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3 Executive summary 03
5 Regulatory landscape 07
1 Message
from KPMG
The automotive industry is a
significant contributor to India’s
Automotive supply chains may have
to deal with the complexities that
GDP. Though the industry has been arise out of these changes. Vehicle
witnessing subdued growth, the manufacturers, along with their
long-term outlook for the sector suppliers, need to evaluate ways to
remains positive. India has become address these issues and develop
a coveted market not only for global technologies which are affordable
vehicle manufacturers but also for and accessible.
component suppliers. Many vehicle
manufacturers today consider This report provides deeper insight Rajeev Singh
India as a key part of their global on these trends that are shaping
Partner and Head
strategy. Interestingly, this potential the market and the challenges
Automotive Sector
is not limited only to the domestic they pose to the Indian automotive
KPMG in India
market. Automotive companies, industry. It also outlines the current
both Indian and international, OEMs state of the industry and indicates
or component suppliers alike, have the way forward as well as the
made their presence felt on the opportunities that could exist for
global stage. India exported ~2.5 suppliers in the near future.
million vehicles in 2014-15. The
potential is immense and growth
opportunities abound. However, to
realise its potential, the industry
has to be mindful of the challenges
that the global automotive sector
is facing and adapt to the changing
dynamic environment.
2 Message
from ACMA
The Automotive Component
Manufacturers Association of India
The higher level involvement by
industry players in electronics,
(ACMA) is the apex body furthering safety, making key functionalities
the cause of the manufacturers of accessible and reduction in
automotive parts and accessories development and production
in India and simultaneously, been costs will make technology more
the bedrock that has enabled the affordable over a period of time.
Indian automobile industry to take
giant strides in producing vehicles of In this connection ACMA
international repute. STDC (Sustainable Technology Vinnie Mehta
Development Committee) took the
Director General
Today the turnover of the auto initiative through this conference
component industry is INR2340 to provide an industry perspective ACMA
billion (USD38.5 billion) for the on emerging affordable and
period April 2014 to March 2015, accessible technologies in the
registering a growth of 11 per automotive sector. It will cover
cent over the previous year and a lightweighting, electrification
Compounded Annual Growth Rate of powertrains and improving
(CAGR)of 11 per cent over the last the safety and fuel efficiency of
six years.The auto component vehicles. It will also touch upon
industry in India is expected to how connectivity and electronics
scale up to INR6347 billion (USD100 will emerge as differentiators in
billion) in turnover by 2020 with new age vehicles. In addition, it will
exports to grow the in range of involve discussions on the impact
INR2221-2539 billion (USD35-40 of the technology and regulatory
billion). developments on emerging
business models of vehicle
To keep up this growth the industry manufacturers and auto component
has to overcome challenges in manufacturers.
technology, high cost of capital,
capacity utilisation, infrastructure,
input costs, government policies
and human capital. A focus is
also required on investments in
technology and collaboration with
the supply chain, apart from other
factors.
3 Executive
summary
Global automotive Original the government to provide demand The penetration of electronics
Equipment Manufacturers (OEMs) side incentives with an R&D focus, in the automotive industry is
and suppliers recognise India as Faster Adoption and Manufacturing increasing significantly. Considering
a key market today.The sector is of (Hybrid and) Electric vehicles the growing importance of
witnessing significant changes in (FAME India) to increase the electronics in cars, developing less
line with the global industry. Fuel adoption of electric and hybrid expensive electronics architecture
efficiency (lowering the cost of vehicles in India. These moves are may expedite the demand for
operating a vehicle) has always been a positive sign for an industry that electronics and enable sophisticated
a key factor for Indian customers. is still in its nascent stage with an functionalities. Indian software
However, of late, emissions and underdeveloped supply chain. firms, can play a pivotal role by
safety have also assumed greater forming effective partnerships with
importance, in line with global Lightweighting is another area industry stakeholders to create a
trends. The Indian government is where limited progress has been mark here.
considering bringing in stringent made by the Indian automotive
safety, emissions and fuel efficiency companies. While Tier 1 suppliers The paper discusses these
related regulations. have been working closely with emerging trends in the automotive
OEMs on this, the challenge is to industry with specific relevance
Automotive OEMs have been bring this capability to Tier 2 and 3 to India and evaluates the impact
working on various technologies levels as well. of these trends on the automotive
such as lightweighting, supply chain. It concludes with a
electrification of powertrains Telematics in India is in its early view on the existing supply chain
and safety features (Anti-lock stages of growth. The segment precision and the way forward.
