11.16.2013

Green Car Congress: SAE New Energy Vehicle Forum: China’s focus on NEVs may have profound impact on future of transportation

Shanghai, China, November 12-13, 2013

China has a number of critical economic and environmental imperatives driving its pursuit of vehicle electrification, said the roster of plenary speakers at the SAE 2013 New Energy Vehicle Forum held in Shanghai this week. These include the increasingly problematic pollution and haze in cities; China’s projected increased reliance on imported oil; the need for rationalized multimodal transportation systems in ever more congested and space-limited cities; the growing dominance of the China auto market; and the desire to have China become the leader in the next generation of automotive technology, vehicles and mobility systems.

The shift from fossil fuels to electricity—while held in common with other countries—will be based on the “specific situation” in China, making the best use of China’s own advantages and innovations, but also with international cooperation, said Dr. Zhixin Wu, Vice President of the China Automotive Technology and Research Center (CATARC). The details of that specific situation may result in an electric vehicle parc somewhat different than in Western countries, other speakers noted, and may indeed—given the obvious scale of the China market—herald a major transformation in transportation, including the type and role of personal vehicles, others suggested.

If you look at China and you look at the development of the market here in China, it is an inevitable consequence that the largest auto market in the world is likely going to lead a revolution in automotive paradigms. The way cars are used here, the ways in which cars interact with the environment, the way in which human beings reside in urban centers in China are profoundly going to seed the development of the auto industry in every other part of the world.
With increasing pressure from air pollution, oil consumption and congestion, China is compelled to reinvent propulsion technologies. … The irony of all this is that the need for a change in the paradigm of personal transportation needs to happen here, moreso than it needs to happen anywhere else. But the ironic piece is that the [Chinese] companies that are trying to reinvent transportation have the least experience at developing the automobile. China wants to lead a revolution in transportation, not follow.
Why? Because the needs are different in China, and quite frankly, it’s an industrial development plan. If you choose a path to electrification, you want to choose a path that gives advantage to Chinese industries. If Chinese companies follow the conventional hybrid path, the diesel path, those are led by other automotive centers. New energy vehicles is a relatively blue ocean. 
William Russo, President and CEO, Synergistics
Policy background. China’s government has been investing in alternative automotive propulsion technology for more than a decade. The first target (1999-2002) was compressed natural gas (CNG), liquid petroleum gas (LPG) and other combustion alternative fuel vehicles (CAFVs), in a program called the Clean Auto Auction.

With the 10th 5-year Plan (“10-5”, 2002-2006), the government introduced the goal of developing and commercializing electric vehicles. The development of hybrid vehicles became a key element in China’s “863 program”—a national high-tech plan initiated in March 1986 (earlier post). The Electric Vehicle Project identified fuel-cell vehicles (FCVs), battery-electric vehicles (BEVs), and hybrid electric vehicles (HEVs) as the priorities for the development of alternative propulsion technologies. The government committed RMB800 million (then the equivalent of $97 million) from the State High Tech Development Plan.

The government increased spending in a third phase, from 2006, to RMB 1.1 billion ($138 million), and in a fourth phase, since 2009, with the range of power sources under investigation broadening to include batteries.

Under the 12th Five Year Plan (“12-5”), covering the 2011-15 period, electric vehicles are identified as one of seven strategic emerging industries to be given special support. An alternative-energy vehicles development plan for 2011-20 provides for investment of RMB100 billion ($15 billion) in research and development. (Earlier post.)

In 2012, China’s State Council announced a target of 500,000 plug-in vehicles by 2015, jumping up to 5 million by 2020. (Earlier post.) However, by the end of 2012, only 27,800 EVs were on the road (not counting two-wheelers or e-bikes), 80% of which are buses.

Accompanying those unit targets are some specific technology and cost targets: batteries are to offer 150 Wh/kg and cost 2 RMB/Watt (US$0.33/W) by 2015, with an increase in density to 300 Wh/kg and concomitant reduction in cost to 1.5 RMB/Watt (US$0.25/Watt) by 2020.

China requires a reduction in average fuel consumption of the passenger vehicle to 6.9 l/100 km in 2015 and to 5.0 l/100 km in 2020. The average fuel consumption of the passenger vehicles made in China was 7.3 l/100 km in 2012—a clear gap compared with 2015 objective and a great challenge compared with 2020 objective.

