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Automotive Market China

February 2015

SAMPLE

Executive Summary
Market

Drivers &
Challenges

Automotive market in China witnessed a sale of x mn units in 20-- and will grow at a CAGR of y% to reach z mn
units in 20--e
In 2013, 22.1 mn automobile units were produced in China
Government initiatives and growing demand for electric vehicles and luxury cars are driving market in China
Drivers:

Challenges:

- Huge population and low penetration


- Rising middle class and increasing income

- Unstable market position of each


manufacturer

- Growing luxury car market

- Restrictions imposed on car ownership

- Growing used car market

- Reduced prices led by intensified competition

- Improved public transport infrastructure

- High dependency on depleting oil reserves

- Availability of low-cost skilled labor


- Auto dealers to open more outlets
Stylish and dynamic products with improved
technology and apps

China promotes alternative energy vehicles

Trends

The era of Internet, social media and digital


marketing

Increasing focus and investments in R&D


Targeting the Tier 2,3,4 and 5 cities

Increasing demand for fuel efficient cars

Major Players

Competition

Player 1

Player 2

Player 3

Player 4

Player 5

Player 6

AUTOMOTIVE MARKET IN CHINA 2015.PPT

Macroeconomic Indicators
Introduction
Market Overview
Export-Import
Value Chain
Direct Investment Scenario
Drivers and Challenges
Trends
Government Initiatives
Competitive Landscape
Supplier Scenario
Mergers and Acquisitions
Strategic Recommendations
Appendix
AUTOMOTIVE MARKET IN CHINA 2015.PPT

Macroeconomic Indicators (1/3)

SAMPLE

Current Account Balance


USD bn
f
a

2011

2012

2013e

0
2010

2014e

2015e

Exchange Rate: Half Yearly


Period Average

USD/INR

Period High

Period Low
d1

c1
d3
c2

b1
a1
a2

6.08

a3

1/1/14

e1
d2

b2

e2
e3

c3

b3

2/1/14

3/1/14

AUTOMOTIVE MARKET IN CHINA 2015.PPT

4/1/14

5/1/14

SAMPLE

Chinese automotive industry Overview

Chinese Automotive Industry

Motorcycles

Also comprises of EV and used


Cars market

Four Wheelers

Includes EV segment

Two Wheelers

Three Wheelers
Multi Utility
Vehicles

Passenger
Carriers

Goods
Carrier

Commercial
Vehicles

Passenger
Carriers

Goods
Carrier

Passenger Cars

Mini vans, Small,


Medium Cars

Luxury
Cars

Note: EV stands for electric vehicles


AUTOMOTIVE MARKET IN CHINA 2015.PPT

Major passenger car manufacturing hubs are located in the


Eastern coast

SAMPLE

Passenger Car Manufacturing Hubs of China


Car Manufacturing Base

Text

Car Manufacturing Bases

Many foreign auto makers have entered into Joint Ventures with domestic companies for the production and sale
of luxury cars in China

Note: The list of manufacturing base is not extensive nor have all the cities with manufacturing plants been highlighted on the map
AUTOMOTIVE MARKET IN CHINA 2015.PPT

Automobile sales in China has grown consistently although


global crisis deterred its pace recently

SAMPLE

Automobile Sales Market Size & Growth

Automotive Market Overview


Automotive industry has become a leading industry
in China's national economy and is playing a guiding
and supporting role in the overall national economic
situation
China surpassed Japan to become the world's No. 2
vehicle market in 2006 and passed the United States
to be the biggest in 2009

The year 2013, saw the Chinese automotive industry


booming with its production and sales reaching to x
and y units respectively, with an increase of a% and
b% year on year, up m percentage points and n
percentage points from the previous year

mn units
X%
a

0
2010

2011

2012

2013

2014*

Automobile Market (Sales)


