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The Made in China Phenomena

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The motor vehicle industry in China

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The Made in China Phenomena

  1. 1. China’s Automotive Industry THE MADE IN CHINA PHENOMENON GROUP 1 Mark Lombardi Serena Raymon Llewellyn Tsang Marcela Flores Daniela Arriagada
  2. 2. An Economic Superpower • Population: 1.3 Billion • GDP: USM$4,446,852.6 (2008: 10.1%) • Reserve of US-Gold: 2.0 trillion • FDI: US$758 billion (2007) • Industrial Growth Rate: 2007 (22.90%) 2008 (12.9%) • Import: USM$1,134,098.0 • Export: USM$1,332,688.5 1 Bullish, Bullish Bullish (A wish in Year of OX)
  3. 3. An Attractive Destination An attractive market and low cost supply base Low cost – Sustainable ? MGSM985U Doing Business in/with China 2
  4. 4. Current Affairs 3
  5. 5. Economic Initiatives – Car Industry • Stimulus package of Rmb4,000bn(US$585bn) to avert economic crisis. • Halve to 5% the sales tax on purchases of cars with engines under 1.6 lts capacity. • Give a one-off cash subsidies of Rmb5bn to owners of high emission vehicles who trade them for cleaner ones. • The State Council would not allow new steel capacity expansion projects. • Establishment of a Rmb10bn fund to promote new technology vehicles. • Encourage consolidation in the crowded auto industry. 4
  6. 6. Car Industry Facts – Did you know … • 3rd largest producer after Japan and USA. • 4,355,021 cars produced in 2008 • Over 100 manufacturers. • JV with key global players. A land of contrast: 27 million cars and 0.8billion Bicycles. • Assembly plants in emerging markets. • 30 cars per 1,000 Chinese. World avg 120 per 1,000. • 10% of Chinese cars must run on alternative fuels by 2010. MGSM985U Doing Business in/with China 5
  7. 7. A Crowded Auto Industry Some of the main Chinese branded car companies Great Wall Motor Company Ltd 长城汽车 or 長城汽車 • The majority of the above Chinese companies have formed strategic alliances with major global auto manufacturers. 6
  8. 8. Key Strategic Alliances – Major brands Represented • SAIC/Volkswagen joint venture is today China’s largest car manufacturer. 7
  9. 9. Challenges – Brand Name • The “Made in China” Brand as a Challenge. • Perception of poor quality, low safety and cheap. • Quality Scandals and over coverage by Western media • History Lessons: The Japanese and Korean experience • Governments key Role in protecting brand image 8
  10. 10. Challenges – Safety Are Chinese cars safe ? • Chinese learn fast from poor EU crash test results. • Safety issues resolved • Working on brand image, eg. Great Wall Car – Model name “SAFE” launched in Chile. 9 Great Wall car – Model name “SAFE”
  11. 11. Industry Opportunities To be Green… Drivers for Green Cars • Kyoto Protocol • The pollution from car increase as no. of cars increases • China’s own target to cut fossil fuel consumption by 40% Current Market • 17 brands in existing market and 20+ new brands in next 2 – 3 years • World First EV in production – F3DM from BYD Opportunities • Domestic Market • International Market for cheap and domestic transportation. 10
  12. 12. Chery Motors – A Success Story • Strong seller - Pictured Chery QQ – N1 Compact car sales in 2008 (China Association of Automobile Manufacturers) . • Largest Independent car maker (State-Owned) founded in 1997. • Top Chinese passenger-car exporter for five consecutive years. In 2007, it sold 119,000 units abroad, accounting for 30% of that year´s total sales. • Today in 70 countries and have 7 foreign assembly plants: Egypt, Indonesia, Malaysia, Iran, Russia, Ukraine and Uruguay. 11
  13. 13. Chery Motors – A Success Story in Developing Markets A Latin American Focus • Chery Tiggo launched • Engines exported to Chery founded the US • Launched in Argentina, Peru, as car parts Ecuador, Colombia and Venezuela supplier • First export to Syria 1997 1999 2001 2003 2005 2006 2007 2008 2009 • Chery QQ Launched • Targeting entry in Australia. • Launched in Chile • First car produced • MOU Signed with FIAT • “Feng Yun” • Plant set up in Uruguay 12
  14. 14. Chery Motors – Successes & Challenges Successes • Technical cooperation with overseas companies • Car exports • Overseas assembly plants Chery Tiggo Challenges • Accelerated the pace of its globalization: Quantum • Quality, in the whole concept • Environmental issues 13
  15. 15. A Strategic Alliance – Shanghai Volkswagen (SVW) • Passat SVW in production • POLO in production • SVM – “Most Influential JV in China” • POLO Jinging & Jingu in production First Negotiation with • NEEZA concept car developed Chinese Partner • Set up Skoda dealer network • Accredited ISO 9001 1984 1997 Next 1978 1995 1999 2002 2004 2005 2006 2007 Oct Dec page • Accredited ISO 14001 • July – VW AG & SVW development on B-Platform • Mar - Santana 3000 in production • SVW Established • Nov – Touran SVW in production • Santana B2 in production • Offical partner for 2008 Beijing Olympic • Oct – TechCare established • Nov - Passat LingYu in production 14
  16. 16. A Strategic Alliance – Shanghai Volkswagen (SVW) • Passat LingYu with hydrogen cells in production • Top passenger car seller Last 2008 2009 2010 page • Retain dual brand to boost domestic sale • 20 Years strong alliance brings Chinese Automotive Industry to the front tier of car innovation in 21st Century 15
  17. 17. Leap Forward for Chinese Car Industry • Central Government continues revising policies • Stimulate Package of US$4 trillion • 5S standard facilities are in operational • Access to experts and professional • More understanding about their competitors Made-in China • Strong Domestic Market From 1978 - 2003 • Beijing have policies for EV is ready • Monetary policies will be ready • Infrastructure is ready • Low cost structure from companies is ready • Domestic market is supportive and ready • Energy reduction target is here and ready • The competitors are, unfortunately, not ready Invented-in China • The economy is at downturn and ready (for entry) The vision from President Hu Jintao 11/1/09, Salon.com 16
  18. 18. “We Are Ready” 17
  19. 19. 謝 Q&A Session – 謝謝 18

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