It was prepared upon company (Daesung Electric) request.

1. Global Aftermarket Review of
Windshield Wiper Blade
2012. 10. 10
해외사업본부

2. Contents
• Executive Summary
• Market Review
 Europe
 North America
 Asia-Pacific
 Emerging markets
• Recent Technology Trends
• Global Market Volume Forecast
• Executive Summary
• Market Review
 Europe
 North America
 Asia-Pacific
 Emerging markets
• Recent Technology Trends
• Global Market Volume Forecast
Note: This report has focused on aftermarket condition (market shares) and technological trends of windshield wiper system (specially wiper blade).
Since, most of the OEMs are also dominating in aftermarket; the OE market has become an unavoidable part of this market research report.

3. Executive Summary
•Introduction of Flat blade to the automotive industry in 2000 has made a major shift in wiper
blade technology.
•Currently, Europe is the largest regional aftermarket for wiper system. But Asia-Pacific is
fastest growing regional market at a CAGR of about 10.6%.
•Aftermarket share for Top manufacturers:
EU: Valeo 31%, Bosch 30%, Federal-Mogul
NA: Trico 22%, Federal-Mogul 20%, Bosch 17% and Others 41%
Asia-Pacific: Bosch 12%, Valeo 10% and Others 53%.
•OEMs market share for Top manufacturers :
World wide: Bosch 30%, Valeo 28% and Trico 25%
•North America is lagging behind in terms of high-tech and users are less sensitive for
choosing the products. The opposite scenario suits the European market.
•Introduction of Flat blade to the automotive industry in 2000 has made a major shift in wiper
blade technology.
•Currently, Europe is the largest regional aftermarket for wiper system. But Asia-Pacific is
fastest growing regional market at a CAGR of about 10.6%.
•Aftermarket share for Top manufacturers:
EU: Valeo 31%, Bosch 30%, Federal-Mogul
NA: Trico 22%, Federal-Mogul 20%, Bosch 17% and Others 41%
Asia-Pacific: Bosch 12%, Valeo 10% and Others 53%.
•OEMs market share for Top manufacturers :
World wide: Bosch 30%, Valeo 28% and Trico 25%
•North America is lagging behind in terms of high-tech and users are less sensitive for
choosing the products. The opposite scenario suits the European market.

4. Executive Summary
•In emerging aftermarket:
Partnership, M&A are happening more predominantly. In 2011, Valeo and Bosch has
set up partnership to take over with SAIC and Unipoint (Chinese local manufacturers),
respectively.
In India, the aftermarket is still in amateur condition. PMP Auto Components Pvt Ltd is
the dominant OEM player there.
•Major recent tech trends (Focusing more on Electronically interaction):
Reversing twin motor wiper system (or direct drive wiper system) to drive each drive
by separate motor, Bayonet connection (audible clock)
•Factors that increase the demand of wiper blades
Easy to install, easy to find the right parts, universal fit equipment and media
coverage(awareness among drivers)
•Projected market volume for 2027: China 25%,India 19% and Western Europe
and Japan equally 13%.
•In emerging aftermarket:
Partnership, M&A are happening more predominantly. In 2011, Valeo and Bosch has
set up partnership to take over with SAIC and Unipoint (Chinese local manufacturers),
respectively.
In India, the aftermarket is still in amateur condition. PMP Auto Components Pvt Ltd is
the dominant OEM player there.
•Major recent tech trends (Focusing more on Electronically interaction):
Reversing twin motor wiper system (or direct drive wiper system) to drive each drive
by separate motor, Bayonet connection (audible clock)
•Factors that increase the demand of wiper blades
Easy to install, easy to find the right parts, universal fit equipment and media
coverage(awareness among drivers)
•Projected market volume for 2027: China 25%,India 19% and Western Europe
and Japan equally 13%.

5. Europe Market Review
Market Share
•Dominated by
Valeo (31%),
Bosch (30%),
Federal-Mogul (18%) and
Trico (10%)
•Year on year (YOY) change in 2011
Trico (25%),
Federal-Mogul (13%),
Valeo (7%)
Bosch (0%) and
Others (-35%).
This implies that wiper only focusing manufactures (i.e., Trico and Federal) are fast enough
to adopt the market trend.
Not enough proliferation of small manufactures.
Note: wiper blades fitted to newly-assembled passenger cars
and light vehicles have been considered only

