Thursday, August 30, 2012

THE CAPTAIN OF THE SOUTH KOREAN SHIP

AFTER BEING THE CLEAR #2 IN THE INDIAN PASSENGER VEHICLE SEGMENT FOR OVER 11 YEARS, THE TIDE SEEMS TO BE TURNING IN FAVOUR OF ITS CLOSEST COMPETITORS. CAN H. W. PARK, THE CAPTAIN OF THE SOUTH KOREAN SHIP, STEER IT CLEAR OF THE MANY ICEBERGS ON THE WAY? BY PAWAN CHABRA

The market leader has even announced a plan to stage a comeback in the Indian market, starting with the launch of the Alto K10, coupled with five CNG models (of the SX4, the EECO, the WagonR, the Alto and the Estilo models), and the automatic A-Star. But even Shashank Srivastava, CGM – Marketing, Maruti Suzuki India, confesses, “A lot depends on how many units of the Nano does Tata Motors plan to sell in the Indian market.”

The issue of capacity crunch is also keeping many Hyundai investors on tenterhooks. Currently, its Sriperumbudur (Chennai) plant, with an annual manufacturing capacity of 600,000 units, is operating at full capacity. But as insiders quote, the auto major has an option of stretching it to 670,000, by modifying the assembly lines. The worrying fact is – Hyundai has not revealed plans to do that. Hyundai’s Saxena says, “If there is more demand for our products, we will possibly look into it. But I don’t think there will be a need for capacity expansion this year, perhaps not even in 2011.” But despite this, Park has good news for his investors.

Hyundai will land some hard punches on its competitors with the launch of its small car (reportedly scheduled for 2012), that will be positioned in the A2 minus segment, which would then be in direct competition with the Alto. The product is expected to bring high volumes to the company, which will then help it claw back market share in the domestic arena. Park reveals, “We are in the development stage of the model and it is going very well. However, I can’t comment on the time frame of the launch in the Indian market,” says Park. To this, Saxena adds, “While our small car will not compete with the Nano, when we are looking at such a model, we are looking at high numbers...”

Most likely, even though Tata Motors will again displace Hyundai as the #2 player for some more quarters to come, one cannot deny that Park still leads one of Hyundai’s most profitable overseas subsidiaries, which is also the #1 exporter of passenger cars from India, with exports of 285,658 units in FY2009-10 (64% market share in exports, while Maruti and Tata command a much lower 33.1% & 1.5% respectively). In fact, production figures prove how after Hyundai China (production volume of 570,309 units in 2009), the Indian subsidiary, with an output of 559,880 units in 2009, is the most important for the Chaebol.

Whether or not Park manages to retain the silver sceptre, the domestic market will remain key to Hyundai’s future. With the domestic market size growing by the day, fragmentation is inevitable. He has to focus on profitable volumes (and not ranks), with the key adjective being ‘profitable’ (given that currently, for every Nano that Tata Motors manufactures, it makes a loss due to capex depreciations). Park’s job as a CEO is to keep the volumes high and profits thick. For now, he is doing that. Tata Motors may focus hard on the Nano and critics may write volumes about how the product will ensure a second spot for Tata Motors, but experts opine that such low-priced products with wafer-thin margins, can hardly give companies a sustainable lead. There will be much more botheration for Park over the next couple of years in the form of Bajaj-Renault’s ultra low-cost car, FIAT’s model below the Punto and Volkswagen’s small car. But he needs to remember that increasing capacity is key, focusing on the Indian market with good margin products is important and keeping his investors happy (with profits) is religion. And for the sake of this religion, Park should not fret over giving away the runners-up trophy.


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