The automobile industry is expected to grow by 2.29% this year across the globe. Auto companies, in order to accelerate their revenue, are coming up with innovative technologies and launching new vehicles. I have analyzed three such companies from this industry that are leaders in this sector, each of which has adopted different strategies in different markets to capture large market share.
Launching of new vehicles and restructuring will increase revenue
Increasing demand for Ford Motor Company (NYSE:F)’s Focus and Kuga vehicles in China were the main revenue drivers for the company resulting in 37% year-over-year growth in the quarter ended April, 2013. The company’s brand image of trendy, stylish and small cars attracted young Chinese buyers.
China’s automobile market is expected to grow 4.5% annually. To monetize this growing market opportunity, the company has planned to launch its new generation mini sport utility vehicles, EcoSport and Explorer, this year. Ford Motor Company (NYSE:F) is further planning to launch 15 new vehicles by 2015. Ford Motor Company (NYSE:F) will double its production capacity to 1.2 million vehicles in the coming years in China. The company expects to generate 40% of its total revenue from China in the coming years.
Being optimistic about Europe’s auto industry revival, Ford Motor Company (NYSE:F) has opted for restructuring by winding up a British Van factory and an associated plant in Belgium. These cutbacks will generate savings of $550 million annually by 2015. The amount generated will be invested in new technology, and development of new vehicles, followed by marketing and sales promotion in Europe.
Ford has a monopoly of producing ‘Sync’ touch screen technology in Europe. This technology will remove many traditional buttons and knobs in a car. With ‘Sync,’ Ford Motor Company (NYSE:F) is planning to launch a compact SUV by this year’s end. It has come up with this concept to attract the age group of 18 years – 44 years that will help it to sustain its market share of 7% – 8%. Ford Motor Company (NYSE:F) is also planning to launch 15 new vehicles by 2015 in Europe. It expects that sales would accelerate from 48% in April 2013 to 60% by 2015 after the launch of this system in its cars.
Innovation in new vehicles will raise future prospects for growth
Toyota Motor Corporation (ADR) (NYSE:TM)‘s market share in the Gulf region increased from 31% at the end of 2012 to 39.6% in March, 2013. The major reasons behind this were a 23% increase in sales of the new sport utility vehicle and sedan products the company launched in January 2013. This increased demand was a result of product styling, fuel efficiency, and new innovative designs leaving a positive impact on the customers. Looking at this growth, Toyota Motor Corporation (ADR) (NYSE:TM) is planning to launch a 2014 Corolla by autumn of 2013. It is expected that 300,000 vehicles will be sold by 2013 year end as the Middle East market is expected to grow 7%- 8% year-over-year.
On the other hand, Toyota Motor Corporation (ADR) (NYSE:TM) expects increase in hybrid car sales from 1.2 million in 2012 to 1.25 million by 2013, globally. Hybrid cars are fuel efficient cars equipped with electric motors and rechargeable batteries. It is now planning to launch 18 new hybrid models by 2015, with latest technology worldwide.
The U.S. government has set a goal to have one million electric vehicles by 2015, as they are eco-friendly and will reduce dependence on oil imports. In order to meet this target, it has decided to give $2.4 billion in grants to electric-car manufacturers and battery makers to develop next generation cars, followed by $1.2 billion for vehicle-charging stations all over the country.