Current status. In his overview of China’s work on New Energy Vehicles, Dr. Wu explained that with 12-5 plan, China began concentrating on an R&D framework with three powertrain verticals: fuel cell vehicles, plug-in hybrid vehicles and hybrid electric vehicles, and three component technology verticals: batteries, motor drive systems, and energy management systems.

China is also starting with electrifying what Dr. Wu called the high-end (trucks and buses) and the low-end (micro-vehicles) and then plans to come to the mid-range.
From 2008 to 2010, China began increasing pubic demonstrations to evaluate the technology; these are being expanded from 2010 to 2015. By 2020, China is targeting the mass production of EVs, as well as launching R&D for the next generation of EVs.

Demonstrations
SectorCategoryUnits
Public sectorHybrid bus12,156
Pure electric bus2,526
Hybrid passenger car3,703
Pure electric passenger car6,853
Other electric vehicles2,194
Private sectorPure electric passenger car4,400
The development of EVs is very important to China: for haze, pollution and energy security. With the development of EVs, the China auto industry can transform from a big producer to the leading producer. We hope that innovation and our development capacity can be increased. We can also see that the policy incentives and support from the government are the strongest in the world. China will become the largest producer of and largest market for EVs. 
—Dr. Zhixin Wu
A perspective on the US. Dr. Huei Peng, Professor of Mechanical Engineering at the University of Michigan and the US Director of the US-China Clean Energy Research Center-Clean Vehicle Consortium, provided the predominantly Chinese audience at the SAE New Energy Vehicle Forum with a perspective on development efforts in the US. Dr. Peng was quick to note that “I do not speak for the US approach, I do not think there is a single US approach.
Does the US government have a clear strategy? Not compared to China. However, the US DOE has high level strategic thinking, nicely captured by the quadrennial technology review.
… One characteristic of the US approach is “all of the above.” The US does not believe in home run solution—in other words, someone makes a breakthrough in batteries, and all is well and all problems are solved. More likely, I think [all of the above] is a fundamental philosophy of many people in the Department of Energy and people who do new energy vehicle development. They believe that the future belongs to the use and integration of technologies that are cost-effective and mature and gradually making progress for the future. “All of the above” is not because we can’t make a decision, “all of the above” is because we believe there are many important aspects [to the problem].
All of the above means we will continue to support alternative hydrocarbon fuels; electrification; improve energy efficiency (very important); lightweight materials (very important); motors and power electronics (very important) and perhaps fuel cells.
—Dr. Huei Peng
The differences in US and Chinese markets and R&D suggest complementary research, according to Dr. Peng. He suggested the examples listed in the table below:
Leverage Opportunities
AreaUSChina
Battery researchLi-air; emphasis on modeling; degradation of LFPLi-sulfur; emphasis on experiments; degradation of LMO batteries
Powertrain typeAll electrified vehicles, including hybrid powertrainLargely focus on pure electric
ICE research topicsBiofuels and clean combustionAPU as range extender
Power electronics and electric machines (PEEM)Advanced design and simulation toolsProduce an efficient prototype
Thermoelectric materialsWorld-leading theories and models leading to new TE conceptsExcellent facilities and focus on demonstration
Funding leverageIndustrial partnersMOST (Ministry of Science and Technology) 863, 973 projects

