July27,2011
SectorReport
BajajAuto Rating CurrentMarketPrice TargetPrice BloombergCode Reuterscode Avg.Vol.(3m) Avg.Val.(3m)(INRmn) 52wkH/L(INR) MCAP(INRbn/USDbn) HeroHonda Rating CurrentMarketPrice TargetPrice BloombergCode Reuterscode Avg.Vol.(3m) Avg.Val.(3m)(INRmn) 52wkH/L(INR) MCAP(INRbn/USDbn) TVSMotors Rating CurrentMarketPrice TargetPrice BloombergCode Reuterscode Avg.Vol.(3m)(mn) Avg.Val.(3m)(INRmn) 52wkH/L(INR) MCAP(INRbn/USDmn) Valuations BJAUT HH TVSL P/E(x) 03/12f 03/13f 13.8 12.2 16.4 14.5 10.8 9.8 Buy 1,426 1,733 BJAUTIN BAJA.BO 454,707 619 1,665/1,166 412.57/9.34 Reduce 1,821 1,616 HHIN HROH.BO 497,158 889 2,062/1,376 363.63/8.23
Twowheelers
Safehavenwithinautomobileindustry
The Indian twowheeler manufacturers possess superior resilience to prevailingadverseeconomicforcessuchasrisingfuelpricesandrising rates, when compared to other segments within automobiles. Domestic demand for motorcycles is likely to stay strong with rural sales growing twice as fast as urban sales. Exports may continue to grow faster than domestic sales, despite the end to DEPB. Scooters may continue to grow faster than motorcycles stemming from their appeal to niche segments. Competition is intensifying following the emergence of two significant new manufacturers. Yet, the structural storystaysrobustwithsalesvolumeslikelytogrowata12%CAGRtill FY14f. We initiate coverage on, BJAUT (Buy), HH (Reduce) and TVSL (Buy).Riskfactorsarelowerdutydrawbackrates,fuelpriceincreases, higherinterestratesandcommodityinflation. Leastaffectedbytheprevailingheadwindsintheindustry
65 TVSLIN TVSM.BO 2.01 109 87.5/43.6 24.11/546 EV/E(x) 03/12f 03/13f 8.7 9.8 10.4 9.1 4.9 5.9
Consumer affordability is being tested by the increase in fuel prices and interestrates;ouranalysisshowsthattheimpactofthesefactorsisloweron twowheelers than on passenger and commercial vehicles. Rural areas contribute45%oftwowheelersalesasagainst11%ofpassengervehiclesales. Thehighercontributionofsalesfromruralareasleveragesonthegrowingrural Buy income. Sales are partially shielded from the impact of higher interest costs 50.8 duetolimitedpenetrationoffinancingoptions.
MomentuminexportslikelytopersistdespitetheendtoDEPB
Exportscontributed12%oftwowheelersalesinFY11,upfrom7%inFY06.The robust export growth is a result of the growing acceptance of Indian two wheelers in developing countries, where they are available at competitive prices. Export demand is estimated to slow from a CAGR of 25% over FY07 FY11aswithdrawalofDEPBbenefitsislikelytoleadtoanincreaseinvehicle prices. Even after DEPB, we estimate exports to growat a CAGR of 18% over FY12fFY14f;tocontribute13%oftwowheelersalesbyFY14f.
Robustgrowthinscootersaddstotwowheelergrowth
Thegrowingacceptanceofscootersasfamilyvehicles,duetoqualitiessuchas unisex suitability, easy handling and loadbearing capacity, has led to robust salesgrowth(CAGRof18%overFY07FY11)inthedomesticmarket,outpacing mopeds (CAGR of 16%) and motorcycles (CAGR of 9%). Scooters contributed 18%ofdomestictwowheelersalesinFY11,upfrom13%inFY06.Weestimate scooterstocontribute20%ofdomestictwowheelersalesbyFY14f.
InitiatecoverageonBJAUT,HHandTVSL
Thetargetpricesforthethreestocksarebenchmarkedtothehistoricalmean ofHH.WevalueBJAUTatHHsfiveyearhistoricalP/E,whilewevalueTVSLata 15% discount due to lower earnings growth. We value HH at 12.8x P/Eat a 10%discounttoitsfiveyearhistoricalP/Eduetolowerearningsgrowth.We initiatecoverageonBJAUT(Buy),HH(Reduce)andTVSL(Buy).Riskfactorsare lower duty drawback rates, fuel price increases, higher interest rates and commodityinflation.
SriRaghunandhanNL,+9102266842863 raghunandhan.nl@avendus.com
Pleaserefertothedisclaimertowardstheendofthedocument.
Twowheelers
InvestmentSummary
TheIndiantwowheelermanufacturerspossesssuperiorresiliencetoprevailingadverseeconomicforces.Weestimate theadditionalburdentotheownerofatwowheelerfromrisingfuelpricesandrisinginterestratestobelessthanhalf thattotheownerofacar,whenmeasuredrelativetoincomes.Theruralmarketabsorbed45%ofFY11salesoftwo wheelersandislikelytogrowtwiceasfastasurbansalestillFY14f.Exportswouldstayasignificantdriverofmotorcycle sales.DespitetheendtotheDEPBschemeweestimateathreeyearCAGRof18%tillFY14f.Scootersaleshadgrown twiceasfastasmotorcyclesinthepastfouryears.Theirstrongappeal innichesegmentsislikelytopreservehigher growth. Competition within the Indian twowheeler market may intensify with the emergence of Honda Motorcycle (not listed) and, Mahindra & Mahindra (not rated). Yet, the structural story stays robust with sales volumes likely to growata12%CAGRtillFY14f.WeinitiatecoverageonBJAUT(Buy),HH(Reduce)andTVSL(Buy).
Leastaffectedbytheprevailingheadwindsintheindustry
Leastaffectedthebyfuel priceincreasesand interestratehikes.
TheIndiantwowheelermanufacturersaretheleastimpactedbyadverseforcessuchasrisingpricesof fuel,risinginterestratesandcommodityinflation.Theadditiontothefuelbillofatypicaltwowheeler owner, following a 10% rise in the price of petrol, is estimated at c0.2% of pretax income. The correspondingimpactforacarownerisestimatedatc0.5%ofpretaxincome.Similarly,theadditional burdenfollowinga1%riseintheinterestrateonavehicleloanwouldcorrespondtoc0.1%andc0.5% of their pretax incomes, respectively. Meanwhile, the adverse effect of an increase in commodity prices such as steel and aluminum is marginally lower for twowheelers in comparison to passenger vehicles.Growthintwowheelersaleshasbeenledbytheruralsegment,whichcomprised45%oftotal sales in FY11. Thus, regardless of the headwinds, we believe the structural story in the twowheeler segmentisstillintactandthesegmentisestimatedtogrowataCAGRof12%overFY12fFY14f.
MomentuminexportslikelytopersistdespitetheendtoDEPB
Stronggrowthinexports isduetopositioningof Indiantwowheelersat competitivepricesinthe globalmarket.
Exportsasapercentageoftotalsaleshavegrownto12%inFY11,from7%inFY06.Thestronggrowth inexports wasdueto positioning of Indiantwowheelersat competitive prices inthe global market, whichisdominatedbyJapaneseandChineseOEMs.Indianvehiclesarepricedatpricepointsbetween Japanese and Chinese vehicles. Countries with low twowheeler penetration or inadequate public transportsystemsarethetargetsforIndiantwowheelerexports.Exportdemandisestimatedtoslow fromaCAGRof25%overFY07FY11aswithdrawaloftheDutyEntitlementPassBook(DEPB)benefits islikelytoleadtoanincreaseinvehicleprices.EvenafterwithdrawalofDEPB,weestimateexportsto growataCAGRof18%overFY12fFY14f;likelytocontribute13%oftwowheelersalesbyFY14f.
