#India

A few weeks ago, I wrote about how Ford is enjoying booming sales in India for their small car, the Ford Figo. Sales of the small car purpose-built for the Indian and other emerging markets jumped 267 percent from last year. Ford is staffing up for it. Well, Ford is now going to take the plunge in India. Well, at least they’re planning on it.

After numerous delays and a lawsuit by Mahindra’s US distributor, the Indian firm’s diesel-powered compact pickups have been approved by the EPA, reports the WSJ [sub].

In Europe, governments are ramping up their electric car programmes in order to usher in a new era of alternative propulsion vehicles. Some more successfully than others. And just as the countries are doing their part, the automakers are doing theirs. GM has an Ampera (or “Volt”, as our North American friends will know it as) in the offing while Nissan preps the Leaf. Much has been made of this fight, in part because it is playing out globally. But in Europe another contender is looking to steal the march on GM and Nissan: Indian upstart Tata Motors.

I know that stories about who will buy a down and out Korean carmaker called Ssangyong are not a major click-through magnet. Therefore, just for the record: Ssangyong selected India’s Mahindra & Mahindra as the preferred bidder to acquire a majority stake. And just in case, they named India’s Raghav Industries as the secondary preferred bidder, says The Nikkei [sub].

Ooops. Time to send our patent-pending TTAC China sales oracle on vacation. Send the China Automotive Technology & Research Center (and Bloomberg) right with them. The China Association of Automobile Manufacturers (CAAM) has given the official word on Chinese car sales in July 2010. And they are down. Way down.

India’s Mahindra & Mahindra is putting in a binding bid to buy a majority stake in troubled South Korean automaker Ssangyong Motor. Ssangyong went bankrupt in 2009 after China’s SAIC dropped the ball. They nearly went up in flames, when militant workers incited a riot and threatened to blow up the paint shop.

Running a multi-national car company the size of, say, General Motors, Ford or Toyota means having lean, efficient operations. In the SUV/light trucks segment, turning a profit is easy. Because of the inherent profitability of these products, your operations don’t need to be that efficient to turn a decent profit. Where you really need to concentrate on profits is the other end of the scale. The small car market. This is where raiding the parts bin, nicking a platform from another division and moving production to a low cost country are taken as read when producing a plan for your next small car. But what if you’re trying to break into a market where small cars need to be firmly in the “four figures” price bracket? Well, this is the problem that Volkswagen is having in India. Like China, every car maker wants a piece of this Asian Tiger Elephant, but Volkswagen just simply doesn’t have the presence there to make their cars profitably. Or do they?

Speaking of German car companies doing exceptionally well despite a tanking German car market, there is of course Volkswagen.

The Volkswagen group sold more than 3.5m units worldwide in the first six months of 2010, besting the pretty darn good numbers of the same period in 2009 by about 15 percent, Martin Winterkorn said to Reuters. He predicts (and that’s an easy call based on the half year results) that the Volkswagen group will see record car sales in 2010. What’s driving the new Wirtschaftswunder? The weak Euro, of course. And the strong position of Volkswagen in boom markets such as China.

Nevertheless, VW doesn’t want to rely on the vagaries of the foreign exchange.

Know what to do next time you see a higher price at the pump? Don’t buy gas on May 15? How lame. Learn from the folks in India. According to the BBC, India’s opposition parties have called a general strike against fuel price rises, and “normal life has been disrupted in many parts of India.”

Suzuki, Hyundai and Tata are the King Dongs (that WASN’T a spelling mistake, BTW) of India. Suzuki controls over half of the Indian car market. Hyundai and Tata have major chunks, too. Whatever is left is divided up amongst the smaller parties. But why have Indians put their rupees in the hands of Suzuki, Hyundai and Tata? National pride? Hardly. Suzuki and Hyundai come from a little further east. Nope. The reason is because they all excel in one thing. Small, cheap cars. The majority of Indians are relatively poor and don’t have much money to spend, so when they make a purchase as big as a car, it HAS to provide value (Indians LOVE a bargain as the video shows). If further proof were needed that India loves small, cheap cars, then this next story should put it beyond reasonable doubt.

Since EPA certification has not been obtained, we were worried the delays would continue. We want to begin sales in December as Mahindra stated to the press on May 17th. Our sole intent was to get Mahindra focused on not missing another deadline. We simply wanted to protect you, our dealers, and your investment in the Mahindra brand.

That’s what John Perez, President of Mahindra’s US-market distributor Global Vehicles wants to know. Perez is suing the Indian manufacturer of the compact diesel pickups and SUVs to make sure his dealers dealers don’t miss a fourth blown sales deadline. Mahindra, according to Global’s suit, has not yet filed official EPA paperwork for any of its vehicles. December launch, huh?

India is supposed to be the world’s next growth market. For one company, this is already more than true: For Japan’s Suzuki. The Maruti Suzuki joint venture owns more than 50 percent of India’s market. And soon, Suzuki will build more cars in India than back home in Japan.

Woken up by the Tata Nano warning shot (which so far seems to be a dud), everybody agrees that the key to making India “the next China” is to start small. Why does Suzuki own more than half of India’s market? Small cars. And motorcycles. Another key to emerging markets is to give people an easy upgrade path from two wheels to four wheels. Remember how BMW got started? Remember that the initial business plan for the Volkswagen was to offer citizens of the Third Reich a car for the price of a motor cycle?

No wonder manufacturers are scouring their line-up for cars small enough for the huge Indian market.

Over the next few years, life in the UK is going to be pretty – austere. The Centre-Right government has been in power barely a month, and already they’ve slashed the budget by £6.2 billion. That was just the scalpel, wait till the axe comes. So, with a possible second recession in the offing, it’s time for some good news. And here it is…