Braking System (ABS), Electronic is closely followed by the
Brakeforce Distribution (EBD) etc.). development in electronics and
These are increasingly finding their advancement in communication
way into Indian vehicles as well. technology. The infotainment
While these developments do pose segment is largely based on
a host of challenges, they also open consumer lifestyle. Prominence
a lot of interesting opportunities for of IT industry in the country is a
the Indian automotive sector. boon to the telematics industry.
Growing demand in telematics
On electrification of powertrain, and infotainment has resulted in
lack of volumes and technology the need of having a well-defined
advancements have left the Indian telematics supply chain supported
electric vehicle industry lagging by adequate infrastructure for it to
behind China, the United States, be widely accepted and adopted.
Japan, etc. While the National
Electric Mobility Mission Plan
(NEMMP) 2020 was launched by
4
4
Introduction
Indian automotive
industry
The Indian automotive industry has the automotive sector was de- Today, Indian consumers have a
seen significant evolution in the last licenced with automatic approval gust of choices and automotive
three to four decades. In the 1970’s, for Foreign Direct Investment (FDI) companies are designing vehicles
India was a closed market with a up to 100 per cent equity. This from ground up and taking them to
restrictive regulatory environment period also saw an entry of the key other markets.
and growth was limited by supply, automotive OEMs and suppliers
outdated auto models, high duties into the Indian market through
and sales taxes. Post liberalisation, organic or inorganic routes.
Source: Society of Indian Automobile Manufacturers and *KPMG in India analysis, 2015 (Calculated values)
The automotive industry today successful formulation and changes a negative growth, which was
contributes approximately 22 per in policies have also been made credited to muted economic activity.
cent to the country’s manufacturing by the government to support the Exports across almost all vehicle
Gross Domestic Product (GDP)1. In industry. segments showed a positive growth
recent years, India has witnessed during the same period.
increasing investments in R&D In 2014-15, the industry registered
and geographic expansion from a growth of 8.68 per cent over the
global automotive manufacturers. same period last year by producing
Considering the automotive 23 million vehicles3. While the
industry ranked sixth in attracting domestic sales of passenger
FDI equity, with a cumulative vehicles, three-wheeler and
inflow of approximately INR681 two-wheeler in April 2014 grew,
billion from April 2000 - April 20152, commercial vehicles registered
4. http://www.investindia.gov.in/automobile-
sector/
6
7
5 Regulatory
landscape
With rising number of road fatalities, Regulation and Safety Authority, Some global automakers in India
alarmingly high pollution levels, a then the authority can order a recall. have started offering safety
ballooning oil import bill as well as features in several of their models
the need to reduce dependence on Another initiative by the Indian to safeguard their brand image,
fossil fuels, the government has government to improve road safety retain customer confidence and
been active in designing policies to is the plan to launch the Bharat to be prepared for the upcoming
address these issues. The evolving New Vehicle Safety Assessment safety regulations. For instance, a
regulatory landscape makes it Programme (BNVSAP). It is an leading automaker now provides
necessary for automakers to be Indian version of the global New Car dual airbags, while another provides
cognisant of the new rules that Assessment Programme (NCAP) airbags as well as ABS in all its
would govern the industry and wherein cars would receive star models. To gain acceptance of
take appropriate steps to keep ratings based on safety features. customers with lower awareness
themselves ready in order to stay The programme would include of safety related features, these
ahead. frontal and rear crash tests and OEMs have also been using their
require compulsory safety features dealerships to educate customers
like ABS and airbags. BNVSAP is about the benefits of such features.