China characteristics and the impact on NEV development. While a number of speakers referred to the special characteristics of the China market, Ken Doweskin, Director, China Research and Insight Center, Deloitte Touche Tohmatsu Ltd, and a Beijing resident, sketched out the basics.
  • With an aging population of 1.35 billion people, auto density is still low, but it is growing fast.
  • Soaring land and real estate prices constrain parking spaces, and drive new residential development further and further from the city center. Cities, and new residents, are becoming extremely spread out. While there is a great deal of density in the city center, the cities are becoming extremely large.
  • To keep employment levels up, cities have to provide a means of mobility.
  • Urban personal vehicle use will fit between high speed intercity rail and densely constructed urban light rail and subway systems, following a satellite-style urban expansion. Intercity personal vehicle use will fit with high-speed intercity and regional rail—e.g., people will drive to a rail station, take the train, and pickup some form of mobility on the destination end.
  • Personal mobility options will shift from ownership to fee-based shared usage. People will buy point-to-point mobility services.
  • The government will deploy considerable muscle and multiple levers in shaping mobility options. Examples are the reduction in license plate availability, restricted driving, and so on.
  • The imperatives to do something about air quality are much tougher than in Europe.
  • The key threat to China’s trade balance is oil and LNG imports.
China is not far away from blocking emitting vehicles in city centers. We can study whether consumers like [EVs] or not, but the reality is, we are seeing very strong movement toward restrictions of license plates and registrations that are going to evolve into very tough zero emissions requirements for inner city driving.
… China is not that much different from the US and other markets in having strong government interest [in EVs] and consumer reluctance. The reason things are fundamentally different is the leverage the government is deploying.
… In the eyes of China’s leadership, the very best outcome is that everyone buys a car and no one uses it.
—Ken Doweskin
You have to think differently about future, because the high growth economies are going to define a significant shift in where investments are made in the automotive industry and where the transportation needs are going to be quite different from what we were solving when Henry Ford and Gottlieb Daimler invented the autonomous vehicle, the automobile. That invention was for a different time. The new energy vehicles are about a future, and a world that will be quite different from the past.
William Russo
Resources

11.05.2013

China's domestic car makers are failing to compete

Autocar, October 30, 2013

China’s ailing car makers must “conquer their home market” before they have any chance of succeeding globally, according to Asian car industry consultant Bill Russo.

The MG 6 is outsold three to one in China by the Skoda Octavia


The home-market share of China’s car makers has been falling for some years, with passenger car sales by domestic brands dropping to just under 29 per cent of the market last year.  

China is expected to export around 580,000 cars this year, a fall on last year, and many of the vehicles will be sold to less competitive markets such as the Middle East, Africa and Latin America.

Making inroads into the US, Western Europe and Asia-Pacific markets is still seen as a huge step, despite the Chinese government wanting to see its domestic car industry exporting to the rest of the world.

Speaking at last week’s Global Automotive Forum in Wuhan, China, Russo said although China would be the “centre of the automotive universe in the 21st century”, a globally competitive car maker had yet to emerge from the country. “It is difficult to live in the West and not buy Chinese-made goods, but where is the Chinese Hyundai?” he said.

Russo, who was director of product and business strategy at DaimlerChrysler, said the first hurdles for the domestic Chinese car makers were the problems caused by the “fragmentation” of the industry around the huge country. “There is no Chinese Detroit,” he said. “We need to see a consolidation of Chinese companies and get rid of the weakest. Such small companies cannot grow to scale in competitive markets.”

The next step, according to Russo, is for China’s brands to “develop a value proposition”, which he suggested could be “affordable transportation”. Referring to many domestic car makers who still think that undercutting imported cars is the most effective strategy, he said “China cannot trade on the proposition of ‘cheap’ cars”, because cheap is associated with poor quality. “‘Affordable’ is a much more positive association,” he said. 


Business paper China Automotive Review underlined the problems facing domestic brands even when equipped with cutting-edge technology, pointing out that just 4905 Roewe 950 models were sold last year, while its Buick LaCrosse sister car (which shares the same GM Epsilon platform) sold 86,100 units.

11.04.2013

Bill Russo to Host Panel Discussion on Connected Engineering Solutions at Futurescapes 2013

Shanghai, China, November 14, 2013




Organized by:  Tech Mahindra

Venue:  Grand Hyatt, Shanghai, 3:30pm onwards

Panel Discussion: "Challenges and Opportunities: Business advantages of implementing Connected Engineering Solutions"




Research advancements in various areas like Miniaturization, Sensorization, Internet of everything, Computing and Communication technologies enables autonomous, smart ,safer products to the customers today. These Products which were conventionally designed for human interfaction, are now getting designed to interact practically with anything bringing Intelligence into the Product and its ecosystem.

What evolves is the current world of objects and products - Smarter, Safer, Connected and of course Intelligent.

Conceptualizing, Designing and Developing a sophisticated system of products interacting with each other in a cohesive manner in order to achieve a task on their own – needs altogether different kind of mind-set, engineering skill-set and technological expertise. We have assembled a distinguished panel of experts to discuss and debate the challenges and opportunities of implementing connected engineering solutions.