Segment 1
Segment 2

mn units

Both the sales and production exceeded x mn, setting


another world record
In 20--, December was the highest, reaching a units;
while February was the lowest, with only b units

c
b

i
d

0
20--

AUTOMOTIVE MARKET IN CHINA 2015.PPT

20--

20--

20--

20--*

Automobile market has various sub-segments and includes


different types of products

SAMPLE

Automobile Market Overview & Segment

Automobile Market (Production)


Segment 2

Types of Passenger Vehicles (Less than 9 seats)


Basic passenger cars
Sedan

Segment 1
0

mn units
a

MPV

Multipurpose vehicle

SUV

Sport utility vehicle

Minibus

displacement<1.0L, length3.5m

Mini-truck

weight1.8 tons; length3.5m

LCV

Any vehicles that can transport passengers but


do not belong to sedan, MPV and SUV

Types of Commercial Vehicles : Bus & Trucks respectively


Mid heavy 7mlength10m; length10m
Light

3.5mlength7m

Mid heavy

6 tonsweight14 tons; weight14 tons

Light

1.8 tons weight6 tons

x1

x2

x3

20--

y2

20--

y3

x4

20--

y4

e x5

AUTOMOTIVE MARKET IN CHINA 2015.PPT

y1

20--

y5

20--*

Though the production and sales of motorcycles have


declined, the increase in exports show a positive

SAMPLE

Motorcycle Market Overview & Segment


Two-wheeler
Motorcycle
Three-wheeler

Motorcycle Market China (Production and Sales)


Segment 1

Segmnet 2

mn units

30

20
10
0
2012

AUTOMOTIVE MARKET IN CHINA 2015.PPT

2013

SAMPLE

trend, specially the three wheeler segment

Motorcycle Market (Sales)

Motorcycle Market (Production)


mn units

Segment 1

Segment 2

Segment 1

mn units

Segment 2

x1

x2

x1

x2

y1

y2

y1

y2

Period 1

Period 2

Period 1

Period 2

Motorcycle Exports in China


+3%

mn units
a

20--

20--

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Four-wheeler vehicles segments Summary

Used Car Market

Four-wheeler
Vehicles

Electronic Vehicle Market

Luxury Car Market

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Chinas used car market has witnessed a dramatic growth


affecting the entire automotive industry

SAMPLE

Used Car Market Overview


Used car market in China has witnessed a rapid growth in China as compared to the new car market in the last
two years
Growing at about a CAGR of x %, the used car market has surpassed the growth of new cars market
The market is still in its initial stages and is expected to outgrow the sales of new cars in terms of volume by
2020
In 2012, for every 3 new cars sold, one used car was sold

Used Cars Segments


The used car market comprises passenger vehicles
including the premium cars
Some dealers are also involved with the sale of used
commercial vehicles including utility vehicles and trucks
Both the segments are witnessing a positive growth in the
Chinese market

AUTOMOTIVE MARKET IN CHINA 2015.PPT

Growth Potential
In 2012, a third of people
planning to buy a car said they
would consider a second-hand
car
To further drive the sales of
used car, Alibaba is planning to
launch a platform for used cars

12

Used car segment is expected to constitute a major chunk of


the market both in terms of value and volume by 2020

SAMPLE

Used Car Sales Market Size & Growth (Volume)


mn units
f
X%

20--

20--e

e
d

0
20--e

20--e

20--e

20--e

Used Car Sales Market Size & Growth (Value)


USD bn

f
X%

20--

20--e

e
d

0
20--e

20--e

AUTOMOTIVE MARKET IN CHINA 2015.PPT

20--e

20--e
13

In spite of its drawbacks, Chinas used car market will


outgrow the new car market in the coming decade

SAMPLE

Drivers

Challenges

Purchasing pattern of the


consumers is changing and
more than 50% of the
Chinese consumers replace
their cars every 3 years
Fast changing demand of
the wealthy Chinese is
another factor for the
growth of the used car
market, as sometimes cars
which have barely been
used enter the market and
attract consumers
Change in the attitude of
people and cheaper prices
is further leading to the
growth of the used car
market

