Research Report ABOUT Automotive AUTOMOTIVE Vehicle occupant restraint systems: trends, companies, market forecasts to 2020 July 2012 By David Saddington
Contents ABOUT Publishing Limited 2012 Contents 1 Summary 3 Chapter 1: Introduction 3 1.1: Overview 4 1.2: Report coverage 5 Chapter 2: The market 5 2.1: Safety sells 6 2.2: Regulatory environment 6 2.3: Seatbelt usage 7 2.4: Child safety 8 2.5: Market value 11 2.6: Market forecast 11 2.6.1: Overview 12 2.6.2: Seatbelts 12 2.6.3: Airbags 14 2.7: Market players 16 2.8: Market by region 16 2.8.1: World 17 2.8.2: Americas 18 2.8.3: Europe 19 2.8.4: Japan 19 2.8.5: China 21 2.8.6: India 22 2.8.7: Rest of Asia 22 2.8.8: Rest of World 23 Chapter 3: Technical review 23 3.1: Passive safety systems defining the elements 24 3.2: Airbags 25 3.2.1: Smart airbags 26 3.2.2: Side impacts 27 3.2.3: Knee airbags 27 3.2.4: Rear curtain airbag 28 3.2.5: Far-side airbag/centre airbag 28 3.2.6: Anti-sliding airbags 28 3.2.7: Pedestrian protection 29 3.3: Seatbelt developments 29 3.3.1: Inflatable seatbelts 30 3.3.2: Active seatbelts 31 3.3.3: Four point seatbelts 31 3.3.4: Anti-whiplash innovation 32 Chapter 4: Manufacturers 32 4.1: Autoliv 34 4.2: TRW Automotive Vehicle occupant restraint systems: trends, companies, market forecasts to 2020 i
ABOUT Publishing Limited 2012 Contents 36 4.3: Takata 38 4.4: Key Safety Systems 38 4.5: Others 38 4.5.1: Nihon Plast 39 4.5.2: Toyoda Gosei 40 4.6: Vehicle manufacturers List of tables: Table 1: Vehicle occupant restraint systems suppliers global presence (local production) Table 2: Autoliv s labour cost per country, 2011 Table 3: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: Global ($ billion) Table 4: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: North America ($ billion) Table 5: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: Brazil ($ billion) Table 6: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: Europe ($ billion) Table 7: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: Japan ($ billion) Table 8: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: China ($ billion) Table 9: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: India ($ billion) Table 10: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: Rest of Asia ($ billion) Table 11: Vehicle occupant restraint market value (airbag modules, seatbelts and related electronics), forecast to 2020: Rest of the World ($ billion) Table 12: Major active safety systems Table 13: Top 20 vehicle makers 2010 (volumes and market shares) List of figures: Figure 1: Global vehicle occupant restraint systems market, 2011 (US$ market value) Figure 2: Average safety content per vehicle by region, 2011 (US$) Figure 3: Share of global vehicle production 2008 / 2011 Figure 4: Global vehicle occupant restraint systems market share and value by region, 2003-2011 (% of global sales) Figure 5: Global market shares and values for the vehicle occupant restraint systems market (airbag modules, seatbelts and related electronics), 2011 (% share and value in $ billion) Figure 6: Market shares and values in the Chinese vehicle occupant restraint systems market, 2011 (US$ market value) Figure 7: Market shares and values in the Indian vehicle occupant restraint systems market, 2011 (US$ market value) Figure 8: Effect of impact on airbags with/without adaptation (standard and smart) Figure 9: Side torso and curtain airbags to protect the torso and head Figure 10: Rear curtain airbag on the 2008 Toyota iq Figure 11: Autoliv s pedestrian airbag on the 2012 Volvo V40 Figure 12: SRS Seatbelt airbag before and during inflation Figure 13: Four point seatbelts Figure 14: Autoliv s sales by customer 2011 (% of net sales) Figure 15: TRW s sales by customer 2011 (% of net sales) Figure 16: Takata sales composition by customer 2011 (% of global net sales) ii Vehicle occupant restraint systems: trends, companies, market forecasts to 2020
Chapter 1: Introduction ABOUT Publishing Limited 2012 Chapter 1: Introduction 1.1: Overview Vehicle manufacturers are rushing to develop new and innovative safety systems Side curtain airbags are fast becoming standard equipment A 2011 study by Forbes Consumer Reports indicated that up to 65% of U.S. consumers surveyed rated safety as their top priority when planning a new car purchase, with quality coming in second. With an ever greater value placed on safety by consumers, vehicle manufacturers around the world are rushing to develop new and innovative safety systems. In large part this is driven not by government mandate but by what the consumer market dictates, fuelled by heightened awareness of vehicle safety performance resulting from NCAP crash testing programmes. NCAP testing programmes in the U.S. and Europe continue to raise the bar, and China s own NCAP programme, introduced in 