 1 6,000 lbs & less Minivan Cargo Van SUV Pickup truck Light Duty Full-Size Class 2 6,0001 to 10,000 lbs Van Cargo Van Step Van Pickup Heavy-duty Medium Class 3 10,001 to 14,000 lbs Walk-in Box Truck City Delivery Pickup Duty Source: energy.gov Producer's perspective Item Car Truck Frame Unibody Body On Frame Body small big Engine Light duty Heavy duty Channel of distribution Car dealers Truck dealers Manufacture More automation Less automation Customer’s perspective Price Economy luxury Sports cars Capacity Mid size Full size Pickup Truck Semi Truck Heavy Truck Med Truck Body Style Sedan Hatchback SUV Wagon Minivan Types of cars appropriate for passengers Geographic Scope Sales of passenger cars in selected countries Cars Imports by Country in 2018 worldwide from 2005 to 2017 (in million units) Country value worth of cars of total cars imports United States $178.5 billion 23.10% Germany $61.5 billion 8% China $49.6 billion 6.40% United Kingdom $43.9 billion 5.70% Car Exports by Country in 2018 Country value worth of cars of total cars exports Germany $154.7 billion 20.80% Japan $99.1 billion 13.30% United States $51.4 billion 6.90% Mexico $49.4 billion 6.60% Source: oica.net; worldstopexports.com Our Definition for The Industry Manufacturing passenger automobile or light duty trucks including transmission, engine, and bodies. copyright for frooition.com Compare to other Definitions Closer to our definition The most important classes of road vehicles include cars, commercial Statista vehicles and two-wheelers. NAICS ISIC Broader than our definition Old definition and we disagree with it Manufacture of motor vehicles, trailers Manufacturing truck, automobile and utility trailers, and semi-trailers for transporting truck trailer chassis, detachable trailer bodies, and passengers or freight. detachable trailer chassis. The value Chain Tier 1 suppliers: gearbox Tier 2 suppliers: pump units Tier 3-x suppliers: brackets, seals Source:edibasics.com Major Firms New Entrants Google Buyers Bommarito Automotive Group Apple CarMAX Bosch Individuals Suppliers Substitute/ complements Magna International Uber Rivalry Lear Lyft Ford/ Toyota Adient Used Car. Volkswagen/ GMC BMW/ Mercedes Rivalry Concentration Globally Global automotive market share in 2018, by brand 28% Concentration Rate Conclusion: • Low concentration. • High rivalry. Source: Focus2mov.com Concentration in the U.S Market share held by selected automobile manufacturers in the U.S in 2018 Market share 59% Concentration Rate Conclusion: ● Medium concentration. ● Medium rivalry. Source: GoodCarBadCar.net Growth Globally Worldwide car sales 1990-2019 (in million units) Conclusion: • The industry growth is flat. • High rivalry. Source: Scotiabank Growth in the U.S Passenger cars sales forecast ( in million units) Conclusion: • The industry has a slow growth. • High rivalry. Source: statista sarvey. Electric Vehicles Market Share Worldwide plug-in electric vehicle sales in 2018, by model (in 1,000 units) 68% Concentration Rate Conclusion: ● High concentration. ● Low rivalry. Source: ev-volumes Electric Vehicles Growth Globally Global Monthly PLUG-IN sales Conclusion: • The industry growth is going up. • Low rivalry. Source: ev-volumes Fixed and Marginal costs ● Same for one unit or more. Fixed Cost ● Expenses goes down when producing the second generation. Raw materials and 57% the prices of auto parts of the total price R&D, engineering, 16% Variable cost and running the facilities of the total price Conclusion: Average advertising charges $1,091 • Relatively low fixed cost. for each unit • High Variable cost. • Low Rivalry. Source: carfromjapan.com Product Differentiation Average Customer Manufacturer Reliability Safety Cost Service American $29,347 1.40 83 50% Honda Ford Motor $40,256 1.52 84 45% Company Hyundai - Kia $24,705 1.24 80 59% Subaru $29,636 1.67 84 65% Conclusion: Toyota Motor $34,143 0.99 85 77% Company ● 91% of companies differentiate Volkswagen based on features and product $42,322 1.57 82 47% Group excellence. ● Low Rivalry. Sources: Kelley Blue Book, Consumer Report Cost differences among firms Ievies a 2.5% tariff on USA European auto imports. Conclusion: The European Imposes a 10% duty on ● In the US: High Rivalry. Union the US auto imports. ● In the European Union: Low Rivalry. Source: dw.com Suppliers Suppliers Concentration Tires 45% Concentration Rate 28% CR for Car Industry Conclusion: Suppliers have high power. Source: Tire Business Suppliers Concentration Steel 15% Concentration Rate 28% CR for Car Industry Conclusion: Suppliers have low power. Source: World Steel Association Suppliers Concentration Electronics as a whole industry 