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Tyre Industry, sector analysisTRANSCRIPT
Tyre Industry Analysis
By : Gagan Pareek
Economic growth drivers….
GDP growth as per RBI is 8.5% . Robust industrial growth backed by
improvement in consumption demand Increase in infrastructure spending. Substantial improvement in domestic demand. Increased thrust of the government on
infrastructure projects. All time high sales growth of few major
automobile companies eg: Maruti Suzuki India Limited sold a total of
10,18,365 vehicles in 2009-10.
Indian tyre IndustryIndian tyre
industry
Passenger vehicles
Commercial
vehiclesOthers
MHCV HCV LCVFarm Vehicl
eOTR
Industrial
vehicle
Cars Motor Cycles
scooters
AN OVERVIEW OFINDIAN TYRE INDUSTRY Financial Year 2009-2010 Turnover of Indian Tyre Industry Rs. 25,000Crores Tyre Production (Tonnage) 13.50 lakh M.T. Tyre Production – All Categories (Nos.) 971 Lakh
Tyre Export from India (Value) :Rs. 3000 crores Number of tyre companies: 36 Industry Concentration 10 Large tyre companies
account for over 95% of total tyre production.
Raw Materials of Tyre Industry - Overview
Tyre Industry is highly raw-material intensive. Raw materials cost accounts for approx. 63% of tyre industry turnover and 72% of production cost.
62% of total Natural Rubber consumption is by the Tyre Sector, balance by rubber based non-tyre industries.
Total weight of raw-materials consumed by tyre industry – 15.50 Lakh M.T.
Total Cost of Raw Materials consumed by tyre industry – Rs.16,000 Crores
Raw Material Availability No domestic Production of Butyl Rubber and Styrene Butadiene Rubber of tyre
grades, i.e., 1502 and 1712. Production of Nylon Tyre Cord Fabric, Polybutadiene Rubber, Rubber Chemicals,
Steal Tyre Cord, Polyester Tyre Cord insufficient to meet domestic demand. Tyre industry imports raw materials on account of the following factors:
Demand Cycle
Indian Auto Industry
Facts• Second Largest two wheeler
manufacturer in the world• Largest tractor and three wheeler
manufacturers in the world• Fourth largest Commercial vehicle
market in the world• Eleventh largest passenger car
market in the world
•Growth Potential•Can become World’s third largest automobile market in 2030.
•By 2016, Automotive sector can DOUBLE its percentage contribution to GDP from current levels of 5% (US$50 billion) to 10% ($180 billion).
Trends• Growth of exports of 22.30 FY 2009-
10.
•The Commercial Vehicles segment grew at 4.07 %.
•Light Commercial Vehicles recorded a growth of 12.29 percent.
The Growth JourneyPre 1983 1983-1993 1993-2007
Era of globalisation andevolution of India as a globalmanufacturing hub
Closed market
• Growth of market limited by supply• Outdated modelsPlayers• Hindustan Motors• Premier• Telco• Ashok Leyland• Mahindra & Mahindra
Japanisation - GOI- Suzuki joint venture to form Maruti Udyog• Joint ventures with companies in commercial vehicles and componentsPlayers• Maruti Udyog• Hindustan Motors• Premier• Telco• Ashok Leyland• Mahindra & Mahindra
Delicensing of sector in 1993• Global major OEMs start assembly in India (Toyota, GM, Ford, Honda, Hyundai)• Imports allowed from April 2001; alignment of duty on components and parts to ASEAN levels• Implementation of VAT
Category wise numbers
Two Wheeler
Passenger Vehicles
Commercial Vehicles
Three Wheeler
Dominated by Motorcycles 80% , Scooters 14% Mopeds 6%
Domestic - 7.25mn units . Hero Honda 42% & Bajaj 27% share CAGR
– 9.5%
Exports 819000 units (07-08) . Bajaj Auto 59% TVS 17% share
CAGR – 41%
Dominated by Cars 78% , MUV/SUV 22%
Domestic – 1.5mn units Maruti-46% Tata-15% Hyundai 14% CAGR -
14.8%
Exports - 217000 units (07-08) Maruti 66% Hyundai 24%
CAGR – 26% Dominated by M&HCV – Goods 48% Passenger 38% , Rest by LCV -14%
Domestic – 487 thousand units , Tata-62% Ashok Leyland -15% CAGR-
22%
Exports – 59 thousand units, Tata 67% Ashok Leyland 12% CAGR
-30.6%
Dominated by Passenger Carriers with 64% share , Goods Carrier -36%
Domestic – 365 thousand units , Bajaj -42% Piaggio-41% CAGR-
10.5%
Export – 141 thousand units , Bajaj -97%
CAGR -44.5%
Automotive Companies in India
Major Multi-national companiesMajor Indian Companies
India : A Developing Hub for Compact Cars
Maruti Suzuki :• New car plant to make 250,000 cars per annum (total 800,000 cars/annum)
• 10 new Component JVs to support new Diesel Engine Plant. Hyundai :
Already a big player in the small car segment • Increase capacity to 600,000 cars per annum over next 1 year. Nissan :
• Micra, UK India
– Four more models in India, involving a total
investment of over Rs 2,000 crore. Ford :
• Plans to unveil its small car with 1.2 ltr engine by 2010
Honda : Investing US $ 250 million in a new plant in
Rajasthan with capacity of 60,000 car per year (First car to roll out in 2009).
