Back to Bizzness: Escalating Troubles for Auto Industry
Well with a lot of the economic news and analysis posted we can segue back to business analysis
but let's keep in mind that one feeds the other - a fact, for example, that all the most lauded names in value investing have lost sight of. And paid some terrible penalities for. Again the mantra: Economy - Industry - Company. In other words you can never neglect the macroecon news in general but right now the metastasizing worldwide economic slowdown is driving everything. Just to put it in context and remind you we offer up this little tidbit from the WSJ:
Personal Income Falls, Sentiment Is Weak Falling personal income and weak sentiment suggest consumer spending, the juggernaut of U.S. economic growth, could be headed for the first sustained decline in nearly two decades. "Consumer spending is poised for a major slowdown," Wachovia Corp. economist Mark Vitner said in a note to clients.
Auto Industry Outlook
The executives of Detroit have been wrestling with the consequences of decades of bad decision making - struggling might be a better word. They've trimmed up their legacy costs by taking retirees off the healthcare gravy train and re-negotiated their labor agreements. They're also downsizing to reduced total sales and much smaller market shares, among other major moves we'll talk about. Unfortunately they didn't anticipate as bad a downturn as they're getting and left key decisions very late in the game. It wasn't until about late Spring apparantly that they true magnitudes of the downdraft came to them. This chart shows YOY% changes and absolute auto sales for two timeframes. The first strategic oopsie was that these guys set themselves up for a 16million unit sales year with the downside being 15mil when you read their annual strategy presentations. They started to change that to 14mil with a headge in some cases, primarily Chrysler's team, for 13mil. Well as you can see those were wildely optimistic. And - if you find any credence to any of our economic analysis - shouldn't have been a surprise. In fact when you look at these numbers - a point we've made before - 16mil is aberrational. In fact they should have been strategically re-building themselves to make money at 12-13mil. But actually the situation is even worse than these charts make it appear.
Mike Donnelly over at CEO Economic Update put together this fascinating chart a while back where he takes the same long-term timeframe but adjusts sales by looking at the % of the workforce buying a new car. While my charts would indicate major strategic problems and a dismal outlook Mike's tell you that the industry has crossed a major tipping point into a whole new buying environment. One that they are, despite all the headline announcements NOT positioned for. Nor one that they appear to be anticipating yet.
Auto Industry Business Performance
One of those key announcements is that all the majors will start making smaller cars in the US and will do so rapidly by first selling marks they're already making in Europe while they invest in and ramp up domestic manufacturing capabilities. Two things struck us as really total astonishing about this. First, that they could make announcements with such short timeframes for serious transitions, which imply they've had the capabilities for years but have avoided committing to them. And second that they waited until the wall was knowcked down on them and ignored the handwriting for as long as they could. The old George Carlin joke that "the '60s were good to them" seems to be entirely true and, sadly, they just now seem to be enterring into the drug rehab program from whatever they were smoking since then. On a strategic and operational basis they're facing three clusters of challenges. First, they've got to survive the next 3+ years, not 1-2 like they keep saying, and find the financial wherewithal to keep themselve alive. That by itself looks extremely unlikely, at least for all of them. Can you spell bankruptcy - which would be a disaster for them and us. Second they have to start selling and then making decent sized, high-quality and appealing small and mid-size cars asap. Preferably in 3-5 years or sooner. Bear in mind the design and development cycle for cars is 3-6 years long so shortening it up is a huge problem and they'll have to depend on what they can quickly lay they hands on that's already in the pipeline or production. Third, in the long-run, they need a complete re-tooling of operations, development and the product/market mix which again requires money they haven't got. In a previous post we pulled all this together using our performance analysis framework to assess the industry on the whole and the individual players, with the results you see here. Which may turn out to be too optimistic even yet.
