Facing the Crisis with a Strong Brand Iveco s Strategic Repositioning. Marco Monticelli Vice President External Relations and Communication

Transcription

1 Facing the Crisis with a Strong Brand Iveco s Strategic Repositioning Marco Monticelli Vice President External Relations and Communication Brussels July 3, 2009

2 Iveco: a Company of Fiat Group 2

3 Iveco Products Special Vehicles Buses Light CV Heavy CV Brussels July 3, 2009 Iveco s Strategic Repositioning Medium CV 3

4 2008 Revenue Special Vehicles Buses 10.8 billion Trading margin 7.8% Light CV Heavy CV Brussels July 3, 2009 Iveco s Strategic Repositioning Medium CV 4

5 Iveco at a glance Key Figures 2008 Unit Sales Vehicles 192,143 Employees ( ) 27,687 Plants 27 Plant Locations (Countries) 16 Dealers ( ) 699 Dealer Locations (Countries) > 100 Sales & Services Points ~

6 2008 Iveco Manufacturing Footprint Manufacturing plants Russia Equity share > 50% Equity share 50% 16 plants in Europe Africa China Latin America Australia 6

7 Complete Product Range Renewal April 07 Trakker Brussels July 3, 2009 October 07 Daily 4x4 Iveco s Strategic Repositioning March 08 Jun 09 June 09 EcoDaily sep '08 aug '08 jul '08 jun '08 may '08 apr '08 mar '08 feb '08 jan '08 March 08 May 08 Massif Eurocargo dec '07 nov '07 oct '07 sep '07 aug '07 jul '07 October 07 Magelys jun '07 may '07 apr '07 mar '07 feb '07 jan '07 dec '06 nov '06 oct '06 sep '06 aug '06 March 07 Stralis jul '06 jun '06 may '06 apr '06 May 06 Daily Sept 08 Astra RD50 Eurocargo Campagnola 4x4 7

8 Ecodaily - Ivecology 8

9 Pulling the Levers LEVERAGES Product Competitiveness 9

10 Pulling the Levers LEVERAGES Product Competitiveness Cost Efficiency 10

11 Pulling the Levers LEVERAGES Product Competitiveness Cost Efficiency Strong Dealer Network 11

12 Pulling the Levers LEVERAGES Product Competitiveness Cost Efficiency Strong Dealer Network Alliances for Global Expansion 12

13 Pulling the Levers LEVERAGES Product Competitiveness Cost Efficiency Strong Dealer Network Alliances for Global Expansion Brand Image 13

14 Iveco s paradigm shift Strategy OLD Product technology NEW Customer centricity Branding Product awareness Brand Equity Communication Media and Word of Mouth Metrics Market share Share of Customer Customer Equity 14

15 Iveco and sport Athletics Boxing Soccer Tennis Skiing Rally 15

16 Iveco and sport F1 Ferrari Official Supplier 16

17 Winter Olympics 2006 The Iveco Champions come into play 17

18 Why the All Blacks? All Blacks 75% winning record is by far the best in all team sports Even in non rugby-affinity markets people know of the All Blacks The All Blacks are seen worldwide as an icon Brand The All Blacks image is strong, assertive and positive at the same time Source: Adidas Global All Blacks Awareness Study 18

19 The values of rugby Rugby as a sport has strong associations with Iveco core values Performance-based Tough but fair Gentlemen s game Team spirit essential to win 19

20 European Market Demand Heavy trucks > 16t Registrations 60% % change vs previous year 40% % % % -20% % % -60% 2009: Toughest Year Ever 20

21 Extraordinary Circumstances: Exceptional Measures Economic stimulus urgently required. Concrete, targeted measures giving access to finance. Intensify and speed up public procurement Finance R&D activities focussed on sustainable mobility. Provide coordinated policy on incentives and finance availability to ensure a level playing field within the European Union and the longterm viability of European industry. 21

22 Strong by Nature Brand Value 22

23 Brussels July 3, 2009