【正文】 alue, which are the major selling points for most Japanese automakers (versus, for example, luxury autos). ? The Japanese continue to grab bigger chunks of the market despite record spending on incentives by their domestic rivals. At the beginning of June, incentives for Chrysler, Ford and GM averaged $3,389 per vehicle, versus $1,062 for Japanese brands. Korean makes averaged $1,371 and European brands averaged $1,945. 0102030405060701996 2020D e tr o i t39。 IT spending has suffered as a North American manufacturing market constitutes approximately 45% of the total world manufacturing IT spend. BUSINESS INTELLIGENCE GROUP Executive Summary ? Currently in the automotive industry there is less significance placed on the role of IT in supporting business strategies, especially in parison to industries like Financial Services or Healthcare payer industries. This is a large determinant of IT budget. ? In order to understand their nearterm sales volume, option mix and price sensitivity, automakers have to start understanding their customers better through the many signals they see from their consumers‘ interactions. Much of this can be acplished through CRM initiatives. ? While dealer incentives have been used by most of the major automakers, especially in the US, panies leveraging their existing CRM might be able to get more for less. The data gathered from incentive programs flowing back to manufacturers and dealers can allow followup campaigns that bridge the gap between sales and marketing. ? ERP vendors are turning their focus to delivering extended applications in areas of SCM, CRM and PLM to pensate for the loss of revenue from largescale projects. Competitors and Alliances ? Deloitte Consulting has a joint initiative with SAP to support the automotive industry in the deployment of the mySAP Automotive solution on a worldwide basis. As part of this initiative, DC and SAP are developing methods for customerspecific analysis on feasibility, costbenefit, and ROI. ? IBM encourages their engineers to rotate in and out of the field, spending time solving reallife problems while not abandoning their inside research. IBM has created an innovation services group within its research unit dedicated to working on automotive customer problems, making them capable of taking their research and apply it to business issues. ? In the European automotive industry, SAP is currently focusing on cross functional processes, packaging their SCM, PLM and CRM all in one, using different modules, approaching it from the perspective of the business processes that cross these areas. Global Automotive Industry: Business Challenges BUSINESS INTELLIGENCE GROUP Global Automotive Industry is on a Gradual Slide The world‘s automotive industry has been on a gradual downward slide over the past year, accelerated to some degree by the likelihood of a major bankruptcy and further restructuring of the industry. ? Inhibitors include weak (regional) consumer confidence, high unemployment and uncertain global equity markets, all of which have led to lower sales. ? In Europe, the first five months of 2020 saw sales drop by 4% while new registrations for May fell the lowest in five years. The US market is forecast to shrink 4% this year. ? Currently the global automotive industry has too much capacity (roughly 30%) and as sales fall, the problem continues. Much of the overcapacity is due to each individual pany expecting to grow faster than its rivals. And while the 90s showed strong returns, many automakers invested in additional capacity, created risky models, built more factories and entered into emerging markets that had more long term promise than short term. ? For many years the largest truck and car makers have continually sustained losses out of their primary businesses of car sales, often making profits through money made from selling spare parts at inflated prices, through financing businesses or through exchange rates. This structure is increasingly exposed in a downturn, especially when incentives like 0% financing have hampered the financing business. ? Car prices have been falling making already thin margins even more pressured. The global automotive industry is faced with more petition, greater price transparency, rising customer expectations and quality improvements, making the pressure even greater on price. ? In the US, incentives like 0% financing or money back have kept volume up but have also pressured prices. While incentives are expensive, whenever automakers push prices back up their volumes collapse. BUSINESS INTELLIGENCE GROUP Global Automotive Industry is on a Gradual Slide ? Aside from product issues, The Big 3 have underfunded pension liabilities and healthcare benefits for retirees. Ford is losing cash and their bonds have been downgraded to junk status. ? If the US market continues to slide a largescale petitive restructuring could occur. European carmakers, like Fiat, which is laden with debt and production issues, could be purchased by other panies like GM (that owns 20%), or eventually be bought out by the state. ? The industry upsides for the Big 3: ? General Motors will continue to pursue its growth strategies in order to remain petitive. ? Daimler Chryslers is in the midst of its improved cost structure, allowing it to better pete with GM. ? Ford is spending a lot of money on capital expenditures. If the pany does not execute, it may be in crisis. ? The Big 3 products have higher quality than ever, although the perception of quality is not as high as it should be. Company Pension Healthcare General Motors $19,300 $51,000 Ford $7,300 $22,741 DaimlerChrysler 163。s large marketplace of consumers. A year after entry into the WTO, in 2020, China‘s automotive industry produced motor vehicle units