6. • User behavior:
 Usually, in German market owner of the vehicle goes back to the dealer to buy another OEM
product. They have strong awareness to their OEM brands which gives more market share to
the top Global manufacturers (data in previous slide)
• Technological focus:
 The way of water spray coming from the wiper blade, the fit of the blade on the
windshield and aerodynamic movements of the blades for improvements.
 Electronic drive units to control the arc of wipe, speed etc.
• Other observations:
 Windshields trends are going towards larger and more complex. This drives opposed-pattern
wiper systems including dual motor drives in more demandable to adopt that trend.
 Previously front wiper was used as rear wiper But OEM suppliers are increasingly developing
their own rear wiper blades for different car models. Aftermarket product range should be
adapted to ensure the market coverage accordingly.
Market Trend:
Europe Market Review
• User behavior:
 Usually, in German market owner of the vehicle goes back to the dealer to buy another OEM
product. They have strong awareness to their OEM brands which gives more market share to
the top Global manufacturers (data in previous slide)
• Technological focus:
 The way of water spray coming from the wiper blade, the fit of the blade on the
windshield and aerodynamic movements of the blades for improvements.
 Electronic drive units to control the arc of wipe, speed etc.
• Other observations:
 Windshields trends are going towards larger and more complex. This drives opposed-pattern
wiper systems including dual motor drives in more demandable to adopt that trend.
 Previously front wiper was used as rear wiper But OEM suppliers are increasingly developing
their own rear wiper blades for different car models. Aftermarket product range should be
adapted to ensure the market coverage accordingly.

7. North America Market Review
Market Share
• Dominated by:
 Trico (22%),
 Federal-Mogul(20%),
 Bosch (17%) and
 Others (41%)
• From the YOY data (2010-2011),
 Three of them has increased market share at almost same rate (11%)
 Other small manufacturers have lost their market shares (-13%).
Note: wiper blades fitted to newly-assembled passenger cars
and light vehicles have been considered only

8. North American Market Review
Market Trend:
• User behavior:
 North American users are less picky to choose the wiper blade. As a consequence,
the performance requirements of North America are lower than those of Europe.
• Technological focus:
 This market is following the same trend as Europe market but at a slower speed.
Usually, on OE side, it is three to five years behind the European market in terms of
technology and performance.
• Other observations:
 Windscreens are flatter and smaller in the US compare to Europe. So, they don’t
have the same design and development issues as Europe. Intelligence built into
motors is less of a requirement in North America.
• User behavior:
 North American users are less picky to choose the wiper blade. As a consequence,
the performance requirements of North America are lower than those of Europe.
• Technological focus:
 This market is following the same trend as Europe market but at a slower speed.
Usually, on OE side, it is three to five years behind the European market in terms of
technology and performance.
• Other observations:
 Windscreens are flatter and smaller in the US compare to Europe. So, they don’t
have the same design and development issues as Europe. Intelligence built into
motors is less of a requirement in North America.

9. Japan Market Review
• Market Share:
 Nippon Wiper Blades (brand owned by Denso) – 46%
 PIAA (brand owned by Ichikoh) – 32%
 Some Chinese and Korean companies covers the lower segment.
• Market Trend:
 Not specified beam blades.
 Still using some conventional blades which are called a hybrid (a mixture
of conventional and a beam blade).
• Market Share:
 Nippon Wiper Blades (brand owned by Denso) – 46%
 PIAA (brand owned by Ichikoh) – 32%
 Some Chinese and Korean companies covers the lower segment.
• Market Trend:
 Not specified beam blades.
 Still using some conventional blades which are called a hybrid (a mixture
of conventional and a beam blade).

10. Asia Pacific Market Review
• Market Share:
 Bosch 12%
 Valeo 10%
 Asmo 8%
 Mitsuba 5%
 Dominated by small local manufacturers
with a combined market share of 53%
• Market Share:
 Bosch 12%
 Valeo 10%
 Asmo 8%
 Mitsuba 5%
 Dominated by small local manufacturers
with a combined market share of 53%
Note: wiper blades fitted to newly-assembled passenger cars
and light vehicles have been considered only

11. Emerging Market Review (1) China
Market Share
• Increased demand for windshield wiper by 17% to 150 million in 2011
• OEM combined market share of top 4 manufacturers in China has increased by 56% with
an increase of 4% points over 2010.
• Aftermarket concentration of the top 4 manufacturers has decreased 3.5% points over
2010 due to relatively low technology threshold, small and medium windshield wiper
manufactures developed rapidly.
• Both OEM and aftermarket of China are dominated by foreign-funded enterprises.
 OEM market dominant Valeo, ASMO and Mituba with 46% market share in 2010 and
 Aftermarket dominant players are foreign and joint-venture companies : Continental
AG, Bosch, Denso and Delphi and one local –Shenzhen Hangsheng Electrics Co. Ltd.
• Increased demand for windshield wiper by 17% to 150 million in 2011
• OEM combined market share of top 4 manufacturers in China has increased by 56% with
an increase of 4% points over 2010.
• Aftermarket concentration of the top 4 manufacturers has decreased 3.5% points over
2010 due to relatively low technology threshold, small and medium windshield wiper
manufactures developed rapidly.
• Both OEM and aftermarket of China are dominated by foreign-funded enterprises.
 OEM market dominant Valeo, ASMO and Mituba with 46% market share in 2010 and
 Aftermarket dominant players are foreign and joint-venture companies : Continental
AG, Bosch, Denso and Delphi and one local –Shenzhen Hangsheng Electrics Co. Ltd.