Robustgrowthinscootersaddstotwowheelergrowth
Scootershaveoutpaced thegrowthofmopedsand motorcycles,giventhe widercustomerbase.
Scootersarethepreferredfamilyvehicleofmiddleclassfamiliesduetohigherpower,easeofhanding, loadbearingcapacityandunisexsuitability.Scootersarepreferredbyyoungadults(learners),women andbymenbeyondtheageof45.Inthedomesticmarket,scooters,whichgrewataCAGRof18%over FY07FY11,haveoutpacedmopeds(16%CAGR)andmotorcycles(9%CAGR),giventhewidercustomer base. Scooters contributed 18% of domestic twowheeler sales in FY11 as against 13% in FY06. We estimatescooterstocontribute20%ofdomestictwowheelersalesbyFY14f.
Newwaveofcompetitorsleavingtheirmark
The increasing competition in the twowheeler segment has led to loss of market share, higher advertising expenditure and lower pricing power for existing players. In the domestic motorcycle segment,HeroHondas(HHIN)marketsharedeclinedto54.6%inFY11asagainst58.5%inFY10.Inthe domestic scooter segment, Honda Motorcycle and Scooter Indias (HMSI) market share declined to 43.1%inFY11asagainst50.6%inFY10.Ouranalysisofthepricingpowerinthetwowheelersegment revealsthatrawmaterialcostasapercentageoftotalincomeincreasedto72.1%aggregateofHH, BajajAuto(BJAUTIN)andTVSMotorCompany(TVSLIN)intheMar11quarterasagainst68.2%inthe
Automobiles
Twowheelers
Mar10quarter,whereasEBITDAmargindecreasedto14.5%intheMar11quarterasagainst18.1%in theMar10quarter.Thus,allthecompaniesfacedmargincontractionduringFY11.
Relativevaluationsappliedtoarriveatpricetargets
WeusetherelativevaluationmethodtoderivethestandalonevaluationforBJAUTandTVSL.Weuse HHasabenchmark,asitisthelargesttwowheelercompany,tovalueBJAUTandTVSL.BJAUT,TVSL and HH represent the three largest twowheeler players in India. We value BJAUT at HHs fiveyear historicalP/E,whilewevalueTVSLata15%discountduetolowergrowth.IncaseofHH,thevaluations takenarebelowthefiveyearmeanduetolowerearningsgrowth.WevalueHHata10%discountto its fiveyear historical P/E. We initiate coverage on BJAUT (Buy), HH (Reduce) and TVSL (Buy). Risk factors are lower duty drawback rates, fuel price increases, higher interest rates and commodity inflation.
Initiatecoverageon3twowheelercompanies
Initiatecoveragewitha BuyratingandJun12 targetofINR1,733.
BajajAuto(BJAUT):BJAUThaslinedupnewmodelssuchasKTMDukeandBoxer,andvariantlaunches fordomesticandexportmarketsinFY12f.Theselaunchesarelikelytostrengthentheproductlineup andaidgrowth.BJAUTsvehiclesarewellacceptedinexportmarketsCAGRof43%and25%intwo and threewheeler exports over FY07FY11, respectively. BJAUT is likely to maintain higher EBITDA margins of 19%20% over FY12fFY14f due to exposure to the highgrowth threewheeler passenger segment.WeestimateBJAUTssalestogrowat12%overFY12fFY14f.OurJun12TPforBJAUTstands atINR1,733,anupsideof22%.InitiatecoveragewithaBuyrating. HeroHonda(HH):TheendoftheJVwithHondaMotorpresentsmanychallenges.Themostpressing oneistostrengthenR&Doperationstochurnoutnewmodelsandupgradevehiclesforthenextlevel of emission norms. Another challenge stems from the rise in competitive intensity posed by Honda Motors solo presence in the country. HH faces margin pressure due to a rise in R&D, royalty and advertising expenditures as a result of the split. In addition to breakup woes, the companys sales growthislimitedbyproductionconstraintsandslowinglaunches.Weestimatesalesgrowthtotaperto aCAGRof11%overFY12fFY14f.OurJun12TPforHHstandsatINR1,616,whichimpliesadownsideof 11%.InitiatecoveragewithaReducerating. TVS Motor Company (TVSL): New launches in FY12f are likely to aid growth and strengthen TVSLs portfolio.ThescootersegmentislikelytogrowataCAGRof17%overFY12fFY14f,ledbythegrowing acceptance of scooters as a family vehicle. The company entered the lucrative threewheeler passengersegmentinFY08andsucceededincapturing6%marketshareinFY11.Weestimatethree wheelersalestogrowataCAGRof 15%overFY12fFY14f. TVSLsuccessfullyrodetheexportgrowth story (CAGR of 25% over FY07FY11), led by the growing acceptance of Indian vehicles in several developing countries. We estimate TVSLs exports to grow at a CAGR of 15% over FY12fFY14f. We estimatesalestogrowataCAGRof12%overFY12fFY14f.OurJun12TPforTVSLstandsatINR65,an upsideof28%.InitiatecoveragewithaBuyrating.
Exhibit1: RelativevaluationsasonJuly26,2011
BJAUT HH TVSL CMP Rating (INR) 1,426 51 Buy Buy Target Price (INR) 1,733 1,616 65 Upside PriceChange(%) (%) 22 11 28 1m 2.7 2.3 2.8 3m 4.0 2.8 16.9 6m 10.2 2.6 15.3 P/E FY12f 13.8 16.4 10.8 FY13f 12.2 14.5 9.8 FY14f 10.7 14.2 8.9 EV/E FY12f 9.8 10.4 5.9 FY13f 8.7 9.1 4.9 FY14f 7.6 8.5 4.0 ROCE (%) FY12f 49.2 73.0 13.1 ROE (%) FY12f 52.1 78.6 20.8
1,821 Reduce
Source:Bloomberg,AvendusResearch
Automobiles 3
Twowheelers
TableofContents
InvestmentSummary ........................................................................................................................ 2
Leastaffectedbytheprevailingheadwindsintheindustry..................................................................2 MomentuminexportslikelytopersistdespitetheendtoDEPB..........................................................2 Robustgrowthinscootersaddstotwowheelergrowth......................................................................2 Newwaveofcompetitorsleavingtheirmark .......................................................................................2 Relativevaluationsappliedtoarriveatpricetargets............................................................................3 Initiatecoverageon3twowheelercompanies ....................................................................................3
Leastaffectedbytheprevailingheadwindsintheindustry.............................................................. 5
Lowerimpactoffuelpricesontwowheelerowners............................................................................5 Lowerimpactofinterestratehikesontwowheelerowners ...............................................................6 Marginallylowerimpactofcommodityinflationontwowheelers......................................................7 Increasingshareofruralsales ...............................................................................................................9 Structuralgrowthstorystillintact.......................................................................................................10
MomentuminexportslikelytopersistdespitetheendtoDEPB.................................................... 12
ExportslikelytogrowataCAGRof18%overFY12fFY14f .................................................................12 Indiantwowheelerspositionedatcompetitiveprices .......................................................................12 LowpenetrationinAfrica,LatinAmericaandAsiancountries ...........................................................13 WithdrawalofDEPBlikelytoerodeFY12fEPSbyupto6%................................................................14
Robustgrowthinscootersaddstotwowheelergrowth ................................................................ 16
Widercustomerprofileforscooters ...................................................................................................16 Majorplayersinscooter,motorcycleandmopedsegments ..............................................................17 Indiantwowheelerscontribute22%24%ofglobaltwowheelers ....................................................18
Newwaveofcompetitorsisleavingitsmark .................................................................................. 19
Lossofmarketshareforleaders .........................................................................................................19 Marketingexpenditureremainsatsimilarlevelsinrelativeterms.....................................................19 Reducedabilitytopassthroughcosts.................................................................................................20
Relativevaluationsappliedtoarriveatpricetargets ...................................................................... 22
ValuationsderivedforBJAUTandTVSLusingHHasabenchmark .....................................................22 Forecastslowerthanconsensusestimates .........................................................................................23 Initiatecoverageon3twowheelercompanies ..................................................................................23 Riskfactors ..........................................................................................................................................24
Annexure ......................................................................................................................................... 25
Automobiles 4
Twowheelers
Leastaffectedbytheprevailingheadwindsintheindustry
The Indian twowheeler manufacturers are the least impacted by adverse forces such as rising prices of fuel, rising interestratesandcommodityinflation.Theadditiontothefuelbillofatypicaltwowheelerowner,followinga10% rise in the price of petrol, is estimated at c0.2% of pretax income. The corresponding impact for a car owner is estimated at c0.5% of pretax income. Similarly, the additional burden following a 1% rise in the interest rate on a vehicleloanwouldcorrespondtoc0.1%andc0.5%oftheirpretaxincomes,respectively.Meanwhile,theadverseeffect ofanincreaseincommoditypricessuchassteelandaluminumismarginallylowerfortwowheelersincomparisonto passengervehicles.Growthintwowheelersaleshasbeenledbytheruralsegment,whichcomprised45%oftotalsales inFY11.Thus,regardlessoftheheadwinds,webelievethestructuralstoryinthetwowheelersegmentisstillintactand thesegmentisestimatedtogrowataCAGRof12%overFY12fFY14f.