2006, and Latin America s new NCAP programme will provide further upward momentum for safety standards and crucially for the market, safety content per vehicle. A seatbelt for every seat, and airbags for front seat occupants have long been the norm in the traditional developed markets, and side curtain airbags are fast becoming standard equipment too; from September 2013 all vehicles sold in the U.S. market will have to feature them as standard, and penetration rates in Europe had already reached over 65% by 2011. While frontal and side airbags have captured much of the attention over the last decade and made up the lion s share of airbag production, manufacturers have also been turning their attention to different areas to protect all parts of the occupant s body. Knee airbags, first seen in 1996, have become common from the mid 2000s onwards; a rear curtain airbag appeared in a production vehicle for the first time in 2008, the rear centre airbag in 2009, and the seatbelt airbag in 2011. In 2012, Volvo s V40 model became the first production vehicle to feature a pedestrian airbag, which deploys outside of the vehicle. Active safety systems cover all vehicle systems that are designed to prevent accidents, from road holding to comfort and vision, visibility, braking, or information about the outside environment. Active safety technologies that provide driver assistance include night driving assist, adaptive cruise control, queue assist, cross-traffic assist, and traction control. Active technologies that provide warning to the driver include pedestrian warning, lane departure warning, collision warning, and blind spot warning. In a crash situation, active safety technologies can include crash mitigation by automatic braking, crash avoidance, active bumpers and stability control. Passive safety systems are designed to limit the consequences of an accident for vehicle occupants Passive safety systems are designed to limit the consequences of an accident for vehicle occupants. In the moments before a crash these can include early sensing, active seatbelts, active structures, active and knee bolster, and Vehicle occupant restraint systems: trends, companies, market forecasts to 2020 3
ABOUT Publishing Limited 2012 Chapter 2: The market The Chinese are relatively strong consumers of safety equipment Demand for airbags has been growing rapidly, driven by the growth in vehicle production and increasing demand from consumers for greater levels of safety equipment. The Chinese are relatively strong consumers of safety equipment and the average safety content per vehicle for seatbelts and airbags has steadily risen from $120 in 2003 to around $180 in 2011. Autoliv currently employs almost 7,000 people in China and is upgrading the capacity of its Chinese plants dramatically; the Changchun facility for example (seatbelts and airbags) will see a doubling of capacity, and the Nanjing (seatbelts), Shanghai (ECUs and crash sensors), and Guangzhou (seatbelts and airbags) plants will all see an increase in capacity of 50%. In 2011 Asia (excluding Japan) accounted for 17% of Takata s global sales; Takata has major manufacturing facilities in China, notably in Shanghai, and has a new seatbelt and airbag plant in Tianjin that starts production in 2012. Although historically strongest in North America and Europe (2011 sales in Asia made up just 14.4% of TRW s global sales across all product lines), TRW has also invested in Chinese production through a 50% owned joint venture with Shanghai TRW Automotive Safety Systems Company to produce seatbelt systems, airbags and steering wheels. 2011 sales were $208 million and are expected to rise. However as of 2011, 39 out of TRW s 40 primary vehicle occupant safety systems facilities (manufacturing, R&D, warehouses, offices) were still located in North America (10 facilities) and Europe (29 facilities). Figure 6: Market shares and values in the Chinese vehicle occupant restraint systems market, 2011 (% share and value in US$ billion) Autoliv 17% Takata SAMPLE 3% TRW 5% 35% Key Safety Systems 6% Toyoda Gosei 8% Jinheng 10% 16% Tokai Others % $ billion Autoliv 35% 1.2 Takata 16% 0.5 TRW 10% 0.3 Key Safety Systems 8% 0.3 Toyoda Gosei 6% 0.2 Jinheng 5% 0.2 Tokai 3% 0.1 Others 17% 0.6 TOTAL 100% 3.4 Source: ABOUT Automotive SAMPLE SAMPLE 20 Vehicle occupant restraint systems: trends, companies, market forecasts to 2020