Tata Motors :Tata Nano became a big success gaining worldwide popularity with Tata planning to increase capacity
Toyota :• Toyota Kirloskar motors planning to launch its own small car in India by 2011
General Motors : • New Capacity to manufacture small cars at its
Talegaon, Maharashtra plant with 80% local inputs.Brought in Spark small car in 2007
Nissan-Renault : 50:50 JV, to make 400,000 cars a year with an investment of over US $ 1 billion. Coming up with the $2500 car to compete with Tata Nano in 2011
VW :• Investing 400 million euro in a new plant inPune. Operations are to start in secondhalf of 2009.
Compact cars account for 70% of the total car market. Compact car sales increasing at about 20% each year Excise duty on small cars slashed from 24% to 12% in last three years
Key Growth Drivers
Growth Drivers of Indian Automobile Market
Rising industrial and agricultural output Rising per capita income Favourable demographic distribution with rising
working population and middle classUrbanisation
Increasing disposable incomes in rural agri-sector Availability of a variety of vehicle models meeting
diverse needs and preferences Greater affordability of vehicles Easy finance schemes Favourable government policies Robust production
Socio Cultural Environment Explosion in the number of nuclear families As the joint-family system crumbles and the number of nuclear families explode,
more small families seem to be demanding a two/four wheeler for themselves. This has directly resulted in higher sales of tyres in the past decade.
Higher car density per family The number of upper-class and upper-middle class families with more than one car
per family seems to be increasing exponentially. This is especially true in cities where Brand Strategy Analysis working couples find it difficult to survive without more than one car for transportation. With higher disposable incomes, these families are finally able to afford this need.
Shifting away from Savings, to EMI culture Another notable trend that seems to be fuelling car sales (and therefore tryre sales)
is the shift in the middle-class consumers saving habits. The Indian middle-class family has long been known for its savings frenzy. But with a younger workforce, higher disposable incomes, lower unemployment and the influence of globalization, the average Indian middle-class family is slowly warming up to the idea of EMI and
buying on credit. This has helped in furthering the sales of passenger cars significantly.
Enviorment Analysis
SWOT
MRF Market leader among tyre manufacturers in India, with a 24% share in terms of revenues. Its leadership position, coupled with its strong brand recall and high quality, MRF commands the price-maker
status. MRF has a strong presence in the T&B segment, the largest segment of the tyre industry, and commands around 19% market share in the segment. The Company has a distribution network of 2,500 outlets within India and exports to over 65 countries worldwide.
Apollo Tyres (ATL) Apollo Tyres is the second largest player in the Indian tyre industry, with a market share of 22%, in terms of revenues, and the largest player in the T&B segment, with around 22% market share and 82% of its product mix coming from this segment. It also enjoys a strong brand recall. ATL derives 80% of its revenues from the replacement market, where the
EBITDA margins are higher; hence, at operating levels, Apollo Tyres has better
JK Industries JK Industries has a 17% market share, in terms of revenue, making it the third largest player in the industry. The Company ranks first in the MHCV and Passenger Car tyre segments, with 79% and 7% of its product mix coming from these segments, respectively. Exports account for approximately 17% of its gross sales.CEAT CEAT has a 14% market share, in terms of revenues, and is an average player across categories. 68% of its product mix comes from the MHCV segment. In terms of profitability, CEAT has lower margins compared to its peers, in spite of deriving 60% of its revenues
from the replacement market
Leading Market Players
Analysis : Five Forces
Value Chain
Truck/Bus
Passenger Car / Jeep
LCV
Tractor Front
Tractor Rear
Scooter / Moped
Motor Cycle
0 10 20 30 40 50 60 70 80 90 100Replacement
OEMs
ExportSegment wise
Category wise Tyre Production in India
Truck & Bus Passenger CarJeep Light Commercial
VehicleTractor Front Tractor RearTractor Trailer Animal Drawn Ve-
hicleScooter / Moped Motor CycleIndustrial Off the Road (OTR)
1999-00
2001-02
2003-04
2005-06
2007-08
2008-09
2009-10*
0 1000 2000 3000 4000
Exports
Value (Rs./crores)
Truck & Bus
Passenger Car
Jeep
Light Commercial Vehicle
Tractor Front
Tractor Rear
Tractor Trailer
Motor Cycle
Scooter
0 1000000 2000000 3000000
Tyre Production
2008 - 092007 - 082006 - 072005 - 062004 - 052003 - 04
Current Trends
- Radial Tyre to Replace Cross – Plys- Margins in Radial higher by 25% than Cross
– Plys- 9% margin in Cross –Ply- 25% plus margin in Radial Tyres- Higher capital required to protect margins
Plans
Thank You