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2 Contents Advantage India Market overview and trends Growth drivers Success stories: Maruti, Tata Motors Opportunities Useful information 2

3 Advantage India FY10 Market size: USD57.7 billion Growing demand Strong demand growth due to rising incomes, growing middle class, and a young population is likely to propel India among the world s top five auto - producers by 2015 Growth in export demand is also set to accelerate Rising investments India has significant cost advantages; auto firms save per cent on operations in India compared to Europe and Latin America A large pool of skilled manpower and a growing technology base will induce greater investments Advantage India Innovation opportunities Tata Nano and the upcoming Pixel have opened up the potentially large ultra low cost car segment Innovation is likely to intensify among engine technology and alternative fuels Policy support The government aims to develop India as a global manufacturing as well as R&D hub There has been a wide array of policy support in the form of sops, taxes and FDI encouragement FY16E Market size: USD145 billion Notes: R&D - Research and development, FDI - Foreign direct investment; FY - Indian financial year (April - March); FY16E - estimated figure for financial year 2016; estimates are from the government s Automotive Mission Plan ( ) ADVANTAGE INDIA 3

4 Contents Advantage India Market overview and trends Growth drivers Success stories: Maruti, Tata Motors Opportunities Useful information 4

5 Evolution of the Indian automotives sector 11 million units (2007) 20.4 million units (2012) 2008 onwards 0.4 million units (1982) Before 1982 Closed market Only 5 players 0.6 million units (1992) Long waiting periods and outdated models Seller s market Joint venture (JV) - Indian government and Suzuki to form Maruti Udyog; started production in 1983 Component manufacturers also entered via JV route Buyer s market Sector de-licensed in 1993 Major original equipment manufacturers (OEMs) started assembly in India Imports allowed from April 2001 Introduction of value added tax in 2005 More than 35 players in the market Removal of most import controls Indian companies gaining global identity Setting up of National Automotive Board to act as facilitator between government and the industry Source: Tata Motors, Society of Indian Automobile Manufacturers (SIAM), Aranca Research, Notes: JV - Joint Venture MARKET OVERVIEW AND TRENDS 5

6 The automotives market is split into four segments Automobiles Two-wheelers Passenger vehicles Commercial vehicles Three-wheelers Mopeds Passenger cars Light commercial vehicles Passenger carriers Scooters Motorcycles Utility vehicles Multi-purpose vehicles Medium and heavy commercial vehicles Goods carriers Electric twowheelers MARKET OVERVIEW AND TRENDS 6

7 Revenues have been growing at a strong pace Gross turnover of automobile manufacturers in India expanded at a CAGR of 17.7 per cent over FY07-11 Excluding three wheelers, trucks account for the largest share of revenues (47.8 percent in 2011) Revenue trends over the past few years in USD million Market* break-up by revenues (2011) % % Trucks Cars 31.8% Two Wheelers FY07 FY08 FY09 FY10 FY11 Source: SIAM, Datamonitor, Aranca Research Note: * - does not include three wheelers MARKET OVERVIEW AND TRENDS 7

8 Automotives Sector s growing strength evident from rise in total production figures Automobiles production increased at a CAGR of 13.2 per cent over FY05-12 Passenger vehicles was the fastest growing segment during that period with a CAGR of 14.5 per cent Total production of automobiles in India (million units) Notes: CAGR - Compound annual growth rate FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12 Passenger Vehicle Commercial Vehicle Three Wheelers Two Wheelers Source: SIAM, Aranca Research MARKET OVERVIEW AND TRENDS 8

9 Market break-up by production volume Two wheelers dominate production volumes; in FY12, the segment accounted for more than three quarters of total automotives production in the country Market share by volume (FY12) In fact, India is the world s second largest two wheeler producer; the country is also the fourth largest commercial vehicle producer 15% 5% 3% Two Wheelers Passenger Vehicle Commercial Vehicle 77% Three Wheelers Source: SIAM, Aranca Research MARKET OVERVIEW AND TRENDS 9

10 Market break-up of individual segments by production volumes (1/2) Shares in production of passenger vehicles (FY11) Shares in production of commercial vehicles (FY11) 11.5% Passenger cars 8.1% 36.0% MCV & HCV Passenger Carriers MCV & HCV Goods Carriers 88.5% Utility vehicles/multipur pose vehicles 49.7% 6.1% LCV Passenger Carriers LCV Goods Carriers Source: SIAM, Aranca Research Notes: LCV - Light commercial vehicle; MCV - Medium commercial vehicle; HCV - Heavy commercial vehicle MARKET OVERVIEW AND TRENDS 10

