Innovation in auto industry

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Innovation in auto industry

Rogozin E.V.

Vladimir state University named after Alexander Grigorievich and Nikolai

Grigorievich Stoletovs

Vladimir, Russia

The global auto industry is more challenged than many people realize. On the surface, performance is strong. Worldwide sales reached a record 88 million autos in 2016, up 4.8 percent from a year earlier, and profit margins for suppliers and auto makers (also known as original equipment manufacturers, or OEMs) are at a 10-year high. Nonetheless, viewed through the lens of two critical performance indicators, the industry is in serious trouble.

First, total shareholder return (TSR): Over the last five years, the annual rates of return that the S&P 500 and Dow Jones Industrial Average achieved for investors (including dividends) were 14.8 percent and 10.1 percent, respectively. In that period, average auto maker TSR was only 5.5 percent. Second, return on invested capital: In 2016, the top 10 OEMs returned an anemic 4 percent, about half of the industry's cost of capital. The leading 100 suppliers have done a little better, just beating their costs of capital to enjoy a small positive return, after many years of negative net returns.

These numbers almost outweigh the positive sales and earnings results. They paint a picture of a sector that is a less attractive or less lucrative place to invest than other industries. This assessment suggests that there will be relatively few winners in the auto industry during the next five years and beyond. Those that do stand out will be the companies that harness their limited capital resources in creative ways, to navigate a still-unfolding and unfamiliar landscape. [2]

To be sure, rates of return on capital have been a problem endemic to the auto industry for years, which is one reason for the many bankruptcies -- or near liquidations -- among OEMs and suppliers, particularly in the past decade or so.

Surviving automotive companies have famously bent over backward to save pennies on every car or component they make. However, the situation is becoming more dire: The cost of capital is unlikely to come down from its already low inflationadjusted levels, and new capital outlays are rising for advances in, among other areas, connected car and autonomous driving technology.

Indeed, what is particularly notable about the current wave of innovation in automobiles is not so much the speed with which it has emerged (though that is remarkable) as the breadth of the innovation -- how much it is altering the basic contours and features of the traditional automobile and amplifying the difficulty and cost of manufacturing cars. Ubiquitous electronics, a variety of digital services, and novel powertrains and connectivity systems are hastening the need for expensive new parts, components, and functions. For OEMs, the price tag is high -- as much as 20 percent greater than the cost of the previous generation of automobiles.[1]

The automotive revenue pool will significantly increase and diversify toward on-demand mobility services and data-driven services. This could create up to $1.5 trillion--or 30 percent more--in additional revenue potential in 2030, compared with about $5.2 trillion from traditional car sales and aftermarket products/services, up by 50 percent from about $3.5 trillion in 2015

Overall global car sales will continue to grow, but the annual growth rate is expected to drop from the 3.6 percent over the last five years to around 2 percent by 2030. This drop will be largely driven by macroeconomic factors and the rise of new mobility services such as car sharing and e-hailing.

A detailed analysis suggests that dense areas with a large, established vehicle base are fertile ground for these new mobility services, and many cities and suburbs of Europe and North America fit this profile. New mobility services may result in a decline of private-vehicle sales, but this decline is likely to be offset by increased sales in shared vehicles that need to be replaced more often due to higher utilization and related wear and tear.

Changing consumer preferences, tightening regulation, and technological breakthroughs add up to a fundamental shift in individual mobility behavior. Individuals increasingly use multiple modes of transportation to complete their journey; goods and services are delivered to rather than fetched by consumers. As a result, the traditional business model of car sales will be complemented by a range of diverse, on-demand mobility solutions, especially in dense urban environments that proactively discourage private-car use.

Consumers' new habit of using tailored solutions for each purpose will lead to new segments of specialized vehicles designed for very specific needs. For example, the market for a car specifically built for e-hailing services--that is, a car designed for high utilization, robustness, additional mileage, and passenger comfort--would already be millions of units today, and this is just the beginning.

As a result of this shift to diverse mobility solutions, up to one out of ten new cars sold in 2030 may likely be a shared vehicle, which could reduce sales of privateuse vehicles. This would mean that more than 30 percent of miles driven in new cars sold could be from shared mobility. On this trajectory, one out of three new cars sold could potentially be a shared vehicle as soon as 2050. [3]

Fully autonomous vehicles are unlikely to be commercially available before 2020. Meanwhile, advanced driver-assistance systems (ADAS) will play a crucial role in preparing regulators, consumers, and corporations for the medium-term reality of cars taking over control from drivers.

The market introduction of ADAS has shown that the primary challenges impeding faster market penetration are pricing, consumer understanding, and safety/security issues. Regarding technological readiness, tech players and start-ups will likely also play an important role in the development of autonomous vehicles. Regulation and consumer acceptance may represent additional hurdles for autonomous vehicles. However, once these challenges are addressed, autonomous vehicles will offer tremendous value for consumers (for example, the ability to work while commuting, or the convenience of using social media or watching movies while traveling).