Safety likely to be mandated for all cars
According to a UN report, there are manufactured from 2017 while the Many automakers in India that do
more than 200,000 road accident existing models would have time till not provide these safety features,
fatalities in India every year5.To 2018. recently failed crash tests which
address this,the government has raised serious concerns about
has been taking steps to review In commercial vehicles, ABS is a large majority of cars that ply on
safety regulations. The centre also mandatory for all new models Indian roads. They argue that while
constituted a committee on road launched after April 1, 2015 whereas safety features are introduced in
safety and traffic management in manufacturers would get grace their higher-end variants, it does not
2005 and approved the National time till October 2015 to incorporate make business sense to have these
Road Safety Policy in 2010 to take ABS in the new vehicles sold under fittings in their smaller entry-level
concrete measures. existing models. On the other hand, cars as these product categories
the government has plans to make serve a highly price-sensitive
Several developed countries have ABS mandatory for two-wheelers customer segment.
regulations for mandatory recall with engine capacity of 125 cc and
of vehicles if defects are found above but time lines have not been Some automakers have started
and reported by the customers. decided upon. working behind the scenes to
Currently, vehicle manufacturers in prepare themselves for the
India make voluntary recalls. These, Also,the government in November BNVSAP. By working closely with
recalls are a huge financial burden 2014, announced its plans to make their suppliers, they are developing
for the automakers. The new Road airbags mandatory for passenger affordable safety features for the
Transport and Safety Bill, highlights vehicles by October 2015. However, Indian audience to maintain their
that if 100 or more people complain no timeframe has been rolled out for competitive position.
about a particular defect in a vehicle mandatory airbags in commercial
that could cause harm to occupants vehicles.
or other road users - to the Vehicle
5. http://www.who.int/violence_injury_
prevention/road_traffic/countrywork/ind/en/
8
Emissions
The Indian government has been
taking steps, such as launching of
an air quality index for several cities
for real-time monitoring and to
create awareness about pollution6.
6
Technologies and
trends that could
drive the industry
Lightweighting with Tier I and II suppliers to achieve In India, lightweighting is
the desired results. The automotive lagging behind in terms of global
As the weight of a vehicle directly
industry is looking at other sectors practices as the ecosystem is
impacts its dynamics, agility,
as well to quicken its own learnings still in its nascent stage due to
fuel consumption and CO2
in material science. One such sector lack of technological innovation
emissions, it has been drawing
is aviation and aerospace. Cross and inadequate investments in
the attention of the automotive
industry exchange from aviation R&D. Some major challenges
industry for decades now.
to the automotive industry could in lightweighting include high
Lightweighting strategies today are
increase the pace of adoption cost of materials, varied material
a combination of component design,
of advanced materials. A faster properties, processing of raw
manufacturing process innovation
learning curve could be possible if materials, moulding, manufacturing,
and substitution of materials.
knowledge of composite design, etc. Other challenges include ability
Leading car manufacturers
crash simulation, recyclability, to sustain low vehicle repair costs,
in India have been targeting
material failure mechanism infrastructure and skill development
lightweighting with materials such
and assembly technologies is of technicians for handling multi-
as aluminium, magnesium alloy,
transferred from the aviation to the material joints, and full vehicle life
high performance engineering
automotive industry. cycle assessments to gauge the
plastics and high strength steel.
benefits of lightweighting material.
Vehicle manufacturers have to align
High strength steel (engine bodyworks) Makes use of existing vehicle manufacturing infra • Comparatively lower strength to weight ratio
Magnesium alloy (transfer casing, car seat frame, Low density and good strength to weight ratio • Low-high temperature strength
steering column, steering wheel core ) • Poor corrosion resistance
Glass fibre reinforced composites ( suspension Parts can be consolidated so that less assembly time • Long production time
springs, sub-assemblies of pedals and mechanical is required • Cannot be recycled
linkages)
Carbon fibre reinforced composites (vehicle body Highest strength to weight ratio • Very high cost of carbon fibres
and body parts)
Source: Automotive Research Association of India and KPMG in India analysis, 2015
10
Electrification of powertrain
Apart from conventional vehicles, 2020, less than one in 20 vehicles
there are a variety of alternative fuel is expected to be equipped with
based vehicles on the road, such electrified powertrains, which may
as CNG, LPG, electric vehicles, be dominated by full or partial
etc. Of all the alternatives available, hybrids. The plug-in hybrid and
Electric Vehicles (EVs) have been battery EVs are expected to capture
on the radar of the government a smaller portion of the pie, followed
and OEMs, globally. However, by fuel cell electric cars that have
the scenario of roads filled with the least share. By 2020, only 0.01
electrically operated cars still seems per cent of cars are expected to be
distant. According to the 2015 equipped with fuel cells i.e. about
Global Automotive Executive Survey 16,000 units per annum.
