In 2010, the world as a whole continued on a path of moderate economic
recovery, but with dramatic differences between major geographic
regions.
In the western hemisphere, the U.S. showed distinct signs of GDP growth
at 2.8% in 2010, although job levels and home mortgage figures did not
improve. Western Europe and the U.K. were marginally positive at 2% and
1.3% respectively. In striking contrast, Asia registered a growth rate
of 9.5% led by China and India at 10.3% and 8.5% respectively. In Latin
America, Brazil registered a robust growth of 7.5% and South Africa
registered a very respectable growth rate of 2.8%.
The figures of growth and economic activity re-affi rm that the hub of
sustained economic growth has shifted from the developed nations in
North America, Western Europe and the U.K., to the newly-developed and
developing countries in Asia, Latin America and Africa, where the
domestic market demand for goods and services is increasing, where the
cost of skilled labor is low, and where newer production facilities are
not burdened with high legacy costs. Further, the astronomical rise in
natural resources has given some of the resource-rich nations in the
developing world a new-found position of global dominance in sourcing
to the developed manufacturers of the west. Whatever may be ones
future view, one would have to accept that investments in new
technologies, manufacturing facilities and skills development will most
likely be in that part of the world where large population-driven
markets have developed, and that more and more highly competitive goods
and services will emanate from such locations for export to the
established markets of the developed world. As boundaries and barriers
become less meaningful, skilled labor, research and development and
supporting infrastructure will tend to be relocated in these new
emerging locations in Asia and Latin America.
Tata Motors Limited
A good example of these recent global shifts is the case of passenger
cars. In 1955 the United States was undisputedly the largest
manufacturer of automobiles. It produced 7.1 million cars Rs.70% of world
consumption. Detroit was the center for most important new automotive
technologies in terms of new features, new materials, process and
manufacturing innovations. By 1960, the U.S. ceded its technical
dominance to the European carmakers which could develop and deliver
more attractive cars of higher quality at competitive prices. By 1980,
Japan and later South Korea became serious competitors to the Europeans
and began to take a larger share of the U.S. market by producing more
appealing, higher quality and technically innovative cars at
competitive prices. The landscape in 2010 has dramatically changed
again! China has emerged as the worlds largest automobile producer.
Its production of 13.8 million cars in 2010 accounted for 24% of world
production, surpassing the U.S., which produced only 2.7 million cars1
– 5% of the worlds production. Further, China has emerged as the
worlds largest domestic market for automobiles (In 2010 Chinese buyers
bought about 18 million automobiles, against 11.7 million bought in the
U.S.). Even after the economic meltdown in 2009, China and India saw
45% and 26% growth respectively in their domestic automobile markets
while Europe, U.K. and the U.S. automobile markets declined by 6%, 11%
and 21% respectively.
The global automobile industry production in 2010 stood at about 58
million for passenger cars and about 19 million for commercial
vehicles, registering a growth of about 22% and 38% respectively over
the previous year.
Tata Motors
Commercial Vehicles – India
Industry-wide sales of commercial vehicles in India during the year
were 7,42,091 – a growth of 27.3% over the previous year.
During the year, Tata Motors commercial vehicles sales achieved an
all-time high of 4,58,828 – registering a growth of 22.7% over the
previous year and a market share of 61%. Intermediate and heavy truck
sales increased by 30% and several new models were introduced during
the year. Sales of the Ace, the sub-one ton pick-up, grew 25% over the
previous year and achieved the highest ever annual sales. The Companys
other commercial vehicles also achieved record sales during the year.
Passenger bus sales during the year also grew substantially, both
diesel and CNG powered, and the Companys new low-floor city buses
have been exceedingly popular in the cities where they have been
marketed.
Passenger Cars – India
In the passenger car segment, the industry registered sales of
24,66,814 passenger vehicles – a growth of 29.8% over the previous
year.
Sales levels at Tata Motors grew at only 23% – resulting in a market
share decline of 0.7%. Initiatives are underway to revitalize the
dealer network and improve market share. The total Company sales, since
it entered the passenger car segment in 1999, crossed 2 million cars.
The highest ever annual sales were achieved during the year. Nano sales
crossed 1,00,000 and the all-new crossover, Aria was launched in the
second quarter.
Total export sales of Tata Motors amounted to about 58,000 vehicles –
an increase of 70% over the previous year.
Jaguar Land Rover
Sales of Jaguar cars and Land Rover/Range Rover vehicles have been
extremely encouraging. During the year, Jaguar introduced the new XJ
sedan and a new R-series – high performance versions of the XK sports
and the XF sedan. Sales of Jaguar and Land Rover vehicles span 140
countries, and their market appeal has been growing.
Total wholesale sales of Jaguar cars during the year were about 53,000,
registering a growth of 11.8% over the previous year. Land Rover/Range
Rover achieved wholesale sales of 1,90,628, registering a growth of
30.1% over the previous year. The new Evoque is proposed to be launched
in the current year and has attracted a very positive reaction from the
market.
Assembly operations in India have commenced for the Land Rover
Freelander. Assembly of other Land Rover products are also under
consideration. To optimize the synergetic strengths between JLR and
Tata Motors in India, an examination is also underway on a joint engine
development program which would have manufacturing facilities both in
the U.K. and India. The Company is also considering various options
for assembly and localization of selected products in China, which has
become an important market for the Company.
Both Tata Motors in India and Jaguar Land Rover in the U.K. have
extensive product development plans for cars, off-road vehicles and
commercial vehicles, powered by regular and alternative fuels, as also
electric and hybrid vehicles, to meet future fuel effi ciency and low
emission requirements.
Looking Ahead
While 2010-11 has been a year of high economic growth in Asia, the
quarterly growth figures in China and India have been declining. Infl
ation rates have risen and the central banks in both countries have
initiated measures to slow down their economies to curb inflation.
The resulting high interest rates, tighter credit regimes and higher
fuel costs will dampen consumer demand for a range of consumer products
including automobiles.
The quarterly growth figures in Asia have been declining during the
year and it is expected that both China and India will register lower
growth rates in 2011-12. There is therefore a likelihood of a general
slowdown in industrial activity in Asia compared to the growth rates
achieved over the past few years and possibly a noticeable drop in
consumer demand for goods and services. Automobile sales have already
started to decline in India. There has also been a decline in
automobile sales in China for the first time in two years.
The extent of an economic slowdown in Asia will depend on the severity
of the anti- inflationary measures adopted. Japan, which has been an
industrial powerhouse for several decades, will be unbelievably
burdened in the rebuilding of the country following the terrible
devastation caused by the earthquake and tsunami earlier this year.
While Japan will undoubtedly succeed in its enormous reconstruction
task solely because of the national pride, dedication and discipline of
its people, it is expected that Japan will register low figures of
industrial growth.
The health of the world economy in 2012 and beyond will depend more
heavily on the economic health of Asia. inflation is indeed a lurking
enemy of healthy growth and needs to be controlled. Speculation in
natural resources that have a signifi cant impact on the entire value
chain of industrial production also needs to be controlled. What should
be of concern to all is the creation of a situation where the pendulum
swings too far in the opposite direction, causing another global
slowdown - this time, not based on over-valued assets but on
self-imposed fi scal prudence. It is hoped that a realistic balance
will be achieved in the Asian countries to ensure that these countries
continue to be the drivers of growth, innovation and prosperity for
millions of their people as also both sources and markets for the rest
of the world.
Chairman
Mumbai, July 6, 2011
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