A progressive scenario would see fully autonomous cars accounting for up to 15 percent of passenger vehicles sold worldwide in 2030

In 2030, the share of electrified vehicles could range from 10 percent to 50 percent of new-vehicle sales. Adoption rates will be highest in developed dense cities with strict emission regulations and consumer incentives (tax breaks, special parking and driving privileges, discounted electricity pricing, et cetera). Sales penetration will be slower in small towns and rural areas with lower levels of charging infrastructure and higher dependency on driving range. [6]

Through continuous improvements in battery technology and cost, those local differences will become less pronounced, and electrified vehicles are expected to gain more and more market share from conventional vehicles. With battery costs potentially decreasing to $150 to $200 per kilowatt-hour over the next decade, electrified vehicles will achieve cost competitiveness with conventional vehicles, creating the most significant catalyst for market penetration. At the same time, it is important to note that electrified vehicles include a large portion of hybrid electrics, which means that even beyond 2030, the internal-combustion engine will remain very relevant.

While other industries, such as telecommunications or mobile phones/handsets, have already been disrupted, the automotive industry has seen very little change and consolidation so far. For example, only two new players have appeared on the list of the top-15 automotive original-equipment manufacturers (OEMs) in the last 15 years, compared with ten new players in the handset industry.

A paradigm shift to mobility as a service, along with new entrants, will inevitably force traditional car manufacturers to compete on multiple fronts. Mobility providers (Uber, for example), tech giants (such as Apple, Google), and specialty OEMs (Tesla, for instance) increase the complexity of the competitive landscape. Traditional automotive players that are under continuous pressure to reduce costs, improve fuel efficiency, reduce emissions, and become more capitalefficient will feel the squeeze, likely leading to shifting market positions in the evolving automotive and mobility industries, potentially leading to consolidation or new forms of partnerships among incumbent players.

Diverging markets will open opportunities for new players, which will initially focus on a few selected steps along the value chain and target only specific, economically attractive market segments--and then expand from there. While Tesla, Google, and Apple currently generate significant interest, we believe that they represent just the tip of the iceberg. Many more new players are likely to enter the market, especially cash-rich high-tech companies and start-ups. These new entrants from outside the industry are also wielding more influence with consumers and regulators (that is, generating interest around new mobility forms and lobbying for favorable regulation of new technologies). Similarly, some Chinese car manufacturers, with impressive sales growth recently, might leverage the ongoing disruptions to play an important role globally. [4]

Automotive incumbents cannot predict the future of the industry with certainty. They can, however, make strategic moves now to shape the industry's evolution. To get ahead of the inevitable disruption, incumbent players need to implement a four-pronged strategic approach:

Prepare for uncertainty. Success in 2030 will require automotive players to shift to a continuous process of anticipating new market trends, exploring alternatives and complements to the traditional business model, and exploring new mobility business models and their economic and consumer viability. This will require a sophisticated degree of scenario planning and agility to identify and scale new attractive business models.

Leverage partnerships. The industry is transforming from competition among peers toward new competitive interactions, but also partnerships and open, scalable ecosystems. To succeed, automotive manufacturers, suppliers, and service providers need to form alliances or participate in ecosystems--for example, around infrastructure for autonomous and electrified vehicles.

Drive transformational change. With innovation and product value increasingly defined by software, OEMs need to align their skills and processes to address new challenges like software-enabled consumer value definition, cybersecurity, data privacy, and continuous product updates.

Reshape the value proposition. Car manufacturers must further differentiate their products/services and change their value proposition from traditional car sales and maintenance to integrated mobility services. This will put them in a stronger position to retain a share of the globally growing automotive revenue and profit pool, including new business models such as online sales and mobility services, and crossfertilizing the opportunities between the core automotive-business and new mobility-business models.[2]

Considering these disparate pressures on costs, there is no easy formula that OEMs or suppliers can use to improve their return on capital. The solution will likely come from a combination of actions. Part of the answer lies in consolidation, which reduces industry capital requirements by eliminating competition and combining two manufacturing and design footprints into one. To a degree, these goals explain 2016's robust supplier M&A volume, continuing the trend of the previous year's record deal value, according to PwC's Global Automotive M&A Deals Insights Year-end 2016 report.

However, consolidation is not the only solution -- and in fact not even an attractive solution for companies struggling to fund new innovations. Auto makers in particular will need to examine other strategic channels for relief. We believe that OEMs should consider three actions:

Share platforms and manufacturing. When the goal is to improve efficiency in capital outlays, a good place to start is with platform (or chassis) and powertrain investments. Now that each auto maker is designing and building its own engines, transmissions, and related equipment, the amount of duplication within the industry is extraordinary. This is especially wasteful because consumers rarely buy cars for the platform -- instead, they focus on such attributes as styling, quality, and reliability. Many OEMs, of course, already “repurpose” platforms across brands and models. However, platform sharing among OEMs is rare. One of the few examples is Nissan's deal with Daimler to jointly develop the MFA platform, which is used on Nissan's Infiniti QX30 model and Mercedes' CLA and GLA models. In the U.S., GM and Ford are jointly designing a new 10-speed transmission (their second generation of transmission collaboration). In both cases, the companies expect cost savings, particularly in R&D and materials procurement.

