Competing in China s Auto market Sales and Marketing Strategies

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1 Competing in China s Auto market Sales and Marketing Strategies Inside University of Michigan April 16, 2009 Qingjiu (Tom) Tao, Ph.D., Lehigh University

2 Agenda Overview of the Market Basic Understanding of the Competitive Environment Latest Development Crisis? What Crisis? The Stimulus Plan Competitive Landscape Strategies in the play Focus on the Future The Bright Scenario The Dark Scenario

3 Overview of the Market Basic Understanding of the Competitive Environment Still a Growth Market Poised to the biggest market soon Government Rules Highly Intense Competition Everybody is there and has to be there New Energy Vehicles May be a Wildcard (76 models from 27 domestic firms) heavy bets from all sides

4 China s Emerging Automobile Market BMW Brilliance FAW-VW BJ-Hyundai DF-Yueda-Kia BJ Benz-DaimlerChrysler Tianjin-FAW-Toyota Chang an-suzuki Sichuan-FAW-Toyota D-Nissan NJ-Fiat SGM SVW Chang an-ford-mazda Changhe-Suzuki Chery/Chrysler/Fiat S-GM-Wuling Southeast/Chrysler Dongfeng-Peugeot-Citroën Guangzhou-Honda Guangzhou-Toyota D-Nissan Guangzhou-Hyundai Source: China Business Update, 2008, China s Emerging Auto Market

5 Domestic Players Are Getting on the Stage Hafei Auto SG Automotive Great Wall Zhongxing Auto Brilliance-Jinbei FAW Car Beiqi-Foton BYD Auto Tianjin-FAW-Xiali Jianghuai Wuzheng Dongfeng SAIC Motor Youngman/Lotus GEELY Chery Lifan Auto Changfeng Motor Changhe Shanghai Maple Guangzhou Auto FAW-Haima Source: China Business Update, 2008, China s Emerging Auto Market

6 Evolution of Relative Market Share Among Major Auto Manufacturers Market Share Beijing Jeep Guangzhou Peugeot Shanghai VW Shanghai GM Guangzhou Honda FAW VW Wuhan Citroen Anhui Chery Beijing Hyundai Tianjin Toyota Changan Ford Year Source:Qingjiu Tao, (2008). Competing in China s Auto Market. In Mike Peng (Ed.) Global Business.

7 Latest Development Crisis? What Crisis? Production Volume and Growth in China s Auto Market [Source] Yearbook of China s Automobile Industry ( ).

8 Latest Development Crisis? What Crisis? China as the Number one market in the world? YES for the first quarter and April is looking good. Nobody is missing the Shanghai Auto Show Size: 170,000 square meter; 20% increase 1500 firms from 25 countries Biggest exhibitor? 5000 square meters Domestic Players will bring unprecedented new model debut to the show, among them, Geely, has 22 new cars under three new brands.

9 Latest Development The Stimulus Plan March 20 th, 2009-Automotive Industry Readjustment and Revitalization Plan 1. More consolidation China has over 100 car companies, the government will try to consolidate the top 14 into 10 and take over 90% of the market 2. Support for Innovation, especially, New Energy Research 1.4 billion Dollars for Energy Efficiency and Hybrid/Electric Cars 3. Boost Demand More credit access for consumers (90% of the current purchase on cash) Reduction of purchase tax from 10% to 5% for cars under 1.6 liters(this resulted in 19% jump in small car sales in January, surpassed the U.S. sales for the first time). 730 million dollars subsidy for extending sales to countryside.

10 Latest Development Competitive Landscape (Top 10 Vehicle Sales in February 2009)

11 Latest Development Competitive Landscape (Top 10 Car Manufacturers/Market Share in First Quarter 2009)

12 Strategies in Play Multinational Firms Maintaining the lead for now The case of GM Multibrand Strategy recognizing the diverse needs four wholly owned brands, Buick, Chevrolet, Cadillac and Saab Sold through different channels Constantly launched new products in different sectors R&D center in Shanghai

13 Strategies in Play State Owned Domestic Firms Race to get bigger and stronger The case of SAIC First mover in substantial consolidation Partner of VW and GM Attempt to establish independent design capabilities Oversea Acquisition of Intellectual properties Attempt to establish its own brands

14 Strategies in Play Private Domestic Firms Finding the right niche The case of BYD Established in 1995 as a new start-up battery producer Became the second largest producer in the world in 2003 Stepped into auto business in ,000 sold in 2007; 200,000 sold in 2008 Small displacement vehicles F3-the right niche at the moment Electric Vehicles F3DM, E6-the promising niche for the future

15 Focus on the Future The Bright Scenario 2009 is the turning point for Chinese Auto Industry (#1 in production and sales in the world) Growth from under-developed areas Emerging competent domestic players Multinational firms will maintain their lead, but time to play defense Breakthrough in new energy technologies Price war will be replaced by quality, variety and service.

16 Focus on the Future The Dark Scenario Impact of stimulus plan maybe short-lived Oversea expansion becomes mission impossible due to global crisis Lack of breakthrough in new energy vehicle technologies Rush to expand on production/product offering may backfire Intensified domestic competition and a consolidation/shakeout period

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