India - An Expert in Exports!

A look at India’s top Automobile OEM Exporters.

Based on the investments for capacity expansion from Auto OEM’s two years back (http://management-punditz.blogspot.in/2012/03/investomania-list-of-investments.html), the team at Management Punditz had predicted that the India will slowly emerge as an Export Hub. The country is currently looking at a manufacturing capacity of 30-35 lakh passenger cars per year and the OEM’s can leverage this capacity only exporting their models to other countries / continents. India is also in the race to displace Thailand as the Global Auto Hub by 2020.(source).

While the local market is going through a tough time, these OEM’s can leverage on their manufacturing base for exports. The best example here is Nissan – The Japanese manufacturer exports upto 70% of its production! While the company is fighting hard to gain ground in the Indian market, it is effectively utilizing its resources to leverage on the demand elsewhere. Many auto OEM’s have jumped the bandwagon to start or even increase exports from the sub-continent. ‘Make in India’ campaign is adding blitz to the process and is trying to attract even more OEM’s to start exporting from India. But can India prove its competitive edge – We still are behind in terms of liberalizing our policies and our taxation structure is inconsistent. Our manpower unions just add to the woes. Sustaining profits and supportive policies by Government will the key for the growth. We yet face many challenges here (see why Mercedes Benzopts out for using Indian operations for exports and exports on decline).  

See segment-wise Top exporters based on Apr'14 to Nov'14 data –

Passenger Cars: 

The Passenger Car makers which was under pressure in domestic market underwent a tough time in Exports as well and witnessed flat YoY growth. Hyundai saw a double digit degrowth as it deliberately stopped exporting its popular i10 and i20 models from India to Europe (source) and is using Turkey as its base for supplying the cars to European market. Even Renault has shifted exports to Romania to export RHD Dusters and particularly use Indian output for domestic requirement (source). However, automakers such VW & GM are strongly exploring Exports as an option to leverage on its un-utilized manufacturing capacity. Many European, African & South American countries are catered from India currently. Exports allow the OEM's to better their overall profitability and manage their operations much better.

Trivia: Exports contribute near to 20% of overall production of passenger cars.

Commercial Vehicles:

Note: Exceptional performance of Volvo-Eicher and initiation of exports of Piaggio.

Trivia: Exports contribute near to 12% of overall production of commercial vehicles (LCVs/MCVs/HCVs).

Three Wheelers:

Note: Atul betting big on exports. Bajaj makes a benchmark performance and the export volumes are just envious! TVS follows the suit and the export volumes is considerable. Piaggio recognizes the opportunity and sees a good growth. 

Trivia: Exports contribute near to 42% of overall production of three wheelers!

2-Wheelers:

Note: Bajaj proves again what makes it India's most profitable OEM and sets a benchmark in 2 wheeler exports as well. Hero posts one of the highest YoY growth and depicts its plan for international markets. 

Trivia: Trivia: Exports contribute near to 14% of overall production of passenger cars.

Car of the Year - Nominees Special

Hey!

Various Automobile Publishers & Media houses are busy testing the cars launched in 2014 and announce the winner based on the assessment of the panel. Also some are collecting the Viewers/Readers choice for the award.

However, at Management Punditz we strongly believe that a car's importance to the overall brand and us depends on the 'VOLUMES' it contributes to the portfolio. We are closely scrutinizing the cars that were launched in 2014 with respect to the percentage share they are building up their OEM's business since the day they were launched in the Indian Market. The statistics will be shared with the result on 1 Jan, 2015.

Without much ado, let's look at the Management Punditz nominations for the coveted Award -

While we'll announce the Winner with the rankings on 1 Jan, 2015; we'll be happy to hear from you on your choice for the award. Do share your views on the comments section!

Note: Cars such as Fiat Punto Evo, updated Maruti Alto, updated Chevy Sail, etc are exempted from the list due to their low significance or variance from their earlier counterparts. 