Paradoxes of Performance
Charlie Rose recently did a three evening set of interviews on the Auto Industry starting with a session on design which was very interesting and encouraging. More so if we thought something would come out of those discussions quickly enough to have an impact. The set concluded with Bob Lutz talking about design in general at GM and the Volt in particular. GM's versions of a high-stakes, high-reward, very high-risk "Manhattan" project. Gutsy and courageous and illlustrating a return to their roots IOHO. But the most interesting and valuable was the middle show which was an hour-long interview with Rick Wagoner. Talk about a guy facing enormous pressures and coping well. And starting to do some of the right things. We urge you to watch that one in particular and reach your own conclusions. But some of ours would include a sense of sadness and shock that he rationalized the commitment to big SUVs and cross-overs as the result of the CAFE standards and the unwillingness of Americans to buy and the unintended consequences of too low gas prices. A nice thesis but one that falls on the simple fact that Toyota, Honda and Nissan have been very good mid-size and smaller cars that are attractive, appealing, high-quality and innovative and profitable for years. And as a result have started in one part of the auto industry ecology and gradually taken over more and more of it. Hondo in particular illustrates what happens when you define a strategic vision, translate that into good design and back it up with superb operational execution and functional capability. In their case that's particularly true of their commitment to flexible manufacturing which gives them a capability to switch what they make from what's not selling to what is. If you want some interesting backup on these assessments watch the several prior interviews with Wagoner and notice the evolution of the rationalizations and explanations !
The bottom lines here are that the Auto Industry is facing as big or bigger a set of challenges as the Finance Industry who we've taken such "joy" in bashing, runs a serious risk of bankruptcy in the near-term, faces major investment requirements to switch over their product mix and more to re-engineer their operations. All told they may in fact be an even less appealing investment than the Finance Industry ! Auto Industry Failure Odds
Strategic Outlook
How Bankruptcy Would Wreck GM and Chrysler Car sales are in a tailspin on account of $4 gas and a swooning economy, and as usual, the Detroit automakers are suffering more than their competitors. Overall, sales are down about 11 percent so far this year, according to J.D. Power & Associates. But at the Detroit 3, sales are down an outsized 18 percent. The biggest reason is an over-reliance on big trucks and SUVs and a dearth of small cars that consumers actually like. Ford has been hit hard, but looks to have enough cash to ride out a worst-case downturn and survive until 2010, when the market should rebound and recent labor cutbacks will start to pay off. But cash-flow problems are more precarious at General Motors and Chrysler, where analysts think a Chapter 11 filing is a serious possibility if the car business stays weak through 2009. To some, that seems like no big deal: Other companies, including four big airlines, auto-supplier Delphi, and retailer Kmart have used bankruptcy to rein in bloat, slash costs, and get healthier. But for GM or Chrysler, declaring bankruptcy would be more like slashing their own tires. Customers would flee, consumers would be unsympathetic, and the government would probably do little to help. Here's why bankruptcy would be such a dire scenario for any one of the Detroit 3: The automakers, by contrast, don't have a major problem funding their pensions. And they've already negotiated deep wage and job cuts with their unions, and cut billions in costs. "They're not being crushed by wage and benefit costs," says Mark Oline of Fitch Ratings. "It's about revenue and products now. It's a business model issue." Bankruptcy might allow Chrysler or GM to offload some debt--but it wouldn't do anything to increase revenue, speed the arrival of must-have new products like slick compact cars and family-oriented crossovers, or fund technology breakthroughs like GM hopes the Chevy Volt plug-in hybrid will be.
Big Three Auto Makers Seek More Help From Washington Battered by high gasoline prices and weakened earnings, the Big Three auto makers and their suppliers are now seeking significantly more help from Washington in the form of government-backed loans than the $25 billion they had previously been authorized to receive. The $25 billion in loans were approved as part of an energy bill last year, but now General Motors Corp., Ford Motor Co. and Chrysler LLC will need "well north" of that, a GM spokesman said. The loans have yet to be funded. Following an extreme run up in gas prices that has crushed U.S. vehicle demand, auto executives are now making the case that Detroit could need far more money in order to fund critical initiatives. "There's a real urgency in that all of the progress we have made on these new vehicles could come to a standstill if we can't get capital at reasonable rates," the GM spokesman, Greg Martin, said, without giving a specific figure. People familiar with the discussions said there is no consensus dollar amount that auto executives are demanding at this point. Various reports have suggested the domestic auto industry now seeks between $40 billion and $50 billion. The auto maker's would like to have a funded plan in place by the end of 2008. Unlike the federal Chrylser bailout of 1979, under which the government backed $1.5 billion in loan guarantees so the auto maker would avoid skidding into bankruptcy, the current initiative is positioned as a way to make the Big Three more competitive in a global technology race in which they could otherwise be unable to effectively participate in. The companies are struggling financially and hope to use the loans to accelerate the development of new technologies and vehicles.
