Role of PR in the development of Automobile and

Automotive Industry in Russia.

Dmitry OsipovAEB Auto components Manufacturers Committee,

Chairman 2006-2008

European Association of Communication Directors (EACD) Round Table 04 June 2008 Moscow Russia

What’s AEB?Association of European Businesses in Russian Federation

• Founded in 1995, an independent non-commercial association with a membership of over 550 companies from across the European Union and Russia. Our members range from large multi-national corporations to SMBs and are united by their commitment to forging stronger economic ties between the EU and Russia, as well as improving the business environment here in Russia.

• Conducts lobbying activity through its 26 committees and working groups, which cover a wide spectrum of industries and sectors, including Energy, Customs & Transport, Automobile Manufacturers, Automotive Components, Taxation and Banking – to name but a few. The committees work closely with the Russian authorities.

• Offers informational support to the European business community via its website and publications, surveys and legislative and business alerts.

• Works hard to support its members wherever they are located in Russia by hosting regional presentations, business missions and maintaining regional representations. www.aebrus.ru

• Development of world’s automotive manufacturing industry fully depends on the strategies of OEMs (car manufacturers).

• Russia is not an exclusion.

Prospective

What is automotive industry?

• What existed in Russia: structure– Vertical integration– Limited models– High production volume– Manufacturer’s market (not seller’s, not consumer’s

by far)

• What is the international structure?– Clear roles: OE, OES, AM; OE, T1, T2, T3…– Independent auto and component manufacturers

What was the change?

• Market demand was 2 times above capacity of domestic production

• IMPORTS!• Cheap second-hand cars• Top-range expensive cars• Seemed no place for domestic localized

production of mid-class mass models cheaper second-hand is beyond competition

• Low potential for local production of international mass models

How to deal with it?

• Option 1 – increase import sales to meet the growing demand

• Problem: borders, customs, logistics, planning, high costs

• Option 2 – move production to where it is demanded

• Problem: how to substitute cheap second-hand imports?

Materials Transfer Cycle in automotive manufacturing

Export of raw materials

Import of processed and reworeked materials,

components, finished products

Raw materials extraction

Black metal; steel; aluminium; gas

Internal production (Russia)

Hi-tech alloys; plaqued aluminium; synthetic materials

External production

Basic materials

Hi-tech materials

Materials processing, new materials production

Development of materials

Cars and components mfg

AutocomponentsCars assy

4

Solution: STEP 1

• Objective: substitute second-hand imports by new mid-class imports

• Implementation:explain to the government the necessity of changing the rules to stimulate new cars import– Safety– Ecology – Transparent pricing– Civilized market

Solution: STEP 2

• Objective: move from imports to locally assembled vehicles to gain competitive advantage vs imports

• Implementation:explain to the government the necessity to give incentives for locally assembled cars– Investments – Local taxes– Employment – Local competence

Solution: STEP 3

• Objective: move from simple assembly (SKD, CKD) to production from locally produced components to gain advantage from localization

• Implementation:explain to the government the necessity to give incentives for locally produced components– More investments, taxes, employment, competence– Automotive industry as one of key drivers of economic

growth (USA)– 1 working place in automotive industry creates 8

working places in complementing industries

New stage of development

• Significant growth of new car assembly facilities and gradual stepping down from leadership positions of traditional Russian OEMs.

What did Russian government think?

• The world rests on 3 elephants (i.e. car manufacturers and components manufacturers are interdependent, “master-servant” relations, rigid vertical integration)

• Foreign car and component manufacturers will compete with Russian manufacturers and eventually will kill them

• Russian manufacturers will get out of business unemployment, social tension, loss of competence

• Russia will lose its industry to foreign corporations

Higher investments in mfg in russia

Lower customs duties on components for industrial assy

projects

Minimum production volume requirements and list of required operations

Gradual decrease of imported components

Agreement for assembly foresees:

But reality, as usual, is somewhat more complicated…

What did we (AEB) do? complex approach

• PR inside Russia to public:– explain the advantages of the civilized market– Promotion of quality and responsibility message– Foreigners “not competitors but supporters”

