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Benchmarking of Key Global OEMs Vehicle Platform Strategies


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Vishwas Shankur's briefing on the benchmarking or key global OEMs vehicle platform strategies.

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Benchmarking of Key Global OEMs Vehicle Platform Strategies

  1. 1. Benchmarking of Key Global OEMs Vehicle Platform Strategies Vishwas Shankar, Industry Analyst Automotive and Transportation 12 October 2011
  2. 2. Today’s Presenter: Vishwas Shankar Functional Expertise Over eight years of total work experience and specific expertise in: • Competitive intelligence and benchmarking • Market analysis and business opportunity assessment • New products product price positioning in the electric vehicle space • New product development and vehicle component sourcing Industry Expertise Experience base covering a broad range of sectors including: • Strong understanding of electric vehicles and their technologies • Global microcars and micro mobility outlook • Production platform strategy of global automakers What I Bring to the TeamVishwas Shankar • Strategic thinking & strong analytical skills using quantitative techniques and management toolsIndustry Analyst • Ability to contribute as an individual and team player in structuring and executing complex engagementsAutomotive & Career HighlightTransportation Worked with leading firms and associations in the following capabilities: • Purchase Manager, Renault Nissan Technology and Business Centre India Private Ltd.Frost & Sullivan • Purchase Manager, Mahindra Renault Private Ltd.Europe • Engineer, Mahindra & Mahindra Automotive • Project Assistant / Teaching Assistant, Birla Institute of Technology and Science, Pilani • Member – Production Engineering, Sundaram-Clayton Ltd. • Member – Foundry, Perambur Locoworks Education • Master of Engineering – Manufacturing Systems Engineering, Birla Institute of Technology and Science, Pilani • Master of Science – Engineering Technology, Birla Institute of Technology and Science, Pilani 2
  3. 3. Aims and ObjectivesA Understand key OEM groups’ current and future platform standardization strategy in the light vehicle category and draw comparisons’B To provide an insight into platform adoption roadmap of key OEM group platformsC Understand and evaluate key modules, systems and components targeted for sharing across platforms To estimate the total investments and expected savings by key OEM groups from platformD standardization strategyE Provide strategic conclusions and recommendations Source: Frost & Sullivan analysis. 3
  4. 4. Definition There is no standard definition of a platform; however, the commonly accepted definition is: A collection of fixed design elements that define its architecture.Platform Platforms usually consist of steering system, front suspension, rear suspension, driveline, braking system, powertrain orientation, and mountings, along with the floor pan that supports all these parts. For the purpose of this research, a shared platform is defined as a platformShared Platform shared between two or more models within the same segment or different segments. An architecture defines the overall framework of the vehicle including its footprint, driveline and engine orientations, suspension which forms theArchitecture vehicle’s DNA, and its driving dynamics. Examples of key architectures are FR (Front Engine and Rear Drive), RR (Rear Engine and Rear Drive), MR (Mid Engine and Rear Drive), and so on. An engineering discipline conceptualized by OEMs’ to build a wide variety of vehicle architectures, potentially using common standardized components, andModular Toolkit differentiated using vehicle wheelbase, track width, size, and shape. For instance, Volkswagen group plans to make millions of vehicles from just three key platforms based on modular toolkit strategy. Source: Frost & Sullivan analysis. 4
  5. 5. Key OEM Groups Analysed in This Study Twelve OEM groups including Volkswagen, Renault-Nissan, Toyota, General Motors, GeelyThe OEM groups analysed in this study are as follows: OEM Group Brand OEM Group Brand Fiat, Iveco, Lancia, Maserati, Alfa- Toyota, Daihatsu, Hino, Lexus, Toyota Fiat-Chrysler Romeo, Ferrari; Chrysler, Dodge, Scion Jeep Buick, Cadillac, Chevrolet/Daewoo, Renault, Samsung, Dacia, Lada; Renault-Nissan General Motors GMC, Holden, Opel, Pontiac, Nissan, Infiniti Saturn Volkswagen, Audi, Bentley, Volkswagen Lamborghini, Porsche, SEAT, Ford Ford, Lincoln, Mercury Skoda PSA Peugeot, Citroen Tata Tata, Jaguar, Land Rover Geely, Eagle, Emgrand, Maple, BMW BMW, Mini, Rolls-Royce Geely Shanghai Englon, Volvo Daimler Mercedes-Benz, Smart Hyundai Hyundai, Kia Source: Frost & Sullivan analysis. 5