Lowerimpactoffuelpricesontwowheelerowners
Petrol prices increased exponentially over the past 15 months, leading to an increase inthe running cost of vehicles. Petrol prices currently stand at INR68.3 (Mumbai), a 31% increase from INR52.2 in Apr10,whereasdieselpriceshaveonlyincreasedbyc15%. Exhibit2: Trendinfuelprices(INR)
Hikeinmonthof: Apr10 Jun10 Sep10 Sep10 Nov10 Nov10 Dec10 Jan11 May11 Jun11 Jul11 Source:Bloomberg Petrolprice(INR) 52.2 55.88 55.97 56.25 57.01 57.35 60.46 63.08 68.33 7 7.2 7.8 9.2 9.9 15.8 20.8 30.9 Cumulativerise(%) Dieselprice(INR) 39.88 41.98 42.06 45.84 45.99 Cumulativerise(%)
5.3
5.5 14.9 15.3
Petrolpricesonan uptrend.
Source:AvendusResearchNote:*Assumingvehicleusageof30kmsperday.
Ourestimateoftheincomeoftwowheelerandpassengervehicleownersarebasedontheestimated contribution to demand across various categories of households (Source: NCAER). The income of a twowheeler owner is estimated at INR0.50mn, while the income of a passenger vehicle owner is
Automobiles 5
Twowheelers
Householdtype
Householdtype
Source:NCAER,AvendusResearchNote:*Conservativeaverageincomeestimateforglobalhousehold.
Lowerimpactofinterestratehikesontwowheelerowners
Interestratesroseby200bpto300bpduringFY11.
Interestratesonan uptrend.
Exhibit5: StateBankofIndiasPLR
15
13
11
9 Mar10
Jun10
Sep10
Dec10
Mar11
Jun11
Source:StateBankofIndia
Twowheelers
Exhibit6: Interestcostasapercentageofrunningcost(%)
(A+B+C) A B C Interestcostassumptionsforathreeyearloan Averagecostofvehicle(INR) Loanamount(80%;INR) InterestrateHDFCBank(Flatrate)(%) Interestcostasapercentageofrunningcost(%) Runningcostpermonth(INR) Interestcostpermonth(INR)* Fuelcostpermonth(INR) Maintenancecostpermonth(INR) Twowheeler 24 1,501 358 1,025 118 47,000 37,600 11.4 524,000 419,200 12.4 Passengervehicle 43 10,026 4,323 4,393 1,310
Source:HDFCBank,AvendusResearchNote:*Assuminginterestforathreeyearloan.
Source:HDFCBank,AvendusResearchNote:*Assuminginterestforathreeyearloan.
Marginallylowerimpactofcommodityinflationontwowheelers
Exhibit8: Rubberprices(INRperkilogram)
300 70% 200
100
0 Apr09
Jul09
Oct09
Jan10
Apr10
Jul10
Oct10
Jan11
Apr11
Source:Capitaline
Automobiles 7
Twowheelers
Exhibit10: Aluminumprices(USDpertonne)
Galvanized 3,000 21% 2,500
Exhibit9: Steelprices(USDpertonne)
Steel,aluminumand rubberpricesareonan uptrend.
Hotrolled 1000 16% 800 Coldrolled
2,000 600
1,500
400 Apr09
Oct09
Apr10
Oct10
Apr11
1,000 Apr09
Oct09
Apr10
Oct10
Apr11
Source:Bloomberg
Source:Bloomberg
Pricesofsteel,aluminumandrubberincreasedby16%,21%and70%,respectivelyinFY11impacting therawmaterialscostofOEMsintheautomobileindustry.
Theimpactofcommodity inflationismarginally lowerfortwowheelers thanforpassenger vehicles.
Theadverseeffectofanincreaseincommoditypricessuchassteelandaluminumismarginallylower fortwowheelersduetothehigherproportionofconversioncostasapercentageoftotalrawmaterial cost. Conversion cost refers to the expenditure incurred for converting commodities into finished goodsthatarebuiltintoavehicle.Conversioncostasapercentageoftotalrawmaterialcoststandsat 69%fortwowheelers,incomparisonto66%and48%forpassengervehiclesandmediumandheavy commercialvehicles(MHCVs),respectively. Exhibit11: Conversioncostasapercentageoftotalrawmaterialcost(%)
(INR) Twowheeler Passengervehicle Mediumandheavy commercialvehicle Source:AvendusResearch Costof commodities A 8,456 78,739 458,067 Conversion Totalrawmaterial Conversioncostofvendorsasapercentage costofvendors cost oftotalrawmaterial/cost(%) B 18,544 153,261 421,933 A+B 27,000 232,000 880,000 69 66 48
7,874 45,807
Conversion of commodities into finished goods is done by automobile component manufacturers or vendors.Thus,conversioncostreferstothepaymentmadebyOEMstothevendors.Asvendorsare dependentonOEMs,thepriceincreasegiventovendorsforconversionofcommoditiesintofinished goodsishalftheriseincommodityprices.A5%increase(halfofthe10%increaseincommodityprices) inconversioncostislikelytoimpacttherawmaterialcostofatwowheelerby3.4%,comparedto3.3% forpassengervehiclesand2.4%forMHCVs. Automobiles 8
Twowheelers
Exhibit13: Increaseinrawmaterialcostduetoincreaseinconversioncostofvendors(%)
Costpervehicle(INR) Conversioncostofvendors(INR) Increaseinconversioncostofvendors(%) Increaseinconversioncostofvendors(INR) Totalrawmaterialscost(INR) Increaseinrawmaterialscost(%) Source:AvendusResearch Twowheelers 18,544 5 927 27,000 3.4 Passengervehicles Medium&heavycommercialvehicles 153,261 5 7,663 232,000 3.3 421,933 5 21,097 880,000 2.4
The combined effect of the increase in commodity prices (assuming 10%) and conversion cost (assuming5%halfofincreaseincommodityprices)islikelytoimpacttherawmaterialcostofatwo wheelerby6.6%,comparedto6.7%forpassengervehiclesand7.6%forMHCVs.Thus,thedifferencein totalimpactonrawmaterialcostbetweentwowheelersandpassengervehiclesismarginal. Exhibit14: Increaseintotalrawmaterialcost(INR)
A B Costpervehicle) Costofcommodities(INR) Increaseincommodityprice(%) Increaseincommodityprice(INR) Conversioncostofvendors(INR) Increaseinconversioncostofvendors(%) Increaseinconversioncostofvendors(INR) Totalrawmaterialcost(INR) Increaseincost(%) 27,000 1,773 6.6% 18,544 5.0% 927 Twowheelers 8,456 10.0% 846 Passengervehicles 78,739 10.0% 7,874 153,261 5.0% 7,663 232,000 15,537 6.7% 880,000 66,903 7.6% 421,933 5% 21,097 Medium&heavy commercialvehicles 458,067 10.0% 45,807
Therawmaterialcostpervehicleincreasedby9%,11%and12%forBJAUT,TVSLandHH,respectively, inFY11.WedonotestimatethecommoditypriceincreaseinFY12ftobeassevereasthatinFY11.We estimatetherawmaterialcostpervehicletoincreaseby3%4%fortwowheelercompanies,basedon our projections for steel (increase of 14% in FY12f over average FY11 prices), aluminum (increase of 4%)andrubber(increaseof16%)prices.
