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Ever intensifying competition in the domestic automotive landscape, & an increasingly fickle consumer mood has set off an unprecedented game of musical chairs that may result in radical changes at the top of the pecking order. The Indian car makers are in disarray. At the heart of the battle, the traditional big three in the market are struggling to hold their positions. The leader, Maruti, is not growing anymore. Hyundai, is stagnating & Tata motors is fasting away. Maruti which has grappled with labour unrest in the last 2 years, saw its share fall fron 45% to less than 40% in this period. Tata clearly in crises situation now, is left with less than 13% from 17% a couple of years ago. And it is not Hyundai that has gained from th9is erosion, but, Mahindra, which notched up with double digit market share for the first time. Toyota has doubled its tally & there is a churn at the top order of the domestic auto sale chart. "The surprise is the slip of Tata Motors," said Pradeep Saxena, executive Director, TNS automotive. "Such a rapid decline is not seen often. This has opened up the game & while Mahindra has already made inroads, it is definitely in the realm of possibility that Toyota & Honda may cause major upsets in the next few years." Mahindra, Toyota & Honda habe sniffed a chance & cranked up their volumes. The former is racing ahead slaking the increasing thirst for SUVs. Toyota is in this race. Waiting in the wings is Honda, ready with Diesel cars from Amaze to the city. "Our focus remains on volume growth," said Pawan Goneka, president (automotive sector), Mahindra & Mahindra. "We have grown primarily for 2 reasons-one: the core of our portfolio is UVs & the UV segment has been very good growth in the last 12 months." Second: we did not slow down investment at the time of industry slowdown in 2008-09. This allowed us to be ready with 2 new vehicles Quanto & XUV-which have given us fresh volumes without cannibalizing existing products." Tata says it wants to be a strong number 2 player & harbours ambitions of becoming the market leader some day. Ditto for Hyundai, which has commissioned a new Diesel engine plant in India. "We plan to launch a new car every year for the next 3 years & aspires to be a top performer on volumes," said Rakesh Srivastava, VP, sales & marketing, Hyundai motors India Ltd. Companies Strength & Weakness Maruti Suzuki India Ltd. The Indian car makers are in disarrayOutright market leader, but its market share has dropped from 50%+ at the turn of the century to 40% now. And is expected to settle at around 30% by 2020. Strength: Bast network, low cost of service reliable, durable cars Weakness: lack of novelty, as it has the most cars on Indian roads. Hyundai Motors India The Indian car makers are in disarrayCracked Indian market at short notice with its small cars, Now No. 2 Market share has slid in last few years to below 15% Weakness: Lack of Diesel variants in small cars. Tata Motors The Indian car makers are in disarrayMarket share has declined from 17% in 2004-05 to below 13% in 2012-13. Needs a major overhaul & new, exciting products. Strength: Large Diesel portfolio. Weakness: Quality, durability issues. Mahindra & Mahindra The Indian car makers are in disarraySales at all time high due to rising demand for diesel SUVs variants. Tipped to number 3 player soon. Costlier diesel can spook market. Source
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