Vietnamese market declined by 30% between 2009 and 2012
 
Vietnam lies to the East of Cambodia and Laos, and South of China. Its  population accounts for nearly 90 million people. It is a member of the ASEAN countries since 1995.

In terms of GNI (gross national income) per capita, Vietnam (2 500 Euros) is close to the Philippines (3150 Euros), far ahead of Cambodia (1 700 Euros) and Laos (1 960 Euros), whose automotive market has not taken off yet), but far behind Thailand (6 400 Euros) and Malaysia (12 000 Euros) which both have a dynamic automotive market.

After the opening of the Vietnamese economy in the early 1990s and the called "renewal" policy, the country has experienced remarkable growth, enabling the country to reach in 2010 the status of middle-income countries.

This growth is particularly visible in the automobile market which rose from 20,000 vehicles in 2000 to 120,000 vehicles in 2009.

Forced to drive a remediation policy since 2011, Vietnam has seen its car market fall down to 110,000 units in 2010 and 2011.

This slowdown was exacerbated in 2012 by the deterioration of the international economic situation and the slowdown in domestic activity. The market fell actually down to 80,000 vehicles during this period.

Concerning carmakers, the Toyota group has positioned itself far ahead of its competitors in recent years, with a market share of 48% in 2012, ahead of Hyundai-Kia (17%), GM (11%) and Ford (9%).


13-18-10

 

The sale shares of China's Top 10 global carmakers
 

We know that in China U.S. European, Japanese and Korean carmakers produce locally and sell all their production through partnerships with Chinese carmakers (such as SAIC, FAW, Dongfeng, Changan, Guangzhou and Beijing). It is therefore interesting to calculate the portion that China represents in the global sales of the world's leading carmakers such as Volkswagen, GM or Toyota.


In the graph below, we can see that the Volkswagen Group and GM sell in the first automobile market in the world more than 25% of their total worldwide sales (respectively 29% and 28%). Both groups largely benefit from the dynamics and volume of the Chinese market. This is one of the reasons why they are now among the world's leading carmakers.


On the other hand, It is noted that the Toyota group is far behind. This position is explained by the late arrival of the group in the Chinese market (in 2003) compared to VW arrival (1990) and GM's (1999) and the recent diplomatic conflict between China and Japan that affected the Japanese group.


For Hyundai-Kia, China accounts for nearly 20% of its global sales. For Honda, PSA and Mazda Groups, China accounts for nearly 15% of global sales. Finally, the Renault-Nissan, Suzuki, BMW, Daimler, Toyota and Ford groups only make 10% of their global sales in China.


13-19-1

 

Vehicles and components share between Mercedes and Renault-Nissan
 
The Renault-Nissan and Mercedes groups have recently initiated a cooperation with the aim to jointly develop and produce new vehicles, platforms, engines  and components:
Production of the new Mercedes Citan (slightly modified version of the Renault Kangoo) in the Renault-Nissan’s plant in Maubeuge, France,
Production of the 1.5 DCI diesel engine, designed by Renault and  then mounted on the recent Mercedes Class A vehicles,
Components share between the future Renault Twingo and  future Smart, respectively produced at Novo Mesto (Slovenia)and Hambach(France) in 2014,
Use of a Mercedes platform for the future Renault Laguna

This cooperation  between the two groups might still increase:
Both companies plan to cooperate to design and produce a large utility vehicle. This future utility vehicle will be positioned between the Vito and the Sprinter within the Mercedes range and produced in a Renault plant in France:  Sandouville(where the current Renault Traffic is produced), or Batilly(current production site of Renault Master).
Another vehicle would be considered in 2017: a Sport Utility Vehicle, based on the Renault Captur and  which would be positioned, below the GLA and GLK SUVwithin the Mercedes range,  This new vehicle would be produced in Valladolid, alongside Captur.

Because the Mercedes capacities in Europe are quite full up and conversely Renault have available capacities, both groups find here a short-term response to optimize their production tooling.

13-18-8

 

Lexus will produce vehicles in the U.S. at the end of 2014
 

In 1989, the Toyota group launched in the U.S. the Lexus brand to compete with the premium brands already on the U.S. market, such as Cadillac, Lincoln, BMW and Mercedes.


Since the early 2000s, the sales level of the Lexus  in the USA is quite similar to BMW’s or Mercedes’s, two leaders of premium cars from Europe.


Lexus has replaced  in the US the two American leaders of premium cars, Cadillac and Lincoln from the  beginning of 2000s onwards. In 2012, Lexus sold three times more vehicles than Lincoln and 1.7 times more vehicles than Cadillac.


Into the four premium brands mentioned above, Lexus is the only brand  which does not produce vehicles on the U.S. soil. But this situation will end at the end of 2014. The Toyota management decided to produce Lexus vehicles on U.S. soil to support the high sales level of  the luxury brand in the U.S. (around 250 000 vehicles per year) .


The first Lexus  model  produced in a US plant will be the ES, upscale and rebadged version of  the Toyota Camry. 50,000 Lexus ES should thus be produced annually from 2015 in the Toyota plant of Georgetown (Kentucky). Other models will be added to the production in the coming years.


It is to be noted that in 2012, 70% of Lexus produced in Japan by Toyota are destined tor the USA market.


13-18-9

 

Chinese carmaker brands (excluding JV) are not all on the same boat
 
Brands (excluding JV) Chinese manufacturers have decreased by 37% of the Chinese market in 2010 to 30% in 2013 (on the first three months of the year), but they are not all on the same boat.

Indeed, when looking at the performance of the top 10 brands (see top ten below), we find that six brands have been declining since 2010 (Changan, Chery, FAW, BYD, Dongfengand JAC), while the other 4 continue to grow significantly (Geely, Great Wall, SAIC and Brilliance).

In 2013, the decline is greater for some brands. Dongfengsold 60,897 vehicles (excluding JV) in the first three months of the year,  21.8% less compared to the first quarter of 2012.

Within these Chinese carmakersthe multiplication of sub-brands was not as successful as planed.

Thus, Chery announced at the Shanghai Motor Show, that it would abandon its three sub-brands Riich, Rely and Karry, while concentrating its production on the Chery brand (strategy change symbolized by a new logo).

This announcement joins the Inovev analysis published in March, the relevance of multi-brand independent Chinese manufacturers strategies. View article "The Chinese groups' multi-brand strategy called into question“.

13-18-6

 

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