done by KPMG International, by
Source: Global EV Outlook 2015, Clean Energy Ministerial’s Electric Vehicles Initiative
Globally, 320,000 electric cars investors and subsidising the cannot recover the high cost of
were registered last year, of which construction, operation, and vehicle, which leads to high cost
117,000 cars were registered in the upgrading of charging stations. All of ownership. A typical electric car
United States followed by China at these efforts are expected to make in India costs around INR0.5 to
54,00011. China is one of the fastest China one of the largest markets for 0.6 million which is approximately
growing market for EVs, with 230 e-mobility by 2020. 2.5 times higher than an entry
million e-bikes, 83,000 electric cars, level fuel efficient conventional
and 36,500 e-buses on road by However, the EV industry in India is car. Also the battery life of the EV
201412. far behind, with less than 1per cent is approximately four to five years
of the total vehicle sales. Currently, and the replacement cost is around
China has also been focussing Indian roads are dominated by INR0.2 to 0.3 million, which further
on New Energy Vehicles (NEV) conventional vehicles (ICE) and have adds to the cost of ownership15.
for the last couple of decades, approximately 0.4 million electric Besides price, another barrier that
but could not get a foothold in two-wheelers and a few thousand has prevented the widespread
the market. However, since 2013, electric cars only14. The Indian EV adoption of EVs is range anxiety.
the Chinese government has industry has been on the back seat
aggressively worked to flourish the due to various challenges that are A weak supply chain is another
local EV industry by subsidising similar to the global EV industry. specific challenge for the Indian EV
the production and sale of NEVs. High cost of batteries and cars industry, with limited domestic EV
This step has led to a huge jump in has been a major obstacle to the manufacturers and a small base of
its sales, with 74,800 units being widespread consumer adoption of component suppliers. Presently,
sold in 2014, which is an increase EVs in India. Lack of inexpensive India has only one OEM that
of 325 per cent as compared to the and robust charging infrastructure produces four-wheeler electric cars,
previous year13. The government is another parameter which has while some of the other OEMs have
has also focussed on developing hindered its growth. been showcasing their electric car
charging infrastructure by opening models at various events, but have
the country’s distributed power Despite achieving more fuel savings not launched them commercially.
grid and electric vehicle charging in an electric car as compared to
equipment markets to private conventional cars, an EV owner
Source : Electric Vehicles in India Policies, Opportunities and Current Scenario, National Institute,
National Institute of Urban Affairs scenario
16. http://www.business-standard.com/article/
companies/subsidy-withdrawal-hits-sales-of-
electric-vehicles-112061800043_1.html
13
The launch of FAME was yet another Enterprises, in collaboration with investment of INR7,950 million,
major move by the government the Society of Indian Automobile phase I of the scheme started from
to encourage sales of electric and Manufacturers (SIAM).Under this April 1, 2015 and will run till the end
hybrid vehicles in India. The scheme, scheme, the government will of 2016-17. The break-up of the fund
formulated as part of NEMMP provide demand-side incentives allocation in 2015-16 and 2016-17 is
2020, was rolled out by the Ministry up to INR0.14 million for every as follows:
of Heavy Industries and Public electric car sold17. With a planned
IEC/Operations 50 50
Source: 2025 Every Car Connected: Forecasting the Growth and Opportunity, February 2012,
SBD and GSMA
According to a study, by 2025, However, the usage of telematics In both the business models the
90 per cent of the new cars sold in the Indian automotive industry user can book a car/taxi through
globally will come with embedded has shown a positive trend in the smartphone applications and can
telematics, creating a value chain of recent years. In 2013, an EV with pay online. The Indian taxi market
INR1,343 billion*. Also an estimated telematics was launched in India, was estimated at INR540 billion in
600 million cars, with fitted where the owners of the car could 2013, with less than 10 per cent of
embedded telematics will be on the access services such as knowing the sector being organised23. With
road, out of which India will have the battery’s charging status and increasing number of organised
approximately 40 million cars20. the distance the car can travel players in the market, the car rental
with the available charge, remotely market is expected to take a U-turn.