Increasingshareofruralsales
Strongruraldemanddue tolowerpenetrationand risingincome.
Ruraldemandgrowthhas outpacedurbandemand.
Source:Company
Theruraldemandgrowth(CAGRof16%overFY07FY11)hasoutpacedurbandemandgrowth(CAGRof 8%).
Automobiles 9
Twowheelers
Only 25% of total twowheeler sales are funded by loans, significantly lower than that for other automobilesegments(forpassengerandcommercialvehicles,60%65%ofsalesarefundedbyloans). Thepenetrationoffinanceavenuesislowerinruralareas;inspiteofthis,ruralareascontribute45%of twowheelersales.Thisindicatesahigherpercentageofcashpurchases,drivenbyhigherincome.The higherincomeinruralareasisdrivenbyrecordcropproduction,higherfarmproductpricesandrural jobguaranteeschemes. Theruralcontributiontodemandishigherfortwowheelers(45%inFY11)thanforpassengervehicles (11%).Twowheelercompaniesderive45%50%oftheirrevenuesfromruralareas.Totakeadvantage of the highgrowing rural demand, companies are further expanding their dealership network and touchpointstopenetratedeeperintoruralareas. Exhibit16: DealershipnetworkandtouchpointsFY11
Structuralgrowthstorystillintact
Ayoungpopulation impliesalargerworkforce andlesserdependents, leadingtohigher discretionaryspend.
2534 15%
1524 18%
Source:2001Censusdata
Automobiles 10
Twowheelers
Exhibit18: Estimatedgrowthinmiddleclasshouseholds(INRmn)
Over70%ofmiddleclass householdsowntwo wheelers;thissectionis likelytogrowataCAGRof 11%CAGRFY12fFY16f.
150 113.8 100 11%CAGR ` 50 31.4 10.7 0 FY01 FY05 FY11e FY16e FY26e 13.3 53.3
Source:NCAER
Over70%ofmiddleclasshouseholdsowntwowheelers;thissectionislikelytogrowataCAGRof11% overFY12eFY16e(Source:NCAER). The sales price of a vehicle as a ratio of per capita income (FY11) for twowheelers and passenger vehiclesis0.9xand9.6x,respectively,implyingeasyaffordabilityinthetwowheelersegment. Thestructuralstoryinthetwowheelersegmentisstillintactwithruraldemandinthedriversseat. WeestimatethetwowheelersegmenttogrowataCAGRof12%overFY12fFY14fledbyaCAGRof 12%indomesticgrowthand18%inexportgrowth.
Exhibit19: Percapitaincome(INR)
70,000
Exhibit20: Domestictwowheelersales(mn)
18 12%CAGR 14
10,000 FY01
Source:RBI
FY03
FY05
FY07
FY09
FY11
2 FY96
FY99
FY02
FY05
FY08
FY11
FY14f
Source:SIAM,AvendusResearch
Automobiles 11
Twowheelers
MomentuminexportslikelytopersistdespitetheendtoDEPB
Exportsasapercentageoftotalsaleshavegrownto12%inFY11,from7%inFY06.Thestronggrowthinexportswas duetopositioningofIndiantwowheelersatcompetitivepricesintheglobalmarket,whichisdominatedbyJapanese andChineseOEMs.IndianvehiclesarepricedbetweenJapaneseandChinesevehicles.Countrieswithlowtwowheeler penetrationorinadequatepublictransportsystemsarethetargetsforIndiantwowheelerexports.Exportdemandis estimatedtoslowfromaCAGRof25%overFY07FY11aswithdrawalofDEPBbenefitsarelikelytoleadtoanincrease invehicleprices.EvenafterwithdrawalofDEPB,weestimateexportstogrowataCAGRof18%overFY12fFY14f;likely tocontribute13%oftwowheelersalesbyFY14f.
ExportslikelytogrowataCAGRof18%overFY12fFY14f
The twowheeler segment has witnessed robust growth in exports (CAGR of 25% over FY07FY11), chieflydrivenbymotorcycles(CAGRof31%).DuringFY07FY11,exportgrowthoutperformeddomestic growth(CAGRof11%)byahugemargin.Exportsasapercentageoftotalsaleshavegrownfrom7%in FY06to12%inFY11.Weestimatethecontributionofexportstogrowto13%oftwowheelersalesby FY14f.
Exportgrowthhas outpaceddomestic growth.
Exhibit21: Exportsales
Exports Scooters Growth(%) Motorcycles Growth(%) Mopeds Growth(%) Total Growth(%) Source:SIAM 513,169 43,181 386,054 FY06 83,934 FY07 35,685 57 545,887 41 37,566 13 619,138 21 FY08 25,482 29 776,007 42 18,224 51 819,713 32 FY09 25,865 2 970,969 25 7,300 60 1,004,134 22 FY10 30,125 16 1,102,978 14 6,905 5 1,140,008 14 FY11 CAGR:FY07FY11(%) 52,312 74 1,480,983 34 6,295 9 1,539,590 35 25 32 31 9
Exhibit22: Domesticsales
Domestic Scooters Growth(%) Motorcycles Growth(%) Mopeds Growth(%) Total Growth(%) Source:SIAM FY06 909,051 5,810,599 332,741 7,052,391 FY07 940,673 3 6,553,664 13 355,870 7 7,850,207 11 FY08 1,050,109 12 5,768,342 12 413,759 16 7,232,210 8 FY09 1,145,798 9 5,835,145 1 431,214 4 7,412,157 2 FY10 1,462,507 28 7,341,265 26 564,584 31 26 FY11 CAGR:FY07FY11(%) 2,073,797 42 9,019,090 23 697,418 24 26 18 9 16 11
9,368,356 11,790,305
Indiantwowheelerspositionedatcompetitiveprices
ChineseandJapaneseOEMsdominatetheworldtwowheelermarket.Chinesevehiclesarecheapand are positioned at the lower end of the market, whereas Japanese vehicles are expensive. In such a scenario,IndianOEMsarepricingtheirproductsbetweenJapaneseandChinesevehicles. IntheNigerianmarket,BJAUTsellstwowheelersata40%premiumtoChinesevehicles.Despitehigher prices,BJAUThassuccessfullycapturedc28%marketshare(secondlargestplayer)inthismarket. IntheIndonesianmarket,BJAUTofferstwowheelersatcheaperpricesagainstJapanesevehicles.The companysellsthreevariantsofthePulsarinIndonesianmarket.HondaMotors(7267JP;NR)vehicles arecostlierthanBJAUTsvehiclesbyatleast15%34%intheirrespectivecategories. Automobiles 12
Twowheelers
Exhibit23: ComparisonofBJAUTsvehicleswithHondasvehiclesinIndonesia
Hondasvehiclesare costlierthanBJAUTs vehiclesbyatleast15% 34%.
