Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Future Of The Car Industry in Singapore

4,491 views

Published on

1. Look into the green car industry in Singapore.
2. Is there a market for BMW green cars?
3. Singaporeans automobile buying habits.

Published in: Technology, Sports
  • Be the first to comment

  • Be the first to like this

Future Of The Car Industry in Singapore

  1. 1. BMW Asia Singapore January 2011 BMW: Future of the Car Industry Q3 2010 and 2011
  2. 2. BMW Asia Singapore January 2011
  3. 3. BMW Asia Singapore January 2011 “ Green is no longer progressive. It is expected.”
  4. 4. BMW Asia Singapore January 2011
  5. 5. BMW Asia Singapore January 2011 8 respondents answered Toyota 4 respondents answered Honda 2 respondents answered Mitsubishi 1 respondent answered Porsche “ Any Japanese car brands” “ What do you mean by eco-friendly?” Toyota/Honda ranked the highest When I mentioned the word ‘eco-friendly car’, what’s the first car brand that comes to your mind?
  6. 6. BMW Asia Singapore January 2011 Moving Forward
  7. 7. BMW Asia Singapore September 2010 Toyota Prius Hybrid The most popular green car in the world. High-fuel economy, plenty of versatility & a reasonable price. Disadvantages: Low at performance, “it handles like an appliance” Positioning: Fun to drive + environmentally responsible Won a series of awards such as ‘Toughest Cars on the Road’, Best Overall Value, Highest owner loyalty & etc
  8. 8. BMW Asia Singapore January 2011 What is Toyota doing? Innovative technologies Plug-in Hybrid Vehicles Electric Vehicles Hydrogen Fuel Cell Vehicles Natural Gas Hybrid
  9. 9. BMW Asia Singapore January 2011 Future of Toyota Source: Toyota Website
  10. 10. BMW Asia Singapore January 2011
  11. 11. BMW Asia Singapore September 2010 Honda Hybrid Insight “For people who had had enough squeezing between the road.” Economical, fun driving family car. Positioning: A ‘must-have’ fun-driving car & enable people to make an impact Won a series of awards such as “Greenest Vehicle of 2010”, “Excellent Value 2010”.
  12. 12. BMW Asia Singapore September 2010 Honda Hybrid Insight Scoring function: The leaves indicate the level of fuel-efficiency. Guidance function: The background color indicates the fuel-efficiency of your driving. Econ Mode: Modifies certain engines for a more fuel-efficient driving.
  13. 13. BMW Asia Singapore September 2010 What is Honda doing? Honda sees fuel cells as the ultimate source of clean energy Open up the possibility of a home-use hydrogen supply system. Solar Hydrogen Station
  14. 14. BMW Asia Singapore January 2011 Changes for the Better
  15. 15. BMW Asia Singapore September 2010 Mitsubishi i-MiEV in Singapore 2010 will supply 50 i-MiEV for Singapore's 3 year Electric Vehicle task force's “test- bedding project” Entitled to almost 50% cheaper price if one is willing to take part in the study. Entitled to 20% discount for venues at the HortPark in Alexandra Road if the couple have taken at least 8 environmentally-friendly measures for their wedding. Source: straits times
  16. 16. BMW Asia Singapore January 2011 Now, let’s look at what are our competitors doing
  17. 17. BMW Asia Singapore January 2011 Progressive design & progressive technology
  18. 18. BMW Asia Singapore September 2010 AUDI A3 TDI Entry-level Luxury Car. Earns its environmental credentials & 2010 Green Car of the Year. Positioning: Stylish, and fun to drive. U.S.P: exceptional fuel economy & low emissions.
  19. 19. BMW Asia Singapore September 2010 AUDI Q7 TDI Green Car Award 2009 TDI -> cleanest diesel in the world. The ONLY car who meets Euro 6 emission standards. Positioning: Efficiency, performance and comfort. Disadvantages: Driving feeling is “heavy”, engine is not quite as smooth