11 Market break-up of individual segments by production volumes (2/2) Shares in production of three wheelers (FY12) Shares in production of two wheelers (FY12) 15.8% 15.6% 5.3% Mopeds Goods carriers Passenger carriers Motorcycles Scooters 84.2% 79.1% Source: SIAM, Aranca Research MARKET OVERVIEW AND TRENDS 11

12 Automotives Exports have also grown strongly (1/2) Automobiles export volumes increased at a CAGR of 22.4 per cent over FY05 - FY12 Over this period, the fastest growth was in the two wheeler segment (25.8 per cent) followed by three wheelers (21.9 per cent) Exports of automobiles from India (million units) FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12 Passenger Vehicle Commercial Vehicle Three Wheelers Two Wheelers Source: SIAM, Aranca Research MARKET OVERVIEW AND TRENDS 12

13 Exports have also grown strongly (2/2) Two wheelers accounted for the largest share in exports (by volume) at 67 per cent in FY12 Exports shares by volume (FY12) Passenger vehicles account for a sizeable 18 per cent of overall exports 18% Passenger Vehicle 3% 12% Commercial Vehicle Three Wheelers 67% Two Wheelers Source: SIAM, Aranca Research MARKET OVERVIEW AND TRENDS 13

14 Presence of a clear leader in each segment of the market The automotives industry is concentrated with market leaders in each segment commanding a share of over 40 per cent Market Leader Others Passenger Vehicles 45% 16% 15% 7% MCVs & HCVs 63% 23% 7% LCVs 59% 30% 4% 4% Three Wheelers 41% 40% 10% Motorcycles 59% 24% 7% 6% Scooters 51% 21% 14% 10% Source: SIAM, Aranca Research Notes: Data is for FY10 MARKET OVERVIEW AND TRENDS 14

15 Notable trends in the Indian automotives sector New product launches Large number of products available to consumers across various segments; this has gathered pace with the entry of a number of foreign players Reduced overall product lifecycle have forced players to employ quick product launches Improving product - development capabilities Increasing R&D investments from both the government and the private sector Private sector innovation has been a key determinant of growth in the sector; two good examples are Tata Nano and Tata Pixel - while the former has been a success in India, the latter is intended for foreign markets Alternative fuels In FY11, the CNG market was worth more than USD330 million and CNG cars and taxis are expected to register a CAGR of 28 per cent over FY11-FY14 The CNG distribution network in India is expected to increase to 250 cities by 2018 from 30 cities in 2009 MARKET OVERVIEW AND TRENDS 15

16 Contents Advantage India Market overview and trends Growth drivers Success stories: Maruti, Tata Motors Opportunities Useful information 16

17 Sector has been benefitting from strong demand and product innovation Growing demand Policy Strong support government support Increasing investments Rising incomes, young population Inviting Goal of establishing India as an automanufacturing hub Resulting in Rising investments from domestic and foreign players Greater availability of credit and financing options R&D focus; GOI has set up technology modernisation fund Greater innovation in products; market segmentation Strong growth in exports as well Large domestic market Policy sops, FDI encouragement Strong projected demand making returns attractive Notes: GOI - Government of India GROWTH DRIVERS 17

18 Rising incomes and a growing middle class driving domestic demand growth Rising incomes; growing middle class Personal (nominal) disposable income is expected to rise annually by 8.2 per cent over FY11-17 Rising middle class-size of the middle class expected to touch 550 million by 2025 from 50 million in 2010 Favourable demographics - a young population is also driving up the demand for cars Demand for commercial vehicles have got a boost due to development of roadways and greater market access Changing income dynamics of India s population million households Aspirers: annual income INR90, ,000 Deprived annual income <INR90,000 Seekers: annual income INR200, ,000 Strivers: annual income INR500,000-1,000,000 Globals: annual income >INR1,000, Strivers Seekers Deprived Aspirers Globals Source: McKinsey Quarterly, Aranca Research GROWTH DRIVERS 18

19 Easier access to credit has also been a key determinant of growth in automotives Easy availability of credit Greater access to credit makes purchases of both passenger and commercial vehicles easier The auto finance industry has grown at an average annual rate of 13 per cent during FY08-12 The private sector banks like ICICI, HDFC are also showing increasing interest in the segment which was previously dominated by public players Notes: Greater distributional efficiencies, increasing demand (especially from rural areas) due to rising disposable incomes have created new markets for products within the country Indian auto finance market size (USD billions) FY07 FY08 FY09 FY10 FY11 Car Industry sales volume Vehicle Finance Penetration Source: Kotak Mahindra Prime, Aranca Research GROWTH DRIVERS 19

20 India has a huge competitive advantage over peers Design & Engg skills Manufacturing skills Manpower costs Supplier base Raw materials Korea China East Asia Thailand Indonesia Vietnam Czech Republic Romania Central & Eastern Europe Poland Slovakia Russia Hungary Turkey Latin America Brazil Mexico Less competitive than India In competition with India Source: ACMA, Aranca Research GROWTH DRIVERS 20