However, the Indian telematics control air conditioning, finding the The Indian car rental business is
market has only been exposed to nearest charging station, activating growing with a CAGR of 12 per cent
basic telematics services such as the reserve energy in the battery and is expected to reach INR937
GPS-enabled navigation and vehicle through a smart phone app, and billion* in the next five years with
tracking systems. In 2012, out of the a lot more. The government is 50 per cent share being occupied by
2.6 million new cars sold in India, pushing the use of telematics in the organised sector. Though these
only 7,000 came with an embedded vehicles by making it mandatory for business models use basic level of
navigation system21. Telematics taxi owners, including those who telematics, with increasing users of
adoption has been very less in the run on app-based services, to install smartphones and more investments
passenger cars and trucks (due to GPS and panic buttons in their coming in, the sector is expected to
large number of single truck owners taxis22. grow in the future.
for whom installing high-cost
telematics would affect margins Telematics is quite popular in
as compared to fleet owners) as the organised sector in India.
compared to commercial vehicles, Some business models currently
taxi companies and fleet operators. prevailing in the industry use it
for car rental and self-driven cars.
20. 2025 Every Car Connected: Forecasting the 21. http://www.infosysblogs.com/engineering- 23. http://www.ibef.org/blogs/indian-car-rental-
Growth and Opportunity, February 2012, SBD services/2013/04/telematics_market_in_ industry-opportunity-to-build-and-indian-travel-
and GSMA india_-_a.html brand
* Currency converted, 1 EUR = INR70.6942,
RBI reference rate as on 13 July 2015, NSE 22. http://timesofindia.indiatimes.com/india/GPS-
** Currency converted, I EUR = 68.8934, panic-buttons-must-for-taxis-Government/
Average rate from 1 January 2012 to 31 Dec articleshow/46363591.cms
2012, OANDA
16
Source: Telematics: Force of change in automobiles, October 2014, Automotive Products Finder, as
accessed on 11 June 2015
7 Supply chain
capacity
With the advent of new such low-cost solution for airbag
technologies and trends control already being developed
by a leading supplier. Clearly, once
in the automotive industry,
new safety norms are mandated,
transformation of the value suppliers that can provide more
chain is inevitable, as capability economical solutions are likely to
building of capacities may have a competitive edge.
require close collaboration
and cooperation of almost all Emission norms
players in the supply chain.
Currently, BS-IV emission norms
Participants who are best
are in place in 33 cities all over
equipped to seize upcoming India, while BS- III is the norm in
opportunities and counter the the rest of the country. The new
associated challenges would government has been keen on
emerge as a successful supply advancing the timelines to roll out
chain. BS-VI norms and skip the BS- V
stage altogether29. However, this
has serious implications for the auto
Safety value chain, specifically for engine
component suppliers. A large global
With rising safety concerns due to
auto component manufacturer
a high number of road fatalities in
in India has already expressed
India every year, the government
its inability to the government to
is taking adequate steps towards
roll-out a BS-VI compliant engine
mandating advanced safety
within the stipulated timelines
features in automobiles such as
and has stated that even a BS-V
making ABS compulsory in all
compliant engine would need a lead
commercial vehicles at the start of
time of more than four years. The
this fiscal year28. Similar policies
supplier has also warned of serious
are expected in the future for all
safety and quality implications if
classes of vehicles, impacting the
appropriate time and effort is not
entire auto value chain. While global
spent on the development of the
automakers are not new to basic
new engines30,which would not just
safety features such as airbags,
require advanced features such as
seatbelts, ABS, Autonomous
Diesel Particulate Filter (DPF) and
Emergency Braking (AEB), safety
Selective Catalytic Reduction (SCR),
assist, child occupant protection,
but may also require well developed
adult occupant protection, etc. a
infrastructure for driving. According
major challenge in India has been
to estimates, the changeover
to develop the same low-cost
from BS-IV to BS-V may also need
safety features for the price-
an industry-wide investment of
sensitive market. Large global auto
INR500 billion31, which may require
component players have begun
collaboration of OEMs as well as
working on designing affordable
lower tier suppliers to effect the
safety features for India, with one
change.