Trust issues, opaque


pricing and lack of integrity
are some of the major
challenges faced by the
market
Extremely fragmented
market with no price
uniformity is another
reason why the market is
lagging behind that of the
US
Lack of a criteria based on
which the used cars can be
evaluated, as well as
absence of proper polices
and regulations acts a
another hindrance for the
market

Challenges

Drivers

Used Sedans and SUVs are the most popular choice of the consumers

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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With the new trends observed in the market transaction


volume of used cars will further accelerate the market

SAMPLE

Trends observed in the used car market


Purchase of second-hand cars online is a trend which is being observed in China
Online purchase of second hand cars has gained popularity in China with the number reaching as high as 82,070
units
Provision of warranty and after sale services is another trend currently being observed in the used car industry in
China
Demand for second-hand premium cars is increasing as most of the cars that enter the used car segment have not
been used much

Opportunity for growth in this sector is huge as currently used vehicles make up only 19.1% of
total car sales volume in China, compared to 72.4% in the US

Guangdong, Shandong, Sichuan, Beijing, Shanghai are the main car trade areas in China

Government has introduced and is further planning to launch strong


policies and regulations to support the used car market in China

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Pure-electric car models sold in China


Maker

Model

Battery Type

Range

Top Speed

Market
Release

Beijing Auto
(BAIC

C30 EV

Lithium Ion

200

160

N.A.

Beijing Auto
(BAIC

E150 EV

Lithium Ion

140

125

H1 2013

BMW Brilliance

1E

Lithium iron
phosphate

150

130

Mar, 2014

BYD

e6

LiFePO4

330

160

Limited Release
in 2010

BYD-Daimler

DENZA EV

LFP

253

150

Apr, 2014

Note: The table is not exhaustive


AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Chinese automobile market for cars is dependent on


imports though

SAMPLE

Car Imports (HS Code 8703)

China Car Imports (Value terms)


HS
Code

Imports
2013

HS Code Description

870323

Automobiles with reciprocating piston


engine displacing > 1500 cc to 3000 cc

870324

Automobiles with reciprocating piston


engine displacing > 3000 cc

870333

Automobiles with diesel engine displacing


more than 2500 cc

870322

Automobiles with reciprocating piston


engine displacing > 1000 cc to 1500 cc

870332

Automobiles with diesel engine displacing


more than 1500 cc to 2500 cc

870321

Automobiles with reciprocating piston


engine displacing not more than 1000 cc

870310

Snowmobiles, golf cars and similar


vehicles

870390

870331

USD mn
c

20--

20--

b
a
0
20--

20--

20--

Country-wise Imports (20--)


Region 1
X1%

Region 2
X2%

Region 3
Region 4
Region 5

X5%

Automobiles nes including gas turbine


powered

Automobiles with diesel engine displacing


not more than 1500 cc

X3%
X4%

Note: Import value in USD thousand


Source: International Trade Centre;
AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Automotive industry Value chain

SAMPLE

FIRST TIER SUPPLIERS

SECOND TIER SUPPLIERS

OEMs

DEALERS

THIRD TIER SUPPLIERS

SERVICE PROVIDERS

ALLIED COMPONENTS

AUTOMOTIVE MARKET IN CHINA 2015.PPT

CUSTOMERS

18

SAMPLE

Direct Investments Scenario Summary

Total Investments
Sector-wise

The section summarizes the total number of investments made by the


company across industry sectors, so far

CD Investments
Geography-wise

The section summarizes the total number of Consumer Discretionary


investments made by the company across various geographic regions, so far

CD Investments
Segment-wise

The section summarizes the total number of Consumer Discretionary


investments made by the company across Consumer Discretionary subsegments, so far

Note:
The section highlights investments made by major domestic companies between the year 2010 to 2013
The list of investments comprise both current and pending investments
CD stands for Consumer Discretionary
AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Direct Investments Player 1

