future of the car industry in singapore
Post on 13-Sep-2014
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1. Look into the green car industry in Singapore.2. Is there a market for BMW green cars?3. Singaporeans automobile buying habits.TRANSCRIPT
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BMW Asia
Singapore January 2011
BMW: Future of the Car IndustryQ3 2010 and 2011
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BMW Asia
Singapore January 2011
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BMW Asia
Singapore January 2011
“Green is no longer progressive. It is expected.”
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BMW Asia
Singapore January 2011
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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?
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BMW Asia
Singapore January 2011
Moving Forward
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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
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BMW Asia
Singapore January 2011
Innovative technologies
Plug-in Hybrid Vehicles Electric Vehicles Hydrogen Fuel
Cell VehiclesNatural Gas
Hybrid
What is Toyota doing?
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BMW Asia
Singapore January 2011
Future of Toyota
Source: Toyota Website
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BMW Asia
Singapore January 2011
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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”.
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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.
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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
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BMW Asia
Singapore January 2011
Changes for the Better
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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
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BMW Asia
Singapore January 2011
Now, let’s look at what are our competitors doing
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BMW Asia
Singapore January 2011
Progressive design & progressive technology
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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.
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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
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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.
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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
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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
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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.”
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BMW Asia
Singapore January 2011
Road to the future.
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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.
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BMW Asia
Singapore January 2011
What are they doing?
Mission: Emission-free driving. Join us on our journey.
BlueEFFICIENCY technologies
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BMW Asia
Singapore January 2011
What are they doing?
Blue Tec HYBRID
F-cell, E-cell, E-cell Plus
Natural Gas Technology
Blue Direct
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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
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BMW Asia
Singapore January 2011
Mercedes in Singapore
They do not have any Hybrid car in Singapore yet.
C-ClassB-Class E-Class
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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.”
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BMW Asia
Singapore January 2011
What is BMW doing?
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BMW Asia
Singapore January 2011 The Common Perception
CO2 Performance
Majority of the respondents believe that less emission means less performance
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BMW Asia
Singapore January 2011 BMW
CO2 Joy
BMW believe in consuming far less energy but increase the driving pleasure.
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BMW Asia
Singapore September 2010
How?
Blue Efficient Dynamic
Technologies
Lightweight Construction
Electric PowerSterling
Auto StartStop
Brake EnergyRegeneration
Petrol/diesel engine
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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.
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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.
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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.
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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.”
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BMW Asia
Singapore January 2011
“Singapore is the greenest city in Asia 2011”
-Channel News Asia
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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.
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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.”
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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.”
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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”.
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BMW Asia
Singapore January 2011
Buying Habits in Singapore
How would you rank the importance of these buying factors?
Fuel consumption
Design
Performance
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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
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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.
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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?