sac corporate presentation
TRANSCRIPT
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PROPRIETARYAny use of this material without specific permission of Stahl Automotive Consulting is strictly prohibited
Stahl Automotive Consulting
Corporate Presentation
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Stahl Automotive Consulting
Agenda
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� SAC’s philosophy and areas of expertise
� Project examples
SOURCE: SAC
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Stahl Automotive Consulting 2
SAC founder Martin Stahl has 20 years of broad expe rience in the automotive industry
SOURCE: SAC
Dr. Martin StahlSAC Founder, Managing Director
Martin has always been curious about the strategic questions of the automotive industry and turned his passion into a profession. His core areas of expertise are:� Corporate and growth strategy� Brand strategy � Product strategy and development� Sales and after-sales optimization� Automotive in emerging markets , especially Asia� New mobility solutions and e-mobility
Educational background
Professional background
Areas of expertise
Martin Stahl has a background in industrial engineering and holds a Ph.D. from the University of St. Gallen
He has been working with BMW Group for 10 years and with McKinsey for 4 years before founding Stahl Automotive Consulting
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Stahl Automotive Consulting 3
SAC’s values and contribution
What we aim for … … and how we deliver
Inspiring leaders by helping them to develop their perspective and …
We contribute with our broad automotive experience and help to see both, the big picture and the way forward
… collaboratively create lasting and substantial performance improvements …
We apply proven approaches and methodologies with an understanding of human factors to accompany our clients in the execution of improvement initiatives and to achieve measurable results
… in a long-term partnership
We follow a rigid code of professional values to build and maintain long-term partnerships with our clients
SOURCE: SAC
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SAC’s core areas of competence
SOURCE: SAC
SAC’s core areas of
competence
Sourcing optimization
Productstrategy & develop-
ment
Organi-zationaltransfor-mationBrand
development
Corporate & growth strategy
(incl. M&A)
Sales &after-sales
Powertrainelectrification
Emergingmarkets
Mobility of the future &
digitalization
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Corporate & growth strategy (incl. M&A)
� Within today’s automotive landscape, many companies aspire to further expand their business while in certain regions even new automotive players emerge (e.g. China); in order to successfully realize such plans, profound market entry/growth strategies are key
� Besides internal growth projects, automotive industry players are frequently utilizing M&A transactions to grow or secure their business , especially in sectors where the incumbent players either face consolidation (e.g. German intercity coach market) or are forced by customers to expand their global footprint (e.g. acquiring a supplier in Mexico)
� Developing market entry strategies along the “4Ps” product, pricing, place and promotion accompanied by a production strategy
� Ensuring products match customer demand
� Full-fledge M&A advise− Developing a comprehensive
perspective on potential M&A targets and identifying a short-list of targets (incl. first outlook on synergies)
− Performing a strategic due diligence of the selected target(s)
− Ensuring a professional post merger integration
− Creating viable business cases(incl. profit & loss, balance sheet, cash flow)
SAC expertise
SOURCE: SAC
Industry situation and outlook
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Brand development
� As recent examples in the automotive industry show, even solid products are no guarantee for success if the brand of the product does not appeal to the target group
� Fancy brand definitions are only a piece of paper if the values are not properly translated into the organization as well as their products and services
� In general, having a strong, vibrant and finally relevant brand is becoming an increasingly essential asset as several transactions in the automotive sector illustrate, e.g.− Tata Motors spent $ 2.3bn to acquire the
Jaguar and Land Rover brands in 2008− Geely paid $ 1.8bn to acquire the
Volvo brand in 2010
� Developing a corporate vision and brand strategy/identity (incl. values, facets) as well as defining key USPs of the brand
� Identifying an attractive and sufficiently sized target group and deriving a crisp description of the respective product needs based on proven segmentation models (e.g. SIGMA Milieus®)
� Developing a brand and product attribute profile in the context of competition and market demand to derive specific targets (best-in-class, top-3, acceptable standard)
� Consolidating the main targets in a comprehensive target picture (incl. financial KPIs) and developing a long term-plan
SAC expertise
SOURCE: SAC
Industry situation and outlook
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Product strategy & development
� Increasing customer expectations ,especially regarding vehicle design and speed of new innovations, are affecting the automotive industry; thus, implementing a well structured and efficient product development process is crucial for any automotive OEM