• GR: – government understanding how international industry works

• PR through organizations:– ensure professional support by industrial associations (OAR, NAPAK,

…)• PR outside Russia:

– Promote Russia to foreign auto industry decisionmakers as high-potential market (BRIC concept etc)

– Presentations at international professional fairs– Presentations to Industrial groups inside and outside Russia– Specialized events at foreign embassies (France, Spain, etc)– Missions into the Russian regions, meetings with regional authorities– Acquaintance with local manufacturers, potential partners – Organization of seminars/conferences with Russian officials for local

and foreign businesses (joint conference with RosOEZ, chaired by AEB)

Cost structure in automobile production

1990 2006

6

Industrial Assembly projects: potential in RussiaIndustrial Assembly projects: potential in Russia

Steering module assyInstrument cluster assy

Electronic management system

Rear axle beams

Seat modules

Door locks modules

NAVI

ABS

Brake system

Front axle module assy

Lighting equipment

Cooling module; aircon module

engine

Exhaust systems

International component manufactures are interested to help survive Russian

automotive industry• Not competitors but supporters• additional business is only provided by Russian

customers – foreign OEMs in Russia only re-distribute existing business

• Huge specialized experience of development and production of components and modules with full final responsibility for the product

9

Russian automotive industry still has big potential – in the technology area as well as in the quality.

- Low quality of Russian automotive industry is not a specific feature;

- Quality issue roots not in the total incapacity of russian producers to ensure high quality – but in the areas of quality management, control, objectives setting – and willingness to continuously pursue those.

What are the hurdles for further development

• Russian Government Decrees aimed at facilitation of the automotive industry growths has not yet become efficient tools and need further improvements.

• Industrial assembly regime of cars does not automatically bring in component manufacturers.

• - until recently the volumes were not sufficient• - Decree 566 leads to more questions than provides answers • - step-by-step localization leads to eventual cost increase :

– An imported “kit” breaks down into a list of separate customs codes

– More codes higher customs administration costs– Higher customs duties on separate articles

11

Strategies for further development of a Supplier manufacturing footprint in

Russia• Development of local components suppliers

base• Production of aftermarket products• Creation of local engineering pool of experts• Expanding the range of manufactured products• Investigation of export potential of the local

production• Complete integration of a Russian enterprise

into the global business process

Automotive production localization : STAGE 1

Automaker 1st level supplier 2nd level supplier

Import

Localization

Automotive production localization : STAGE 2

Automaker 1st level supplier 2nd level supplier

Import

Localization

Automotive production localization : STAGE 3

Automaker 1st level supplier 2nd level supplier

Import

Localization

Automotive production localization : STAGE 4

Automaker 1st level supplier 2nd level supplier

Import

Localization

Result of STEP 1

• Higher import duties on cars older than 7 years • new cars status for cars under 3 years• Equal import conditions for private individuals

and companies• Cheap second-hand replaced by fast-growing

new official imports• High speed of official dealerships growth

throughout the whole country

Import structure change to newer, safer vehicles

Result of STEP 2

• Decree 166 – industrial assembly of vehicles• Duty-free import of components (assembly kits)

for production of vehicles• 7 years “grace period”• Guaranteed localization requirements

All major world car manufacturers establish manufacturing facilities in Russia

Result of STEP 3

• Decree 566 – industrial assembly of components for vehicles manufacturing

• Duty-free import of sub-components and materials for production of components

• 5 years “grace period”• Minimum localization requirements Appearance of completely new

segment in the industry – T1 suppliers (“systems integrators”), deeper localization of foreign cars – consumers win!

Who were the key players?

• Auto industry heavyweights (Ford, GM, Toyota, Renault, Nissan..)

• Leading component manufacturers (Bosch, Siemens, Tenneco, Michelin, etc)

• Professional and business media

• Industrial associations

• Federal Government bodies

• Regional authorities

THANK YOU