Engine[cc] Price[IDR] PricedifferencewithBJAUT(%) Engine[cc] Price[IDR] PricedifferencewithBJAUT(%) Engine[cc] Price[RP] PricedifferencewithBJAUT(%) Source:Company,AvendusResearch BJAUT Pulsar135LS 135 14,750,000 BJAUT Pulsar180DTSi 179 15,900,000 BJAUT Pulsar220DTSi 220 18,600,000 Honda Citisport1 125 17,190,000 17 Honda MegaproCW 149 19,500,000 23 Honda TigerD/SHeadlight 197 24,940,000 34 Honda MegaproSW 149 18,300,000 15
LowpenetrationinAfrica,LatinAmericaandAsiancountries
IndianOEMsaretargetingAfrica,theMiddleEast,LatinAmerica,SouthAsia,SouthEastAsiaandWest Asiancountries.Manyofthesecountrieshavelowtwowheelerpenetration.Someofthesecountries arehaveinadequatepublictransportsystems,whereinasignificantpartoftheruralpopulationhasno accesstothetransportsystem.Thismakesthemidealtwowheelerexportdestinations. Exhibit24: Twowheelerpenetrationacrosscountries(penetrationperthousandpersons)
Source:MeszlerEngineeringServices2007
Automobiles 13
Twowheelers
Exhibit25: RuralAccessIndexproportionofruralpopulationwithaccesstotransportsystems
Region Africa LatinAmerica Asia Source:WorldBank2005 Country Sudan Tanzania Kenya Nigeria Brazil Peru Nepal Myanmar Bangladesh Bhutan India RAI(%) 5 38 44 47 53 43 17 23 37 47 61
WithdrawalofDEPBlikelytoerodeFY12fEPSbyupto6%
The DEPB scheme, which gave liberal reimbursements to exporters at 8%9% free on board (FOB) value, is coming to an end. Exporters will have to migrate to the Duty Drawback scheme where the reimbursementislikelytobemuchlower(estimatedtobebetween1%and5%ofFOBvalue). ThegovernmenthasannouncedthewithdrawaloftheDEPBschemefromSep11.Thegovernmentmay also extend the scheme till Dec11 as the rates under the Duty Drawback scheme are yet to be determined.
Wehaveassumedthat companiesarelikelyto increasevehiclepricesand lowerdistributor commissionsbyupto4% tocompensatefortheloss ofDEPBbenefits.
We did asensitivity analysis to gaugetheimpact ontheFY12f EPS, based on DEPBexpiry dates and DutyDrawbackrates. We have assumed that companies are likely to increase vehicle prices and lower distributor commissionsbyupto4%tocompensateforthelossofDEPBbenefits.Ifthedifferencebetweenthe DEPBrateandtheDutyDrawbackrateismorethan4%,itislikelytoadverselyaffecttheFY12fEPS.For instance, if the new Duty Drawback rateis 3%andthe DEPB scheme expires in Sep11, then BJAUTs FY12fEPSislikelytobeadverselyaffectedby1.5%asshowninExhibit26. Exhibit26: ImpactofwithdrawaloftheDEPBschemeonFY12fEPS(%)
DEPBschemeextensiondate BJAUT TillSep11 TillDec11 TVSL TillSep11 TillDec11 HH TillSep11 TillDec11 Source:AvendusResearch 0.0 0.0 0.1 0.1 0.2 0.1 0.3 0.2 0.4 0.2 0.0 0.0 1.6 0.8 3.2 1.7 4.7 2.5 6.3 3.3 0.0 0.0 0.8 0.3 5.0 DutyDrawbackRates(%) 4.0 1.5 0.7 2.2 1.0 2.9 1.3 3.0 2.0 1.0
Twowheelers
Exhibit27: ImpactofwithdrawaloftheDEPBschemeonFY13fEPS(%)
Company BJAUT HH TVSL Source:AvendusResearch 5.0 0.0 0.0 0.0 DutyDrawbackRates(%) 4.0 1.7 0.2 3.1 3.0 4.5 0.5 8.5 2.0 6.4 0.8 12.1 1.0 8.7 1.0 16.4
As TVSL has a lower EBITDA margin (6.2% in FY12f) than BJAUT (19.8% in FY12f) and HH (14.4% in FY12f),theimpactoftheDEPBschemeexpiryislikelytobehigherforthecompany. Wehaveassumedthenewdutydrawbackrateat5%inourestimatesforthecompanies.Weestimate thegrowthinexportstoslowfromaCAGRof25%overFY07FY11,ascompaniesmaytakepricehikes tocompensateforthelossofDEPBbenefits.EvenafterwithdrawalofDEPB,weestimateexportsto growataCAGRof18%overFY12fFY14f.
Automobiles 15
Twowheelers
Robustgrowthinscootersaddstotwowheelergrowth
Scootersarethepreferredfamilyvehicleofmiddleclassfamiliesduetohigherpower,easeofhanding,loadbearing capacityandunisexsuitability.Scootersarepreferredbyyoungadults(learners),womenandbymenbeyondtheageof 45. In the domestic market, scooters, which grew at a CAGR of 18% over FY07FY11, have outpaced mopeds (16% CAGR)andmotorcycles(9%CAGR),giventhewidercustomerbase.Scooterscontributed18%ofdomestictwowheeler salesinFY11asagainst13%inFY06.Weestimatescooterstocontribute20%oftwowheelersalesbyFY14f.
Widercustomerprofileforscooters
Scootersgrowthhas outpacedgrowthin mopedsandmotorcycles.
20
20 FY07
Source:SIAM
FY08
FY09
FY10
FY11
Scooters are the preferred family vehicle of middle class families due to higher power (there is a growing preference for 100cc+ scooters over the past five years), ease of handing (gearless and self start), higherloadbearingcapacity(luggage carryingspace inthe front,near the legsandbelow the seat),lighterhandling(visvismotorcycles)andunisexsuitability(suitedforbothmenandwomen). Scootersarepreferredbyyoungadults(learners),womenandbymenbeyondtheageof45. Exhibit29: Customerprofilesofscooters,motorcyclesandmopeds
Scooters Motorcycles Mopeds Gender Menandwomen Men Men Specificsection Youngadults,women,menabove45 Malesupto45years Malesupto45years Class RichandMiddleclass RichandMiddleclass LowerMiddleclass
Source:AvendusResearch
Given the wider customer base for the scooter segment, domestic scooter segment sales as a percentage of domestic twowheeler sales have increased from 13% in FY06 to 18% in FY11. We estimate this trend to continue and scooter segment sales as a percentage of twowheeler segment salestoincreaseto20%byFY14f(representsaCAGRof17%overFY12fFY14f).
Automobiles 16
Twowheelers
Exhibit30: Domesticsalesbreakup(%)
Weestimatescooter segmentsalesasa percentageoftwo wheelersalestoincrease from18%inFY11to20% byFY14f.