� Particularly in emerging countries like China, new automotive ventures are formed without longstanding experience in vehicle development within the organization
� Moreover, today’s major OEMs use modularized platform approaches to create economies of scale and increase their cost competitiveness
� Holistic perspective on the design of automotive product development processes (PDP) to help OEMs create competitive products (passenger and commercial vehicles) at cost and in time
� Guiding vehicle projects through the concept phase to ensure coherence to the brand and product attribute profile, customer expectations and cost targets
� In-depth understanding of individual process steps within the PDP (concept, series development, pre-production)
� Insights into future product trends and customer demand based on proven market data as well as our broad expert network
SAC expertise
SOURCE: SAC
Industry situation and outlook
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Organizational transformation
� The global automotive industry is going through a situation of continuous transformation driven by several megatrends ; especially topics like autonomous driving, powertrain electrification, digitalization and global growth are challenging for OEMs and suppliers
� In general, companies regularly have to manage changes that affect their organization ; yet, more than half of all change projects fail because of the following reasons− 39%: Employee resistance to change− 33%: Management behavior does not
support change− 14%: Inadequate resources− 14%: Other obstacles
� Holistic change management approachbuilt around 4 key levers− Role-modeling− Fostering understanding and conviction− Reinforcing with formal mechanisms− Developing talent and skills
� Detecting and further developing core competencies of automotive OEMs (passenger and commercial vehicles)
� Identifying suitable areas for partnering/ outsourcing and supporting to find a capable partner/supplier
� Planning of organizational ramp-up, roles and key processes as well as identifying
required talent (e.g. in case of marketentry/growth strategy)
SAC expertise
SOURCE: SAC
Industry situation and outlook
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Sourcing optimization
� Large OEMs increasingly demand from their suppliers to serve them on a global scale(e.g. stamping parts from a single supplier regardless of production location)
� In developed countries , suppliers deliver up to 85% of a vehicle‘s major components while in developing countries , some local OEMs still have a much higher value creation share ; consequently, different opportunities and challenges arise for suppliers as well as OEMs
� Regarding EV components (e.g. battery cells) it is not yet clear which technology will prevail and purchasing volumes of EV parts are still small due to rather low sales volumes; as a result, EV manufacturerslack economies of scale and couldbenefit from bundling with partners
� Consolidating the supplier portfolio of automotive OEMs (passenger and commercial vehicles)
� Identifying and evaluating potential sourcing partners to enable order bundling (e.g. for EV batteries)
� Company- or business-unit-wide bundling ofRFQs (e.g. for service providers)
� Effectively preparing supplier negotiations
� Identifying and realizing further cost levers
� Providing suppliers with a perspective on OEMs‘ global launch and cycle plans to forecast demand for specific automotive parts/components and derive accurate timing for respective RFQs
SAC expertise
SOURCE: SAC
Industry situation and outlook
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Sales & after-sales
� The way how people purchase mobility (incl. vehicles) is changing due to the rise of the Internet and mobile applications (see e.g. the B2C e-commerce sales growth in selected countries 2014: China 64%, India 32%, Brazil 19%, UK 12%, USA 12%)
� To date, established OEMs have large dealership networks (e.g. BMW with ~600 dealers for ~250k sold cars in Germany 2014); however, several OEMs have begun to utilize the Internet (e.g. BMW with its agent model incl. online sales for the i3/i8)
� Furthermore, new industry players are looking for innovative approaches to ramp-up their sales network at minimal cost or to provide convenient after-sales solutions(e.g. carefree repair servicesthrough specialized providers)
� Defining the right setup and footprint of a new automotive OEM’s sales and after-sales network based on the given volume aspirations and resource restrictions
� Developing a regional sales and after-sales organization tailored to the competitive arena of the specific market
� Restructuring an existing OEM’s central and local sales organization by implementing effective offline (e.g. direct sales vs. licensed dealers vs. independent dealers) and online distribution channels
� Identifying capable sales and after-sales partners/suppliers (e.g. for repair, spare parts logistics) and facilitating the partner-
ship/supplier relationship building
SAC expertise
SOURCE: SAC
Industry situation and outlook
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Emerging markets
� The rising level of income and ongoing urbanization in emerging countries like China and India lead to increased mobility needs , most notably a growing overall vehicle demand (e.g. in India with an expected vehicle sales CAGR of 10% from 2015-2021), particularly in the luxury segment