  6. 6. Key Takeaways The 12 major OEM groups will account for 74 percent of global production by 2020.Global level The plan is to reduce total platforms by over 30 percent, or from 223 total platforms in 2010 to under 154 by 2020. Volkswagen Group in the High-Volume Vehicle segment and Daimler Group in the Luxury OEM segment are expected to have the highest degree of platform standardisation and widest range level of vehicles per platform. Typically European OEMs have a greater consolidation of models on a single platform.Region Hence there is less differentiation among their vehicles unlike Japanese OEMs which have more level platforms and offer more differentiation. North American OEMs’ operation strategy is between that of Japanese and European OEMs. Riding on the platform standardisation and modular strategy approach, the top 5–6 OEM groupsSynergy target 8–10 billion Euros of cost savings per annum, 20–30 percent reduction in terms of development time and cost and at an estimated investment of 85–90 billion Euros in this decade. Source: Frost & Sullivan analysis. 6
  7. 7. Key Global OEMs Platform Reduction Roadmap • The 12 key OEM groups to constitute over 74 percent of global production by 2020. • Over 100 platforms existing today will disappear and pave the way for nearly 40 new platforms to take over by end of this decade. Platform Strategy: Platform Reduction Plan of Key Global OEMs (World), 2010 - 2020High 223 -30 percent Geely Group Daimler GroupNumber of Platforms 154 BMW Group Tata Group PSA Group Fiat-Chrysler Group 110 Ford Group 94 -15 percent Hyundai Group General Motors Group Renault-Nissan Group Toyota Group Volkswagen GroupLow 2010 Total Platforms 2010 Shared Platforms 2020 Total Platforms 2020 Shared Platforms Year Source: Frost & Sullivan analysis. 7
  8. 8. Platform Summary of Key Global OEMs• By 2020, 12 key global OEM groups with their total 154 platforms to account for nearly 74 percent of the global production. Platform Strategy: Platform Summary (World), 2010 and 2020 PQ35, XV, E B, B0 Gamma, HD, Global SR1, PF1, BV Vista, PL2, W, MRA B, MQB Delta 3 HD C, Global C-EVO H1 Ace PL2 Basic C High Total No. Of Platforms Low Toyota Group General Motors Group BMW Group Fiat-Chrysler Group Volkswagen Group PSA Group Geely Group Tata Group Daimler Group Hyundai Group Ford Group Renault-Nissan Group 2010 2020 OEM Group 2010 Key Platform, 2020 Key Platform Note: All figures are rounded. The base year is 2010. Source: Frost & Sullivan analysis. 8
  9. 9. Average Vehicle Production Per Platform Summary• Average vehicle production per platform is expected to more than double by 2020 from over 0.24 million units in 2010.• Tata followed by Daimler and Fiat-Chrysler groups to share top honours for increased production per platform in 2020. Platform Strategy: Average Vehicle Production Per Platform (World), 2010 - 2020 High Vehicle Production (‘000) Low Toyota Group General Motors Group BMW Group Fiat-Chrysler Group PSA Group Tata Group Daimler Group Geely Group Volkswagen Group Hyundai Group Ford Group Renault-Nissan Group OEM Group 2010 2020 Note: All figures are rounded. The base year is 2010. Source: Frost & Sullivan analysis. 9
  10. 10. Top 10 Production Platforms - 2020 • The MQB platform (Volkswagen) followed by the B0 platform (Renault-Nissan) and Delta 3 platform (General Motors) are expected to share the top three spots respectively by 2020. • By 2020, the top 10 platforms are expected to account for more than 33 million or over 26 percent of the global production volumes compared to over 17 million vehicles or 23 percent in 2010. Platform Strategy: Top 10 Production Platforms (World), 2020 New Volkswagen MQB Models: Jetta, Golf, Gol, Polo, Fabia, A3, Leon, Ibiza Renault-Nissan B0 Models: Logan, Duster, Cube, Bluebird, Tiida, B-Car1 General Motors Delta 3 Models: Cruze, Volt, ATS, Nubira, Astra, Zafira New Hyundai HD Models: Elantra, i30, iX35, Cee’d, Forte, SportagePlatforms Stable Ford Global C Models: C-Max, Kuga, Focus, Escape, MKC, MKS Upward movement Toyota E Models: Corolla, xB, RAV4, Matrix, Verso, Wish Downward movement New New entrant; moved up New PSA BVH1 Models: C3, DS3, M4, 206/207/208, M3, sub-4007 Out Out of top 10 rank Fiat-Chrysler C-EVO Models: Linea, Wrangler, Journey, D-car, Delta, Bravo New General Motors Global Gamma 2 Models: Aveo, Corsa, Sail, Meriva, small SUV, small CUVNew New Toyota XP Models: xD, Yaris, Etios, Platz, iSt, Ractis Low High Units (Millions) Source: Frost & Sullivan analysis. 10
