British Automobile Industry

Presented By-
Group-II
David Ong
Eunice Yun li
Hitesh Aggarwal
Luke Wilson
Sanjeev Agarwal

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Contents

Introduction

Market Status

Porter’s 5-Forces

Company Analysis

Conclusions

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 

 What do you guys think of when you

think ‘British Cars‘?


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Aston Martin

§ Aston Martin was founded in 1913 by Lionel

Martin and Robert Bamford.
§ They produced their first car in 1915 but
production could not start because of the
outbreak of World War 1
§ After World War 1 the company was refunded
and started producing cars, competing in
races and breaking world speed records.
§

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Jaguar

§ Luxury and executive motor cars

§ Headquaters in Coventry, England and now
operated as part of the Jaguar Land Rover
business owned by Tata Motors of india.
§ History: It was founded by Sir William Lyons in
1922 and was named the Swallow Sidecar
Company, making motorcycle side cars
before switching to passenger cars.
§ The Name was changed to Jaguar after world
war 2 due to unfavorable connotations of the
SS initials.

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Jaguar hits it Big!

§ Jaguar really made its name in the 1950‘s with a

series of elegantly-styled sports cars and
luxury saloons.

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Lotus

§ Lotus Cars is a British manufacturer.

§ It is currently owned by Proton. (a malaysian car
maker)
§ Company was formed in 1952 by Colin
Chapman

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Bentley

§ Bentley is a british manufacturer of automobiles

and was founded on 18 January 1919 by
Walter Owen Bentley.
§ Master Walter Owen Bentley was well known for
his range of rotary aero-engines in World War
1.
§ Since 1998, the company has been owned by
Volkwagen Group of Germany.

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British Automobile Market

§ Profit
§ Sales
§ Market Shares

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Profit

U n d e r l y i n g p r o fi t, c a s h p e r fo r m a n c e a n d o r d e r b o o k

£ 5 5 ,5 0 0 ,0 0 0 ,0 0
£ 4 5 ,9 0 0 ,0 0 0 0,0.00 0
£ 6 0 ,0 0 0 ,0 0 0 ,0 0 0 .0 0
0 .0 0
£ 4 0 ,0 0 0 ,0 0 0 ,0 0 0 .0 0 U n d e r l y i n g p r o fi t, c a s h
p e r fo r m a n c e a n d o r d e r
£ 2 0 ,0 0 0 ,0 0 0 ,0 0 0 .0 0
book
£ 0 .0 0
2007 2008

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Sales

S a le s
£ 9 ,0 8 2 ,0 0 0 ,0 0 0 ,
£ 7 ,4 3 5 ,0 0 0 ,0 0 0 , 000
£ 1 0 ,0 0 0 ,0 0 0 ,0 0 0 ,0 0 0
000
£ 8 ,0 0 0 ,0 0 0 ,0 0 0 ,0 0 0
£ 6 ,0 0 0 ,0 0 0 ,0 0 0 ,0 0 0
S a le s
£ 4 ,0 0 0 ,0 0 0 ,0 0 0 ,0 0 0
£ 2 ,0 0 0 ,0 0 0 ,0 0 0 ,0 0 0
£0
2007 2008

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§ Sales
§ Profit

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Sales

S a le s o f B e nStlea ley s o f B e n tle y

15000

10000 2007, 10014

2 0 0 5 , 8 52 00 00 6 , 9 0 0 0
2004, 6500
5000

2003, 1000
0
2003 2004 2005 2006 2007
S a le s o f B e n1tle0 0y 0 6500 8500 9000 10014

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Increase in Sales

§ 17% in UK
§ 4% in North America
§ 7% in Europe
§ 18% in Asia pacific
§ 93% in China

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Profit

§ 2007, Lotus lost 4.88 million ponds

§ 2008, Lotus’ profit is 2 million ponds

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British Car Market

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UK Motor Vehicle Production
Cars and Commercial vehicles
(1,000 units)

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The Current Status

§ UK produced 1,649,515 vehicles in 2008

§ 12th of global output league
§ 2.4% of global output in 2008, 8.8% of Europe,
down from 9.6% in 2000
§

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Economic contribution

§ 12% of UK manufactured exports, 77% of the

cars and 61% of the commercial vehicles were
exported.
§ 10.2 billion ponds value added in 2007.
§ 5.9% UK manufacturing employment

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Porter’s 5 Forces

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Threat of New Entrants


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Power of Suppliers

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Power of Buyers

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Threats From Substitutes

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Internal Competition

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DB9

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V12 Vantage

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DBS

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Aston Martin

Vision


§ To design sports cars that have a distinctive

and individual character, building it to the
highest standard. Making exhilarating cars to
drive and to own.


Common Goal and Spirit



§ To build the most prestigious sports car



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Aston Martin Awards

§ Concorso d’Eleganza Design Award, 2009



§ Super brands – Coolest Brand in Britain

2008,2007,2006
§
§
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Aston Martin

§ Tailor-made, superlative standards of

workmanship
§ Highly skilled workforce of 1800 employees
together with the most advanced facilities
§ Only 16,000 cars produced within 96 years

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Aston Martin Dealership

§ Wide and fast expanding global dealership

network
§ 126 dealers in 27 countries


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 Aston Martin in Movies

§ Long association between Aston Martin and

James Bond which began on screen with the
silver DB5
§ Featured its cars in very few other films, such as
the Persuaders and The Italian Job


§
§
§
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Aston Martin Racing

§ Large presence in Motorsports

§ Possess champion race teams that participate
in GT Championships in Britain, Belgium,
Europe, America, Australia…
§

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SWOT Analysis

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Conclusions

Loss in scale
(Mirror Image of what it used to be)

Low level of R&D

Saturated market

The Story
Today

Reduced labor Dependence on inward

productivity Investors

Non-existence of a
‘British car industry’!
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Recommendations

1 2 3
Investments in R&D Exploring new 1.Improve inward
and developing new markets like the investment
product lines subject emerging economies opportunities
to the money in Asia and reduce 2.Strengthen
available with them focus on exports to credibility &
saturated markets certainty

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Thank You!
谢谢 !
Dhanyava!
Danke!

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