Ford s E-Business Strategy

Transcription

1 Ford s E-Business Strategy May 10, 2000 Ed Davis Brandt Allen 1

2 Why would anyone buy a car on the web? What sort of person? What sort of car? What are the risks? What s Ford s E-Business Strategy? 2

3 What s Ford s E-Business Strategy? Will it work? Does Ford have the power to do this? We are also working on an e-business strategy that will link the dealer and customer as well as the engineering and manufacturing functions to allow a vehicle to be custom-built through the Internet. We call it order-to-delivery, and it will allow customers to custom order our B-2-C and B2-B initiatives. It will also speed up the purchasing and manufacturing process as well as the delivery process. As the vehicle is built, the customer will actually be able to track its day-to-day progress over the Internet. John F. Smith, Jr., Chairman and CEO, GM, April 18,

4 Why so much excitement about these B2B Exchanges and Trading Hubs? But the going is slow, Forrester Research (FORR), based in Cambridge, Mass., estimates that only about 1 percent of b-to-b trade will be conducted through online marketplaces this year. A separate Forrester survey of 80 executives at large U.S. companies also found that 77 percent had yet to execute a single transaction through an online exchange. B-to-B Exchanges: Lots of Wheeling, Little Dealing The Standard, May 01,

5 Automobile Supply Chain Costs for the Typical North American Vehicle (Dollars per vehicle) Product Development $1,865 7% Manufacturing $16,200 62% OEM Overhead $1,695 7% Order-to- Delivery $6,245 Retail, 24% net $22, , $26,000 Purchased Materials $11, ,200 1,029 4,459 1,007 R&D Engineering 3,385 1, Mfg. overhead Depreciation Commodities Labor Depreciation 1 Includes dealer and factory costs Capital charge Other value -added Inventory Labor Inventory Capital charge Warranty G&A Taxes Profits Field Freight Advertising 1 Dir. Inventory Dir.Selling Dir.Overhead Discounts 1 Stock -outs Mix losses Gross Total Source: GS Research Analysis How does the Trading Hub fit the Strategy? Is this another supplier Squeeze? How much can you take out of the costs of a car on the back end? 5

6 Inventory Carrying Costs Add Almost $750 to the Price of a Car in North America Inventory Value (billions of dollars) $21 $11 $17 Back -End $123 $49 Inventory Carrying Cost (dollars per vehicle) $133 $68 $310 $109 Back -End $74 Front -End $74 $431 Front -End $431 Retail Stock Manufacturer WIP Tier-One Supplier WIP Other Supplier WIP Total Front -End Manufacturer & Supplier Retail Stock Manufacturer WIP Tier-One Supplier WIP Other Supplier WIP Total Source: GS Research Analysis Potential Back-End Supply Chain Cost Savings (MM Dollars per vehicle) 1,200 $1,064 1, Supplier Manufacturer $187 $147 $91 $47 $70 $94 $ $ $84 $76 Purchasing Process $67 $36 Inventory Carrying $50 Warranty Expense Productivity Gains Scrap and Rework Align Consolidate Align with Specifications Volume Low Cost Suppliers $368 Total Supply Chain Source: GS Research Analysis 6

7 If the Trading Hub is key to Fast Mass Customization and Integrated Supply Chains, Why join with GM and Daimler and slow yourself down? Why would you sell out? Savings Potential of Online B2B, B2C and Make-to-Order (dollars per vehicle) 4,000 3,500 3,000 2,500 14% Reduction in Supply Chain Costs $3,643 $1,531 $1,531 2,000 1,500 1, $1,048 $1,048 $2,112 $1,064 Back-End Online Direct Sales Make-to-order Total Source: GS Research Analysis 7

8 How do the Dealers fit into the new plan? AutoNation Finance Tier 2 Tier 2 Tier 2 Tier 1 Suppliers Tier 1 Suppliers Tier 1 Suppliers Kwik- Fit Ford Motor Co. Hertz Ford Credit Buyer Connection Dealer Connection Dealer Chains Small Dealers National Car Rental Alamo Consumers Greenlight Cars.Direct Autobytel 8

9 How do the Dealers fit into the new plan? Does Ford need the Dealers? For What? Are Dealers Competitively Disadvantaged? Can manufacturers get around the franchise laws? Do they want to? What should you be doing if you were a dealer? 9

10 What is Ford trying to do with: Buyer Connection Dealer Connection Owner Connection In late March, Ford sent a warning memo about working with such brokers to its dealers, putting the industry on edge. It has come to our attention that certain all-makes Internet services are requesting that Ford dealers make available for sale through their services new vehicles at a specific price or agree to pay a fee for any sales negotiated by such service. James O Connor, president of the Ford division, wrote in the memo. Specific price requirements and transaction-based fees fall under the definition of auto brokering, an illegal practice in many states. Car Makers and Sellers fume over E-commerce rights Source: May 01,

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12 Information, Communications, Entertainment, Safety Concierge Services Navigation Systems Satellite Radio Internet Access Collision Notification, Stolen Vehicle Tracking Hands free phones Remote Vehicle Monitoring 12

13 Examples of Ford Motor Company s Downstream Participation Revenue stream for a midsize car over ten years and 100,000 miles, , $ Typical automaker participation: 43% of revenue stream New price (20,341) Dealer margin (1,311) Incentive (1,500) Warranty cost (400) OEM holdback (509) Shipping (550) Floor plan (316) Dealer options (400) Dealer preparation (25) National advertising (100) Direct advertising (285) Extended warranty (250) First finance (3,689) Total APCO Extended warranty 5 Sales tax 2 3,395 29,676 Ford Credit used -car Auction fee 75 financing, Certified Used Second finance 2,900 Car Program Third finance 1,500 Insurance 6,610 Aftermarket accessories 1,000 Aftermarket accessories on-line License, registration, taxes 2,110 Gas, oil 6,000 Maintenance 2,600 Repairs 4,090 Tires 1,400 Cell phone 4,700 Audio software 400 Parking 475 Tolls 210 Crash deductible 500 Wash, miscellaneous 1,350 Scrap 100 Used parts 400 Recycle value ,591 Co-branded insurance 3, Internet auto insurance 4 Ford s downstream participation Kwik Fit, Auto Collections Dealer tire sales Rescu telematics CD Radio alliance Collision Team of America Copher Brothers Auto Parts 1 Revenue streams not listed here include driving school, fleet leasing, direct Internet used-car sales, CarClub.com Internet shopping service, Microsoft CarPoint build-to-order alliance, and Ford Concierge Services 2 Assumes 7% sales tax rate and three sales of car in its lifetime 3 Service through The Hartford 4 Service through Insurance Holdings of America 5 Also offered for non-ford products Source: Kelley Blue Book; National Automobile Dealers Association; American Automobile Association; Runzheimer International; Federal Reserve System; American Automobile Manufacturers Association; press clippings; Ford Motor Company Web site; McKinsey analysis Brandt Allen,

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15 What are these other players trying to do? AutoNation AutoBytel CarsDirect Greenlight The auto dealer s challenge is a warning to webheads in every industry who dream of cutting out the middleman and selling directly to customers online. WSJ, May 10,

16 Source: Merrill Lynch Online 16