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Challenges facing the auto value chain
ANDREW KIRBY
president: NAAMSA
Challenges facing the auto value chain
Component manufacturers
OEM’s & Distributors Dealers & Retail
'SA Auto Industry is and will be experiencing the highest level of disruption since 1995'
Technology Disruptors
Customer Behaviour Changing
SA Business Environment
Challenges facing the auto value chain
CHallenges
Component manufacturers
OEM’s & Distributors Dealers & Retail
Respond to Market Changes
Optimise Regional Integration
Establish Infrastructure as an Enabler
Achieve Global Competitiveness
Develop an Inclusive Value Chain
1
2
3
4
5
RESPOND TO MARKET
CHANGES
RESPONDING TO MARKET CHANGESWhat is the real market opportunity in SA?1
Respond to global disruptors
South Africa’s dual economy2
To optimise our market potential we need to…3
Respond to changing customers
Respond to changes in retail trends
How big? How different? What factors?
SA MARKET Potential and diverse needs
Ve
hic
le P
rice
▪ Advanced technology
▪ Design
▪ No compromise on value
VEHICLE NEEDS – Dual Economy
Vehicle Size
How to provide advancED technology in a market mainly focused on affordability
▪ Affordability
▪ Practicality
▪ No compromise
on styling
176206
MotorisationPer 1000 people
$6,179.87
$9,894.87
Sou
th A
fric
aBra
zil
GDP per Capita
560 000
655 200
2018 F/C Market at Brazil
motorisation level
Market Potential
679 $31,984.01
Italy
Global disruptors
Autonomous
driving
Alternative propulsion
Connectivity
Impact on ‘developed market’ needs and expectations
20%
30%
40%
50%
60%
70%
80%
Basic automation Advanced automation Limited self-driving Full self-driving
GENERATION X PRE-BOOMERS GENERATION Y/Z
Source: Deloitte automotive survey
Global disruptors – autonomous driving
Autonomous
driving
Market acceptability for automation growing, yet skepticism
around SELF-DRIVING TECHNOLOGY remains
Driven by the need
for advanced safety
technology
CURRENT desired
Conventional engines
(Petrol / Diesel)
Other alternative engines
(BEV / FCV)
Hybrid electric
(HEV)
0.2% 0.6%
99.2%
6.0%
11.0%
83.0%
Global disruptors – alternative propulsion
SA is bucking the global trend
AlternativePropulsion 100
2016 201768BEV
HEV
BEVHEV
515 306
2819 4827
37,240 63,398
BEVHEV
205,473
283,593286,543 428,735
Sou
th A
fric
aIta
lyEu
rope
• Cost• Govt incentives• Infrastructure• Range
- 39%
70%+
45%+
Source: Deloitte automotive surveyacea.be
Changing customers
Afrilennials are FOCUSED ON SUCCESSMost ARE f i rs t -genera t ion middle -c lass and a re ac t i ve ly p lay ing
asse t ca tch- up. Ownersh ip is key !
Afrilennials are PROUDLY AFRICAN
MillennialsPrefer r ide shar ing to ownersh ip.
Major difference between millennials & Afrilennials…
car ownership!
Brick and mortar strikes back
Smart stores
Personalising for the segment of one
Hyper-personalisation
Adding voice to customer interactions
Intelligent assistants
Human interaction remains golden
Remote experts
Instant fulfillment
Blend Physical with Digital
Virtual & Augmented
Reality
Every transaction and user experience matters
Application experience
Global RETAIL TRENDS
Make it a reality
. . . Will influence CUSTOMER EXPECTATIONS OF buyING cars
Source: cisco.com
OptimiseRegional integration
Africa’s potential
1,111,25 1,16
1,50
2,00
2005 2010 2017 2020 2025 2030
Need economic growth backed by political and policy stability
New vehicle sales could reach
2 million in the next 5 – 10 years.
