![Page 16
Brakes Technology analysis, by OEMs and segments.
Corolla (G) Golf Elantra(G) Focus
Camry SE(G)
Polo Hongguang
Passat(G)
EonAlto K10
Wagon R stingray
i10
Elite i20
Grand i10
Ritz
Swift
Celerio
Amaze
Brio Indica V2
Indigo eCS
Xcent
Swift Dzire
Verna
City
Rapid
Sail
Sunny
Vento
Elantra
Octavia
Corolla
CR V
Superb
Camry
0
1
2
3
4
5
0 1 2 3 4 5 6 7 8
OEM Wise Distribution of Braking Systems
Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others
V High
High
Average
Low
Very Low
Eon
Alto K10
Wagon R stingray
i10
Elite i20Grand i10
Ritz
Swift
Celerio
Amaze
Brio
Indica V2
Indigo eCS
Xcent
Swift Dzire
Verna
City
Rapid
Sail
Sunny
Vento
Elantra
Octavia
Corolla
CR V
Superb
Camry
0
1
2
3
4
5
0 1 2 3 4 5 6 7
Segment Wise Distribution-Brakes Technology
Mini Compact Super Compact Mid size Premium Executive
22%
of Indian cars have
rear brakes of disc
type whereas in
global cars all of
them have rear disc
brakes
.
81%
of Indian cars have
ABS which prevents
the wheels from
locking up on slippery
surfaces.
.
60%
of Indian cars can
boost for Electronic
Brake Force
Distribution wheras
only 30% have a
Brake Assit.
.
V High
High
Average
Low
Very Low]
Global Indian
*In absence of Data for Braking Distance & Mean Average Deceleration value ,Brakes have been rated on
the type of front & rear brakes,presence or absence of ABS,EBD & Brake Assist](https://image.slidesharecdn.com/071a6808-e367-4de5-ae90-3fe7738bb3cf-151205072524-lva1-app6892/75/Understanding-Technology-in-4-wheeler-market-16-2048.jpg)
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Similar to Understanding Technology in 4 wheeler market
Understanding Technology in 4 wheeler market
- 1. Page 1 Automotive technologyadoption & trends in India Submitted by: Anmol Narang
- 2. Page 2 To understandIndian OEM’s product (technology) competitiveness . Objectives KSA Market Strategy - To help OEM’s in their product positioning strategies.eg fuel efficiency vs performance. To understand product technology gap of Indian OEM’s vis-a vis global counterparts. To help internal teams understand technology that drives in a car and and be in a position to have an intelligent conversation with clients. 2 1 3 4 5 To provide an indicative view to component makers and OEM’s where R&D focus is required.
- 3. Page 3 Top sellingmodels contributing to 85% of sales volumes has been considered both India and globally. Scope of Study KSA Market Strategy - The highest variant for a model has been considered for this study. The core systems of a typical car have been considered for study i.e engine, transmission, brakes and steering. Technology level/intensiveness score has been deduced on the basis of publicly available performance data(or their proxies). Wherever such data was not available, relative comparison of proven technology has been done e.g , drum vs disc brakes. 2 1 3 4 The basic design and engineering aspects that drive performance have been analyzed.5
- 4. Page 4 Eon Alto K10 WagonR stingray 0 20 40 60 350000 400000 450000 500000 Technologyscore Price Mini i10 Elite i20Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS 0 20 40 60 80 400000 500000 600000 700000 800000 900000 TechnologyScore Price Compact Xcent Swift Dzire 45 50 55 60 300000 500000 700000 900000 1100000 1300000 Technologyscore Price Super Compact Verna City Rapid Sail Sunny Vento 20 30 40 50 60 70 80 90 700000 900000 1100000 1300000 TechnologyScore Price Mid Size CR V Superb Camry 50 60 70 80 2000000 2500000 3000000 3500000 TechnologyScore Price Executive Elantra Octavia Corolla 50 55 60 65 70 75 80 1700000 1800000 1900000 2000000 2100000 2200000 TechnologyScore Price Premium Technology-Price-Sales analysis, by segment. Bubble Size indicates sales volume
- 5. Page 5 Eon Alto K10 WagonR stingray 0 10 20 30 40 50 60 350000 370000 390000 410000 430000 450000 470000 490000 Technologyscore Price Technology Analysis • Alto K10 is able to provide double the technology as Hyundai Eon at approximately 7% higher cost and hence has highest sale in the segment. • In order to give more options to custoners,Maruti has strategically positioned both Alto K10 & Wagon R at different places in Price –Technology matrix. • Alto K10 provides more value: high technology at low cost than Stingray & hence has higher sales. • Eon has 46% less acceleration as compared to Alto K10 & does not have a power steering as well. Hyundai Eon should invest in Technology at optimum cost to compete with Maruti Suzuki vehiclles. Technology Analysis -Mini Segment