CD Investments Geography-wise

Total Investments Sector-wise


A%

X%

D%
Sector 1
B%

Sector 2
Sector 3

C%

Y%

Sector 4

Region 1
Region 2

CD Investments Segment-wise

Investment Snapshot

0%

Maximum number of investments were seen in the


sector 1 followed by sector 2

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

A total of 3 investments were made in the sector 2


X%

Y%

Maximum number of investments were seen in the


region 1
In terms of the sector 2investments, the company
invested mostly in segment 1

Segment 1

Segment 1 includes Automobiles segment only

Segment 2

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Drivers & Challenges Summary


Drivers
Huge population and low penetration

Challenges

Rising middle class and increasing


income

Unstable market position of each


manufacturer

Growing luxury car market

Restrictions imposed on car ownership

Growing used car market

Reduced prices led by intensified


competition

Auto dealers to open more outlets

High dependency on depleting oil


reserves

Improved public transport


infrastructure
Availability of low-cost skilled labor

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Increasing population and unsaturated market implies


ample opportunities for growth

SAMPLE

Huge population and low penetration

Impact

China has been the worlds most populous country and makes up one-fifth of the worlds
population
Ever increasing population base of China acts as a driver for the growing demand of automobile
in the country
Currently China is lagging behind the US and Japan in terms of the number of cars owned and
has immense scope for growth
Total Population

mn

Country

Cars per 1000 people

U.S.

Japan

China

X%
a

0
20--

20--

20--

20--

AUTOMOTIVE MARKET IN CHINA 2015.PPT

22

Intensified competition in automotive market leads to


uncertainty of performance

SAMPLE

Unstable market position of each manufacturer

Impact

Competition is heating up in Chinas automotive market


Continued rapid growth of the Chinese market has attracted a vast number of new companies
wishing to enter the market, and there are now more than 100 manufacturers participating
Furthermore, there is no single manufacturer seen as a dominant leader in the Chinese market

Market positions of participating companies are relatively vulnerable


Only companies that can adapt to changes in the market are able to sustain in the market, irrespective of
past performance or brand power
To gain an edge over the rivals, the ability to perform low cost manufacturing has now become a crucial issue
for car manufacturers

The governments effort to consolidate the industry has not been a huge success so far, and the
industry still remains fragmented with many players operating in the market

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Trends - Summary

China promotes alternative energy vehicles

The era of internet, social media and digital marketing

Stylish and dynamic products with improved technology and apps


`
Key Trends

Increasing demand for fuel efficient cars

Increasing focus and investment in R&D

Targeting the Tier 2, 3, 4 and 5 cities

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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China is capitalizing on the major opportunities in the


electric vehicles market

SAMPLE

China promotes alternative energy vehicles


China's electric vehicles (EV) market has been growing at a tremendous pace due to strong
support from the Chinese government
Chinese government plans to produce and sale cumulatively 500,000 EV and PHV by 2015
The FAW Group launched nine new green vehicles in 2014 and has announced its plans to spend
USD 1.52 bn on developing 16 environment-friendly passenger and business models by 2015
Finnish battery maker European Batteries Oy will build an EV battery production center in
Tianjin, China. The new production center will be built in the Binhai New Area of Tianjin and
invest around USD 318 mn in the manufacture of lithium-ion batteries for hybrid and electric
vehicles

Companies

Q1 2014 Sales

BYD Qin (PHEV)

Chery QQ EV (Pure-electric)

BYD e6 (Pure-electric)

JAC iEV (J3 EV) (Pure-electric)

Zotye Zhidou E20 (Pure-electric)

AUTOMOTIVE MARKET IN CHINA 2015.PPT

China is swiftly
becoming an EV
powerhouse

25

After the onset of the global financial crisis in late


2008, the Chinese authorities moved quickly to

SAMPLE

Support Programs of the Government 2009-10(1/2)

State Council reduced the vehicle purchase tax to 5% for consumers who purchase passenger cars with
displacement of 1.6L and below from Jan 20, 2009 to Dec 31, 2009
Such tax reduction policy greatly boosted the confidence of the automobile industry, as well as consumers'
enthusiasm in purchasing cars, which has facilitated the cultivation of automobile consumption market
According to China Association of Automobile Manufacturers (CAAM), for the first eight months of 2009,

