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The following article was published in our article directory on November 15, 2010.
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BRIC Power and Resistance

Article Category: Business

Author Name: xia zihui

"The focus of the global automotive industry has shifted." Booz Company Senior Specialist Lowe (Bill Russo) outspoken. Brazilian media had quoted PricewaterhouseCoopers (PWC) study reported that European and American car market in the doldrums at the same time, from China, India, Russia and the BRIC countries comprising Brazil (Bric) in the global automotive market share will gradually expand, expected by 2018, the BRIC countries car ownership is expected to expand nearly sixfold.

Booz Company's most recent study shows consumers the next 10 years will be the global automotive division into three categories, basic to the country of residence to divide. One fast-growing economies, including the BRIC countries, and some other developing countries, relatively little rich; 100 poorer countries and the economic outlook in general to be included in the slower-growing countries, these countries are expected in 2020 years might perhaps be a tremendous demand for cars; and North America, Europe and Japan industrialized countries, although economic development, but consumer demand in these countries produce only reason car population growth and vehicle replacement.

Previously, one from the Boston Consulting Group published the report of the same view, BRIC countries and the enormous strategic potential, for the automotive industry to provide "unique" growth opportunities.

In 2009, the Brazilian automotive market sales increased 11%, 13% in India, and China a staggering 42%, while the Russian market fell by 48%. Top three markets in 2014 is expected to remain relatively stable growth, Brazil, China, India, the average annual sales growth in three of the cars will reach 3%, 5% and 9%. In contrast, although in 2009 Russia's car sales dropped by nearly 50%, but rebounded this year to achieve stability, the average annual growth rate of the next four years will be up to 15%. However, external factors such as raw material prices is not stable, the development of the Russian market is still relatively difficult to predict.

BCG report said the Chinese government in building the automobile industry has played a central role, China's car manufacturers in the power systems to accumulate power, they may be far ahead of its competitors.

Although the BRIC market, there are important opportunities for development, but the full sense of the strategic potential of these markets are not many car manufacturers. BCG's report said the market in the BRIC countries to achieve a high degree of localization of the major international automotive original equipment manufacturers and suppliers, the total amount of less than 10%. Lang authors of the report that failed to achieve these goals one of the reasons is that most companies in the BRIC markets are facing many obstacles.

R & D management, car prices in the development of the BRIC countries sector is facing pressure from the centralized management of the company, which restricted the development of indigenous local center, making it difficult to find and retain local staff. At present, China and India about 55% of overseas center car prices, and 30% of the Brazilian car prices overseas center, with little or no autonomy, they can only be responsible for determining the low-level projects.

In procurement, car prices, including the major challenges facing the poor quality of suppliers, which limits the expansion of car prices purchases, such as the overseas original equipment manufacturers in China, the total purchases only occupy 1-5% .

On the production side, car prices generally to the production of the BRIC countries party to pay a premium of 5% -15%, mainly due to the developed markets, poor efficiency of its size, quality and maintenance costs are higher. These include a smaller plant size, limited automatic adjustment of production, low quality products.

In sales, the diversity of national tastes and needs of each country to promote the specific needs of automotive products. For example, Chinese consumers prefer moderate prices, to show grade luxury car owners, the Brazilian consumers like sport hatchback, the Russian market is favored by Western cars and unaltered SUV, while Indians prefer low cost Mini car.

However, multinational companies in the BRIC countries failed to achieve a high degree of localization. Zhong Shi independent analyst believes that it is precisely for domestic enterprises the opportunity to own brand: "BRIC in the international market on the big stage in fact, the supporting role played by the poor, and Russia all have been without the monopoly competitive state-owned car prices, opening only dependent on a foreign multinational car prices and survival, although the private car prices in India, can not afford to fight with foreign multinational car prices, car prices, Brazil has always been that foreign "colonial Fortunately, the rise of China began indomitable group of local car prices, back through the years of hard work only 1 / 3 of the market territory, and then after half of the next decade is expected to recover.

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