21 Strong policy support has been crucial in developing the sector Auto Policy 2002 Automotive Mission Plan (AMP) NATRiPs Automatic approval for foreign equity investment up to 100 per cent; no minimum investment criteria Encourages R&D by offering rebates on the R&D expenditure spent by the companies AMP s vision is to make India a preferred destination for design and manufacturing of automobiles and to achieve market size of USD154 billion by 2016 Setting up of a technology modernisation fund focussed on SMEs Automotives training institutes, auto design centres, special auto parks also established Set up at total cost of USD388.5 million to enable the industry to implement global standards Nine R&D centres of excellence with focus on low-cost manufacturing and product development solutions Dept. of Heavy Industries & Public Enterprises Union Budget FY13 Worked towards reduction of excise duty on small cars and the increase of budgetary allocation for R&D Weighted increase in R&D expenditure to: 200 per cent from 150 per cent (in-house); 175 per cent from 125 per cent (outsourced) Excise duty on large premium cars increased from 22 per cent to 27 per cent Increased custom duty on cars and MUVs valued above USD40,000 to 75 per cent from 60 percent 5 year extension on deduction of R&D expenditure under Income Tax Act Notes: SME - Small and Medium Enterprises, R&D - Research and Development, NATRiP - National Automotive Testing and R&D Infrastructure Project, AMP - Automotive Mission Plan GROWTH DRIVERS 21

22 Boost to R&D in the auto components sector - NATRiP centres Business Description Vehicles Research & Development Establishment (VRDE), Ahmednagar Indore - National Automotive Test Tracks (NATRAX) Automotive Research Association of India (ARAI), Pune Chennai Centre, Tamil Nadu Rae Bareilly Centre International Centre for Automotive Technology (icat), Manesar Silchar Centre, Assam Research, design, development and testing of vehicles Centre of excellence for photometry, electromagnetic compatibility (EMC) and test tracks Complete testing facilities for all vehicle categories Centre of excellence for vehicle dynamics and tyre development Services for all vehicle categories Centre of excellence for power-train development and material Complete homologation services for all vehicle categories Centre of excellence for infotronics, EMC and passive safety Services to agri-tractors, off-road vehicles and a driver training centre Centre of excellence for accident data analysis Services to all vehicle categories Centre of excellence for component development, noise vibration and harshness (NVH) testing Research, design, development and testing of vehicles Centre of excellence for photometry, EMC and test tracks GROWTH DRIVERS 22

23 Emergence of large automotive clusters in the country List of companies North Ashok Leyland Force Motors Piaggio Swaraj Mazda Amtek Auto Eicher Honda SIEL Maruti Suzuki Tata Motors Bajaj Auto Hero Group Mumbai-Pune- Nashik- Aurangabad Delhi-Gurgaon- Faridabad West Ashok Leyland Bajaj Auto FIAT GM M&M Eicher Skoda Bharat Forge Nissan Tata Motors M&M Volkswagen Renault- Kolkata- Jamshedpur East Tata Motors Hindustan Motors Simpson & Co. JMT International Exide Auto Forgings Chennai-Bengaluru- Hosur South Ashok Leyland Ford M&M Toyota Kirloskar Volvo Sundaram Fasteners Enfield Hyundai BMW Bosch TVS Motor Company Renault- Nissan Source: ACMA, Aranca Research GROWTH DRIVERS 23

24 Key automobile manufacturing plants across India NORTH WEST: Rajasthan is a hub for majorly light vehicle manufacturing NORTH: Delhi is a hub for light vehicle manufacturing whereas Haryana and Uttarkhand are for heavy vehicle manufacturing WEST: Maharashtra, and Gujarat are bases for heavy and light vehicle manufacturing SOUTH: Chennai hosts manufacturing plans for heavy and light vehicles EAST: Jamshedpur is the site of Tata s heavy vehicle manufacturing Heavy Vehicle Manufacturing Plant Light Vehicle Manufacturing Plant Source: Aranca Research; Note: All figures as of GROWTH DRIVERS 24

25 Strong inflow of FDI into the automotives sector in India Accumulated FDI inflows into the automotives sector over Apr Sep 2012 was USD7.4 billion (4.0 per cent of total FDI) Top 5 origin countries for FDI ( ) Country FDI (USD million) Share of total (%) Delhi-Gurgaon- Faridabad Japan 1, US Italy Ahmedabad Mumbai-Pune- Nashik- Aurangabad Kolkata- Jamshedpur Mauritius Sweden Top 5 destination cities for FDI ( ) City FDI (USD million) Share of total (%) Mumbai 1, Delhi 1, Chennai-Bengaluru- Hosur Ahmedabad Chennai Bengaluru Source: Department of Industrial Policy & Promotion (India), Aranca Research GROWTH DRIVERS 25

