Toyota Yaris’s launch with an aggressive pricing will surely disturb the status quo in Mid-size Sedan segment in India.
In this study, we will be analyzing who will be getting impacted most by Toyota’s new arrival. We will be taking top 3 players from mid-size sedan segment as these names occupy close to 85% market share in a relatively less crowded segment. The top 3 models include Honda City, Maruti Suzuki Ciaz, and Hyundai Verna.
Honda City is by far the largest selling model of Honda in India, constituting 31% of company’s total sales (1Q-18). Hyundai Verna, launched in 3Q-17, has been the largest gainer in the segment. Its market share has picked to 29% in 1Q-18 from 6% in 1Q-17. Unlike Honda’s City, Hyundai’s reliance on the model is much less and Verna constituted just 9% of Hyundai’s total sales in India in 1Q-18.
Maruti Suzuki’s Ciaz was launched in 4Q-14. Given MSIL’s diverse small car portfolio, its reliance on Ciaz is minimal. We believe that any disruption by a new arrival will have little impact on it. A Ciaz facelift is also expected in August this year and this should help the model in capturing some lost ground. Ciaz’s market stood at 32% in Mid-size sedan segment in 1Q-18, down 560 bps vs. 1Q-17.
[Compare screen: PV Unit sales for top 3 models]
Given Honda’s reliance on City and time gap from now for its next-generation launch (2020), we suspect City to be the most vulnerable of the lot from Yaris aggressive launch. We understand that City has a loyal customer base. However, recent onslaught of the launches dented its market share.
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Low base likely to push growth further in coming months
The Commercial Vehicle (CV) sector, which is considered to be the barometer of an economy, recorded a surge of 19.9% in unit sales during FY18. The remarkable feature of this growth has been recovery post GST implementation (Image 1). Overall sales of CVs increased by 34% and 31% respectively in Q4CY17 and Q1CY18 after a decline of 9% in Q2CY17.
[Image 1: India CV quarterly unit sales and y-o-y change]
At the same time, the 12-month moving sum of CV sales witnessed sharp northwards movement post July-17 (Image 2). We assign this surge to fleet owners’ bulk buying post GST implementation. Moreover, this trend is expected to continue in coming months given improved macro-conditions at ground level, huge pent-up demand, the higher average age of the fleet and lower comparable (Q2CY17 was down 9% y-o-y).
[Image 2: India CV unit sales 12-month moving sum] Read the rest of this entry »
2017 was the first year when Tesla’s Model S outsold its German rivals in the luxury sedan segment in Europe. Model S was launched in Europe in 2013, the same year as Mercedes S-Class and has been the main rival of S-class till 2016 before outpacing it in 2017 (Image 1).
Globally, Model S remains Tesla’s best-selling model and constituted more than half (53%) of the global deliveries in FY17.
[Image 1: Luxury sedan annual retail sales in Europe for top 4 players]
Model S retail sales grew at a staggering 38.6% in 2017. On the other hand, BMW 7-Series and Mercedes S-Class recorded a drop of 13.4% and 1.4% respectively in 2017. Meanwhile, Audi A-8 reported a modest growth of 9.6% in 2017. Read the rest of this entry »
Journey from stagnant unit sales and average profit margins
Maruti Suzuki recorded stagnant unit sales during FY13 (up 3.3% y-o-y) and FY14 (down 1.4% y-o-y). EBITDA margin stood in the range of 8% to 11% during FY13 and FY14.
… to industry beating growth rates
India’s top car manufacturer witnessed a substantial improvement in both unit sales growth and margins during the past 3-years. Annual unit sales growth was in the range of 9-12% during FY15 to FY17. At the same time, EBITDA margin has also improved from 10.9% in FY14 to 15.2% in FY17.
Maruti Suzuki’s progress over the past 10-quarters
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