german automotive aftermarket analysis
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Perspective on the German Automotive Aftermarket . . .
Opportunites for India
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
ACMA Automechanika New Delhi 2013
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Introduction
Mobility is the driving force behind our economy and a fundamental expression of human freedom. The automobile- and the related industry have, despite new Information Technologies, contributed and strengthened economic development more than any other industrial sectors. Especially in the short- and medium-terms the automobile is the dominant mode of transportation. This will not change in the next few years.
The Automotive Aftermarket has to follow the technology and trends of the vehicle market. Since the automobile is becoming more and more a computer on wheels we cannot repair these vehicles with mechanical tools.
The mechanical work is shifting to knowledge intensive electronically work (diagnostic) and the investment for computerised equipment, computer systems, networking and education is increasing dramatically.
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Introduction
What perspectives as a supplier do you have in such a world? And I am not talking about the German market only because it is more or less the EU market.
What is the difference between Germany (EU) and India, what is equal?
In Germany as well as in India we want to make business and profit. That is the same in both countries! But the rest I think is quiet different.
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
saturated market on high techn. level growing market so far on lower techn. level
Germany India
high Tech Market with a lot of safety restrictions
still older technology, but high tech is growing very fast
high price level lower price level
car dealer / repair shops are fully equiped with tools an equipment
car dealer / repair shops have a growing demand for tools and equipment
a repair shop with old, mechanical equipment cannot survive in a world of computers and software!
Cars are more or less computer on wheels
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Population: 81,9 mioWestern Europe: 415,0 mio
Population: 1,209 bill
Germany India
Cars in use: 42,9 mioTrucks in use: 3,1 mio
Cars in use: 10,0 mioTrucks in use: 14,2 mio
Density p. 1000 520 Density p. 1000 < 10
No. of car dealer: 17.000No. of independent repair shops 24.000
No. of car dealer: app. 4000No. of independent repair shops:
New registrations p. a. 3,2 mio New registrations p. a. 2,8 mio
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Development of future passenger car demand
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Total
Material
Labour
Development of the Repair Market in billion €
App. 85 Billion €Material EU
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
The German Automotive Aftermarket by Product Group
Spare Parts Chemicalswithout paint
Tires Accessories Body Repair /Glas / Paint
Others Tools / Repair-equipment
0
2
4
6
8
10
12 in billion € without VAT
0,9
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
33
Market Strukture of the Aftermarket
Manufacturer for Parts etc. AutomobileManufacturer
Whole Saler
Independ. Shop
46 000 000 Consumer (Driver)
21 bill. € (Parts only: < 10 bill. €)
Car Dealer Influ
ence
Trade Level
Repair Level
Automobile Manufacturer
Manufacturer Level
10 %
th
roug
h va
rious
cha
nnel
s
83 %
42 %
48 %
100
%
Consumer Level
10-15 %
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Manufacturer for Parts etc.
Trader Trader
46 000 000 Consumer (Car Owner)
Distribution Center
Trade Strukture of the (independent) After Market
AutomobileManufacturer
Distribution Center
Manufacturer / Car Dealer with
Distrib. Function
Full Service Repair Shop
9700
IndependentRepair Shop
10800
Body Repair Painting
3000
Prof. Shops
800
Quick Service
400
Car Glass Specialists
1000
Tire Service
4000
InternetPlatform
Car Dealer- Cars- Parts- Service
AuthorizedRepair Shop- Parts- Service
Whole SalerColer
Cooperations(ATR)
Cooperations(CARAT)
Whole SalerStahlgruber
Whole SalerTrost
Whole SalerWessels
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
46 000 000 Consumer (Car Owner)
Trade Strukture of the After Market (controlled by the Vehicle Manufacturer)
Manufacturer for Parts etc.
Trader Trader
Distribution Center
IndependenRepairShop
10800
Body Repair Painting
3000
Prof. Shops
800
Car Glass Specialists
1000
Tire Service
4000
Whole SalerColer
Cooperations(ATR)
Cooperations(CARAT)
Whole SalerTrost
Whole SalerWessels
AutomobileManufacturer
Distribution Center
Manufacturer / Car Dealer with distrib. function
InternetPlatform
app
Car Dealer- Cars- Parts- Service
AuthorizedRepair Shop- Parts- Service
AuthorizedParts Dealer- Parts
app. 17.000 Outlets
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
How to sell into the German Automotive AftermarketComponents, Parts, Accessories, Equipment etc.
Branch Office Importer / Distributor Whole Saler
First you have to ask yourself: Why should a German distributor / garage buy your produkt?- Quality - Price - Speciality - Special Service - What is better than competition ??
Low Tech Products easier, price-sensitive, lot of competition
High Tech / Safety Products Difficult, Safety Certificate, Car Manufacturers approval
You have to find one big distributor / sales organisation who is willing to sell you product. The first one is the most difficult one (Launch). Keep in in mind:
• If you want to enter a new market you have to pay an entrance fee!
Especially in the beginning make sure people can trust you > Promises> Quality> Delivery Time> how do you eleminate problems
Last but not least you need a contact address in Germany!