Tax
Reduction

China's automobile production volume and sales volume reached 8.25 mn and 8.33 mn respectively, representing Y-o-Y rise of 26%
and 29% respectively
Specifically, passenger cars with displacement of 1.6L and below witnessed a 55% increase in sales volume, and their market share
increased to 68.55%, representing a Y-o-Y rise of 7.8%

Small vehicle sales were 7.2 mn in 2009, 53% of total sales


According to the preliminary statistics from provinces, municipalities, autonomous regions and cities specifically
designated in the State plan, Vehicle purchase tax to the amount of USD 1.67 bn had been exempted by the end
of Aug 2009
Sales tax rate on cars with engine capacity of 1.6 liters and below was set at 7.5% from Jan 1 2010, but market
watchers said that the figure is still considered a cut because it is reduced from the original 10%

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Joint venture scenario in China (1/3)

Chinas auto industry is dominated by Joint Ventures between global automakers and Chinas State Owned
Enterprises (SOEs)
Recently independent Chinese automakers including Chery and Geely have entered into joint ventures with foreign
car makers
Foreign automakers can have a maximum share of 50% under the current regulations imposed by the government
Each foreign automaker can partner with two local groups for a joint venture
Strict regulations were laid down by the government in respect to these joint venture where the majority stake
would remain with the Chinese partner
AIM

Aim of the government to promote the joint ventures was to allow foreign automakers to enter the market, at
the same time facilitating the transfer of technical know-how and skilled resources

Benefits for the Foreign automakers


Foreign automakers readily entered into these joint ventures as it would not only help them to foray into
the biggest market for their automobiles, but at the same time enable them to reap the benefits of low
labor cost and earn huge profits in an economy where people were fascinated with foreign cars

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Porters Five Forces Analysis

SAMPLE
Impact
High

Threat of New Entrants


Text

Impact
Medium to High

Bargaining Power of Suppliers


Text

Impact
Medium

Competitive Rivalry

Impact
High

Bargaining Power of Buyers


Text

Text

Impact
Low
Threat of Substitutes
Text

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Competitive Benchmarking (1/4)

SAMPLE

Public Trading Comparables (FY 2013)


BYD Company Ltd.

DongFeng Motor
Group Company Ltd.

SAIC Motor
Corporation Ltd.

Market Capitalization (USD mn)

Share Price (USD)

EV/EBITDA (x)

EV/Revenue (x)

PE Ratio
Note: Major 3 Public companies based on the Market Capitalization; Market Capitalization, Share Price and PE ratio is as of 24/09/2014
AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Competitive Benchmarking (2/4)

SAMPLE

Key Ratios of Major 3 Companies Operational Basis (FY 2013) (1/3)


Gross Margin

Operating Margin

Net Margin
c2

a1

a3

a2
b1

b3

c1

c3

-b2

-10
Player 1

Player 2

Player 3

Text

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Public: Domestic Company BYD Company Ltd.


(1/4)

SAMPLE

Company Information

Locations China

Corporate Address

No.abc, z Road,, Shenzhen, 518118,


P.R.China

Tel No.

xxx

Fax No.

xxx

Website

www.byd.com.cn

Year of Incorporation

xxx

Ticker Symbol

xxx

Stock Exchange

Stock Exchange of Hong Kong (SEHK)


Shenzhen

Products and Services


Category

Headquarters
Products/Services

Key People
Automobile

Text

Name

Designation

Person 1

Text

Person 2

Text

Person 3

Text

Person 4

Text

Note: List of products is not exhaustive


AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Public: Domestic Company Player 1(2/4)