Scooters 100 5 5 6 6 Motorcycles 6 6 Mopeds 6 6 6
50
82
83
80
79
78
76
76
75
74
13 0 FY06
12 FY07
15 FY08
15 FY09
16 FY10
18 FY11
18 FY12f
19 FY13f
20 FY14f
Source:SIAM,AvendusResearch
Majorplayersinscooter,motorcycleandmopedsegments
Themotorcyclesegment sawentryofoneplayer MM,whereasthescooter segmentsawtheexitof anoldplayerBJAUT.
The motorcycle segment has the highest number of players, at eight, as against five in scooters and oneinmopeds. The motorcycle segment witnessed the entry of one player, Mahindra & Mahindra (MM IN, NR), whereasthescootersegmentwitnessedtheexitofoneofitsoldestplayers,BJAUT.TVSListheonly playerinthemopedsegment. After the split from HH, HMSI is planning several product launches, especially in the mass market category.Thecompanyisalsoaggressivelyrampingupitsdistributionnetworkby200dealersperyear.
Exhibit31: Marketshareinmotorcycleandscootersegments(%)
HH BJAUT TVSL HMSI YamahaMotor RoyalEnfield SuzukiMotorcycleIndia MM LML KineticMotor* Motorcyclesmarketshare(%) FY06 48.2 30.9 13.0 1.6 4.2 0.5 0.0 0.0 1.1 FY07 45.8 33.5 13.0 2.4 3.8 0.5 0.9 0.0 0.0 FY08 49.4 32.7 9.4 4.3 2.6 0.6 0.9 0.0 0.0 FY09 52.4 28.0 9.3 5.9 3.0 0.7 0.7 0.0 0.0 FY10 51.9 29.7 7.6 6.2 3.4 0.6 0.6 0.0 0.0 FY11 48.0 32.3 8.0 7.1 3.6 0.5 0.5 0.0 0.0 Scootersmarketshare(%) FY06 1.5 11.7 24.7 50.3 0.0 0.0 4.2 7.6 FY07 9.5 2.1 26.5 56.0 0.0 0.0 0.0 5.9 FY08 9.7 2.0 24.2 58.5 2.3 0.0 0.0 3.4 FY09 13.3 1.0 21.2 56.9 7.1 0.0 0.0 0.5 FY10 14.4 0.3 20.7 50.3 9.5 4.8 0.0 0.0 FY11 17.0 0.0 21.9 42.7 10.9 7.5 0.0 0.0
Source:SIAMNote:*Mahindra&MahindraacquiredKineticMotorinFY09
Automobiles 17
Twowheelers
Indiantwowheelerscontribute22%24%ofglobaltwowheelers
Indiantwowheeler segmenthassalesof 13.3mnandisworth cINR441bn.
Globally, the twowheeler market is classified into leisure and utility markets; North America and Europeareleisuremarkets.Thebulkofvehiclesaresoldintheutilitymarkets;withinutility,thereare two types of markets, viz. Mature and Emerging markets. Thailand, Indonesia, Philippines and Brazil constitutematuremarkets,whileAfricaisanemergingmarket. Globally, the twowheeler market is dominated by Chinese and Japanese manufacturers. In mature markets, Japanese OEMs rule the market. In some emerging markets where Japanese OEMs do not haveadirectpresence,ChineseOEMshavemadestronginroads. Exhibit33: Globalsalesoftwowheelers(2010)
Global Asia Africa Europe LatinAmerica NorthAmerica Source:YamahaMotorannualreport,AvendusResearch 2010sales(mn) c5560 43.9 4.0 2.0 4.0 0.5
The Indian twowheeler industry (13.3mn sales) contributes 22%24% of global twowheeler (55mn 60mnsales)sales.
Automobiles 18
Twowheelers
Newwaveofcompetitorsisleavingitsmark
Theincreasingcompetitioninthetwowheelersegmenthasledtolossofmarketshare,higheradvertisingexpenditure andlowerpricingpowerforexistingplayers.Inthedomesticmotorcyclesegment,HHsmarketsharedeclinedto54.6% inFY11asagainst58.5%inFY10.Inthedomesticscootersegment,HMSIsmarketsharedeclinedto43.1%inFY11as against50.6%inFY10.Ouranalysisofthepricingpowerinthetwowheelersegmentrevealsthatrawmaterialcostasa percentageoftotalincomeincreasedto72.1%aggregateofHH,BJAUTandTVSLinMar11quarterasagainst68.2% inMar10quarter,whereastheEBITDAmargindecreasedto14.5%inMar11quarterasagainst18.1%inMar10quarter. Thus,allthecompaniesfacedmargincontractionduringFY11.
HH,themarketleader, andHMSIwitnessedan erosioninmarketsharein motorcyclesandscooters, respectively.
Lossofmarketshareforleaders
Theincreasingcompetitionhasledtoadropinmarketshareforleadersinthedomestictwowheeler segment.Indomesticmotorcycles,HHsmarketsharedeclinedfrom58.5%inFY10to54.6%inFY11. AfterthesplitfromHH,HMSIhasaggressivelylinedupproductlaunchesandcapacityexpansionplans toincreasecapacityfrom1.6mnunitsto4.0mnunitsby1.4mnunits.HMSIhasalreadyovertakenTVSL in domestic market share. We see HMSI as HH and BJAUTs biggest competitor in the future. MM enteredthemotorcyclesegmentwiththelaunchofStallioinFY11. Exhibit34: Marketshareindomesticsegment(%)
Segment Motorcycles Scooters Source:SIAM Marketleader HH HMSI MarketShare FY10 58.5 50.6 FY11 54.6 43.1
Inthedomesticscootersegment,HMSIsmarketsharedeclinedfrom50.6%inFY10to43.1%inFY11. MMenteredthescootersegmentwiththeacquisitionofKineticMotor,andhasincreaseditsmarket share in scooters from 4.8% in FY10 to 7.7% in FY11. Apart from competition, a long waiting list for HMSIsvehiclesisanothercauseforlossinmarketshare;customersshiftedtowardsproductsofSuzuki MotorcycleIndia,HHandTVSL.
