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Master of Science in Automotive Engineering

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Master of Science in Automotive Engineering POLITECNICO DI TORINO Master of Science in Automotive Engineering Master Thesis Generation Z cars: new launches registration figures analysis Supervisor Prof. Eugenio Morello Company Tutor Giovanni Lissoni (FCA) Alberto Quaranta March 2018 A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty. Winston Churchill This long trip is now coming to the end. To my parents that supported me with all their possibilities advising me in the most important choices. To my sister, mate of quarrels but also laughs. To my classmate, study partner, but most of all life partner Lorenza. To my hairy brothers Asso, Artù and my hairy sister Ariel, that supported me in the most intense study phases. To my professor Eugenio Morello and my FCA tutor Giovanni Lissoni. To all my FCA colleagues and in particular to “NAFTA & CM Team” for having welcomed me as part of the team since the first day. A special thanks to all the people that made it possible. Generation Z cars: new launches registration figures analysis 5 Table of contents Table of figures .................................................................................................................... 7 List of Tables ..................................................................................................................... 12 List of abbreviations .......................................................................................................... 13 Abstract .............................................................................................................................. 14 1. Automotive field and model launch ........................................................................... 16 2. Automotive market ..................................................................................................... 21 2.1 Market Regions ................................................................................................... 22 2.2 Automotive segmentation ................................................................................... 24 2.2.1 Overview ...................................................................................................... 24 2.2.2 Euro-standard car segmentation ................................................................... 25 2.3 Car Manufacturers ............................................................................................... 37 2.3.1 FCA (Fiat Chrysler Automobiles) ............................................................... 39 2.3.2 Volkswagen AG ........................................................................................... 45 2.3.3 PSA Group ................................................................................................... 47 2.3.4 Renault-Nissan-Mitsubishi Alliance ............................................................ 49 2.3.5 Toyota Group ............................................................................................... 50 2.3.6 Suzuki .......................................................................................................... 50 2.3.7 Tata Group ................................................................................................... 51 2.3.8 Daimler AG .................................................................................................. 51 2.3.9 BMW Group ................................................................................................ 52 2.3.10 Hyundai Motor Group .................................................................................. 53 2.3.11 Ford Motor Company .................................................................................. 54 3. Sales curve analysis in the launch period ................................................................... 55 3.1.1 Seasonality ................................................................................................... 56 3.1.2 Market share ................................................................................................. 58 3.1.3 Number of competitors ................................................................................ 59 3.1.4 Brand market share ...................................................................................... 60 3.1.5 “Net coefficient” and its normalized factor ................................................. 61 Alberto Quaranta Final project Automotive Engineering March 2018 Generation Z cars: new launches registration figures analysis 6 3.1.6 Number of registrations in first 18 months .................................................. 63 3.1.7 Growth slope and the “Rim spokes” ............................................................ 64 4. The “segment Garage” and the clusters analysis ........................................................ 69 5. Specificities in the “segment Garage” ........................................................................ 80 5.1 Downward concavity launch data ....................................................................... 81 5.2 A Segment ........................................................................................................... 95 5.3 B Segment vs. L0 Segment ............................................................................... 104 5.4 C Segment and its undisputed leader ................................................................ 108 5.5 D Segment collapse: Spanish case of Audi A4 ................................................. 120 5.6 Melfi plant ......................................................................................................... 126 6. What about the future ............................................................................................... 136 6.1 Conjoint analysis ............................................................................................... 136 7. Conclusions .............................................................................................................. 138 Appendix 1 – FCA group models .................................................................................... 141 Bibliography .................................................................................................................... 146 Alberto Quaranta Final project Automotive Engineering March 2018 Generation Z cars: new launches registration figures analysis 7 Table of figures Figure 1 Graph of number of models per segment in 5MM from 2001 to 2017 ............... 17 Figure 2 Graph of number of models per segment in 5MM from 2001 to 2017 normalized to 100 in 2001 .................................................................................................................... 18 Figure 3 Launch process schedule ..................................................................................... 20 Figure 4 Worldwide production plant sites ........................................................................ 22 Figure 5 World economic Regions .................................................................................... 23 Figure 6 EMEA 5MM ........................................................................................................ 24 Figure 7 A-Segment 2001-2017 trend 5MM ..................................................................... 25 Figure 8 B-Segment 2001-2017 trend 5MM ..................................................................... 26 Figure 9 C-Segment 2001-2017 trend 5MM ..................................................................... 26 Figure 10 D-Segment 2001-2017 trend 5MM ................................................................... 27 Figure 11 E-Segment 2001-2017 trend 5MM .................................................................... 27 Figure 12 G-Segment 2001-2017 trend 5MM ................................................................... 28 Figure 13 H-Segment 2001-2017 trend 5MM ................................................................... 28 Figure 14 I0-Segment 2001-2017 trend 5MM ................................................................... 29 Figure 15 I1-Segment 2001-2017 trend 5MM ................................................................... 29 Figure 16 I2-Segment 2001-2017 trend 5MM ................................................................... 29 Figure 17 I3-Segment 2001-2017 trend 5MM ................................................................... 30 Figure 18 L0-Segment 2001-2017 trend 5MM .................................................................. 30 Figure 19 L1-Segment 2001-2017 trend 5MM .................................................................. 31 Figure 20 L2-Segment 2001-2017 trend 5MM .................................................................. 31 Figure 21 PU-Segment 2001-2017 trend 5MM ................................................................. 32 Figure 22 Segments weight in Italy ................................................................................... 33 Figure 23 Segments weight in France ................................................................................ 34 Figure 24 Segments weight in Germany ............................................................................ 34 Figure 25 Segments weight in Spain ................................................................................. 35 Figure 26 Segments weight in UK ..................................................................................... 36 Figure 27 Increase of models in I-Segments in 5MM in the new millennium .................. 36 Figure 28 FCA group's
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