- 6. Page 6 i10 Elite i20 Grandi10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS 20 25 30 35 40 45 50 55 60 65 70 400000 450000 500000 550000 600000 650000 700000 750000 800000 850000 TechnologyScore Price • Maruti Swift provides the highest Technology at a decent price (7.5L INR), hence is the leading selling brand in compact segment. • Maruti Celerio is able to provide the same technology at 30% less price than Grand i10. • Even though Honda Amaze(compact sedan) offers similar Technology to Hyundai Elite i20(Hatchback), but customers clearly prefer hatchback cars and not sedans in this segment • Even though Ritz provides comparable technology to Swift and Hyundai i10, but Ritz looses because of its unsporty look and styling. • Hyundai has strategically positioned all its vehicles all across the providing different technologies. • Honda Brio does not provide the technology its competitors like Grand i10 is providing and hence has lowest sales in this segment. Technology Analysis -Compact Segment
- 7. Page 7 Xcent Swift Dzire 44 46 48 50 52 54 56 58 300000400000 500000 600000 700000 800000 900000 1000000 1100000 1200000 1300000 Technologyscore Price • Swift Dzire provides 20% more technology than Hyundai Xcent for the same price and hence has higher sales.a • Maruti Swif Dzire provides a superior Engine Technology because of its 4 cylinder inline as compares to 3 cylinder 1100 cc of Hyundai Xcent. • Swift Dzire also scores in the transmission technology with 30% better pick up than Xcent. • Swift Dzire has a superior braking technology with Electronic Braking Distribution as well. Technology Analysis -Super Compact Segment
- 8. Page 8 • HondaCity provides 14% more technology than Volkswagen Vento at approximately similar price. • Skoda Rapid is not been able to take advantage of the value it is providing because of its limited presence in the country. • Honda City with a well-established brand name should invest in superior technology to ensure that Hyundai Verna does not overtake it in sales. • Volkswagen Group has strategically positioned Vento and Skoda Rapid at different positions in Technology-Price Matrix. Skoda Rapid has been positioned as high technology-low price car whereas Volswagen Vento has been positioned as high price-average technology car. Technology Analysis –Mid Size Segment Verna City Rapid Sunny Vento 55 60 65 70 75 80 950000 1000000 1050000 1100000 1150000 1200000 TechnologyScore Price
- 9. Page 9 Elantra Octavia Corolla 52 57 62 67 72 77 1700000 17500001800000 1850000 1900000 1950000 2000000 2050000 2100000 TechnologyScore Price • The segment comprises of Hyundai Elantra’s 1600 cc engine, Skoda Octavia’s 2000 cc engine and Toyota’s Corolla 1800 cc engine. • Hyundai Elantra and Skoda Octavia roughly sells the same number of vehicles and provides similar level of technology. • Customers in this segment are not price sensitive. • Toyota Corolla fuel efficiency at 13.50 kmpl is 29% less than Hyundai Elantra. • Even though Toyota Corolla has been leading in sales, it needs to invest more in Technology to avoid Hyundai Elantra from taking it over. Technology Analysis –Premium Segment
- 10. Page 10 CR V Superb Camry 58 60 62 64 66 68 70 72 74 76 16000001800000 2000000 2200000 2400000 2600000 2800000 3000000 3200000 3400000 TechnologyScore Price • Toyota Camry is able to justify its high cost because of an exceptional Technology it is able to offer its customers. • Skoda Superb’s ability to provide higher technology than Honda CRV for roughly the same price has ensured its sales are double than that of CRV. • Customers in this segment are willing to spend the extra amount as long as they get additional benefits. • Skoda Superb is able to deliver very high technology using 2000 cc turbocharged engine as compared to 2500 cc of Toyota Camry or 2400 cc of Honda CRV. Technology Anlalysis -Executive Segment
- 11. Page 11 . Corolla(G) Golf Elantra(G) Focus Camry SE(G) Polo Hongguang Passat(G) Eon AltoK10 Wagon R stingray i10 Elite i20 Grand i10 RitzSwift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0 5 10 15 20 25 30 0 1 2 3 4 5 6 7 8 9 OEM Technology Distribution on Power / Weight Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others Corolla S Premium(G) Golf Hyundai Elantra(G) Focus Camry SE(G) Polo Hongguang Passat(G) Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento ElantraOctavia Corolla CR V Superb Camry 0 5 10 15 20 25 30 35 40 0 2 4 6 8 10 OEM Technology Distribution on Fuel efficiency Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others Corolla (G) Golf Elantra(G) Focus Camry SE(G) Polo Hongguang Passat(G) Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0 5 10 15 20 25 30 0 2 4 6 8 OEM Technology Distribution on Top speed Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others Technology-Model analysis, by OEM and performance parameter (1 of 2) Global Hyundai Verna and Honda Amaze score in engine technology because of their furl efficiency whereas Hyundai Verna scores in Max Torque category. 