Abdul Majeed, Leader, Automotive, PwC India
The light vehicle market in India seems to be running out of steam as the sluggish economy, high interest rates, high fuel prices continued to be a bugbear for automakers. Consumer spending has reduced amid declining sales that slumped 22.51% in March, the biggest fall in more than 12 years and the fifth consecutive monthly slide. Overall, domestic passenger vehicles sales declined by (-) 13.01% in March 2013 over the same month last year. Utility vehicles (UVs), yet again, have come up trumps with a resounding growth of 52.20% y-o-y, selling 553,660 units in the domestic market during the last fiscal.
Traditionally, auto companies offer discounts only from October to December each year or in the last quarter of every year. Then, during January to March or in the first quarter of the following year, these discounts are withdrawn. The story this fiscal year is however an exception as auto companies were forced to continue with discounts to lure customers to showrooms. The real impact of the slowdown is likely to be felt more at the bottom of the pyramid for people who buy smaller cars as the demand for entry-level compact cars has dropped significantly.
The government’s recent decision to hike excise duty on sports utility vehicles (SUVs) and imported cars from 27 to 30% in the 2013-14 Union Budget is likely to further increase the divide between SUVs, hatchbacks and sedans in the market. Key factors triggering the demand for UVs are higher seating capacity, versatility, car-like comfort and attractive price points. For example, this is more evident in the strategy adopted by Fiat India. From plans of entering the entry-level car space, the Italian carmaker now wants to introduce multiple UVs, including products from its marquee brand Jeep.
With subdued demand unlikely to ease in the next six months, automakers could either correct their inventory by reducing production at their manufacturing facilities or clear existing stock with their dealers with heavy discounts. While these developments may strain the margins of stakeholders in the near term (until H1 2014), the long-term projections in the Indian market (beyond 2015) promise strong growth.