26 Increasing investments by global car manufacturers Global car majors have been ramping up investments in India in order to meet growing domestic demand. They also have plans to leverage India s competitive advantage to set up export-oriented production hubs Its Chennai plant has nearly doubled production to 250,000 cars The company has completed 80 per cent investment at Oragadam, a car plant near Chennai Launched an automatic transmission variant in its petrol model of the sedan Fiesta Laid foundation for USD1 billion plant at Sanand in March 2012 Has increased its output annually for its Chennai plant to 11,000 units from 10,000 units Plans to launch series of cars designed at its Bengaluru based centres Plans to invest USD167 million in the fourth unit in Karnataka in 2012 Plans to invest another USD163 million at Bidadi plant near Bengaluru Plans to increase capacity to 310,000 units by with an investment of USD187 million Launched new version of the i20 premium model in both petrol and diesel variant Plans to invest USD89.6 million for a diesel engine plant in India which will be operational from Plans to invest USD71 million at its plant in Pune and will be launching five new compact cars Source: Respective company websites, news articles, Aranca Research GROWTH DRIVERS 26

27 Contents Advantage India Market overview and trends Growth drivers Success stories: Maruti, Tata Motors Opportunities Useful information 27

28 Maruti Suzuki: Continuing strongly on its journey of success Continuing market leadership Product portfolio expansion Increased productivity Enhanced R&D capability Capacity expansion Roll out of peoples car (Maruti 800) Product portfolio comprising 16 passenger vehicle models 1994 Production of 1 millionth car 55 per cent market share in the Indian car market In the process of establishing Suzuki s largest R&D facility outside Japan Expansion plans to produce 1.7 million cars by 2011 Roll out of 10 millionth car 2012 Exports reached 1 million units in April Source: Company website, Aranca Research SUCCESS STORIES: MARUTI, TATA MOTORS 28

29 Tata Motors: Leading by innovation and global presence Disruptive Innovation Market expansion Product portfolio expansion Enhancing R&D capability JV with Daimler AG Launch of company s 1st indigenous CV Production of 1st indigenously designed LCV Launched Indica - India's first fully indigenous passenger car Tata Nano launched Acquired stake in Hipo Carrocera SA Acquisition of Jaguar and Landrover Introduction of Megapixel, an electric vehicle Acquisitions Joint Ventures Tata Engineering & Locomotives established Source: Company website, Aranca Research SUCCESS STORIES: MARUTI, TATA MOTORS 29

30 Contents Advantage India Market overview and trends Growth drivers Success stories: Maruti, Tata Motors Opportunities Useful information 30

31 Opportunities India is fast emerging as a global R&D hub Opportunities for creating sizeable market segments through innovations Small-car manufacturing hub Strong support from the government; setting up of NATRiP centres Private players like Hyundai, Suzuki, GM are keen to set up their R&D base in India Strong education base, large skilled Englishspeaking manpower Comparative advantage in terms of cost as well The world s cheapest car (Tata Nano) has directed focus towards the lowincome market Bajaj Auto, Hero Honda and M&M jointly plan to develop a technology for twowheelers to run on natural gas Electric cars are likely to be a sizeable market segment in the coming decade General Motors, Nissan, Toyota have announced plans to make India their hub for new global small car platforms Light vehicle sales in India are estimated to cross the 3 million mark by end Strong export potential in ultra low cost cars segment (to developing and emerging markets) Notes: M&M - Mahindra & Mahindra OPPORTUNITIES 31

32 Contents Advantage India Market overview and trends Growth drivers Success stories: Maruti, Tata Motors Opportunities Useful information 32

33 Industry Associations Society of Indian Automobile Manufacturers (SIAM) Core 4-B, 5 th Floor, India Habitat Centre Lodhi Road, New Delhi India Phone: Fax: siam@siam.in USEFUL INFORMATION 33

34 Glossary CAGR: Compound Annual Growth Rate CV: Commercial Vehicle FDI: Foreign Direct Investment FY: Indian financial year (April to March) So FY10 implies April 2009 to March 2010 GOI: Government of India HCV: Heavy Commercial Vehicle INR: Indian Rupee LCV: Light Commercial Vehicle OEM: Original Equipment Manufacturers PV: Passenger Vehicle SIAM: Society of Indian Automobile Manufacturers ULCC: Ultra Low Cost Car USD: US Dollar Conversion rate used: USD 1= INR48 Wherever applicable, numbers have been rounded off to the nearest whole number USEFUL INFORMATION 34

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