It's an interesting development for Indian automotive industry - a collaboration between a $23bn Indian business group manufacturing, dealing in commodities from steel, energy, cement to paints with a mega automotive Chinese corporation.
India’s biggest steel producer JSW and Chinese carmaker SAIC Motor JV (JSW & Indian investor will own 51%) will build and sell MG-brand electric vehicles. They plan to invest $5bn by 2030 to make 1 million EVs targeting a 33% market share.
JSW Chairman envisions it a "Maruti moment of EVs".
MG Motor India last year sold 56,902 cars with 25% sales coming from EVs. Hector best selling model sells around 1800, Astor 1000, Comet EV920, ZSEV580 per month respectively.
SAIC Motor on other hand a $110bn powerful Chinese co. sold 5.02 mil. vehicles in 2023 It sold record 1.2 mil. units in overseas sales propelling China to become the world's largest exporter of automobiles. (SAIC co website).
What would Maruti moment in EVs call for:
A value for money car for the masses.eg. In today's price point it could be an Electric Swift at Rs.7lakh.
Enablers would be a large scale local supplier base to have at least 80% localisation. Without batteries and Powertrains localisation it's not possible to meet price target.
A massive dealer, aftersale network pan India (With just 270 dealerships MG has a long way to go to match 1400 dealers of Maruti).
With SAIC technology and R&D an India specific model can be created.
No one can beat the Chinese in exploiting market opportunities. Smartphone success story is a case in point.
Chinese makers Xiaomi, Vivo, Realme, Oppo cracked the highly competitive Indian market loading phones with features (camera, music, battery life, ganes, aps). Huge ad spends, sub brands for different segments, financing options, hitting price points of Rs. 10,000-50,000 for a range of phones is success mantra.
Maruti's time tested success formula has been:
-Create the best value for money products
-Deepen market penetration by dealerships, service partners
-Move quickly to capitalise on market opportunities eg SUVs, Taxis, Used cars
No one understands product-market fit better than Maruti. Eg SUV share increase from 9% in 2021 to over 25% in 2023.
They would probably like to replicate this with EVs. However EVs need solid technology & new supply chain. Besides EVs are shifting rapidly with software driven vehicles, evolving battery and motor tech and innovative business models.
Maruti Suzuki meanwhile is not sitting idle. It plans a capex of approx. Rs 1.25 lakh crore. This investment aims to expand the product lineup from 17 to 28 models and increase annual production capacity to 4mil. units by 2031.
JSW MG needs a innovation driven business model mindset. (JSW entering B2C first time).
Taking on Maruti, Hyundai with just a market share increase mindset may not get them to where they want to be...
Maruti moment may be a bit far away.
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Materials Dept - VOLVO Power Train -VECV
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