63% Engines in Indian market are better than the global benchmark in fuel efficiency. 25% Indian OEM’s with an average fuel efficiency of 22.8 kmpl are 25% better than Global OEM’s Honda CRV is best Honda Vehicle when it comes to power/weight but score badly in fuel efficiency./
- 12. Page 12 Corolla(G) Golf Hyundai Elantra(G) Focus CamrySE(G) Polo Hongguang Passat(G) EonAlto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 0 2 4 6 8 OEM Technology Distribution on Max Torque Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others Corolla (G) Golf Elantra(G) FocusCamry SE(G) Polo Passat(G) Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0 5 10 15 20 25 30 0 2 4 6 8 OEM Technology Distribution on Pickup Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others Technology-Model analysis, by OEM and performance parameter (2 of 2) When it come to Maximum Torque, Volswagen and Skoda beat their Japanese counterparts Honda, Hyundai and Suzuki 38% The mean time taken to reach from 0 to 100 kmph is 8.1 sec for global vehicles vs 13.1 sec for Indian. All maruti Vehicles have similar pickup whereas there is considerable difference in pickup of Hyundai vehicles. Global
- 13. Page 13 Engine, Transmission,Steering and Brakes System Analysis Type Electric /Electromecha nical/Hydraulic Tilt/Telescopic/Tilt & Telescopic/None Score 1/0.5/0 0.5/0.5/1/0 Score Rating 2 Very High 1.5 High 1 Average 0.5 Low 0 Very Low Head Front Rear ABS EBD Brake Assist Type Ventillated /Solid Disc Disc/Dru m Yes/No Yes/No Yes/No Score 1/0 1/0 1/0 1/0 1/0 Score Rating 5 Very High 4 High 3 Average 2 Low 1 Very Low Engine Rating Range Rating 16 - 30 Very Low 30 - 4 4 Low 44 -58 Average 58 -72 High 72 -86 Very High 40% 30% 30% Fuel efficiency Power/Weight Max Torque Engine Technology is being rated on : 40% 30% 30% Fuel efficiency Accelaration Top speed The parameters have been selected so that the rating is done on an output basis. The transmission technology for any particular capacity of engine can be rated on the following 3 parameters Fuel efficiency Acceleration Top speed E N G I N E B R A K E S S T E E R I N G T R A N S M I S S I O N
- 14. Page 14 Corolla (G) Golf Elantra(G) FordFocus Camry SE(G) Polo Hongguang Passat(G) Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS XcentSwift Dzire Verna City Rapid Sail SunnyVento Elantra Octavia Corolla CR V SuperbCamry 0 10 20 30 40 50 60 70 80 90 0 1 2 3 4 5 6 7 8 9 OEM Wise Distribution of Engine Technology Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others Engine Technology analysis, by OEMs and segments. Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0 10 20 30 40 50 60 70 80 Segment wise Distribution of Engine Technology Mini Compact Super Compact Mid size Premium Executive 66% Engines are above average in both premium and executive segment. Honda Amaze with its exceptional furl efficiency and maximum Torque provides an engine comparable to Skoda Octavia in Premium category.. Hyundai has the highest band of options in Engine Technology for its customers. Toyota Corolla looses to its competitors in premium and executive segment in Engine Technology. Global Indian
- 15. Page 15 Corolla (G) Golf Elantra(G) Focus CamrySE(G) Polo Hongguang Passat(G) Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire VernaCity Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 0 1 2 3 4 5 6 7 8 OEM Wise Distribution -Transmission Technology Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 10.00 20.00 30.00 40.00 50.00 60.00 0 1 2 3 4 5 6 Segment Wise Distribution-Transmission Technology Mini Compact Super Compact Mid size Premium Executive Though having manual transmission ,Honda Amaze and City are leading the transmission technology in Compact and Mid Size Segment . Alto K10 & Swift Dezire are leading in Mini and Super Copact Segment. whereas Transmission Technology analysis, by OEMs and segments. Global Indian
