Hyundai-Kia declined in Korea but grew in emerging markets

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Hyundai-Kia declined in Korea but grew in emerging markets
 

- With the gradual opening of the Korean market (particularly following custom agreements between Europe and South Korea), the Hyundai-Kia group suffers more and more from the pressure of its foreign competitors. Despite a Korean PC + LCV market increase (+7% over the nine months of 2014), the share of the Hyundai-Kia group market declined in 2014, to less than 70% (against nearly 77 % in 2009).


- The last three months are rather interesting: 69.7% market share in July, 68.4% in August and 67.3% in September. The Hyundai-Kia group has been losing 1 point of market share every month since the summer.


- However, the first Korean manufacturer (fifth worldwide manufacturer) offset the decline in its domestic market by an increase in its market share in the BRIC countries (Brazil, Russia, India and China). Thus, Hyundai-Kia strengthens its third place in China (9% market share) with sales up by 8.2% (9 months 2014 / 9 months 2013). In India, the Group maintained its second place (16% market share) with sales up by 8% over the nine months of 2014. In Russia, despite declining sales (-4.4% in 9 months 2014), the group's market share is growing (15% market share) since the Russian market has as a whole declined much more (-13%). In Brazil, Hyundai-Kia is still a small manufacturer, but its market share grows month after month (sales up 13% over the first nine months of 2014). Its HB20 model was the fourth best-selling model in September (nearly 10 000 units).


- On the other hand, the market share of the Korean group stagnated in mature markets, such as the United States (8% market share) despite sales increase of 8% over the nine months in 2014 and in Europe (6% market share) despite sales up 1.5%.


14-30-10  


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Ford USA Product Plan (2014-2017)

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Ford USA Product Plan (2014-2017)
 

- Ford, the 6th largest worldwide automotive group, unveiled its product plan for the American market. In 2014, the Ford group is expected to produce nearly 3 million vehicles (PC + LCV) in North America (USA, Canada, Mexico). For coming years, Ford has decided to renew key models of the American market (via the Ford and Lincoln makes). Ford is launching in 2014 the replacement of two legendary models: the F-Series pickup (700 000 units per year) and the Mustang sports car (100 000 units).


- In 2015, Ford will launch the next generation of the Edge SUV (200 000 units) and its Lincoln version named MKX (20 000 units). In 2016, Ford will launch the next generation of its large Lincoln, the MKS (20 000 units), currently based on the Ford Taurus. That same year, the American manufacturer will renew the large Ford Expedition SUV (70 000 units) and the Lincoln version named the Navigator (10 000 units), as well as the Super Duty F (200 000 units).


- In 2017, Ford is expected to replace two key models of its US range : the Fiesta (150 000 units) and Focus (300 000 units). That same year, the manufacturer should replace two other major models of the SUV category: the Escape (375 000 units) and the Explorer (230 000 units). At the end of 2017, the manufacturers' range will be completely renewed in North America, if we include the restyling of the Ford Fusion (known as the Mondeo in Europe) introduced in 2012 and thus still considered as a recent model. It is not certain that the Ford Taurus will be replaced, given the low sales of this model.


14-30-8  


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Current leaders of China's automobile production

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Current leaders of China's automobile production
 

- In 2014, China's automobile production will grow by over 10% and will remain the world's largest producer. Nine leading groups stand out and account for 70% of China's automobile production representing 15.5 million units in 2014.


- However, these nine manufacturers can be classified into three distinct groups: leaders (VW and GM), one follower (Hyundai-Kia) and finally a squad composed of Changan (only Chinese manufacturer in the top 9), Toyota, Renault-Nissan, Honda, Ford and PSA.


- By themselves, VW (with nearly 30 models produced) and GM (with nearly 20 models, including GM Wuling) will exceed 7.5 million cars produced in China in 2014, i.e. one-third of the Chinese production of PC.


- The Hyundai-Kia group benefits from its proactive policy of opening plants and increasing its local production capacity (nearly 2 million cars produced in 2014) probably at the expense of Japanese manufacturers.


- The next six manufacturers represent between 0.8 and 1.2 million cars manufactured this year.


- However, the analysis of market shares shows that VW is increasing while most other manufacturers maintain their market share. This means that production volumes are increasing following the pattern of the local market without really standing out or taking market share from their competitors.


14-30-6  


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Lexus is expected to increase its market share with its new SUV: the NX

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Lexus is expected to increase its market share with its new SUV: the NX
 
- During the first half of the year Lexus introduced its new D-segment SUV named NX. This model which is as long as a BMW X3 uses the platform of the Toyota RAV4 and is positioned below the RX (segment E) in the carmakers' range. Marketed since September in Europe, the Lexus NX started well and should soon exceed the sales volume of its predecessor.

- Globally, the new NX should gradually supplant the RX in terms of sales, and considering that the RX was manufactured at 90 000 copies in Japan and 90 000 in North America, it is estimated that the new model that is more compact and cheaper could reach a production rate of 200 000 units per year. In 2016, the NX model should represent nearly 25% of Lexus total production. In comparison with its competitors,  the Q5 represents 14% of Audi's production, the X3 represents 9% of BMW's production and the GLK accounts for 8% of Mercedes’ production .

- This model is a key element for the expansion of the Lexus brand worldwide. In 2013, Lexus sold 520 000 vehicles worldwide, and the NX could help the brand to sell 700 000 vehicles by 2015 and 800 000 in 2016, and is one step closer to the three premium German brands (Audi, BMW, Mercedes). These manufactures have spread out their US range on more compact segments, especially in the SUV category . By adopting the same strategy, The NX is therefore an important part of the global development of Lexus.

14-30-9  


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2013 Chinese production by province or autonomous region

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2013 Chinese production by province or autonomous region
 
- Inovev has recently compiled vehicle production  data (PC + LCV) in China for 2013 (the year 2014 is being finalized), not only by make and by model but also by plant. We were able to cross-reference the data by province (or autonomous regions) and draw up relevant analyses.

- Thus, the first observation is that in 2013 the autonomous city of Chongqing is the largest producing region of passenger cars found in China (1.86 million units), followed by Shanghai (1.85 million units) and the Hubei Province (1.6 million units).

- In Chongqing, Ford is the first manufacturer in the city with more than a third of local production (680 000 units), spread over three sites (with a total capacity of 950 000 units). At Shanghai, the VW group is the largest producer in the city, with three plants manufacture 1.08 million units (with an estimated 900 000 units production capacity). Finally, in the Hubei region it is the Nissan Xiangyang plant which produces the most vehicles (with 370 000 units), followed by the Honda plant in Wuhan (325 842 units).

- Hyundai is the manufacturer which has the largest production capacity held on one site, namely Beijing (with 1 million units), ahead of VW in Shanghai (900 000 units) and Chery in Wuhu (900 000 units but used only at 50% of its capacity).

- Finally, among joint-ventures, VW is the group that has the largest number of production sites (9 sites) ahead of GM (7 sites) and Toyota (5 sites). Among the 100% Chinese manufacturers, Geely has the largest number of sites (7 sites), ahead of Changan (6 sites) and Dongfeng (5 sites).

14-30-7  


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