Car buyers' satisfaction with US brands stumbles U.S. car buyers are growing less satisfied with their purchases from domestic automakers while their Asian and European competitors continue to improve, according to a recent survey. Consumer satisfaction with U.S. auto brands slipped as Lexus and BMW tied for first place, followed by Toyota and Honda, according to the University of Michigan's American Customer Satisfaction Index released Tuesday. General Motors Corp.'s Buick and Cadillac brands, and Ford Motor Co.'s Lincoln and Mercury lines, fell from their No. 2 perch at a time when U.S. companies are struggling to outshine their competitors and reverse their shrinking sales and market share. That's an unsettling sign for domestic automakers, said Claes Fornell, the University of Michigan business professor who heads the annual survey. Traditionally, U.S. brands improve their customer satisfaction scores each year, just not as much as their overseas counterparts. Now, the domestic companies' ratings are declining while their competitors' scores continue to climb. "This is somewhat of a double whammy here," Fornell said. "The struggling companies are getting an even tougher road in the near future. The question also is do they really have the resources, the cash here" to adapt. Still, the auto industry has maintained a good reputation overall. Customer satisfaction has increased steadily over time and its overall score of 82 - unchanged from the high set a year ago - is higher than many other industries the index tracks. In addition, just 11 points separate the best-scoring brand from the worst, but domestic automakers are having the hardest time adapting to high gas prices and a shift in demand toward more fuel efficient vehicles, and that is manifesting itself in weaker customer satisfaction.
Key Players
Owner Gives Executives Time to Fix Chrysler The smallest of Detroit’s Big Three, Chrysler — which also owns the Jeep and Dodge brands — is famous for its big V-8 Hemi engines and rugged sport utility vehicles, and was woefully short of the fuel-efficient cars that consumers wanted. As a result, its sales in the United States are down 23 percent this year, more than twice the industry average. And its market share, as high as 13 percent in 2007, fell below 9 percent last month. Adding to its difficulties, Chrysler is still recovering from a painful divorce a year ago from its German partner, Daimler, and is in the midst of a huge restructuring under its new owner, Cerberus Capital Management. With all Chrysler’s problems, the industry has been rife with speculation about whether Cerberus would decide it had made an ill-timed bet and sell the company. But top Chrysler executives say they are determined to fix the company, and Cerberus executives say they will get the chance. Their plan hinges on a wave of new offerings beginning in 2010, and a mix of cars better suited to the times, to help spur another comeback for a company with a long history of them. Since Cerberus acquired Chrysler one year ago, the automaker has been a cost-cutting machine. It has announced the elimination of 28,000 jobs, sold $500 million worth of assets such as real estate and a California design studio, and cut shifts and plants that reduced its North American manufacturing capacity by more than a million vehicles. Chrysler is not revealing its overall savings, and as a private company it doesn’t have to. With limited access to financial data, analysts are skeptical of its overall health.
Chrysler Seeks Partnerships To Expand Globally Chrysler LLC will aggressively pursue partnerships with other auto makers to expand its global reach, and its president dismissed the idea that joint ventures may damage the value of Chrysler's own brand.Mr. LaSorda pledged that every joint venture will either produce an entirely new vehicle not already in Chrysler's lineup or it will be limited to a slightly modified car or truck made or designed by the partner but that doesn't compete with an existing Chrysler model in the same market. Chrysler also announced a $1.8 billion investment to convert one of its two Detroit plants to build a car-based crossover vehicle based on a design developed with Daimler AG's Mercedes-Benz. That vehicle will replace the aging Jeep Grand Cherokee and retain its name yet will include a more fuel-efficient V-6 "Phoenix" engine when it hits showrooms in 2010, Mr. LaSorda said. Mercedes won't build vehicles at the Detroit plant but expects to use the same platform architecture to make its own vehicles, he said. That effort, Mr. LaSorda said, will be augmented by a series of other partnerships to take advantage of Chrysler's expertise in truck and minivan production in the U.S. At the same time, Mr. LaSorda said, Chrysler will make small cars in new markets with foreign auto makers.