� Driven by the political agenda , there is a strong trend towards new energy vehicles (NEV) in China (expected CAGR of NEV sales in China 2015-2021 is 20-25%)
� Besides, Chinese OEMs have recognized that joint ventures are not the optimalapproach and have thus started to create indigenous brands or to establish own companies
� Supporting automotive ventures from emerging countries in building competitive passenger/commercial vehicle OEMs that are able to meet Western quality standards
� Supporting Western industry players to expand their business to emerging markets
� Particular China expertise− Track record of successfully conducted
projects in China’s automotive industry− Broad network and access to many
OEMs in China− Mandarin-speaking interviewers with
automotive background− Forecast data for the Chinese market
(volume forecasts, cycle plans etc.)
SAC expertise
SOURCE: SAC
Industry situation and outlook
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Powertrain electrification
� Due to environmental issues like global warming, governments worldwide aim to reduce CO 2 emissions , e.g.− EU: max. 95g CO2/km for new passenger
cars in 2020 (fleet average)− China: 5l/100km for new passenger cars
in 2020 (fleet average)
� At the same time, costs for fossil fuel are expected to increase because of natural limitation and new, expensive technologies like fracking
� Furthermore, ongoing advancements in EV technology are projected to lead to decreasing cost for EV components (e.g. price on battery cell level expected to drop from 300 to 150 EUR/kWh until 2018)
� Global perspective on EV growth as well as key market forecasts and trends for passenger cars, commercial vehicles and powertrains
� Proven TCO model to assess market break-through of individual models in specific markets from an economic perspective
� Understanding of boundary conditions (e.g. legislation) in key markets like Europe, USA and China
� In-depth knowledge of EV component cost and performance (e.g. batteries, e-motors, power electronics)
� Perspective on sourcing landscape for key EV components (e.g. for Li-ion batteries)
SAC expertise
SOURCE: SAC
Industry situation and outlook
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Mobility of the future & digitalization
� Several trends have an impact on the mobility of the future− Technological trends : e.g. autonomous
driving, powertrain electrification, further digitalization of the vehicles and the entire automotive value chain
− Economic trends : e.g. sharing economy, rise of emerging countries
− Social trends : e.g. urbanization
� As a consequence of these trends, we believe that offering transportation on demand with autonomous driving vehicles becomes a business model and that Integrated Mobility Providers will serve this business and thereby take over the customer relationships fromOEMs and rental companies
� Creating a common understanding within automotive organizations regarding the mobility of the future and performing a “fitness check” that assesses the company’s capabilities along the required core areas in the future
� Defining a vision for the automotive player in terms of whether to drive the change , be a fast follower or be a late follower
� Developing strategic measures that support the realization of the defined vision in a managed change process (e.g. transforming a traditional vehicle OEM into a service-oriented Integrated Mobility Provider)
SAC expertise
SOURCE: SAC
See our whitepaper for further information
Industry situation and outlook
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Stahl Automotive Consulting
Agenda
14
� SAC’s philosophy and areas of expertise
� Project examples
SOURCE: SAC
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SAC serves clients globally
NOT EXHAUSTIVE
SOURCE: SAC
Countries with recent SAC studies
Germany
Automotive supplierMarket study on potential in China
Sweden
Commercial vehicle OEMElectromobility strategy
Mexico
Automotive supplierStrategy for market expansion to Mexico
China
Passenger carOEMDesigning a product development process
Japan
Commercial vehicle OEMMarket study for commercial vehicles
Europe
Passenger carOEMMarket entry strategy Europe
Austria
Automotive supplierLean optimization of production
China
Passenger car OEMElectromobility strategy
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Stahl Automotive Consulting
� Brand identity and related target groups in Europe
� Perspective on European market entry regarding− Product specification− Price positioning and target cost− Distribution strategy− Promotion and communication strategy− Production strategy
� Sales volume scenario
� Implementation roadmap 2015 – 2022
� Financial projections regarding the developed market strategy for 2015 – 2022
� Target picture 2022 (consolidation of study’s results)
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End products
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Project example:European market entry strategy for a new automotive player
SOURCE: SAC
� Client developed a product portfolio for an Asian market and intended to launch it in Europe
� Approach to enter the market was not yet defined
Automotive OEMIndustry:
3 monthsDuration:
1 Project leader1 Senior expert2 Consultants
Team size:
Situation
6
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Stahl Automotive Consulting
� General analysis of the business environment in the different Mexican states (crime rate, incentives etc.)
