Apple
Google
Daimler
VW
BMW
Continental
Hella
Schaeffler
Tata Motors
SAIC
Tesla
Geely
Brilliance
Apple
Google
Daimler
VW
BMW
Continental
Hella
Schaeffler
Tata Motors
SAIC
Tesla
Geely
Brilliance
9
3) Competitive landscape of the automotive
industry faces disruption
COMPETITIVE LANDSCAPE AND CAPITAL MARKET SNAPSHOT
RATIONALE
PAST CAR-CENTERED COMPETITIVE LANDSCAPE
OEMs
OEMs
ESTABLISHED
OEMs
FUTURE DIGITAL COMPETITIVE LANDSCAPE
OEMs
MARKET CAPITALIZATION 2016 [bn €] CASH RESERVES 2016 [1] [bn €]
699
TECHS
503
59
75
OEMS &
SUPPLIERS
73
61
38
4
3
111
41
NEW
OEMS
38
12
8
205
TECHS
70
n/a
10
OEMS &
SUPPLIERS
21
6
2
TECH GIANTS
1
1
2
10
NEW
OEMS
1
1
0
In the past, OEMs competed
with each other and the role of
suppliers was clearly defined.
A much more complex landscape
is evolving, with the relevance
of established OEMs decreasing
due to new (tech) entrants.
Large Tier 1 suppliers will drive
consolidation to enhance their
roles as system integrators. Smaller
suppliers will pursue specialization
to cope with increasing pressure.
The changing competitive
landscape will also result in new
interaction between OEMs and
suppliers as well as increasing
price sensitivity due to low-cost,
country-based OEMs.
Uber [2]
[1] Cash and cash equivalents [2] Based on IPO valuation
Source: Annual Reports 2015 of BMW, VW, Daimler, Bosch, Continental, Schaeffler, ZF; Statista.de; Onvista.com; Nasdaq.com; Bloomberg.com;
goetzpartners analysis
Uber [2]
Capital markets show a stronger
belief in new players. Techs have
deeper pockets to change the
competitive landscape through
M&A activity.