  20. 20. BMW Asia Singapore September 2010 What else is Audi doing? <ul><li>TDI </li></ul><ul><li>- smooth, sporty & economical. </li></ul><ul><li>- became a trend setter. </li></ul><ul><li>Audi Space Frame </li></ul><ul><li>- uses light materials (aluminum) to cut fuel consumption. </li></ul>
  21. 21. BMW Asia Singapore September 2010 What else is Audi doing? c) Digital Collateral - Scan barcodes on the car model allows visitors to view the brochures from e-library/phone. - Also provide complimentary SMS for visitors to populate the libraries D ) SynFuel - new type of synthetic fuel: liquid & based on natural gas. - result of intensive research work together with Shell - can be used in any Audi diesel vehicle
  22. 22. BMW Asia Singapore September 2010 AUDI in Singapore <ul><li>Official car for the Singapore International Energy Week (SIEW). </li></ul><ul><li>Feature the Audi Q7 and the Audi e-tron. </li></ul><ul><li>Audi e-tron : 4 electric motor power the vehicle, lightweight construction, 0-100 km/h in 4.8 sec </li></ul>
  23. 23. BMW Asia Singapore January 2011 On a scale of 1-10, how ‘green’ do you think Audi is? Why? On average, Audi was rated a 4 “ Their LED lights & they run some campaigns before.” “ Audi’s core is lifestyle & performance. They won’t compromise.”
  24. 24. BMW Asia Singapore January 2011 Road to the future.
  25. 25. BMW Asia Singapore September 2010 Mercedes Benz A Class E-Cell Less heavy & bulky Powered by lithium-ion batteries MB’s second electric car. It will be launched in Europe first. Positioning: High in usability and comfortable family car.
  26. 26. BMW Asia Singapore January 2011 What are they doing? Mission: Emission-free driving. Join us on our journey. BlueEFFICIENCY technologies
  27. 27. BMW Asia Singapore January 2011 What are they doing? Blue Tec HYBRID F-cell, E-cell, E-cell Plus Natural Gas Technology Blue Direct
  28. 28. BMW Asia Singapore September 2010 What else are they doing? <ul><li>Use renewable raw materials for both interior & exterior. </li></ul><ul><li>- The seat covers of new C-Class include 15% pure sheep’s wool. </li></ul><ul><li>- Fibre which are obtained from banana plant partially replace the conventionally glass fibre structure in A-Class Cope. </li></ul><ul><li>SunDiesel. </li></ul><ul><li>- Produced from plant residues </li></ul><ul><li>- Almost completely CO2 neutral </li></ul>
  29. 29. BMW Asia Singapore January 2011 Mercedes in Singapore They do not have any Hybrid car in Singapore yet. C-Class B-Class E-Class
  30. 30. BMW Asia Singapore January 2011 On a scale of 1-10, how ‘green’ do you think Mercedes Benz is? Why? On average, Mercedes was rated a 5 “ They had awesome ideas with the development of fuel cells.” “ I think their A-Class has C engine or something like that.” “ It’s a performance, classic car. I can’t relate it to green.”
  31. 31. BMW Asia Singapore January 2011 What is BMW doing?
  32. 32. BMW Asia Singapore January 2011 The Common Perception CO2 Performance Majority of the respondents believe that less emission means less performance
  33. 33. BMW Asia Singapore January 2011 BMW CO2 Joy BMW believe in consuming far less energy but increase the driving pleasure.
  34. 34. BMW Asia Singapore September 2010 How? Blue Efficient Dynamic Technologies Lightweight Construction Electric Power Sterling Auto Start Stop Brake Energy Regeneration Petrol/diesel engine
  35. 35. BMW Asia Singapore September 2010 BMW Active Hybrid A combination of electric motor & internal combustion engine, supported by batteries & coordinated through hybrid management. Used on 5 Series.
  36. 36. BMW Asia Singapore September 2010 BMW Clean Energy- Hydrogen 7 World’s first production-ready hydrogen vehicle. Putting 100 of them to test as loan cars for leading figures from the worlds of culture, politics, business & media. Built around a combustion engine that can switch on demand between petrol mode & hydrogen power. Burns the hydrogen in combustion engine.
