Japanese luxury brands are struggling to establish themselves in a global market

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Japanese luxury brands are struggling to establish themselves in a global market
 

- To respond to  the American market very demanding of luxury cars, the three largest Japanese carmakers Toyota, Nissan and Honda had launched specific brands in this segment in 1989, respectively: the Lexus, the Infiniti and the Acura.


- These brands were in competition not only with the American brands Cadillac and Lincoln, but also and more to the point German brands such as Audi, BMW and Mercedes.


- The three Japanese luxury brands will gradually be set as equals in the U.S. market with two American brands and the three German brands. However, worldwide, the volume of their total sales never exceed 730 000 units per year (a record achieved in 2007), against 3 to 4 million units annually for the three German brands.

 

- Their distribution is restricted in Europe, by a market attached to traditional and historical brands. On the other hand, the three Japanese luxury brands are not so present on all markets (particularly in Asia), unlike Audi, BMW and Mercedes.


- In 2012, these three brands sold 660,000 vehicles worldwide, three-quarters of which in the U.S. Lexus remains the most international brand with 30% of its sales outside the U.S.. Infiniti sells only 20% of its car models outside the U.S. and Acura only 2%.

13-16-5

 

Toyota and GM leaders on the African continent in 2012

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Toyota and GM leaders on the African continent in 2012
 
- Vehicle sales in Africa are expected to increase by nearly 20% over the next two years (2014 and 2015), to reach two million vehicles, says the CEO of General Motors for the Africa region.

- The American carmaker, which has overpassed 180,000 vehicles in Africa in 2012, has the objective to maintain its 10% market share, and even increase it slightly. General Motors is the second largest carmaker on the African automotive market, behind Toyota  (237,000 vehicles sold in 2012), which occupies 13% of the market. It is to be noted that Toyota and GM are also the first two carmakers by number of sold vehicles in 2012 at worldwide level.
 
- The most popular vehicles on African market are pickups and SUVs, which are numerous in GM and Toyota brands. Bad quality infrastructure as well as severe usage conditions (heat, dust, …) push a growing  number of customer to move towards this type of vehicle.
 
- The first two markets in Africa in 2012 were South Africa and Algeria, located at both ends of the continent. Out of the 1.8 million new vehicles (passenger cars and light utility vehicles) sold in Africa last year, 1.06 million were distributed in both countries (623,000 and 437,000 vehicles respectively), i.e. slightly more than 60% of all sales on the African continent. With regard to passenger cars only, this proportion reached 57%.

13-16-6

 

Several brands of electric vehicles created in in China

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Several brands of electric vehicles created in in China
 
- In China, several Joint Ventures (JV) have for the last twelve months, created new brands to manufacture exclusively electric cars.

- The creation of these new brands meets the request of the Chinese government who wants :
ØTo encourage the creation of new brands among JV rather than in independent Chinese carmakers who have more difficulty in penetrating the local markets.
ØTo encourage the creation of reliable electric cars to reduce pollution in major Chinese cities,

- BMW Brilliance has unveiled a new brand of electric vehicles, called Zinoro. The first model of this brand is expected to enter the market in the first quarter of 2014. The joint venture should produce the Zinoro vehicles in the Tiexi plant (Shenyang).

- Dongfeng Kia unveiled a new brand of electric vehicles, called Huaqi. The joint venture is expected to unveil more details about this brand (including its logo and marketing strategy) at the trade show in Shanghai. The first Huaqi model should be a 100% electric vehicle similar to the Kia Cerato.

- Daimler and BYD have formalized their cooperation in creating a brand of electric vehicles, called Denza. The production of Denza electric cars could start in 2013.

- Dongfeng Nissan will produce an electric car in China under the brand Venucia, by 2015. Called Venucia e30, it will be very similar to Nissan Leaf. The Venucia range currently consists of two compact models (D50 and R50), and will soon be enlarged by an SUV and two mid-range sedans. 

13-16-4

 

Audi A3 Sedan and the Mercedes CLA are both produced in Hungary

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Audi A3 Sedan and the Mercedes CLA are both produced in Hungary
 

- The production of the Audi A3 Sedan (the small family car and four-door versions of the Audi A3) was launched a few months after that of Mercedes CLA Sedan. Both models will be joined by the small family car by BMW the 2 Series (Gran Coupe). Premium German carmakers have hence launched themselves in the small family car body type(European C segment), where were up to today only present the standard car makers.

 

- Audi plans for the A3 Sedan to take up 50% of global sales of the A3 range, in other words 200 000 units per year for this new model. Among the 200,000 annual units, some will be produced in China (for domestic sales) and the rest will be produced in Hungary (for worldwide sales outside of China).

 

- The Mercedes CLA Sedan is manufactured in Hungary, while currently it is unclear which country the the BMW 2 Series  will be produced.

 

- We are witnessing a relocation of premium carmakers to small family car models (European C segment), partly due to German car maker’s capacities approaching saturation .


- This relocation is in addition to the production of lower segments vehicles outside of Germany  : Belgium for the Audi A1, Britain for the Mini (BMW) and France for the Smart Fortwo (Mercedes).


13-16-3

 

In 2008 the Slovenian market's sales have reduced by 30%

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In 2008 the Slovenian market's sales have reduced by 30%
 

- The Slovenian car market is one of the smallest European markets. In 2008 the market reached a peak of sales (70,000 units), followed by the financial crisis, the market fell to 56,000 units in 2009 and 49,000 units in 2012.


- Compared to 2008, the Slovenian market has therefore lost 30% of its sales in four years.


- In the first two months of 2013, the market is still in decrease of 10% (compared to the first two months of 2012).


- It is far from the collapse of Romanian or Hungarian markets, but the decline in the Slovenian market between 2008 and 2013 is relatively significant. This market is doing less well than the Czech and Slovak markets.

 

- Per carmaker the VW group (as in many European countries) took the lead over all its competitors (with 24% of the market share), with a wide range of models across multiple brands, best suited or better positioned in the market.


- The VW Group is leading over the Renault-Nissan group (22%) that stayed for decades the market leader. Indeed, this Franco-Japanese group locally produces Renault cars (Novo Mesto plant) since 1972, while Slovenia was still only a province of Yugoslavia.


13-16-1

 

  1. The Bulgarian market has lost 55% of its sales compared to 2008
  2. In 2012 the Australian market has beaten its record
  3. The Australian production has dropped by half since 2004
  4. The 2012 production levels of the NAFTA region have decreased back to the 2006 levels
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