The Comparative Competitiveness of PSA, Renault and VW, 1990-2015 Origins of Differences and Strategic Choices to Do
The comparative competitiveness of PSA, Renault and VW, 1990-2015 Origins of differences and strategic choices to do Freyssenet Michel CNRS Paris, GERPISA Scientific symposium The competitiveness of automobile industry in France and Germany. Economical, political and cultural context Forschungsinstitut für Arbeit, Technik und Kulture (F.A.T.K.), Tübingen, Institut für Politikwissenschaft, Lehrstuhl für Policy Analyse und politische Wirtschaftslehre, Eberhard Karls Universität Tübingen, Hochschule Pforzheim, Deutsch-Französisches Institut (DFI), Ludwigsburg Tübingen, 23-24 of june 2016 According to managerial mainstream," the conditions for firms competitiveness" at globalization era are outsourcing labour costs reduction offshoring We now have a sufficient basis for judging the relevance of these recommendations 2 synopsis • Volkswagen is the most competitive European generalist carmaker since twelve years (2003-2015) in terms of profits, sales volume and market shares • Volkswagen is nevertheless the less outsourced, the higher labour costs carmaker and the less offshored, comparatively to PSA and Renault • the explanation of these counterintuitive facts is to find in the difference of relevancy and consistency of the profit strategies of the three carmakers 3 % (VA-DC/DC) x 100 Elaboration: Jetin B. 1998, Freyssenet M.updating Jetin B.1998,Freyssenet 2012and Elaboration: Sources: Annual reports ofcompanies. 100 120 -80 -60 -40 -20 20 40 60 80 0 1 945 1 947 Groups 1 949 Average margin rate above break even point, since 2009 point, even break above rate margin Average 1 951 Volkswagen Auto, PSA, Renault and even pointofFiat tobreak compared Margin 1 953 1 955 +49,4% VW +13,1% -2,5%Renault PSA : 1 957 1 959 1 961 1 963 1 965 1 967 1 969 1 971 1 973 1 975 1947-2015 Groups, 1 977 year 1 979 1 981 1 983 1 985 1 987 1 989 1 991 1 993 Fiat Auto Fiat 1 995 1 997 1 999 2 001 Renault PSA 2 003 VW 2 005 2 007 2009 2011 4 2013 2015 Elaboration: Jetin B.1998, Freyssenet M.2012and updating Jetin Elaboration: reports ofcompanies.
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