Summary
In the coming decade, automotive
players may have to embrace new
technologies and trends, driven
by changing customer demands
as well as government regulations
regarding safety and environmental
concerns. In the Indian market, the
price-sensitivity of the consumer
could drive critical changes in
the industry and may require
innovations in both products and
processes. This transformation may
not just need an active collaboration
between all the existing players
of the value chain, but may also
require leveraging synergies of
non-automotive industries. The
government too would have to
be in sync with the needs of the
industry and play an active role in
the transformation.
35. http://deity.gov.in/content/intelligent-
transportation-system-its
36. http://www.dot.gov.in/sites/default/files/u8/
Tata%20Automotive%20Industry.pdf
21
About KPMG
KPMG in India KPMG International terms that means, KPMG firms
work with their clients to assist
KPMG in India, a professional KPMG International is a global
them in achieving effective tax
services firm, is the Indian member network of professional firms
compliance and managing tax risks,
firm of KPMG International and providing Audit, Tax and Advisory
while helping to control costs.
was established in September services. KPMG member firms
1993. Our professionals leverage operate in 155 countries and have
KPMG Advisory professionals
the global network of firms, 162,000 people working in member
provide advice and assistance
providing detailed knowledge of firms around the world.
to help enable companies,
local laws, regulations, markets
intermediaries and public sector
and competition. KPMG has The Audit practice endeavours to
bodies to mitigate risk, improve
offices across India in Delhi, provide robust and risk-based audit
performance, and create value.
Chandigarh, Ahmedabad, Mumbai, services that address member
KPMG firms provide a wide range
Pune, Chennai, Bangalore, Kochi, firms’ clients’ strategic priorities and
of Risk Consulting, Management
Hyderabad and Kolkata. We strive business processes.
Consulting and Transactions &
to provide rapid, performance-
Restructuring services that can help
based, industry-focussed and KPMG’s Tax services are designed
their clients respond to immediate
technology-enabled services, which to reflect the unique needs
needs as well as put in place the
reflect a shared knowledge of and objectives of each client,
strategies for the longer term.
global and local industries and our whether firms are dealing with
experience of the Indian business the tax aspects of a cross-border
environment. acquisition or developing and
helping to implement a global
transfer pricing strategy. In practical
22
About ACMA
The Automotive Component ACMA’s charter is to develop a
Manufacturers Association of globally competitive Indian auto
India (ACMA) is the apex body component Industry and strengthen
representing the interest of the its role in national economic
Indian Auto Component Industry. development as also promote
Its active involvement in trade business through international
promotion, technology up-gradation, alliances. ACMA is an ISO
quality enhancement and collection 9001:2008 certified Association.
& dissemination of information
has made it a vital catalyst for this
industry’s development.
23
Glossary
Acronyms
EV Electric Vehicle
FAME Faster Adoption and Manufacturing of (Hybrid &) Electric Vehicles
HIL Hardware-in-Loop
HS/LS Drivers High-Side/Low-Side driver
ICE Internal Combustion Engine
IT Information Technology
ITS Intelligent Transportation Systems
LDO Low-dropout regulator
SoC System-on-Chip
SUV Sports Utility Vehicle
µC Microcontroller
UN United Nations
WHO World Health Organisation
24
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