First attampt could be an Exhibition in Germany (Automechanika)
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Spezialgebiete von DEKRA sind: DEKRA can offer the following approvals:
Sitze und deren Verankerungen, Kopfstützen Seats and seat anchorages, head restraints
Sicherheitsgurte und deren Verankerung im Fahrzeug Seat belts and seat belt anchorages
Schalldämpfer und Abgasreinigungssysteme Silencers and exhaust emission control systems
Abgas, Motorleistung, Kraftstoffverbrauch Exhaust emission, engine performance, fuel consumption
Motor-Leistungsänderungen, Motortuning Engine performance modification, engine tuning
Alternative Antriebe, Flüssiggas, Erdgas Alternative fuels, LPG, CNG
Kinderrückhalteeinrichtungen und Befestigungssysteme im Fahrzeug
Child restraint systems and fastening systems in the vehicle
Fahrzeugverbindende Einrichtungen (Kupplungskugel, Anhängerkupplungen, Sattelkupplungen)
Vehicle connecting systems (coupling ball, trailer towing devices, fifth wheels)
Anbauteile wie Spoiler, Verkleidungen, Kraft-radverkleidungen
Add-on parts like spoilers, coverings, motorcycle coverings
Hinterer Unterfahrschutz und seitliche Schutzvorrichtung Rear underride protection and lateral underride protection
Elektronische Baugruppen (EMV) Electronical components (EMC)
Safety Parts – Approvals etc.
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Heizungen Heaters
Bremsenteile (Bremsbelag, Bremsscheiben, Bremstrommeln), Umbauten von Bremsanlagen
Brake parts (brake lining, brake discs, brake drums), rebuildings of braking systems
Auflaufbremsanlagen Overrun braking systems
Fahrwerkstieferlegungen (Federn, Stoßdämpfer) Chassis tuning (springs, shock absorbers)
Fahrwerksteile (Festigkeit) Chassis parts (strength)
Spurverbreiterungen (Distanzscheiben) Track change (spacing rings)
Sicherheitsglas Safety glass
Begutachtungen von Fahrzeugteilen Examination of vehicle parts
Erteilung einer Betriebserlaubnis für Fz-Teile Granting an operating licence for vehicle parts
Erteilung einer Bauartgenehmigung für Fz-Teile Granting a type approval for vehicle parts
Erteilung einer EG-Typgenehmigung für Fz-Teile Granting an EC type approval for vehicle parts
Erteilung einer ECE-Genehmigung für Fz-Teile Granting an ECE approval for vehicle parts
Erstellung eines Teilgutachtens Drawing up a vehicle part test report
Safety Parts – Approvals etc.
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
The Market Players
Vehicle Manufacturer VDI (Automobile Manufacturers Association)
VDIK (Automobile Importers Association)
Parts Manufacturers VREI (Parts Manufacturers Association)
Equipment Manufacturers ASA (Garage Equipment Association)
Trade (Distribution) GVA (Distributors Association for Parts, Accessories, Repair Equipment etc)
Trade CooperationsATR, CARAT, CENTRO, COPARTS, TECHNO, ATU
Automobile Trade ZDK (Car Dealer Association) - Car Dealers / Independent Repair ShopsZKF Body Repair Shop Associaton
Car Inspection TÜV (South, North, Rheinland, Hessen, Saarland)
Safety Approvals DEKRAISO 9000-Certification
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
The Market Players
Information Systems TecDoc (Electronic Catalogue)
TecCom (Auto Portal / E-Commerce)
AutoData (Repair Information)
DAT (Repair Information and Calculation
Schwacke (Information / Calculation)
Trade Magazins Springer Auto Media ASP / Autohaus
Krafthand Verlag Krafthand
Grüter Verlag amz
Vogel Verlag kfz-betrieb
Exhibitions: Messe Frankfurt GmbH www.messefrankfurt.com
automechanika Frankfurtautomechanika Global
www.wlw.de
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Summary
The motor trade in Germany is subject to dramatic changes at present time. The number of car dealers and workshops (the official number of approx. 44,000 is, in our opinion, not correct anyway) will slow down to approx. 30,000. Despite this, a turnover-volume for parts, accessories, tires, chemistry and workshop equipment remains at approx. € 21 bil.
New distribution systems will be established in the automobile trade. In future the internet and IT will influence the market strongly and will totally turn around some market segments.
Although the Automotive Aftermarket is very conservative, the number of computer equipment and internet users is growing rapidly. The earlier one gets into new information technologies, the bigger the chance one has to belong to the winners of the market, despite all risks that still lie in E-Commerce at present.
© Peter Rehberg German Garage Equipment Association
Perspective on the German Automotive Aftermarket . . . Opportunites for India
Summary
Thank you and good luck !
With approx. 70,000 B2B-Users there will be – apart from the competition situation of the suppliers among each other - two to three further portals established. If they can assert themselves depends on their performance, how quickly they will be established and if they can build up a reasonable number of customers. The support of the parts industry and wholesaler organisations will also depend on these factors.
In the workshop equipment market we can record a market saturation at a high level. On the other hand, due to new vehicle technologies, further electronics as well as new legislations (EOBD) we can expect new demand for repair equipment. In addition computerized (no paper) workshops definitely will establish networks within the repair shops.
Releases within the automobile industry will be given more to the global players, who have the necessary strength and power for new innovations and can show a worldwide service network..
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