  37. 37. BMW Asia Singapore January 2011 Are you aware of BMW’s “efficient dynamic” concept? “ Huh? What?” “ I think I’ve heard about it somewhere” Half of them have heard/seen but only 1 of them is truly aware of the concept.
  38. 38. BMW Asia Singapore January 2011 On a scale of 1-10, how ‘green’ do you think BMW is? Why? On average BMW was rated 3 “ This is how BMW supposed to be. They need to be fun & fast & aggressive.” “ They can be ‘green’ but they chose not to.”
  39. 39. BMW Asia Singapore January 2011 “ Singapore is the greenest city in Asia 2011” -Channel News Asia
  40. 40. BMW Asia Singapore January 2011 How many people own/or know someone who owns an environmentally-friendly car? Out of 15 respondents no one owns an eco-friendly car and 2 knows someone who owns one.
  41. 41. BMW Asia Singapore January 2011 Culture in Singapore 60% of them believe there are market for eco-friendly cars in Singapore. “ No, Singaporeans don’t really give a shit.” “ Yes the dense population and cosmopolitan mentality create a good market for these cars.” “ It can be done if we are more educated and there are more publicity done.”
  42. 42. BMW Asia Singapore January 2011 Buying Habits in Singapore “ Younger, upper middle class. They have resources & more environmentally conscious.” “ People who are fooled by the advertisement?” Most of them believe that green cars are expensive and not practical. “ People who are rich & have all the time in the world.”
  43. 43. BMW Asia Singapore January 2011 Buying Habits in Singapore “ Not enough stations available and the gas is pricey” “ Troublesome lah” “ Fuel-efficiency as most of the time is spent city-driving rather than on the highways” Most of them will not consider getting one. 2 said “yes” and 3 answered “maybe”.
  44. 44. BMW Asia Singapore January 2011 Buying Habits in Singapore How would you rank the importance of these buying factors? Fuel consumption Design Performance
  45. 45. BMW Asia Singapore January 2011 Buying a Hybrid in Singapore <ul><li>In Singapore, after reaching 10 years of age, cars must be scrapped or face hefty road taxes. </li></ul><ul><li>When they scrap their cars they’re entitled to receive money under the “Preferential Additional Registration Fee” (PARF) plan. </li></ul><ul><li>Singapore’s vehicle residual value is greatly influenced by the “scrap value” of the car. </li></ul><ul><li>If you purchase a hybrid you’re entitled to 40% of tax rebate of the Open Market Value of the car. </li></ul><ul><li>Lower the value, will result in a higher depreciation for Green vehicles in Singapore. </li></ul><ul><li>Also, hybrid cars are taxed according to their power or engine output, which means they pay quite a high road tax as well. Hence a Hybrid car tends to be 20-30% more expensive compared to a normal diesel car. </li></ul>Source: Land Transport Authority, Singapore
  46. 46. BMW Asia Singapore January 2011 Do Singaporeans care? ALL of them are concern about oil price because of the inflation & not because of environmentally-conscious. If one day the oil price has increased tremendously they will either take public transport or opt for a smaller, more economical car. Middle-class don’t really care as long as they get to wherever they have to go whereas the higher-class choose based on what they like and the design, brand of the vehicle.
  47. 47. BMW Asia Singapore January 2011 The Future of the Car Industry No one is doing anything special for the green market. Eco-friendly cars will be a niche market in the next 5-10 years. Cars in Singapore is not really seen as a necessity but more of a status symbol. Need to be more well-equipped with service centers. More contagious ideas to change the behavior. IS GREEN CAR APPEALING/COOL?

×