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Dealer Survey
due to the rise in interest rates and resultant loan defaults on the part of the
customers. With banks having been forced to slow down lending for the
Analysts: purchase of two-wheelers, the incremental volume growth of most motorcycle
majors such as Bajaj Auto, TVS Motors and Hero Honda has taken a beating.
Ajay Shethiya, CFA The two-wheeler industry registered a YoY de-growth of 5% for FY08 (the
Email: ajay.shethiya@tatacapital.com biggest drop in last 15 years).
Tel: +9122 6675 2630
Harish Awasthi To understand the growth scenario for FY09, we recently surveyed dealers and
Email: harish.awasthi@tatacapital.com finance companies connected with the two-wheeler industry. Most of the
respondents hinted at the possibility of a flattish volume growth for FY09E.
1,000 -5% Financing Ratio Bajaj Auto Hero Honda TVS Motors
0 -10% 12 months back 58% 71% 65%
FY94
FY95
FY96
FY97
FY98
FY99
FY00
FY01
FY02
FY03
FY04
FY05
FY06
FY07
FY08
FY09
Note: * - The survey is based on feedback from 25 dealers ( 10 – Bajaj Auto, 11- Hero Honda and 4-
TVS Motors) spread across India and few finance companies ( Fullerton, ICICI Bank and HDFC Bank)
1 09 July 2008
Institutional Research Dealer Survey
0%
12M back 6M back 3M back Current
2.) Default rates on the rise
Default Rates The average NPA’s range from 13-14%. However, ICICI Bank and Citi Bank
reportedly have experienced defaults anywhere between 30% and 40% in
40- 50% 6% Mumbai and Lucknow in some cases. In Lucknow, 10% of the defaulters
30- 40%
disappeared after taking delivery of the bike.
6%
In order to keep a check on the rising default rates, most banks have increased
20- 30% 6% the documentation work and tightened the lending norms in the last few
10- 20% 31%
months. The documentation process has become far more stringent in the last
12 months, according to 79% of the dealers.
0-10% 50%
Documentation Dealer view: The dealers expect the exit of ICICI Bank and other finance
has not changed
over time, 21% companies to adversely impact the sales of Hero Honda the most as it does
not have a supporting finance arm such as Bajaj Auto Finance. Bajaj Auto with
help of Bajaj Auto Finance has been successful in drawing customers away
from Hero Honda by offering higher financing during the festival season. Bajaj
Documentation was able to register higher sales in Noida on account of Bajaj Auto Finance
has tightened
over time, 79% Limited, according to a dealer.
Unavailability of Unavailability of
new models, 3%
discounts/incentives, 3%
2 09 July 2008
Institutional Research Dealer Survey
#
Loan to Value
(Rs bn)
200 16% 20%
10%
150
-3%
0%
100
152 -10%
50 111 107
-20%
-27%
0 -30%
3 09 July 2008
Institutional Research Dealer Survey
Consumer Behaviour
2.) Mileage, Affordability and Style are the major factors affecting buying
Major factors affecting buying decision
decisions
Other
• 76% of the dealers identified mileage as a major determinant in buying
New models
decisions
Cost of ownership
Discounts
• 52% identified price and affordability as predominant factors
Financing schemes • 40% considered style as a major plus.
Performance
Comfort
(For rating of factors based on their perceived importance by dealers,
Style And Pride
Mileage
please see Annexure-I )
Safety
Price (Affordability) Factors important for boost in sales
0% 20% 40% 60% 80%
% of dealers
The dealers rated factors such as price reduction, new models,
discounts/incentives, new features and financing in boosting sales.
4 09 July 2008
Institutional Research Dealer Survey
Annexure- I
Rating the factors affecting buying decisions
Price Availability of Finance
3 4
6% 3 6%
6%
2
24%
1-Most
2 Important
1-Most 35% 53%
Important
70%
4 1-Most
6% 5-Least Important
1-Most Important 22%
3 Important 28%
28% 33%
2
11%
4
17%
2 3
33% 22%
5-Least
Important
12% 1-Most
Important
4 29%
18%
3
12% 2
29%
5 09 July 2008
Institutional Research Dealer Survey
Annexure-II
Rating the effectiveness of sales promotion strategies
Price Reduction New Model
5-Least
5-Least
Effective 4 Effective
4% 4%
4 4%
1-Most 3
16%
Effective 13%
36%
3
16% 2 1-Most
17% Effective
62%
2
28%
Discounts/Incentives Financing
5-Least
Eff ect ive 3
4 4% 1-M ost 2 8%
12% Ef fect ive
8%
28%
3
24%
1-M ost
Ef fective
2 84%
32%
New features
5-Least
Ef fective
8% 1-M ost
Eff ective
28%
4
28%
2
3
12% 24%
s
6 09 July 2008
NOTES
Institutional Research Dealer Survey
DISCLAIMER
Analyst Certification: We, Ajay Shethiya and Harish Awasthi, the research analysts and authors of this report,
hereby certify that the views expressed in this research report accurately reflect our personal views about the
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views in this research. The analyst(s), principally responsible for the preparation of this research report, receives
compensation based on overall revenues of the company (Tata Securities Limited, hereinafter referred to as TSL)
and has taken reasonable care to achieve and maintain independence and objectivity in making any
recommendations.
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8 09 July 2008