Future Of The Car Industry in Singapore
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Transcript of Future Of The Car Industry in Singapore
BMW Asia
Singapore January 2011
BMW: Future of the Car IndustryQ3 2010 and 2011
BMW Asia
Singapore January 2011
BMW Asia
Singapore January 2011
“Green is no longer progressive. It is expected.”
BMW Asia
Singapore January 2011
BMW Asia
Singapore January 2011
8 respondents answered Toyota
4 respondents answered Honda
2 respondents answered Mitsubishi
1 respondent answered Porsche
“Any Japanese car brands”
“What do you mean by eco-
friendly?”
Toyota/Honda ranked the highest
When I mentioned the word ‘eco-friendly car’, what’s the first car brand that comes to your mind?
BMW Asia
Singapore January 2011
Moving Forward
BMW Asia
Singapore September 2010
Toyota Prius HybridThe most popular green car in the world.
High-fuel economy, plenty of versatility & a reasonable price.
Disadvantages: Low at performance, “it handles like an appliance”
Positioning: Fun to drive + environmentally responsible
Won a series of awards such as ‘Toughest Cars on the Road’, Best Overall Value, Highest owner loyalty & etc
BMW Asia
Singapore January 2011
Innovative technologies
Plug-in Hybrid Vehicles Electric Vehicles Hydrogen Fuel
Cell VehiclesNatural Gas
Hybrid
What is Toyota doing?
BMW Asia
Singapore January 2011
Future of Toyota
Source: Toyota Website
BMW Asia
Singapore January 2011
BMW Asia
Singapore September 2010
Honda Hybrid Insight
“For people who had had enough squeezing between the road.”
Economical, fun driving family car.
Positioning: A ‘must-have’ fun-driving car & enable people to make an impact
Won a series of awards such as “Greenest Vehicle of 2010”, “Excellent Value 2010”.
BMW Asia
Singapore September 2010
Honda Hybrid InsightScoring function:
The leaves indicate the level of fuel-efficiency.
Guidance function:
The background color indicates the fuel-efficiency of your driving.
Econ Mode:
Modifies certain engines for a more fuel-efficient driving.
BMW Asia
Singapore September 2010
What is Honda doing?
Honda sees fuel cells as the ultimate source of clean energy
Open up the possibility of a home-use hydrogen supply system.
Solar Hydrogen Station
BMW Asia
Singapore January 2011
Changes for the Better
BMW Asia
Singapore September 2010
Mitsubishi i-MiEV in Singapore 2010
will supply 50 i-MiEV for Singapore's 3 year Electric Vehicle task force's “test- bedding project”
Entitled to almost 50% cheaper price if one is willing to take part in the study.
Entitled to 20% discount for venues at the HortPark in Alexandra Road if the couple have taken at least 8 environmentally-friendly measures for their wedding.
Source: straits times
BMW Asia
Singapore January 2011
Now, let’s look at what are our competitors doing
BMW Asia
Singapore January 2011
Progressive design & progressive technology
BMW Asia
Singapore September 2010
AUDI A3 TDI
Entry-level Luxury Car.
Earns its environmental credentials & 2010 Green Car of the Year.
Positioning: Stylish, and fun to drive.
U.S.P: exceptional fuel economy & low emissions.
BMW Asia
Singapore September 2010
AUDI Q7 TDI
Green Car Award 2009
TDI -> cleanest diesel in the world.
The ONLY car who meets Euro 6 emission standards.
Positioning: Efficiency, performance and comfort.
Disadvantages: Driving feeling is “heavy”, engine is not quite as smooth
BMW Asia
Singapore September 2010
What else is Audi doing?a) TDI
- smooth, sporty & economical.- became a trend setter.
b) Audi Space Frame- uses light materials (aluminum) to cut fuel consumption.
BMW Asia
Singapore September 2010
What else is Audi doing?
c) Digital Collateral - Scan barcodes on the car model allows
visitors to view the brochures from e-library/phone.
- Also provide complimentary SMS for visitors to populate the libraries
D) SynFuel - new type of synthetic fuel: liquid & based on
natural gas. - result of intensive research work together
with Shell - can be used in any Audi diesel vehicle
BMW Asia
Singapore September 2010
AUDI in Singapore
• Official car for the Singapore International Energy Week (SIEW).
• Feature the Audi Q7 and the Audi e-tron.
•Audi e-tron : 4 electric motor power the vehicle, lightweight construction, 0-100 km/h in 4.8 sec
BMW Asia
Singapore January 2011
On a scale of 1-10, how ‘green’ do you think Audi is? Why?
On average, Audi was rated a 4
“Their LED lights & they run
some campaigns
before.”
“Audi’s core is lifestyle &
performance. They won’t
compromise.”
BMW Asia
Singapore January 2011
Road to the future.
BMW Asia
Singapore September 2010
Mercedes Benz A Class E-Cell
Less heavy & bulky
Powered by lithium-ion batteries
MB’s second electric car. It will be launched in Europe first.
Positioning: High in usability and comfortable family car.
BMW Asia
Singapore January 2011
What are they doing?
Mission: Emission-free driving. Join us on our journey.
BlueEFFICIENCY technologies
BMW Asia
Singapore January 2011
What are they doing?