Opportunities
South Africa has potential to be the gateway to Africa
Trade measures1
Eg. Free trade agreements
Geographic advantage2
Products by Africans, for Africans
3
*
South Africa Production Benefit:
100% Duty Free
Opportunities – Trade Measures
Current CBU Import Duty Rates:
Malawi = 25%
Mauritius = 50-75%
Mozambique = 20%
Zambia = 30%
Zimbabwe = 40%
Current CBU Import Duty Rates:
Egypt = 135%
Kenya = 25%
Libya = 10%
Rwanda = 25%
Uganda = 25%
Current CBU Import Duty Rates:
Algeria = 15-30%
Cameroon = 30%
Ivory Coast = 22.5%
Morocco = 17.5-25%
Niger = 22-122%
South Africa Production Benefit:
To Be Confirmed
South Africa Production Benefit:
20 ~ 100% Duty Free
African Continental
Free Trade Area
(ACFTA)
The Tripartite Free
Trade Area (TFTA)
Southern African
Development
Community
(SADC)
EXISTING Being ratified Under discussion
Africa is open for business
*
Threat
Influence of world powers (esp china) is much bigger than that of SA
FDI FROM WORLD POWERSMarket
ShareCapex $bn Country
39% 36.1 China
12% 11.0 UAE
5% 4.8 MOROCCO
4% 4.0 ITALY
4% 3.8 SAUDI ARABIA
4% 3.4 UNITED STATES
4% 3.2 SINGAPORE
3% 3.1 JAPAN
3% 2.5 MALASIA
3% 2.5 UK
TOtal CAPEX $92.3bn
Threat
Flood of low-cost (new/used) vehicles from Asia
Threat
Regional policies dictating localisation
Localisation of motor industry
Prod Vol. 2015 2016 2017Variance
2015-2017
South africa
616k 599k 590k - 4%
Morocco 288k 345k 376k 31%
Algeria 19k 42k 60k 213%
egypt 36k 36k 37k 2%
world total 90.9m 95.1m 97.3m 7%
+
+
+
+
The number of vehicles produced in Morocco increased 9 times between 2010 and 2017
201042 k
2015288 k
2017376 k
\\\challenges
Compete with emerging competitors and 2nd hand imports
1
Support the development and access to a larger new car market
2
Establish InfrastructureAs an enabler
Challenges confronting participants
in the Automotive Value Chain Introduction of cleaner fuels
1
Road and rail infrastructure2
Roadmap for alternative energy source fuels
3
SA and Africa are lagging behind to introduce cleaner fuels
Global level above Euro3 Africa below Euro3
1. Regulation framework is required to introduce cleaner fuels
2. Lack of clean fuels restricts adoption of advanced engine technology
3. Cost disadvantage due to diverse market requirements
SA road network = 750,000km
increasing traffic congestion will retard growth of Motorisation and introduction of Autonomous vehicles
140,000kmPlanned for future?
154,000km Paved 21%
Capacity issues: not enough roads and deteriorating infrastructure
Range – consumer expectation
80-
160kms
240-
320kms
More
t han
400kms
Energy dilemma
54%
24%22%
Workplace: 1 / 2.5 cars
Retail Store: 1 / 20 cars
Highways: 1 / 50 – 120 Km
Global standard for charging station distribution
Charging stations are expanding however not catering to Consumer
Expectation
Uncertainty of market growth & Cost will hamper infrastructure development
Source: Deloitte automotive survey
Rail & port infrastructure
Make rail & port our competitive advantage
COMPETITIVE ADVANTAGE THROUGH IMPROVED STAKEHOLDER ENGAGEMENT
MAIn Activities
PORT: Berth Deepening
Potential to berth 3 vessels per quay
with increased cargo capacity Flexible Wagon load configuration solution
to allow for greater load optimisation.
RAIL: “Move to Rail” Increased Visibility “Sea & Land”
End to end visibility of key resources
enabling reduced cost and risk
1. Cost Containment 2. Productivity 3. Capacity Improvement
Achieve globalCOMPETITIVEness
Relationship – localiSation vs. parts costs
Less developed auto Supply Chain
Tota
l cos
t of p
arts
( lo
cal &
impo
rted
)
0% 50% 100%
Thailand in 1980’s, SA Industry now
MATURE INDUSTRY SUPPORTS LOCALISATION
Local Content
Cost reduction potential
Cost penalty potential
Switching point
Well developed auto Supply Chain
Tota
l cos
t of p
arts
( lo
cal &
impo
rted
)
0% 50% 100%
Thailand & Japan in the 2000’sLocal Content
Switching point
Automotive supply chain Image
Thailand auto supply chain South africa auto supply chain
SA Supply Chain is underdeveloped
Tier 2/3 28%
Tier 167%
OEM 5%
OEM 1%
Tier 129%
Tier 2/370%
Reasons for the SA Situation
Tier 2/3 suppliers need to be developed
Tier 1
Tier 2
Tier 3
Tier 1
T1’s tend to engage with each other
** The Automotive Industry is not an attractive market to the typical T2/3 supplier
OEM
X
X
OEMs focused highly on developing & Growing Tier 1’s
Was Not carried down to Tier 2 & 3
BUT…
▪Lack of skill
▪No incentive
▪Risk mitigation
▪Global Sourcing
Localisation Transformation Conundrum
Finding the right balance in a low-volume market
Global sourcing
Competitiveness
technology
access
HighInvestment
Lack of skills
Way forwardIDEAL SA AUTO SUPPLY CHAIN
To be competitive, we need localisation
Collaboration
Synchronisation
Attract Global Suppliers & Technology
OEM 5%
Tier 1
45%
Tier 2/350%
Develop an inclusive
value chain
Inclusive auto value chain
Scorecard progressionownership
leadership
Component manufacturers
OEM’s & Distributors Dealers & Retail
This is not business as usual!
Then we become a relevant, competitive and Inclusive auto value chain
Master plan IS CLEAR – 2035
Government Labour Auto industry
Component manufacturers
OEM’s & Distributors Dealers & Retail
thank you