� Comprehensive list of potential target companies (press part manufacturers) in Mexico that meet the aligned minimum requirements
� Outside-in assessment of relevant companies on long-list plus detailed company profiles of most promising target companies
� Outlined scenarios 2020 (invest, revenue etc.) for the 4 proposed target companies and recommendation how to move forward
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End products
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Project example:Strategy for market expansion to Mexico for an auto motive supplier
SOURCE: SAC
� Tier 1 supplier for press parts plans to expand footprint to Mexico in order to fulfill OEMs demand to supply key parts locally
� Objective was to acquire a local competitor
Automotive supplier
Industry:
2 monthsDuration:
1 Project leader1 Consultant
Team size:
Situation
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Stahl Automotive Consulting
End products
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Project example:Product development process (PDP) for a new Chinese automaker
SOURCE: SAC
� A Chinese SOEM planned to develop a new sub-brand from scratch with the objective to reach Western quality standards
� PDP was not yet defined
Automotive OEMIndustry:
9 monthsDuration:
1 Project leader1 Senior expert2 Consultants
Team size:
Situation
� Holistic perspective on benchmark design regarding automotive product development processes
� Defined PDP with 5 levels of granularity (incl. deliverables, synchro points, etc.) and in-depth understanding of individual process steps within the PDP (e.g. lead time for sourcing decision of individual parts/services prior SOP)
� Built organizational capabilities in order to apply PDP (e.g. program room)
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Project example:Electromobility strategy for a commercial vehicle O EM
SOURCE: SAC
� Client is a leading commercial vehicle manufacturer that needed to derive a strategy for his EV products across key regions
Automotive OEMIndustry:
18 monthsDuration:
1 Project leader2 Consultants
Team size:
Situation
� Comprehensive TCO perspective on most promising EV segments in the market
� Strategy to enhance market penetration for commercial EVs across geographies in a global approach
� Alignment of stakeholders on EV strategy across brands and functional units
� Integration of EV strategy with solution-oriented sales process and detailed plan for further implementation
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End products
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Project example:Electromobility strategy for a passenger car OEM
SOURCE: SAC
� Client wanted to derive a market entry strategy and align R&D efforts accordingly to come up with winning products
Automotive OEMIndustry:
4 monthsDuration:
2 Project leaders4 Consultants
Team size:
Situation
� Segmentation of the target market based on use case analysis of more than 10 customer groups
� Harmonized R&D landscape for key EV components (battery, e-motor, power electronics)
� Target cost for EV components as a guideline for development and purchasing
� TCO analysis regarding development of different EV powertrains in market segments
� Implications for R&D strategy, product portfolio and go-to-market approach
End products
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Stahl Automotive Consulting
Dr. Martin Stahl Managing Director
Stahl Automotive Consulting GmbH & Co KG Otto-Heilmann-Straße 5 D-82031 Grünwald
Mobil: +49-170-410-7566
E-Mail: [email protected]
Let us inspire you!