ABOUT Publishing Limited 2012 Chapter 3: Technical Review Figure 8: Effect of impact on airbags without adaptation (standard airbags) The different weights of the objects cause the airbags to vary in size and pressure. Effect of impact on airbags with adaptation (smart airbags) The airbags detect the weight of the object and adjust the pressure accordingly, providing improved protection. Source: TRW 3.2.2: Side Impacts Side-impact collisions account for a quarter of all injuries to vehicle occupants, but they account for more than a third of the serious and fatal injuries. One major reason is that the side of the vehicle is a thin crumple zone and the space between the side of the vehicle and the occupant s head is small. Many of the fatalities or serious injuries resulting from side impacts are caused by head injuries, and side airbags have been developed to combat this. Although slow to catch on initially when first introduced in the late 1990s, side airbags have now reached very high penetration levels in the U.S., and from 2013 will be compulsory in all new vehicles. On 2012 model year U.S. vehicles head & torso airbags were fitted as standard on 84%; head only were fitted as standard on a further 8%, and torso only on a further 1%. Side airbags were unavailable on only 1.5% of all vehicles on sale. In Europe penetration has reached around 65% and is likely to continue growing after the EuroNCAP s revised tests including side impact were improved in 2009. Most vehicles fitted with side torso airbags are also fitted with side curtain sirbags Side airbags are available in two basic types, one mounted in the seatbacks or doors, designed to protect the chest and midsection (side torso), and the other that emerges from the ceiling for head protection, also known as side curtain airbags. Most vehicles fitted with side torso airbags are also fitted with side curtain airbags (both fitted as standard on 84% of 2012 model year cars in the U.S.). 26 Vehicle occupant restraint systems: trends, companies, market forecasts to 2020
ABOUT Publishing Limited 2012 Chapter 4: Manufacturers Chapter 4 Manufacturers 4.1: Autoliv Autoliv is one of the most vertically integrated automotive safety system suppliers Following its takeover of almost all of Delphi Automotive s Occupancy Protection Safety (OPS) business in 2009-10, Autoliv has continued to grow from an already strong position as a leading global supplier of vehicle occupant restraint systems. During the past eight years Autoliv increased its share of the global vehicle occupant restraint systems market to around 40% in North America and Europe, 20% in Japan, and around 35% overall globally. Headquartered in Stockholm, Sweden, Autoliv employs more than 48,000 people globally in 29 different countries. The company is one of the most vertically integrated automotive safety system suppliers, with in-house divisions for all key components. In line with its manufacturing strategy, component production is concentrated in relatively few locations, while assembly plants are located close to customers. Autoliv delivers its products on a just-in-time basis, sometimes several times a day. For some of its customers Autoliv has set up sequence centres inside or in the direct vicinity of a customer s factory. These facilities make final assembly and feed Autoliv s products into the vehicle assembly line in the right order. Depending on the product, products are dispatched within two to five hours of receipt of order. Autoliv has manufacturing facilities located worldwide including Brazil, Canada, China, Estonia, France, Germany, Hungary, India, Indonesia, Japan, South Korea, Malaysia, Mexico, Philippines, Poland, Romania, Russia, South Africa, Spain, Sweden, Taiwan, Thailand, Turkey and the USA. In addition, Autoliv operates technical centres and crash laboratories in China, France, Germany, India, Japan, South Korea, Sweden and the USA. Autoliv s workforce in low-cost countries has grown from 24% in 2006 to 50% by the end of 2011 The past eight years have seen a large shift in the location of Autoliv s workforce; as it has grown, resources have been moved to low-cost countries (LCC). The proportion of Autoliv s workforce in low-cost countries has grown from 24% in 2006 to 50% by the end of 2011. Plants have been closed in Europe and North America as new ones have been opened in Asia and other parts of the world; Autoliv is currently expanding production at its facilities in China, India, and Brazil. This shift in the workforce coupled with productivity improvements has seen Autoliv s cost of labour as a percentage of sales fall from 25.4% in 2007 to just 21.8% in 2011. Autoliv offers a broad range of product offerings including airbags (driver, passenger, side, curtain, knee), seatbelts (for front and rear seat occupants, buckles and height adjustments), safety electronics, steering wheels, antiwhiplash systems, seat components and integrated child seats as well as active safety systems such as night vision, vision and radar systems. In 2011 Autoliv had made sales of over $8.2bn with customers from the 32 Vehicle occupant restraint systems: trends, companies, market forecasts to 2020
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