Financial Snapshot
Total Income
USD mn

Key Ratios

Total Income

Net Profit/Loss

b1

400

a1

Profit
USD mn

d1

c1

200
0

20--

20--

20--

20--

Financial Summary

The company reported total Income of USD xx mn in FY 20--,


registering an increase of xx % over FY 20- The company earned an operating margin of xx% in FY 20-- an
increase of xx percentage points over FY 20--

The company reported debt to equity ratio of xx in FY 20--, an


increase of xx % over FY 20--

Key Financial Performance Indicators


Market Capitalization (USD)
Total Enterprise Value (USD)
EPS (USD)
PE Ratio (Absolute)

y-o-y change
(20--)

20--

20--

20--

20--

Profitability Ratios
Operating Margin
Net Margin
Profit Before Tax Margin
Return on Equity
Return on Capital Employed
Return on Working Capital
Return on Assets
Return on Fixed Assets

Cost Ratios

The company earned a net profit of USD xx mn in FY 20--, as


compared to a net profit of USD xx mn in FY 20--

Indicators

Particulars

Value (24/09/2014)
xx
xx
xx
xx

Operating costs (% of Sales)


Administration costs (% of
Sales)
Interest costs (% of Sales)

Liquidity Ratios
Current Ratio
Cash Ratio

Leverage Ratios
Debt to Equity Ratio
Debt to Capital Ratio
Interest Coverage Ratio

Efficiency Ratios
Fixed Asset Turnover
Asset Turnover
Current Asset Turnover
Working Capital Turnover
Capital Employed Turnover
Improved

AUTOMOTIVE MARKET IN CHINA 2015.PPT

Decline

32

SAMPLE

Public: Domestic Company Player 1 (3/4)


Key Business Segments
Segment 1

Segment 2

Segment 3

Segment 4

a
A1%
A2%

0%

Key Geographic Segments

10%

b
B1%
B2%

A3%

-50%
20--

Region 1
x
c

12%

C1%
C2%

B3%
20--

14%

d
D1%
D2%

C3%
20--

12%

C4%

Y%

Y%

Z%

Z%

20--

20--

0%

20--

Region 2

Key Recent Developments


Description

News

Overview

Text

Latest Developments

Text

Partnership

Text

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Public: Domestic Company Player 1(4/4)

Text

Text

Strength

Weakness

Opportunity

Threat

Text

Text

AUTOMOTIVE MARKET IN CHINA 2015.PPT

34

SAMPLE

Private: Domestic Company Player 2(1/3)


Company Information

Locations China

Corporae Address

No. a xyz Area (BDA), Beijing,


100176,China

Tel No.

xxx

Fax No.

xxx

Website

www.bbac.com.cn

Year of Incorporation

xxx

Beijing

Products and Services


Category

Headquarters
Products/Services

Key People
Automobiles

Text

Name

Designation

Person 1

Text

Person 2

Text

Person 3

Text

Person 4

Text

Note: List of products is not exhaustive


AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Private: Domestic Company Player 2(2/3)


Key Recent Developments
Description

News

Overview

Text

Latest Developments

Text

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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SAMPLE

Private: Domestic Company Player 2(3/3)

Text

Text

Strength

Weakness

Opportunity

Threat

Text

Text

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Supplier Scenario (1/20)

Supplier

Customer

SAMPLE
Primary Industry

AUTOMOTIVE MARKET IN CHINA 2015.PPT

Business Description

38

SAMPLE

Mergers & Acquisitions (2011-2014) (1/6)


Announced Date

Closed Date

Target

Buyer/Investors

AUTOMOTIVE MARKET IN CHINA 2015.PPT

Sellers

Size (USD mn)

39

Strategic Recommendations (1/3)


Strategy

SAMPLE
Adoption Area

Expand Research and


Product Development

Text

Brand Building

Text

Regional
Growth
Government
Focus

Text

Investment in automotive R&D to built alternate fuel cars, electronic vehicles and cars with better technology is the need of the hour

AUTOMOTIVE MARKET IN CHINA 2015.PPT

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Thank you for the attention


Automotive Market China report is part of Netscribes Automotive & Logistics Series.
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