44% Concentration Rate 28% CR for Car Industry Conclusion: Suppliers have high power. Source: Strategy Analytics; Infineon Suppliers Concentration Electronics (Automotive Semiconductor) 45% Concentration Rate 28% CR for Car Industry Conclusion: Suppliers have high power. Source: Strategy Analytics; Infineon Suppliers Concentration Glass 39% Concentration Rate 28% CR for Car Industry Conclusion: Suppliers have medium power. Source: Cision PR Newswire, Ci Suppliers Dependency on Automobile Industry Tires Global car sales in 2018 79 million units 24% 5 pieces each car 395 million tires Global tires sales in 2018 1.624 billion tires Conclusion: Tire suppliers have high power. Source:Bryan Garnier & Co & Scotiabankr Suppliers Dependency on Automobile Industry Steel Global steel production in 2018 1,808,6 (MT) million 4% Steel for each car 900 kg Global automobile sales in 2018 79 million units Total steel for automobile in 711 (MT) million 2018 Conclusion: Steel suppliers have high power. Source: worldsteel.org . Suppliers Dependency on Automobile Industry Glass Global production of flat glass in 10 billion sq.m 2018 5% Global OEM automotive glass market 528 million sq.m in 2018 Conclusion: Glass suppliers have high power. Source: freedoniagroup & prnewswire Suppliers Dependency on Automobile Industry Electronics Bosch's revenue in 2017 $89.30 billion 53% Bosch's global sales of OEM $47.40 billion automotive parts in 2017 Conclusion: Electronic suppliers have low power. Source: Berylls Strategy Advisors & Bosch Suppliers product as % of total spending for industry Steel The global steel production reached 1,808.6 million tons (Mt) Price of a ton of steel in 2018 $608.77 Percentage of steel the automobile Automobile industry worldwide 15% industry used paid $2,031 per car for steel in 2018. The total amount that the automobile $143,132,784,860 industry paid to buy steel Conclusion: Suppliers have high power. Source: worldsteel.org Suppliers product as % of total spending for industry Tires The global tire market reached a volume of in 3.1 billion units 2018 The global tire industry is valued in 2018 $229 billion 12.3% Automobile industry worldwide paid Percentage of tires the automobile industry used $400 per car for Tires in 2018. The total amount that the automobile industry $28,188,000,000 paid to buy tires Conclusion: Suppliers have high power. Source:expertmarketresearch.com Suppliers product as % of total spending for industry Electronics Automobile industry worldwide paid 35% of a car's cost for electronics in 2018. Conclusion: Suppliers have high power. * Source: Strategy Analytics Relative cost of suppliers product for industry The Labor Conclusion: Suppliers have low power in OECD countries. Source:autoalliance.org Buyers Buyers Concentration New-vehicle Retail 17% Concentration Rate 28% CR for Car Industry Conclusion: Buyers have low power. Source: Cision PR Newswire, Ci Buyers Concentration Fleet-car 14% Concentration Rate 28% CR for Car Industry Conclusion: Buyers have low power. Source: Cautomotive-fleet & autonews Dealership sources of income Conclusion: ● 74% of Dealers are dependent on new cars. ● Dealers have low power. Source: Edmunds Industry product as % of total spending for consumers $48,251.57 Average family income $35,258 Average new car price Average age of a vehicle 11.6 years Total Spending for a car per a year for an %6.30 average family income Conclusion: Dealers have high power. Source: KBB, SSA & IHS Markit Brand Loyalty Conclusion: ● High brand loyalty. ● Dealers have high power. Source:Edmunds Industry dependence on intermediary In the United States in 2018 The number of total cars sold 17.3 million The number of cars sold by 17.22 million dealerships Conclusion: Buyers have high power. Source:nada.org Substitutes Price Comparison Ownership of a vehicle vs. Ride Sharing ● Average cost per mile Car Ownership 60.8 Cents Conclusion: Ride Sharing 2 Dollars ● Ride Sharing is a low threat ● Annual Cost for owning and operating a vehicle is $9,122 for ● Ride Sharing is a good 15,000 mile. substitute for people ● Breakup point for ride sharing is 4,561 mile/year. who can drive less than 4,561 mile/year Source: AAA North West Price Comparison Ownership Cost New Cars vs. Used Cars Comparison Honda Accord 2019 Honda Accord 2016 True Cost To Own $33,296 $32,495 Total Cash Price $25,140 $17,303 * Based on a 5-year estimate with 15,000 miles driven per year. Conclusion: Used Car is a low threat Source: Edmunds Price Comparison Ownership cost: 5 years breakdown Honda Accord 2019 vs. Honda Accord 2016 Source: Edmunds Performance Comparison New Cars vs. Used Cars New car Used car Reliability