GM invests $500 million, bets small car can make money General Motors Corp on Thursday said it would invest $500 million to build a new fuel-efficient, small car the automaker says will show it can make money in head-to-head competition with its Japanese rivals as it fights to return to profitability. The new Chevrolet Cruze, which also will be sold in Europe and Asia, will be built at GM's Lordstown, Ohio assembly plant, a facility once threatened with closure that also makes the suddenly hot-selling Chevy Cobalt and the Pontiac G5. "We are here to stay, and today's announcement is the latest evidence of our commitment," GM Chief Executive Rick Wagoner said at an event to mark the investment. Wagoner, who unveiled a full-scale model of the Cruze at the Lordstown plant, said the new compact would get "significantly" better mileage than the most efficient Cobalt it replaces -- pushing it toward 40 highway miles per gallon. That gain, he said, would allow GM to move closer to meeting new federal fuel economy standards and to hike sticker prices. Raising prices on the car would allow GM to make money on its launch, something it has not done with the Cobalt. Cobalt sales have jumped 16 percent this year, making the small car a standout bright spot in a GM line-up that still tilts heavily toward the SUVs and trucks that American consumers are abandoning in the face of high gas prices. The new investment marked a dramatic reversal of fortune for 4,600 workers at GM's sprawling Lordstown, Ohio plant who had been told just two years ago their jobs could be lost under a GM plan to send small car production to Mexico. But a cost-cutting labor contract that United Auto Workers union officials negotiated with GM and the boom in small car sales saved the Lordstown plant, GM and union officials said.
For GM, what might have been According to recent interviews with parties involved in the discussions, as well as a confidential analysis prepared for the deal that was obtained by Fortune, the tie-up could have produced as much as $10 billion in operating earnings per year for GM (GM, Fortune 500) by 2011. That's a pretty attractive number for a company that has rung up $18.7 billion in losses in just the first six months of this year and needs to borrow $10 billion to $15 billion just to stay in business until 2010. But the alliance's savings might have come at a steep price for GM's senior management. One proposed strategy called for a "repopulation" of GM's executive ranks with outside talent. That presumably would have forced some incumbent managers out of their jobs - a shocking development at a company where executives seem to enjoy lifetime employment regardless of their performance. The strategy also called for the creation of a 30- to 50-person SWAT team separate from day-to-day management that would drive the implementation of the pact - another huge blow to GM's status quo. What is clear is that the proposed pact represented bold action - something GM has long needed but so far been unwilling to take.
Toyota Executive Predicts Gradual Recovery in U.S. Sales A top Toyota Motor Corp. executive predicted U.S. auto sales will eventually return to about 17 million cars and light trucks, but he said it will happen more gradually than auto makers originally hoped. To support his forecast, Bob Carter, group vice president and general manager for the Toyota division at Toyota Motor Sales U.S.A., cited the rising U.S. population, which he said would increase by 32 million to roughly 332 million in the next 12 years. His assumptions also include gasoline stabilizing at $3.50 a gallon through 2010 and then climbing after that, possibly above $5 in the longer term. He also expects the restoration of full-size light-truck sales to two million vehicles. The estimate for truck sales this year is 1.45 million vehicles, down more than a million from its peak in recent years. Mr. Carter's comments at an industry conference Thursday will contribute to a continuing debate over the true demand for cars and trucks in the U.S. marketplace. Starting in 1999, auto makers sold roughly 17 million vehicles, establishing a trend that many claimed to be the new norm. Now, several analysts argue that level was an artificial height, achieved through extreme incentive programs and cheap gasoline that were both unsustainable in the long term. Even if the 17 million figure is reached and exceeded, most auto makers expect it will take at least several more years. Mr. Carter said recovery could start in 2010, but the 17 million mark might not be hit until 2020. In the interim, the Big Three auto makers of Detroit especially are expected to struggle in North America through at least next year, prompting concerns about whether the manufacturers will have enough cash to weather the storm. The uncertainty comes as other, once-growing auto-sales markets in Europe, China and Russia have begun to soften. Based on trends this year, the current estimate for 2008 U.S. sales of cars and light trucks is at or below 14 million, well under the 16 million figure considered healthy by the industry. Today, the auto industry is in a "perfect storm," buffeted by rising costs and slumping orders for new vehicles, Mr. Carter said. But he added that "turbulence is always going to be a part of this business." Mr. Carter said he has changed his thinking about the nature of the current drop in U.S. sales. Once he believed that a sharp drop in sales would be followed by a dramatic increase, forming the shape of a V on the sales chart. Now, Mr. Carter said, he thinks the trend will look like the Nike logo's "swoosh," with a more gradual recovery not taking real hold until 2010.