Indian Car Sales Figures - November 2014

Source: Autocar

Source: Livemint

Indian Car Sales Figures - October 2014

With 2 biggest festivals that the country celebrates (Dusshera & Diwali), the auto Industry couldn’t find a respite from the falling numbers. Indian Government too provided its push by reducing the fuel prices, yet the customer sentiments weren’t affected. Only Maruti, Hyundai & Honda were able to post a positive Year-on-Year growth – not to forget the slew of launches these OEM’s had in past one year. However, the biggest beneficiary has been the Indian Consumer with many options in EVERY segment that one can think of; and that too with the ever-best offers! But, the question to ask is – in name of new launches, are the safety norms being neglected. NCAP has asked Datsun to withdraw GO from the Indian market and the all-time best selling hatchback Swift gets ZERO stars in the test? It is high time the safety standards are given its due recognition by both Consumers & Auto Manufacturers.

Maruti has some big launches with the new Alto K10 – the cheapest automatic. The Alto family combinedly does over 21k units and emerges as the top selling brand of Oct’14. Dzire proves again by posting ~18k units – the Indian’s love for compact sedans is undying and is working well for OEM’s with products in the range. Ciaz does a mind-boggling 6144 shipments and overtakes City easily. Does Maruti finally make its impact in the segment – the next 3 months would be crucial to understand the trend. The Hero for Maruti has been the Gypsy with over 1k offtake – a Government bulk order in the offering? The updated Swift was launched as well – but the NCAP tests related to the carline made more news.

October 2014 Sales Figures - Pan India

Hyundai makes the biggest leap with multiple performers in the fold now. Indian Market surprises us yet again – i20 clocking more numbers than the Grand i10? Yes, and that’s the uniqueness of our market – we would not shy away from paying more price if the car is found value-for-money. Eon does well by garnering ~7k units and also gain a YoY growth.

Tata has put everything now in terms of gaining lost ground – Zest still remains vital for the OEM’s existence. Yes, existence is a strong word – but that’s how the current condition is. The company is slowly monitoring Zest’s performance to launch the Bolt. The company’s effort to regain customer confidence is appreciable – and the coming month’s would help us understand the acceptance of the OEM’s efforts by the consumer.

The new Scorpio still lacks the punch and feel of the earlier generation – YoY numbers signify degrowth of 3%. But the new model has helped the Indian major retain its numbers for sure. Bolero yet again delivers with over 9k units and the XUV performs as well. The company is fighting hard for the 3^rd slot and does it with style with over 5k units ahead of Honda. Can it sustain? – Depends on Honda J

Honda yet again displays its inconsistency – 3.5k units for Amaze & 3k units for Mobilio is just not justifiable. It is high time the OEM rationalizes its manufacturing and marketing plan in such a fashion that it clocks the numbers CONSISTENTLY. Any form of leniency can be found negative for the Japanese manufacturer.               

A Look at the top 20 brands -

Indian Car Sales Figures - September 2014

September 2014 Sales Figures - Pan India

Indian Car Sales Figures - August 2014

August 2014 Sales Figures - Pan India

August marked the beginning of the festivities with Janmashtmi and Ganesha Chaturthi - but was the fervor around the auto industry as well? To a certain extent yes. While the biggies (say Maruti & Hyundai) witnessed YoY growth, homegrown MNC's Mahindra & Tata continued to take the hit. August saw a spurt in terms of big launches - the 'Zest', Punto 'Evo' & i20 'Elite' saw life in the month. The new launches are very promising and crucial for their respective OE's to cash in the festive demand and make a mark in their respective segments. 

Source : The Hindu

The biggest launch of the season has to be the 'Zest' - in short Tata Motors' future lies in this critical launch. Tata have tried all the formula's to make this product a success - like revamping dealer facility, assuring 3+3+3 (free 3 years warranty + 3 yrs maintenance + 3 yrs Roadside Assistance), load it with plethora of features (like cheapest diesel automatic?) and price it attractive. The latest news announces 10k bookings already garnered by the carline. Can the buzz grow and sustain to the required levels? - the product does have the potential. 

