Chinese Auto Sector outlook
Scott Laprise Discounts helping sales [email protected] While we see potential upside for Japanese automakers as sales recover, (86) 1059652126 consumer sentiment is still poor, and downside risk in the form of ASP George Yang declines remains the biggest risk. Dealerships saw sales recover during (86) 2120205807 the Golden Week holidays and decreasing inventory on the back of discounting, especially for the Japanese automakers. Overall we remain negative on the sector as we think ASP deterioration will continue amid lesser demand on a tightened economy.
Japan automakers picking up q During our dealership visits, we started to see car sales picking up for the Japanese 10 October 2012 automakers and inventory decreasing. q The dealerships, however, reported increasing discounts compared to our last visit China with Camry at 14% compared to 12% from our last visit and the Accord at 16%. q The Japanese automakers are losing market share to non-Japanese automakers Autos and we think the situation will likely last about 3 months.
Companies mentioned: Non-Japanese discounts stable and sales up BYD (1211 HK - SELL) q Dongfeng (489 HK – U-PF) Non-Japanese auto brands offered around 8% to 10% discount across the board. GAC (2238 HK - SELL) q SVW Passat has 8% discount and sales staff proud of the car. Great Wall (2333 HK - BUY) q SVW Passat is more popular compared to SVW Skoda Superb even with less interior space and options. The superb model has a Rmb40k discount, about 16% of MSRP.
Luxury discount unchanged q BMW only offers discounts on imported sedans. The discount on imported 5 series is about 8%, and discount on the imported 7 series is about 10%. q Brilliance BMW sedans have no discount at the moment with little inventory. q Audi offers 12% discount on domestic made A4L and A6L. The A7 discount decreased from 21% to 15%.
Sector de-rating risk remains q The sector is trading at 9.96xPE2012 and 8.54xPE2013 consensus. q Great Wall Motor (BUY) is trading at 12.4xPE12CL and 9.5xPE13CL and at 12.09xPE2012 and 11.01xPE2013 consensus. q Dongfeng (U-PF) is trading at 7.3xPE12CL and 6.6xPE13CL and at 5.6xPE2012 and 4.95xPE2013 consensus. q GAC (SELL) is trading at 12.1xPE12CL and 9.8xPE13CL. The company is trading at 5.53xPE2012 and 4.68xPE2013 consensus. q BYD (SELL) is trading at 19.79xPE2012 and 15.06xPE2013 consensus.
Trading upside as Japanese dealers recover but fundamentals still declining
0.00% -2.00% -4.00% -6.00% -8.00% -10.00% -12.00% -14.00% -16.00% -18.00% DFM stock performance since Aug 24th 2012 UPF Call -20.00% 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 ------t t t t p p p p p p p p p p p p p p p g g g g c c c c e e e e e e e e e e e e e e e u u u u O O O O S S S S S S S S S S S S S S S A A A A www.clsa.com Source: CLSA Asia-Pacific Markets
Find CLSA research on Bloomberg, Thomson Reuters, CapIQ and themarkets.com - and profit from our evalu@tor proprietary database at clsa.com [email protected] FIRST LAST 10/14/12 06:36:04 AM Hong Kong Highpower Prepared for: ThomsonReuters Discounts helping sales Chinese Auto
Discounts helping sales – auto dealership visits post holidays Sales improved during We visited SVW (include Skoda), SGM, GAC Honda, GAC Toyota, DFM Honda, October national holiday Audi and BMW dealerships in Shanghai yesterday and GAC Toyota in Beijing at cost of high level of after we came back from the national holiday. All of the non-Japanese brands discount saw an increase in sales compared to the same period last year. However the sales staff complained profitability may not go up as they were offering big discounts from the middle of September in order to attract consumers.
The dealers said they are likely going to cut back discounts by the end of the year as there will likely be more buyers with demand to pick up. We do not agree as we do not see improvement in the overall economy, which will improve consumer spending. Most Chinese consumers are expecting less income or at least no increase in wealth in 2012 and 2013. We expect the discount level to at least continue until the end of this year. On a long-term view we remain positive on the auto sector as we do think there is a strong desire to own cars and consumers are in good financial shape. But with the government maintaining a tightened stance on the economy negative sentiment will remain, with car sales growth low at around 0% YoY. We are seeing some signs of loosening but little impact thus far. Sentiment is the key and for this we will need a strong government stance.