Even Toyota Trims Goal in Shift From Big Vehicles Even Toyota is not immune to the slowdown in the global economy.The Japanese company, which is battling General Motors for the title of the world’s largest automaker, cut its sales forecasts on Thursday, warning that higher fuel costs and a slowdown in the United States and Europe would probably hold back the auto business at least through 2009. “We have been going at top speed up to now,” the Toyota president, Katsuaki Watanabe, was quoted by The Associated Press in Tokyo. “It is time to set more cautious targets.” The Japanese group, which includes Daihatsu Motor and Hino cars, now expects to sell 9.7 million cars and trucks in 2009, 700,000 fewer than its previous forecast. That is still 2.1 percent higher than the 9.5 million Toyota expects to sell this year. A big reason for the more bearish outlook is the 10 percent reduction, to 2.7 million vehicles, in Toyota’s 2009 sales target for the United States, where Toyota has invested heavily in trucks and sport utility vehicles. Those have fallen out of favor as consumers shift to smaller vehicles that get better gas mileage.Toyota said it would also be cutting production in Britain and Poland to bring output in line with slipping demand in Europe. Toyota is only the latest of the global automakers to acknowledge suffering as inflation and economic weakness in their major markets undermine consumers’ buying power, and high gasoline prices cause a shift toward more fuel-efficient, and in many cases, less profitable, vehicles. Auto sales are slumping in the world’s two most important markets, North America and Western Europe. American auto sales fell 10.6 percent from a year earlier in the January-July period, according to Ward’s Automotive Group, as the rate of decline accelerated in the second quarter. Western European sales fell 2 percent in the first six months, according to the European Automobile Manufacturers’ Association.
Honda Stays True to Efficient Driving During the glory days of big pickups and sport utility vehicles, one automaker steadfastly refused to join the party. Despite the huge profits that its competitors were minting by making larger vehicles, Honda Motor never veered from its mission of building fuel-efficient, environmentally friendly cars like its Accord sedan. But in today’s fuel-conscious automotive market, Honda is reaping the rewards for its commitment. No major automaker in America is doing better than Honda, whose sales are up 3 percent for the first seven months of this year in a market that has fallen 11 percent. By comparison, General Motors is down nearly 18 percent, Ford Motor has dropped 14 percent, and Toyota has slid 7 percent. While competitors are scrambling to shift their product lineups to build more small vehicles and slash their bloated inventories of trucks, Honda can barely keep up with demand, particularly in the subcompact category. Sales of its tiny Fit have soared 79 percent so far this year, and interest in the vehicle is so strong that Honda accelerated the introduction of the 2009 model, which will go on sale Tuesday. Honda’s focus on fuel efficiency is paying off on the bottom line as well. The Japanese automaker reported a record profit of 179.61 billion yen ($1.68 billion), during its fiscal first quarter that ended in June, an 8.1 percent jump from the previous year. Sales of Honda’s crossovers, minivans and pickups have dropped this year along with the overall market. But the surge in sales of its cars has more than made up for the shortfall. Unlike many other automakers, Honda has been able to capitalize on the switch in demand to cars because of the flexibility of its assembly plants. Honda, Better Off Than Most
Possible Futures
Auto Makers Take Own Ways Designing Fuel-Efficient Cars Auto makers are angling to carve out their own niches in fuel-efficient design, from expansion of the gasoline-electric hybrid technology already available in the Toyota Prius to the new plug-in hybrid vehicle known as the Volt under development by General Motors Corp. Hot off its success with its Prius sedan, Toyota Motor Co. said Friday that it would make hybrid engine systems available on all of its models by 2020. Ford Motor Co., which has few hybrid options among its vehicles, plans to double its hybrid-vehicle lineup and production next year. And Honda Motor Co. said last week at an industry conference in Traverse City, Mich., that in 2009, it will import a new hybrid to compete directly against the Prius in the U.S. market -- and at a lower price. The Chevrolet Volt still is scheduled to go on sale in 2010, and its chief designer, Bob Boniface, gave the Center for Automotive Research's management briefings