Dr. Gao Ming, CTO China, GE Lighting
Dr. Young Peng, Director, Tailored Products, Covidien China
Dr. Frank Zhao, Director, Research Institute for Automotive Industry & Technology Strategy, Tsinghua University
Mr. Jim Liu EVP & COO, SBI & TH Venture Capital
Mr. Glenn Hou, Executive Director, Frost & Sullivan China

Moderated by:

Mr. Bill Russo, President, Synergistics Ltd. And former VP, Chrysler NE Asia

10.30.2013

Auto Company Joint Ventures in China Lose That New-Car Smell

The Wall Street Journal, October 24, 2013


Shanghai General Motors Co. is a joint venture between General Motors and SAIC Motor. The company hosted a booth at the Wuhan Motor Show.


Global auto companies reap big sales in China from their partnerships with Chinese brethren. Might they someday be allowed to go it alone?

Under current regulations, global auto makers can only own as much as half of their joint ventures in China. Most foreign car companies such as General Motors Co. and Ford Motor Co. hold 50% shares. One notable exception is Volkswagen AG’s joint venture with FAW Group, the German automaker holds 40%.

But talk of allowing foreign players to operate on their own occasionally pops up. The latest instance was at an auto forum that began last week in Wuhan.

In response to a question from the Beijing Times at the conference, Chen Lin, a counselor at foreign investment and economic cooperation department of China’s Commerce Ministry, appeared to agree that a review was in order, suggesting the government and car companies study the impact a rule change might have.

“I think we should put it on the agenda,” said Mr. Chen, according to official transcript of his comments.

In a closed-door session accessible only to Chinese media, Ford Motor Chief Executive Alan Mulally responded to questions on the issue, saying: “I think the different ranges for equity are natural evolution of opening up the market…we are pleased to be part of the solution.”

Later he told foreign reporters including China Real Time that Ford was “very, very pleased” with its joint ventures.

Weiming Soh, a member of the board of management at Volkswagen Group China, told China Real Time the topic of VW expanding its share of its joint venture with FAW has been on the cards for some time.

“We are in the process of extending our joint-venture contract … We would like to do more and therefore this is something that we have been discussing with our joint-venture partners.” He gave no timeframe for a conclusion to such talks.

Analysts such as Bill Russo, president of automotive consulting firm Synergistics Ltd., said foreign car makers were hoping for a rule change because the current limits discouraged them from using China as an integrated part of global operations. “Foreign auto makers could really step up their game if China didn’t have these joint-venture rules,” he said.

Auto makers wouldn’t be keen to build factories in China to make cars for global markets because under the current system they would have to share half of profits with their Chinese partners.

But any attempt to change the status quo is unlikely to be popular with the Chinese partners–most of whom are state-owned behemoths that rely heavily on the cash generating cars sales their lucrative joint ventures yield.

“If China allows foreign car makers to have a bigger stake or drop the ownership limit, Chinese auto makers will be put in an extremely unfavorable position to negotiate with foreigners,” said Sa Boni, an analyst at market-research company IHS.

Mr. Russo said the joint-venture rules were originally put in place to ensure Chinese could have an equal footing with foreign partners. “But these joint-venture companies are now well-established, so those concerns are no longer there,” he said.

Most analysts say a change in regulations to allow greater foreign participation is unlikely to happen anytime soon.

Even if the policies were modified, Chinese auto makers would be loath to give up their shares in joint ventures well-positioned to benefit from China’s booming auto market—the world’s largest for new passenger car sales.

China is also forecast to be the biggest luxury car market as soon as three years from now, according to consultancy McKinsey & Co.

“Many state-owned companies that are partners in the auto joint ventures in China are not profitable as standalone organizations,” said Mr. Russo.  “I don’t see local partners giving up share without receiving a significant amount of money.”

–Colum Murphy and Rose Yu

Click here to read this article at WSJ.com

10.29.2013

Dongfeng Deliberates on Peugeot Stake

The Wall Street Journal, October 17, 2013


Dongfeng Motor and Peugeot Citroën jointly manufacture cars in China. Shown, the Élysée model produced at their factory in Wuhan, China Agence France-Presse/Getty Images


WUHAN, China—A top executive at Dongfeng Motor Corp. said on Thursday that the Chinese auto maker continues to debate the "rationality" of buying a stake in ailing PSA Peugeot CitroënUG.FR +0.70% after months of slow-going talks between the two.