Marketingexpenditureremainsatsimilarlevelsinrelativeterms
As total income grows, fixed costs such as marketing expenditure should reduce as a percentage of totalincome(reductioninrelativeterms)thisisoperatingleverage.Althoughtotalincomegrewby 23% for HH and 42% for TVSL in FY11, marketing expenditure as a percentage of total income has remained at similar levels for HH (2.3% of total income) and TVSL (7.2% of total income). As the competitionintensityincreases,thesecompaniesareincreasingtheirmarketingexpendituretoretain theirmarketshare. The only company whose marketing expenditure declined was BJAUT. The companys marketing expenditure stood at 0.6% of total income in FY11. In future, BJAUT has guided to an increase in marketingexpenditureasithaslineduplaunchesofmotorcyclessuchastheKTMDukeandBoxer150. BJAUThasguidedtomarketingexpenditureasapercentageoftotalincometobeupto1.0%oftotal incomeinFY12. AfterthesplitfromHonda,HHislikelytospendINR1bnonanimagemakeoverandbrandbuildingin FY12.Thisexpenditureisoverandabovetheregularmarketingexpenditure.ItislikelytoincreaseHHs marketingexpenditureto2.7%asapercentageoftotalincomeinFY12fasagainst2.3%inFY11. Automobiles 19
Twowheelers
Exhibit36: Marketingexpenditureasa%oftotalincome(%)
TVSL 9 7.2 7.2 HH BJAUT
Exhibit35: Marketingexpenditure(INRmn)
TVSL 5,000 HH BJAUT
3,500
2,000
2.3 1.5
2.3 0.6
500 FY10
Source:Company,AvendusResearch
0 FY11f FY10
Source:Company,AvendusResearch
FY11f
Reducedabilitytopassthroughcosts
Exhibit37: RawmaterialcostasapercentageofTotalincomeandEBITDAmargin(%)
Rawmaterialcost 76 AdjEBITDAMargin(RHS) 20
73
15
70
10
67
64 4QFY10
1QFY11
2QFY11
3QFY11
0 4QFY11
Source:Company,AvendusResearch
OEMsworkedharderoncostreductiontechniquesinFY11astheywereunabletofullypassthrough theriseininputcoststoconsumers.Alltwowheelercompaniesfacedmargincontraction. We have calculated the combined raw material costs and EBITDA margins for HH, BJAUT and TVSL during Mar10Mar11 quarters. Our analysis showed that raw material cost as a percentage of total incomeincreasedfrom68.2%inMar10quarterto72.1%inMar11quarter,whereasEBITDAmargins decreasedfrom18.1%to14.5%.Thepressureonmarginsindicatesthelossofpricingpowerfortwo wheelercompanies. Ashighercompetitionislikelytocontinue,thisscenariooflimitedpricingpowerwouldalsocontinue. We have assumed an upward trend in commodity prices over FY12fFY14f. Rising input costs, increasingwagesandhighermarketingexpenditurearealsolikelytoputpressureonmargins. We have calculated the combined raw material costs and EBITDA margins for HH, BJAUT and TVSL duringFY12fFY14f. Weassumerawmaterial costs asa percentageoftotal incometo increase from 72.1%inFY11to73.6%inFY14f;EBITDAmarginsarelikelytodeterioratefrom14.8%to14.0%.
Automobiles 20
Twowheelers
Exhibit38: RawmaterialcostandEBITDAmarginforHH,BJAUTandTVSL
Weassumerawmaterial costasapercentageof totalincometoincrease to73.6%inFY14fas against72.1%inFY11.
RawMaterialcost/Totalincome 76 AdjEBITDAMargin(RHS) 20
73
15
70
10
67
64 FY10
FY11
FY12f
FY13f
0 FY14f
Source:Company,AvendusResearch
Source:Company,AvendusResearch
Automobiles 21
Twowheelers
Relativevaluationsappliedtoarriveatpricetargets
We use the relative valuation method to derive the standalone valuation for BJAUT and TVSL. We use HH as a benchmark, as it is the largest twowheeler company, to value BJAUT and TVSL. BJAUT, TVSL and HH represent the three largest twowheeler players in India. We value BJAUT at HHs fiveyear historical P/E, while we value TVSL at a 15% discount due to lower growth. In case of HH, the valuations taken are below the fiveyear mean due to lowerearningsgrowth. We value HHat a 10%discount to its fiveyearhistorical P/E.We initiatecoverage onBJAUT (Buy),HH(Reduce)andTVSL(Buy).Riskfactorsarelowerdutydrawbackrates,fuelpriceincreases,higherinterestrates andcommodityinflation.
ValuationsderivedforBJAUTandTVSLusingHHasabenchmark
WehavederivedthestandalonevaluationforBJAUTandTVSLusingtherelativevaluationmethodand havecomparedthesecompanieswithHH.Thesecompaniesrepresentthetopthreecompaniesinthe twowheelersegment.Wevaluethesecompaniesonthefollowingbasis: We value BJAUT at 14.2x 1year forward EPS; this is on par with the fiveyear mean P/E of HH. BJAUT and HH have witnessed similar sales and total income growth over FY07FY11 (shown in Exhibit40). WevalueTVSLata15%discounttoHHsfiveyearhistoricalmeanP/EasTVSLshistoricalgrowthin salesandtotalincomeislowerthanHHs. Exhibit40: HistoricalgrowthcomparisonofHHandTVSLoverFY07FY11(%)
(%) Salesgrowth Totalincomegrowth Source:AvendusResearch HH 12 17 BJAUT 12 16 TVSL 9 14
WevalueHHat12.8xP/E,whichisata10%discounttoHHsfiveyearhistoricalmeanP/Eof14.2x. We take a 10% discount to historical valuations as the earnings growth for HH over FY12fFY14f (CAGRof8%)islikelytobelowerthanhistoricalearningsgrowth(CAGRof16%overFY07FY11).HH hastradedata10%discounttotheSensexP/Emeanoverpastfiveyears.Ourvaluationmultipleof 12.8xfactorsinthisdiscountaswell. Exhibit41: HHsP/ErelativetoSensex
40 RelativetoSensexP/E(%) Avgdiscount(%)
0 Average=10% 40
80 Jul06
Apr07
Dec07
Sep08
May09
Feb10
Oct10
Jul11
Source:Bloomberg,AvendusResearch
Automobiles 22
Twowheelers
Exhibit42: Elementsoftargetprice
BJAUT HH TVSL Multiple(x) AsapercentageofHHs Fairvalue(INR) historicalvaluation 14.2xP/E 12.8xP/E 12.0xP/E 100% 90% 85% 1,706 1616 64 Strategicinvestment(INR) Targetprice(INR) 27 1 1,733 1,616 65
Source:AvendusResearch
WeinitiatecoverageonBJAUT(Buy),HH(Reduce)andTVSL(Buy)withJun12targetpriceofINR1,733, INR1,616andINR65respectively.
Forecastslowerthanconsensusestimates
Our aggregate net revenue forecast for BJAUT, HH and TVSL in FY13f is 2% lower than consensus estimates, implying that our sales growth forecast is lower. We estimate aggregate sales growth for these companies to be lower, at 9%, in FY13f (in comparison to 13% in FY12f) due to continuing headwinds. Exhibit43: AvendusandconsensusestimatesoverFY12fFY13f
BJAUT HH TVSL Consensusestimate Avendusestimate Difference(%) Consensusestimate Avendusestimate Difference(%) Consensusestimate Avendusestimate Difference(%) NetSales(INRmn) FY12f 194,909 186,909 4.1 226,062 228,506 1.1 73,285 72,297 1.3 FY13f 223,309 215,127 3.7 256,406 254,886 0.6 84,458 83,110 1.6 EPS(INR) FY12f 102.2 103.3 1.1 112.4 111.0 1.2 5.3 4.7 11.7 FY13f 115.4 116.7 1.1 128.4 125.3 2.4 6.5 5.2 20.8
Source:Bloomberg,AvendusResearch
We largely differ from the consensus in our estimates for TVSL in FY13f (2% and 21% lower than consensusestimatesonnetrevenueandEPS,respectively),implyinghighermarginpressures.TVSLs margins arelikely to be affected by commodityandwage inflation.We alsoestimatethecompanys marketing expenditure to remain at 7.2% of total income in FY13f, as TVSL is likely to continue spendingonmarketingtocountertherisingcompetition.
Initiatecoverageon3twowheelercompanies
Initiatecoveragewitha BuyratingandJun12 targetofINR1,733.