seminars an early look at the most recent styling changes adopted to create a sleeker front end and to extend its range on battery power through better aerodynamics. The Volt will be able to go at least 40 miles on its lithium-ion battery, but the vehicle also will contain a small gas tank that would recharge the battery if necessary. Consumers would be able to recharge the vehicle at home using a conventional household outlet. The auto industry has scrambled to meet shifting U.S. consumer demand toward small, fuel-efficient cars and away from trucks and sport-utility vehicles. Even though gasoline prices have recently retreated from above $4 a gallon, most auto makers have said they consider the shift toward small cars to be more or less a permanent change in the overall mix of vehicles customers want. And the companies intend to build them. Toyota and Ford have said they haven't been able to build enough hybrid vehicles to meet consumer demand. Though most auto makers are assumed to lose money on hybrids, Toyota's Bob Carter, head of North American sales, said in an interview that his company makes a profit on its Prius hybrids, which recently exceeded sales of one million units globally.
Jaguar's Great Leap Forward When Ford sold Jaguar to Tata, it left behind a major new design. For 30 years, Jaguar design has been mired in what Aaron Bragman, an auto analyst for Global Insight of Troy, Michigan, calls "English drawing-room style"—as in, conservative sedans and sports cars accented with traditional wood and leather. The average Jaguar buyer was almost 60, and they were mostly loyalists who'd owned the cars before. The stodginess was somewhat understandable, since for many years the managers at
Ford Motor had a host of other problems to tackle. After paying $2.5 billion for the fabled British carmaker in 1989, their first task was to fix the horrific quality of the cars. There were also thousands of excess workers, ancient factories, and outdated, expensive production methods. Ford added new models in order to expand sales, but the S-Type midsize sedan of 1998 was only a modest hit. The X-Type compact sedan, launched in 2002, was savaged by critics. Plans that called for more than doubling Jaguar sales—to 200,000 a year, across four models—were left in the dust. Two years ago, the company decided Jaguar—by then hemorrhaging cash—would have to become a much lower-volume maker of more exclusive and expensive cars. Then this month, Ford completed its sale of Jaguar and Land Rover to India's
Tata Motors for far less than Ford had paid. Now, a brand-new model is charged with blowing that dusty old image into the weeds and reviving Jag's old reputation as a maker of fast, beautiful cars that cost less than the competition. Launched in the U.S. just three months ago, the XF midsize sedan is the first Jaguar with avant-garde styling in, well, decades. View slideshow.
Auto Makers to Make Public Push for Loans Executives at Detroit's Big Three auto makers are considering making a more public push to lawmakers in the near future as they seek about $50 billion in low-cost loans that would greatly overhaul their product portfolios, people familiar with the matter said. Top executives at General Motors Corp., Ford Motor Co., and Chrysler LLC -- each racking up significant losses as industry sales decline -- will likely wait until after Labor Day, following this summer's political conventions, to travel to Washington for meetings on the loans, these people said. They are expected to soon give a more concrete figure to Washington in terms of what size of a loan package is needed, they said. The heads of GM, Ford and Chrysler started making highly-publicized trips to Washington a couple of years ago in order to press the case for aide from lawmakers and other decision makers. Health care costs, energy policies, and foreign exchange had been key issues Detroit was seeking support on. But now, as high gasoline prices have boosted demand for fuel-efficient cars, the auto makers and some domestic parts suppliers are seeking low-interest loans to help them ramp up fuel-efficient car and truck development. Because GM, Ford and Chrysler are rushing to meet stricter emissions regulations being imposed in coming years, they feel they can easily put the entire sought-after $50 billion in assistance to work in current and future product plans. Last year, Congress passed an energy plan that would lend $25 billion to auto makers for fuel-efficient development, but that plan has not been funded. Now, the domestic Big Three are quietly pushing for about twice that amount because of the dramatic decline in demand for their most profitable products -- trucks and SUVs.