Blue Tec HYBRID
F-cell, E-cell, E-cell Plus
Natural Gas Technology
Blue Direct
BMW Asia
Singapore September 2010
What else are they doing?
a) Use renewable raw materials for both interior & exterior.- The seat covers of new C-Class include 15% pure sheep’s wool.- Fibre which are obtained from banana plant partially replace the conventionally glass fibre structure in A-Class Cope.
a) SunDiesel. - Produced from plant residues- Almost completely CO2 neutral
BMW Asia
Singapore January 2011
Mercedes in Singapore
They do not have any Hybrid car in Singapore yet.
C-ClassB-Class E-Class
BMW Asia
Singapore January 2011
On a scale of 1-10, how ‘green’ do you think Mercedes Benz is? Why?
On average, Mercedes was rated a 5
“They had awesome ideas
with the development of
fuel cells.”
“I think their A-Class has C
engine or something like
that.”
“It’s a performance, classic car. I can’t relate it to green.”
BMW Asia
Singapore January 2011
What is BMW doing?
BMW Asia
Singapore January 2011 The Common Perception
CO2 Performance
Majority of the respondents believe that less emission means less performance
BMW Asia
Singapore January 2011 BMW
CO2 Joy
BMW believe in consuming far less energy but increase the driving pleasure.
BMW Asia
Singapore September 2010
How?
Blue Efficient Dynamic
Technologies
Lightweight Construction
Electric PowerSterling
Auto StartStop
Brake EnergyRegeneration
Petrol/diesel engine
BMW Asia
Singapore September 2010
BMW Active Hybrid
A combination of electric motor & internal combustion engine, supported by batteries & coordinated through hybrid management.
Used on 5 Series.
BMW Asia
Singapore September 2010
BMW Clean Energy- Hydrogen 7
World’s first production-ready hydrogen vehicle. Putting 100 of them to test as loan cars for leading figures from the worlds of culture, politics, business & media.
Built around a combustion engine that can switch on demand between petrol mode & hydrogen power.
Burns the hydrogen in combustion engine.
BMW Asia
Singapore January 2011
Are you aware of BMW’s “efficient dynamic” concept?
“Huh? What?”“I think I’ve heard
about it somewhere”
Half of them have heard/seen but only 1 of them is truly aware of the concept.
BMW Asia
Singapore January 2011
On a scale of 1-10, how ‘green’ do you think BMW is? Why?
On average BMW was rated 3
“This is how BMW supposed to be. They need to be fun & fast &
aggressive.”
“They can be ‘green’ but they chose not to.”
BMW Asia
Singapore January 2011
“Singapore is the greenest city in Asia 2011”
-Channel News Asia
BMW Asia
Singapore January 2011
How many people own/or know someone who owns an environmentally-friendly car?
Out of 15 respondents no one owns an eco-friendly car and 2 knows someone who owns one.
BMW Asia
Singapore January 2011
Culture in Singapore
60% of them believe there are market for eco-friendly cars in Singapore.
“No, Singaporeans don’t really give a
shit.”
“Yes the dense population and
cosmopolitan mentality create a good market
for these cars.”
“It can be done if we are more educated and there are more
publicity done.”
BMW Asia
Singapore January 2011
Buying Habits in Singapore
“Younger, upper middle class. They have resources &
more environmentally conscious.”
“People who are fooled by the
advertisement?”
Most of them believe that green cars are expensive and not practical.
“People who are rich & have all the time
in the world.”
BMW Asia
Singapore January 2011
Buying Habits in Singapore
“Not enough stations available and the gas
is pricey”“Troublesome lah”
“Fuel-efficiency as most of the time is spent city-driving rather than on the
highways”
Most of them will not consider getting one.
2 said “yes” and 3 answered “maybe”.
BMW Asia
Singapore January 2011
Buying Habits in Singapore
How would you rank the importance of these buying factors?
Fuel consumption
Design
Performance
BMW Asia
Singapore January 2011
Buying a Hybrid in Singapore
• In Singapore, after reaching 10 years of age, cars must be scrapped or face hefty road taxes.
• When they scrap their cars they’re entitled to receive money under the “Preferential Additional Registration Fee” (PARF) plan.
• Singapore’s vehicle residual value is greatly influenced by the “scrap value” of the car.
• If you purchase a hybrid you’re entitled to 40% of tax rebate of the Open Market Value of the car.
• Lower the value, will result in a higher depreciation for Green vehicles in Singapore.
• Also, hybrid cars are taxed according to their power or engine output, which means they pay quite a high road tax as well. Hence a Hybrid car tends to be 20-30% more expensive compared to a normal diesel car.
Source: Land Transport Authority, Singapore
BMW Asia
Singapore January 2011
Do Singaporeans care?
ALL of them are concern about oil price because of the inflation & not because of environmentally-conscious.
If one day the oil price has increased tremendously they will either take public transport or opt for a smaller, more
economical car.
Middle-class don’t really care as long as they get to wherever they have to go whereas the higher-class choose based on
what they like and the design, brand of the vehicle.
BMW Asia
Singapore January 2011
The Future of the Car Industry
No one is doing anything special for the green market.
Eco-friendly cars will be a niche market in the next 5-10 years.
Cars in Singapore is not really seen as a necessity but more of a status symbol.
Need to be more well-equipped with service centers.
More contagious ideas to change the behavior.
IS GREEN CAR APPEALING/COOL?