Why the chemical and automotive industries need to work more closely together
THE GLOBAL financial crisis has made it painfully clear for the chemical industry that it is quite dependent on the automotive sector. As car sales, and especially production, fell off a cliff in the last four months of 2008, the chemical industry at the end of the automotive value chain was hit particularly hard.
Not only were fewer cars produced, but, at the same time, the consumer was downshifting. Smaller cars contain fewer and less advanced plastics. In addition, the truck market completely collapsed, with an expected 60% sales reduction in Western Europe and Japan for 2009.
Recovery is not expected to be swift. On a global level, with current demand down by 25-35%, and the incentive schemes coming to an end, car production will not recover before 2013. There are big regional differences - China is still growing, while numbers in Western Europe may never come back to 2007's record levels. More than ever, the automotive industry is being forced to put pressure on the margins of its suppliers.
The increased margin pressure, combined with the volume loss, the downgrading and the regional shift, indicate that the old chemical industry model of being able to gain good margins on continuous product innovation and cross-selling into different end industries will not be effective in the coming years - at least, for a majority of product categories.
The crisis comes at a time when the automotive industry is already facing a number of regulatory challenges and changes in consumer demands. As a result of the Kyoto Protocol and other agreements, emissions standards are being tightened in most industrialized countries. The industry is already making big improvements to the internal combustion engine, as well as introducing alternatives, such as hybrid power trains.
But it is becoming clear, as one development executive at Japanese car maker Toyota remarks, that those developments are insufficient to meet future emission requirements. It is essential that the weight of the car is considerably reduced. At the same time, there is a recycling directive in the EU, requiring that, by 2015, at least 95% of an end-of-life vehicle must be recycled.
Consumers have quite different requirements for cars. In industrialized countries, they want more comfort and environmental friendliness combined with ever-increasing safety features. In developing countries, mostly people simply want access to a car.
The last trend is driving development of the "low-cost" car. This class requires a completely new business model for development. India's Tata Motors states that, in the development of the Nano model, no chemical companies came up with any real new, low-cost solutions. They were mainly presented with standard grades of existing products. Only Germany's Bosch - one of the largest automotive suppliers in the world - developed a range of products especially for the Nano, driven by the attractive volume prospects.
Even with a good understanding of the problems and challenges mentioned above, two issues are complicating work on a joint solution. First, the lack of direct communication at the right levels. And second, the focus on short-term supply, instead of strategic, long-term requirements.
A new study by Roland Berger Strategy Consultants, to be released on October 27 in cooperation with the European Chemical Marketing and Strategy Association, finds that most Original Equipment Manufacturers (OEMs) work very closely with automotive Tier 1 suppliers to develop new cars.
This creates an extra layer within an already conservative industry for the introduction of new, innovative materials that the chemical companies could offer. It will take several development cycles (each typically around three years) before the innovations trickle down from the small-volume, luxury end to mass-produced, smaller cars.
Limited discussions are taking place within the chemical and automotive industries on longer-term future requirements, with many chemical companies and automotive suppliers looking for exclusivity deals. However, it is not thought to be sustainable, as many products being used are commodities.
As one top European OEM pointed out: "The automotive industry will use a lot more chemical commodities. We don't see any competitive advantage over our peers being the only one." For the coming years, the chemical industry will have to focus heavily on meeting the automotive industry's requirements. This may no longer be possible by developing products that can be sold across many industries, but more by products especially developed for the automotive sector.
On the other hand, the automotive OEMs have to understand that benefits must be shared between both industries. Continued innovation through more purely automotive-focused research and development (R&D) spending is only attractive with secure higher product volumes, as well as fair margins. For most chemical companies, it is clear that "the Lopez effect" - an extreme focus on cutting costs - on automotive procurement in the past has seriously interrupted the innovations needed to meet future challenges.
Throughout the study, participants from the automotive and chemical industries across the globe agreed on the need for a radical change in their relationships. There is also a common desire for commercial challenges among individual companies to remain.
Several automotive companies pointed to the cooperation they enjoy with the steel industry in general, where grades specific to cars have been developed through closer cooperation. In recent years, they have managed to make big improvements in reducing weight, while remaining competitive on sales to the OEMs.
Better cooperation between the automotive and chemical industries must start with a clear, common understanding of future strategic trends. Better-defined challenges (such as reducing weight and improved safety) will provide chemical companies with a clearer battleground, in terms of future specification and potential volume requirements. This also requires a good understanding of regional differences. For example, while one country may mainly value just a large car, another may crave every electronic gadget possible.
If attractive enough from a margin and volume point of view, the chemical industry can provide OEMs with specific automotive solutions, instead of a grade applicable also to the automotive market. First results from the automotive study show some clear steps on how to bring relationships between the chemicals and automotive industry towards a level more beneficial for both.
WHAT TO FOCUS ON
An exchange of requirements, including anticipated time schedules, leading to the definition of high-level strategic targets for the chemical industry. For the more advanced companies with closer OEM/Tier 1 relations, the result will be even more concrete opportunities.
The business case
Executives from the chemical industry should improve communications with their counterparts at the OEMs beyond the next model of car on the long-term (greater than five years) impact of trends on future volume requirements for the chemical industry's new products. This includes defining minimum volumes to justify development and production of products solely for the automotive industry.
implementation
Involvement - and cooperation - of all players along the whole automotive value chain: from the chemical industry via Tier 1 suppliers to the OEMs in adapting new materials.
Potential benefits
The automotive industry will be able to fulfill the requirements of customers, as well as regulations. Traditional Tier 1 suppliers will be able to participate in the introduction of new, advanced materials, and the chemical industry will focus its R&D spending. Even more importantly, the chemical industry will maintain sustainable and attractive business with the automotive industry