12. Emerging Market Review (1) China
Market Trend
• Partnership and M&A among the foreign and local manufacturers have become a common
phenomenon since last year in aftermarket.
 In 2011, Valeo has started partnership with SAIC and in 2012, Bosch has taken over
Unipoint Group, as well as its affiliated companies and the Unipoint and NSA brands.
• Aftermarket is divided into bracket and bracketless (80%).
 Popular bracketless brands are Bosch, Champion, Sandloy, Valeo, NWB and Trico.
• ResearchInChina 2012 has selected windshield wiper in the body control system category
for further research and market analysis.
• Partnership and M&A among the foreign and local manufacturers have become a common
phenomenon since last year in aftermarket.
 In 2011, Valeo has started partnership with SAIC and in 2012, Bosch has taken over
Unipoint Group, as well as its affiliated companies and the Unipoint and NSA brands.
• Aftermarket is divided into bracket and bracketless (80%).
 Popular bracketless brands are Bosch, Champion, Sandloy, Valeo, NWB and Trico.
• ResearchInChina 2012 has selected windshield wiper in the body control system category
for further research and market analysis.

13. Emerging Market Review
• Market is still immature for the aftermarket.
• In June 2011, PMP auto components Pvt Ltd commenced production at a new
wiping system plant in Maharashtra to cater both domestic and foreign OEMs.
• PMP Auto has 7% market share of the wiping business in Europe and 2% of the
world market.
(3) South America
(2) India
• Dyna (operated under a manufacturing and patent Trico license from Trico) has 70%
market share in aftermarket.
• Others are Bosch, Trico, Denso, Anco and Valeo. There are also wipers imported from
Asia.
(3) South America

14. Recent Technology Trends
Recent Innovations Description Advantages
Reversing twin motor wiper
system (Bosch)
Each wiper arm is electronically driven, no
mechanical linkage, disappear under the hood
Improved aerodynamics and reduced pedestrian
collision injury risks.
Bracketless Wiper Blades
(Bosch,2009)
Uses dual internal precision-tensioned steel
springs enclosed under a wind spoiler
Driving visibility in any weather conditions.
Bayonet Connection
(Federal-Mogul,2010)
Double-lock safety design with an audible click. Prevent from being installed wrongly and
accidental wiper disconnection.
Bayonet Connection
(Federal-Mogul,2010)
Prevent from being installed wrongly and
accidental wiper disconnection.
Pre-attached adaptor
(Trico,2009)
Suitable for highly curved windshields Can be attached to almost 98% vehicles on the
road.
Direct Drive Wiper System
(Valeo, 2010)
Similar as twin motor system from Bosch -
Wiper+Washer(valeo, 2012) Consists of a sensor which determines the
position of the wiper in order to calculate the fluid
requirement for washing.
-
New Direct drive system
(Bosch,2011)
Designed to reduce 75% space and one kg lighter
than conventional.
Can be used for parallel and opposed wiper layout.

15. Global Market Forecast
• The projected market volume for 2012-2027 shows that all the market volume will increase where China
will be the biggest market volume (100m), followed by India (77m), North America (53m) and Western
Europe (50m). (left fig)
• Relative OE market Size: China is projected to 25% of global market while India 19%, North America
13% and Western Europe and Japan equally 13%. (right fig)
Note: wiper blades fitted to newly-assembled passenger cars
and light vehicles have been considered only

16. References
• Research Analysis: Review of Wiper Systems, September 9, 2009
• New Report by Global Industry Analysts, Inc.San Jose, California (PRWEB)
November 09, 2011
• China Automotive Windshield Wiper industry Report, 2011-2012 in PR
Newswire, May, 2012
• Market Size of China Automotive Windshield Wiper Industry Report, 2010,
published on March, 2011
• Wipers Intelligence service generated from Qube on 4 Sept, 2012
• Research Analysis: Review of Wiper Systems, September 9, 2009
• New Report by Global Industry Analysts, Inc.San Jose, California (PRWEB)
November 09, 2011
• China Automotive Windshield Wiper industry Report, 2011-2012 in PR
Newswire, May, 2012
• Market Size of China Automotive Windshield Wiper Industry Report, 2010,
published on March, 2011
• Wipers Intelligence service generated from Qube on 4 Sept, 2012