BajajAuto(BJAUT):BJAUThaslinedupnewmodelssuchasKTMDukeandBoxer,andvariantlaunches fordomesticandexportmarketsinFY12f.Theselaunchesarelikelytostrengthentheproductlineup andaidgrowth.BJAUTsvehiclesarewellacceptedinexportmarketsCAGRof43%and25%intwo and threewheeler exports over FY07FY11, respectively. BJAUT is likely to maintain higher EBITDA margins of 19%20% over FY12fFY14f due to exposure to the highgrowth threewheeler passenger segment.WeestimateBJAUTssalestogrowat12%overFY12fFY14f.OurJun12TPforBJAUTstands atINR1,733,anupsideof22%.InitiatecoveragewithaBuyrating. HeroHonda(HH):TheendoftheJVwithHondaMotorpresentsmanychallenges.Themostpressing oneistostrengthenR&Doperationstochurnoutnewmodelsandupgradevehiclesforthenextlevel of emission norms. Another challenge stems from the rise in competitive intensity posed by Honda Motors solo presence in the country. HH faces margin pressure due to a rise in R&D, royalty and advertising expenditures as a result of the split. In addition to breakup woes, the companys sales growthislimitedbyproductionconstraintsandslowinglaunches.Weestimatesalesgrowthtotaperto aCAGRof11%overFY12fFY14f.OurJun12TPforHHstandsatINR1,616,whichimpliesadownsideof 11%.InitiatecoveragewithaReducerating.
Automobiles
23
Twowheelers
TVSMotorCompany(TVSL):LaunchesinFY12farelikelytoaidgrowthandstrengthenTVSLsportfolio. The scooter segment is likely to grow at a CAGR of 17% over FY12fFY14f, led by the growing acceptance of scooters as a family vehicle. The company entered the lucrative threewheeler passengersegmentinFY08andsucceededincapturing6%marketshareinFY11.Weestimatethree wheelersalestogrowataCAGRof 15%overFY12fFY14f. TVSLsuccessfullyrodetheexportgrowth story (CAGR of 25% over FY07FY11), led by the growing acceptance of Indian vehicles in several developing countries. We estimate TVSLs exports to grow at a CAGR of 15% over FY12fFY14f. We estimatesalestogrowataCAGRof12%overFY12fFY14f.OurJun12TPforTVSLstandsatINR65,an upsideof28%.InitiatecoveragewithaBuyrating.
Riskfactors
Failureofproductlaunches:Salesmaybeaffectedduetofailureofmodelsorvariantlaunches. Lower Duty Drawback rates: New duty drawback rates are likely to replace DEPB scheme rates. These duty drawback rates for motorcycles are likelyto beanywherebetween 1%and5%.Ifthe rateislowerthan5%,thenmarginsarelikelytobeadverselyaffected. RiseinRawmaterialprices:Wehaveassumedanincreaseofc4%inrawmaterialcostpervehicle inFY12f.Ifthepricesofsteel,aluminum,andrubberincreaseatahigherthanestimatedrate,then marginsanddemandmaybeadverselyaffectedasaresultofpartialpassthroughofprices. Riseininterestratesandfuelprices:Furtherincreaseininterestratesandfuelpricesmayaffect the sentiment of replacement and upgrade buyers (these buyers contribute 50% of domestic demand).
Automobiles 24
Twowheelers
Annexure
Exhibit44: Scootersegmentsales,growthandtopplayers
Sco oters Totalvolum e( 000s) Dom esticvolum e( 000s) Exp ortvolume(0 00s) Totalvolum egrow th ( % ) Dom esticvolum egrow th ( % ) Exp ortvolumegrow th( %) Exp ortsaspercentageo fto talvolum e(% ) Top 3P layers Volum e(00 0s) Hond aM otorcycle&Scoo terIndia TV SL HH Growth(%) Hond aM otorcycle&Scoo terIndia TV SL HH Markets hare(%) Hond aM otorcycle&Scoo terIndia TV SL HH
Source:SIAM
Automobiles 25
Twowheelers
Exhibit45: Motorcyclesegmentsales,growthandtopplayers
M otorc ycles Totalv olum e( 000s) Dom esticv olum e( 000s) Exp ortv olume(0 00s) Totalv olum egrow th ( % ) Dom esticv olum egrow th ( % ) Exp ortv olumegrow th( %) Exp ortsaspercentageo fto talvolum e(% ) Top 3P layers V olum e(00 0s) HH BJ A UT TV SL Grow th( % ) HH BJ A UT TV SL M arkets hare(% ) HH BJ A UT TV SL
Source:SIAM
Exhibit46: Annexure3:Mopedsegmentsales,growthandtopplayers
Mopeds Totalvolume(000s) Domesticvolume(000s) Exp ortvolume(0 00s) Totalvolumegrowth (%) Domesticvolumegrowth (%) Exp ortvolumegrowth(%) Exp ortsaspercentageo fto talvolume(%) Top3Players Volume(00 0s) TVSL KineticMoto r MajesticAuto Growth(%) TVSL KineticMoto r MajesticAuto Markets hare(%) TVSL KineticMoto r MajesticAuto
Source:SIAM
FY 07 393 356 38 4 .7 7 .0 13 .0 9 .5
C AGR(FY0 7FY11)
345 23 26 18 .7 19 .9 54 .4 87 .6 5 .8 6 .6
Automobiles 26
Twowheelers
Exhibit47: Annexure4:3Wpassengersegmentsales,growthandtopplayers
3Wp as segnervehicles Totalvolume(000s) Domesticvolume(000s) Exp ortvolume(0 00s) Totalvolumegrowth (%) Domesticvolumegrowth (%) Exp ortvolumegrowth(%) Exp ortsaspercentageo fto talvolume(%) Top 3P layers Volume(00 0s) BJAUT Piaggio Vehicles MM Growth(%) BJAUT Piaggio Vehicles MM Markets hare(%) BJAUT Piaggio Vehicles MM
Source:SIAM
CAGR(FY 07FY11)
432 158 47 31. 3 17. 4 52. 3 62. 2 22. 7 6. 8 14.9 24.3 66.5
Exhibit48: 3Wgoodssegmentsales,growthandtopplayers
3Wgoo dsvehicle s Totalvolume(000s) Domesticvolume(000s) Exp ortvolume(0 00s) Totalvolumegrowth (%) Domesticvolumegrowth (%) Exp ortvolumegrowth(%) Exp ortsaspercentageo fto talvolume(%) Top3P layers Volume(00 0s) Piaggio Vehicles MM Atu lAuto Growth(%) Piaggio Vehicles MM Atu lAuto Markets hare(%) Piaggio Vehicles MM Atu lAuto
Source:SIAM
FY 09 82 81 1 37 .0 37 .5 40 .7 1 .4
CAGR(FY 07FY11)
43 17 4 27 .4 41 .2 18 .1 52 .4 21 .2 5 .3
Automobiles 27
Twowheelers
Disclaimer
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Twowheelers
DisclosureofInterestStatement(asofJuly26,2011)
IndianCompanies BajajAuto EicherMotors HDFCbank HeroHonda HondaMotorcycleandScooterIndia LML Mahindra&Mahindra StateBankofIndia SuzukiMotorcycleIndia TVSMotorCompany YamahaMotorIndia InternationalCompanies HondaMotor KTMPowerSportsAG PTBajajAutoIndonesia PTTVSMotorCompanyIndonesia Yamahamotor
Analystownership ofthestock No No No No No No No No No No No No No No No No
Avendusoritsassociatecompanys ownershipofthestock No No No No No No No No No No No
InvestmentBankingmandatewith associatecompaniesofAvendus No No No No No No No No No No No
No No No No No
No No No No No
OUROFFICES Corporateoffice IL&FSFinancialCentre, BQuadrant,5thFloor, BandraKurlaComplex Bandra(E),Mumbai400051 T:+912266480050 F:+912266480040 InstitutionalBroking IL&FSFinancialCentre, BQuadrant,6thFloor, BandraKurlaComplex Bandra(E),Mumbai400051 T:+912266480950
AvendusSecuritiesPrivateLimited SEBIRegistrationNo:
BSECMINB011292639|NSECMINB231294639|NSEF&OINF231294639
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