If auto makers expanded their cooperative efforts, the industry would essentially be smart-sizing, the way the airplane manufacturing sector has over its long history. In the very beginning of aeronautics, the Wright Brothers and companies that grew in their wake made their own engines. Before long, a group of separate businesses emerged to produce engines, each of them competing to improve and advance the equipment. As aircraft engine technology advanced rapidly, jet engines became the dominant design -- and having a spate of companies making the same part proved costly. The industry responded by consolidating, resulting in just a few independent aircraft engine manufacturers and a more efficient supply market.

The similarity to having many OEMs and suppliers producing virtually the same automobile transmissions is clear. An approach like the aircraft industry's may lead to potentially more valuable auto partnerships than platform sharing: namely, jointly manufacturing vehicles. This, too, is already happening in isolated cases. The difficulty of eking out profits from small cars long ago prompted Toyota and Groupe PSA to share production at a plant in Kolin, in the Czech Republic. Similarly, we have seen rebadging across brands in markets where sales volume is low. For instance, Renault, Nissan, and GM have been cooperating in manufacturing some light commercial vehicles, virtually identical products sold under three different brands. [5]

By removing excess capacity and concentrating supply, these collaborative solutions offer some of the same benefits as industry consolidation -- in particular, improvements in capital efficiency and capital returns.

Offload more development work to technology suppliers. Many automotive companies are highly involved in developing the new technologies their customers want -- whether it is the human-machine interface for infotainment, autonomous features, or the components for electrification. OEMs need to identify which aspects of a vehicle's digital features they can hand off to tech industry partners that have more expertise in designing and producing digital components and software.

In these relationships with Silicon Valley, OEMs can retain a proprietary hold on interfaces as well as on connectivity and infotainment systems that distinguish them from competitors. Some early initiatives (such as BMW i Ventures, a venture capital fund based in Silicon Valley, and Toyota Connected, a partnership with Microsoft) offer glimpses of how the auto-tech ecosystem might work.

Redesign distribution models.Upward of 15 percent of a car's cost typically goes to distribution. There is of course some variation by country and segment; for instance, fleet sales are less expensive than retail. However, the percentage is generally higher than it needs to be. Although OEMs are locked into dealer relationships in the U.S. and Europe by complex and often antediluvian rules, they should begin to explore and lobby for approaches that will reduce their costs by using more efficient channels to reach car buyers. These changes in the distribution system should ultimately aim to cut costs by minimizing the number and expense of retail outlets and using technology for better inventory control.

Savings could come from selling via Web channels. In the U.S., OEMs are barred from bypassing dealerships, a prohibition that electric carmaker Tesla is campaigning to eliminate. Rather than opposing Tesla, as some auto makers have, U.S. OEMs should view this potential change as an opportunity to innovate. OEMs are finding that as customers use the Internet to research car purchases, they do less shopping in person. Car buyers are now visiting between one and one-and-a-half dealers before buying a car, compared with visiting four or five a generation ago. Using analytics to assess this data for demographic and location trends, auto makers hope to gain savings from inventory and dealer facilities management. They can target customer preferences more effectively and place the appropriate mix of retail formats in the right areas.

Improving the dealer model would be a plus for OEMs and a relief for customers, who by and large want a haggle-free, simple experience -- and can't seem to find one. That is why in the U.S., the auto sales program of warehouse club Costco, which represents consumers in negotiations with car dealers, has become popular. Costco assisted on almost half a million car purchases in 2015, comparable to the volume at some of the country's top dealership groups.[1]

innovation auto industry

References

1. 2017 Automotive Trends By Rich Parkin, Reid Wilk, Evan Hirsh, and Akshay Singh

2. Automotive revolution--perspective towards 2030: How the convergence of disruptive technology-driven trends could transform the auto industry. Paul Gao is a director in McKinsey's Hong Kong office, Hans-Werner Kaas is a director in the Detroit office, Detlev Mohr is a director in the Stuttgart office, and Dominik Wee is a principal in the Munich office.

3. Paul Trott. Innovation Management and New Product Development, 2011.

ISBN 978-0273736561

4. Defining Innovation. URL: https://us.sagepub.com/sites/default/files/upmbinaries/23137_Chapter_1.pdf

5. Full lifecycle innovation. url: http://www.ntti3.com/open-innovation-fulllifecycle-innovation-ambitious-idea-marketplace/

6. The New Oxford Dictionary of English, 1998

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