- 16. Page 16 Brakes Technologyanalysis, by OEMs and segments. Corolla (G) Golf Elantra(G) Focus Camry SE(G) Polo Hongguang Passat(G) EonAlto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0 1 2 3 4 5 0 1 2 3 4 5 6 7 8 OEM Wise Distribution of Braking Systems Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others V High High Average Low Very Low Eon Alto K10 Wagon R stingray i10 Elite i20Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0 1 2 3 4 5 0 1 2 3 4 5 6 7 Segment Wise Distribution-Brakes Technology Mini Compact Super Compact Mid size Premium Executive 22% of Indian cars have rear brakes of disc type whereas in global cars all of them have rear disc brakes . 81% of Indian cars have ABS which prevents the wheels from locking up on slippery surfaces. . 60% of Indian cars can boost for Electronic Brake Force Distribution wheras only 30% have a Brake Assit. . V High High Average Low Very Low] Global Indian *In absence of Data for Braking Distance & Mean Average Deceleration value ,Brakes have been rated on the type of front & rear brakes,presence or absence of ABS,EBD & Brake Assist
- 17. Page 17 Steering Technologyanalysis, by OEMs and segments. Corolla (G) Golf Elantra(G) Focus Camry SE(G) Polo Hongguang Passat(G) Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz SwiftCelerio Amaze Brio Indica V2 Indigo eCS XcentSwift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0 1 2 3 4 5 6 0 1 2 3 4 5 6 7 8 OEM Wise Distribution-Steering Technology Eon Alto K10 Wagon R stingray i10 Elite i20 Grand i10 Ritz Swift Celerio Amaze Brio Indica V2 Indigo eCS Xcent Swift Dzire Verna City Rapid Sail Sunny Vento Elantra Octavia Corolla CR V Superb Camry 0 1 2 3 4 5 0 1 2 3 4 5 6 7 Segment Wise Distribution-Steering Technology 44% 44% steering are collapsible and prevents the driver from injury during acidents. 100% .Hyundai steering varies across models in different segments whereas Maruti Suzki steering all gall in Average Category. . 37% In India 37% steering are both tilt and telescopic adjustable compared to 100% globally. Toyota Maruti Volswagen Honda Skoda Tata Hyundai Others Mini Compact Super Compact Mid size Premium Executive Global Indian
- 18. Page 18 • DifferentOEM’s are having different strategies in Indian market. Indian Leading manufacturer Maruti Suzki has positioned all its vehicles as affordable fuel efficient vehicles for masses whereas Skoda has positioned all its vehicles as high technology -high price models for classes. • Globally Volswagen Polo and Golf are providing the best technology across almost all categories and systems. • Leading players like Maruti and Hyundai have strategically positioned all their vehicles at different position in Price-Technology Analysis. • Research shows that Volswagen - the leading OEM in technology in global market does not bring the best of technology in India due to price constraints but it has its subsidiary-Skoda which provides the best of technology in Indian to the niche segment. • Amaze, Verna and Octavia provide the leading engine technology whereas Verna, Elantra and Camry provide the leading steering and brakes technology • The research helps in identifying the points of parity and points of differentiation for different models in Indian Automobile market.eg Except for Skoda and GM, rest all OEM’s are using electric power steering technology. • Tata Motors models-Indica V2 and Indigo eCs need to invest in technology in order to increase its sales. • In order to launch a vehicle at a lesser rate than Alto K10, Hyundai Eon did not focus at technology which has resulted in lowest sales in mini segment. Conclusions
- 19. Page 19 TataMotors should increase its R&D capabilities and invest more on Technology to compete in 4 wheeler segment. Models like Indica V2,Eon, Indigo eCs and i10 needs to invest in technology to increase their sales. Hyundai Xcent in Mid Size segment has to either decrease its cost or increase the technology in order to provide more value to customer. Indica, Eon and Brio needs to upgrade their powertrain technology whereas Eon, Indica and Indigo needs to upgrade their brakes and steering technology. Honda needs to add more affordable price-high technology models to City and Amaze in order to penetrate in Indian market and give more options to customers. Even though they do not have best of technology, models like Corolla and City are performing exceptionally well in Premium and Mid-Size Segment. They need to keep a track of what competition is doing in order to retain their positions Recommendations
- 20.
Editor's Notes
- #6 Alto K10 is 20% better in fuel efficiency as compared to Eon or Wagon R Stingray and 15% lighter than Stingray. Wagon R is able to provide a superior technology with ABS & EBD in braking system