  11. 11. Volkswagen Group Platform Strategy Platform Strategy: Volkswagen Group - Platform Development Strategy (World), 2010 - 2020 Midsize vehicle Compact Vehicle European Products Source: Volkswagen Source: Volkswagen Past: Current: Future: Platform Strategy: Volkswagen Group - PlatformFocus on platform Focus on Expanding Development Responsibility (World), 2010 - 2020volume synergies platform volume currentby use of synergies by use strategystandardised of standardised covering overparts within the parts across 60 percentsegment; less segments; vehicle parts;modular focus growing modular high modular focus focus Source: Volkswagen, Frost & Sullivan analysis. 11
  12. 12. Volkswagen Group - Platform Adoption Roadmap Platform Strategy: Volkswagen Group - Roadmap (World), 2010 - 2020 Existing Replacement platform Platform • The MQB platform or the Modular Transverse Matrix is expected to A1, A2, A3, replace over 10 different platforms and over 30 models by 2020. Q3, R4, TT • Affected models come from all brands, including Volkswagen, Skoda, SEAT, and even Audi. A- Entry, Alha mbra, Exeo, Ibiza, Leon • The MQB platform is characterised by vehicles with the same engine, axles, and pedal boxes, but differentiated by variety of wheelbases, tracks, and vehicle widths. A000 AB Fabia, Octa • Key volume models planned on the MQB platform include vehicles from via, Roomst B/C 1 PL46/47 er, Superb, all its marques, including: PQ25 Yeti MQB • Volkswagen Jetta/Vento/Bora PQ34 PQ35 • Volkswagen Polo PQ46/47 PQMIX • Volkswagen GolfSANTANA • Skoda Octavia Beetle • Skoda Fabia Caddy. Gol, Golf, J • Skoda A-Entry etta/Vento/ Bora, Lupo, • Audi A3 • Audi A1 Passat, Pol o, Santana, • Audi Q3 Saverio, Sci rocco, Shar • Seat Ibiza an, Tiguan, Touran • Seat Leon • Seat A-EntryExisting Platform Vehicle Models Replacement Platform Source: Frost & Sullivan analysis. 12
  13. 13. MQB Platform - Gas and Electric Compatibility • Volkswagen is expected to invest modular EV toolkits to build its electric vehicles with minimal part replacement. • Nissan is expected to invest in dedicated platforms to build electric vehicles, as in the case of the Nissan Leaf.Volkswagen – Electric Vehicle Platform Strategy Nissan – Electric Vehicle Platform Strategy MQB MQB Source: Volkswagen Source: Volkswagen Source: Nissan Dedicated Nissan Li-ion Inverter and• Modular replacement Leaf platform with drive motor rechargeable• Gas engine toolkit replaced by electric toolkit aerodynamic smooth batteries• Minimal discrete parts between electric and engine vehicle floor Source: Frost & Sullivan analysis. 13
  14. 14. Market Forces and Environment Platform Strategy: Introduction to Market Forces and Environment (World), 2010 - 2020 Industry Consolidation OEMs Consumer Personalisation Platform Cost Pressure Standardisation Strategy Pricing Strategy Source: Frost & Sullivan analysis. 14
  15. 15. Conclusion Platform Strategy: Three Big Predictions (World), 2010 - 2020 Twelve key OEM groups constituting over 74 percent of global production 1 by 2020 are expected to reduce their total platforms by over 30 percent. Volkswagen Group in the High-Volume Vehicle segment and Daimler 2 Group in the Luxury segment are expected to have the highest degree of platform standardisation and widest range of vehicles per platform. Nine out of the top 10 platforms are expected to have volumes in excess of 3 two million units annually by 2020 compared to three out of the top 10 in 2010. Also, contribution of top 10 platforms to grow to 26 percent by 2020. 15
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  19. 19. For Additional InformationKatja Feick Cyril CromierCorporate Communications Sales DirectorAutomotive & Transportation Europe+49 (0) 69 7703343 +33 1 42 81 22 cyril.cromier@frost.comSarwant SinghPartnerGlobal A&T+44 207 915 19