Similarly 'Elite' i20 promises to offer the best-in-class features and unseen luxury for the segment. Hyundai's New Product Development has been envious for sure! The Elite scores in all parameters - right from looks to driveability, from comfort to features that no other car in the segment or even in the higher segment can boast of. The challenge for Hyundai would still remain on maintaining its focus on its ENTIRE portfolio and avoid cannibalization. Grand has already eaten into i10's market share (i10 which was averaging at around 6k units per month has dropped to 2.5k units/mth!) and lets hope elite does not shudder grand's/Xcent's/Verna's pie. Verna by itself is facing stiff competition from the segment leader City and sees tougher challenge from Ciaz. Can Ciaz make the race more interesting? - lets wait for Sep'14 numbers for that.

Maruti continues to deliver stupendously on ALL its carlines. Alto pleasantly jumps back to the 20k+ mark and the trend is positive for its siblings Wagon R, Ritz, Swift & Dzire as well. These 4 cars proudly continue to rule in the Top 5 charts yet again. Celerio has somewhat managed to fill the gap of Estilo & A-star - I somehow am not impressed with the volumes the brand is able to garner. It is a tough push for Ertiga - and it hovers around 4.5k units. SX4 offtake diminishes basis the upcoming 'Ciaz' launch. Maruti happily milks the Omni, Eeco & Gypsy brands - see the offtake numbers and be surprised :)

Honda lives its dream run and that too with style! The Jap OEM has already overtaken M&M in July'14 as the third biggest Passenger car OEM and easily achieves the feat in Aug'14 as well. It leaves no space for M&M to regain its spot. However, the production constraint has left the OEM blue-faced - 757 shipments of the new Honda City is just not fair! We have observed irregular production schedule for the carmaker and is not positive in long run. 

Mobilio manages to meet our expectation and offtake of 5530 units is exemplary. Honda has to focus on rapidly increasing its production as per the demand to meet customer expectations and pose a real challenge to its Korean counterpart (Hyundai).

Ford achieves the feat of sales of over 1Lakh Ecosport in just within 14 months! However, only 60% of the sales were in the Indian market - an Irony how the car which was Made for India and Made in India is NOT made readily available in India. Ford really needs to learn from Honda in terms of taking the plunge and giving the Indian market the importance it deserves. No longer an Ecosport customer would wait for the car - rather he'll opt out for a City or a Elite i20 or even a Mobilio. 

M&M needs some serious introspection currently - with the petrol prices dropping and diesel increasing the Indian major is facing some real threat from the market conditions. It's rural stronghold is now being challenged by the new entrants (see the rapid expansion drive of the Renault's & the Ford's). Its marque Bolero has not touched the 10k mark for 5 months in a row now! Scorpio sees a sudden fall in numbers - facelift expected shortly? Verito, Vibe, Quanto are in the extinction mode. Rexton faces tougher avenues in lieu of the Fortuner & Santa Fe. Xylo still pushes itself around.

The Datsun couldn't leverage on the India story - cannot see any reason why the brand should not perform! It made a breakthrough entry but not sustain! The OEM needs to be aggressive in front of the Maruti's and the Hyundai's or else it wont survive. Terrano settles at 1.5k average and manages itself to gain on the Duster hype. The 'new' Sunny could not revive the brand and still faces anonymity in the segment. 

The 'new' Polo gains momentum and the brand touches the 2.8k mark after 11 months. The capable hatchback still faces challenge bcoz of its pricing and low dealer network. Can the facelift lift the brand? Only time will tell.

A look on the top 20 cars for August 2014 -

Indian Car Sales Figures - July 2014

July 2014 Sales Figures - Pan India

A look on the top 20 cars for July 2014 -