The race by global automakers into
China has gone from pedal-to-the-metal to pile-up, and experts
fear it will take longer than previously hoped for the industry
to return to cruise control.
Bad news continues to roll in -- from falling sales and over-capacity
to price wars and investment slashing.
Volkswagen's main China venture said sales will dip about 9 per
cent this year. The firm warns sector capacity already exceeds
demand by 20 per cent.
General Motors' China CEO Rick Wagoner predicts at least another
six months before a turnaround, and Hyundai Motor Co warns the
market could stay flat next year.
"We were expecting a slowdown, but we were not expecting
the slowdown would be as big as it has been," Jean-Claude
Germain, PSA Peugeot Citroen's top man in China, said.
Two months of unsold inventory -- some 300,000 vehicles -- sits
on lots across China, as once-blazing demand growth stalls.
Further price wars and investment cuts are expected in an industry
where manufacturers from General Motors Corp to Toyota Motor Corp,
and parts vendors from Delphi to BYD, are jockeying for position.
With US$13 billion in planned expansion to triple annual output
to 6 million sedans by 2010, firms are bracing for a shake-out.
Insiders predict the market will grow 10 per cent next year, after
a tepid -- by Chinese standards -- 10-15 per cent this year, as
China keeps an iron grip on vehicle loans.
"We'll see a sweeping consolidation over the next two years.
The next round of growth isn't going to happen until 2007 -- at
the earliest," said Xu Hongyuan, a high-profile economist
with the State Information Centre.
"Until then, you're going to see far fewer major investment
announcements. People had been too optimistic, too early."
Global players have plenty riding on Chinese maintaining their
new-found love affair with the auto, seeking to prop up bottom
lines sagging under saturated North America, Europe and Japan
by expanding into a market twice the size of South Korea's.
Expansion in China's sedan sector, the world's fastest-growing
last year, began slowing in the second quarter, after China moved
to cool overheating sectors of its economy.
Those measures squeezed margins after market leaders VW and GM
slashed prices by up to 11 per cent to try to shift more cars.
Xu said the market may remain weak into 2007, when per capita
GDP for the 130 million Chinese clustered along the coast could
treble to US$3,000 -- a level that triggered Japan's economic
take-off in the 1960s.
But, for now, discouraging signs abound.
GM's China sales slid 6.5 per cent in October from September,
though, with more than 400,000 units shifted, it still sold more
cars in the year's first 10 months compared with all of last year.
At one point, it looked as if China would yield a quarter of the
Detroit giant's 2004 earnings. That was before third-quarter income
from China plunged more than 40 per cent, to US$80 million.
Rival Ford Motor Co hopes to sell 65,000 cars from its China plant
this year, but makes no promises.
"We hope to reach that target. But there could be a problem,"
Ma Jun, vice-president of Chang'an Auto, Ford's local partner,
said with a nervous laugh. "Consumers are holding onto their
money, waiting for the next round of price cuts."
Li Shufu, chairman of small car maker Geely Auto, said prices
of higher-end cars, such as VW's Passat or GM's Buick Regal, had
room to fall by up to one-third.
"Only then would prices be equivalent to Japan's," Li
told a recent forum.
Geely has lost 40 per cent of its stock market value since April.
Running on empty
Some players warn domestic firms may try to export their way out
of the jam if China fails to become the world's No 2 car market
by 2010, as McKinsey forecasts.
Others appear to be scaling back. Volkswagen intends to slash
investment in China by 22 per cent, to 2.1 billion euros (US$2.7
billion), over the next two years, though executives hasten to
add total investment of 5.3 billion euros by 2007 still stands.
Hopes had run high that increased financing of autos would sustain
growth. But a soaring bad loan rate at State-owned banks -- which
dominate the business -- has put an end to that.
For now, carmakers are expected to rein in expansion, trim prices
and gird for a shake-out to cull weaker players.
Shanghai Volkswagen's chief, Joerg Blecker, said his firm is focused
on cutting costs, but does not have plans for further price cuts.
"If carmakers continue to rely on pushing out new models
and cutting prices, it's unlikely there'll be any improvement,"
said Xu Xiang at Southern Securities.
"In the short term, they appear to have run out of choices."
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