2015 Malaysia Automotive Market Outlook

Transcription

1 2015 Malaysia Automotive Market Outlook New and Face Lifted Model Launches at Lower Price Points to Drive Market Growth 9AB2-18 April 2015

2 Contents Section Slide Number Executive Summary Automotive Market Outlook 5 Progress on Key Initiatives in NAP Automotive Market Outlook 22 Top 3 Disruptive Trends Shaping in Key Conclusions and Future Outlook 47 Appendix 50 The Frost & Sullivan Story 52 9AB2-18 2

3 Key Findings Automotive Market: Key Findings, Malaysia, In 2014, total industry volume (TIV) of Malaysia's automotive market reached units, indicating a % year-on-year growth. 2 Passenger vehicle segment witnessed a slight TIV growth of % in 2014; SUV segment too witnessed an increase in TIV of % driven by the sales of Honda CR-V and Mazda CX-5. 3 The decline in truck sales from approximately units in 2013 to approximately units in 2014 led to a fall in the commercial vehicle market TIV. 4 Honda was the largest foreign participant in the passenger vehicle segment in Malaysia driven by the adoption of certain production and network strategies to increase market share. 5 Malaysia National Automotive Policy (NAP) seeks to attract global automotive manufacturers which will use the country as a manufacturing hub by making investments. The policy also aims at improving the capabilities of local automotive parts vendors through joint ventures (JVs) and consortiums. Source: Frost & Sullivan 9AB2-18 4

4 Total Industry Volume (TIV) Key Takeaway: In 2014, Malaysia s TIV reached units, which indicates % year-on-year growth. Automotive Market: Total Industry Volume (TIV) Trends, Malaysia, Key Market Drivers 2014 % 4.5% 1.6% ( %) Positive consumer sentiments Stable economic and employment environment Key new model launches Honda City, Honda Jazz, Perodua Axia, and Proton Iriz Units Introduction of various completely knocked down (CKD) models (new and face lifts) 2.0% Key Market Restraints PV Commercial TIV Hybrid CKD sales have not grown sufficiently to compensate for the fall in sales of CBU Goods and services tax (GST) sentiment customers deferring purchase in anticipation of lower prices after introduction of GST Lack of major construction projects resulting in weak performance of CV segment Source: Malaysia Automotive Association, Frost & Sullivan 9AB2-18 6

5 Units Monthly Vehicle Sales Trends Automotive Market: Monthly Sales Trend, Malaysia, ,000 Honda City FMC Launch 1 st EEV Manufacturing license awarded to GAM Honda Jazz FMC Launched New Pricing for Toyota Prius Hari Raya promo campaigns (Jun-Aug) Fuel subsidy ended Proton Suprima S Standard Launched Year End Promo campaign (Nov-Dec) 60,000 NAP Roadmaps announced Promotional campaigns during Chinese New Year Jeep re-enters market under DRB-Hicom Bio-diesel introduced ,000 NAP 2014 Toyota Corolla Altis Launched 40,000 Tun Mahathir appointed as Proton s Chairman Perodua launched new parts center Mercedes-Benz S400L Hybrid roll-out from Pekan Plant Perodua Axia launched Proton Iriz launched Budget 2015 tabled No GST for RON97, RON95 and Diesel Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014* Note: EEV stands for energy efficient vehicles; GAM refers to Go Automobile Manufacturing Sdn Bhd Source: Malaysia Automotive Association, Frost & Sullivan 9AB2-18 7

6 Honda Malaysia s Key Strategies Key Takeaway: Honda Malaysia has adopted certain production and network strategies to become the largest foreign car manufacturer in the country. Automotive Market: Key Strategies of Honda Malaysia, Malaysia, 2014 Production Higher Localization of Automotive Parts Localization of Technology Network Strategies Second line dedicated to small and hybrid cars Doubled production capacity to units annually Investment over RM million Continuous increase in localization more than % locally sourced parts Competitive pricing for entry level models and variants through CKD program CKD Hybrid Started with previous generation Jazz Hybrid, Civic Hybrid, and to be followed by New Jazz Hybrid and City Hybrid in 2015 Network expansion in East Malaysia Network upgrade aggressively upgrading dealership facilities into one stop 3S/4S centers Source: Frost & Sullivan 9AB