The comments—by Dongfeng President Zhu Fushou on the sidelines of the Global Automotive Forum here—underscore the obstacles that remain ahead of a potential deal that would reshape the unprofitable French auto maker and project state-owned Dongfeng more fully on to the world stage.

Speaking to reporters, Mr. Zhu said "it's too early" to talk about a potential investment. Asked why the company is still in talks, Mr. Zhu said "because it's about the rationality" of a deal.

Mr. Zhu's comments come after months of talks between the two companies that could see Dongfeng take a stake of just under 30% in Peugeot, according to a person familiar with the matter. The French auto maker is exploring a capital increase to ensure sufficient resources to develop new cars amid a slumping European market.

The talks, however, have moved slowly, hampered at times by a language divide, and the cautious nature of Dongfeng, a person familiar with the matter said. On the Peugeot side, the company's controlling family isn't entirely on board with a deal that could also significantly dilute its control, that person added.

It also remains unclear whether a Dongfeng deal would conflict with the relationship Peugeot partner General Motors Co. GM -0.28% currently has with Dongfeng rival SAIC Motor Corp. 600104.SH -0.07% GM owns 7% of Peugeot.

Peugeot's board is expected to meet early next week to consider a potential capital injection from Dongfeng, a person familiar with the matter has said. After that meeting, the French government could consider investing in Peugeot alongside Dongfeng, another person familiar with the matter said.

Dongfeng is the state-controlled parent of Hong Kong-listed Dongfeng Motor Group Corp.
Mr. Zhu's comments Thursday echo those of some industry experts, who say it isn't clear whether an alliance with Peugeot would help Dongfeng realize its global ambitions, build its own brand or give it effective access to new technologies.

"For sure Dongfeng wants access to Peugeot's research and development, technology and sales network—the more they can get of these the better," said Zhang Xin, a senior analyst at Guotai Junan Securities in Beijing. "The problem is whether Peugeot wants to share them with Dongfeng," said Mr. Zhang.

"It would be a deal that [Dongfeng executives] would hope could put them into the premier league," said Sanford C. Bernstein analyst Max Warburton, who added that it would allow Dongfeng to move from being a contract assembler to full-fledged manufacturer.

Dongfeng is China's second-biggest car maker by volume if its sizable commercial-vehicle sales are included. But the overwhelming majority of Dongfeng's cars are produced with the company's joint-venture partners, which include Japanese auto makers' Nissan Motor Co. 7201.TO -0.79% and Honda Motor Co.7267.TO +0.26% , and Peugeot.

Dongfeng's own-brand cars account for about one-eighth of its total passenger-car sales, according to a Bernstein analysis based on data from the China Association of Automobile Manufacturers, an industry body.

"But if they are wise, they'll be spending a lot of time pondering whether they have the expertise to manage this and if a minority stake in PSA would really give them proper influence," Mr. Warburton said.

Mei Songlin, vice president and managing director with advisory firm J.D. Power China, said owning a substantial share of Peugeot could allow Dongfeng to access the French auto maker's know-how, including product platforms, technologies and quality-management systems.

Dongfeng's technology shopping list could include advanced powertrains, transmission systems, safety measures and emission systems, said Bill Russo, president of auto consulting firm Synergistics Ltd.

He said fostering such a technology pipeline could otherwise take Dongfeng years to develop by itself. "And there's no guarantee they can do it alone," Mr. Russo said.

Other factors possibly influencing Dongfeng's decision include a desire to survive in China's highly competitive auto industry and to ensure its joint venture in China with Peugeot, known as Dongfeng PSA, continues to run smoothly.

John Zeng, a managing director at consulting firm LMC Automotive, said Dongfeng is lagging behind even other Chinese state-owned car makers. "They are under pressure to grow, to be comparable to other automotive groups," he said.

"Dongfeng PSA is becoming increasingly crucial and a big cash cow to Dongfeng Motor overall. If Peugeot experiences a financial crisis, it will cause a big negative impact on its operations and brand image in the Chinese market," said J.D. Power's Mr. Mei.

He said Dongfeng PSA is now "growing in the fast lane." This year's sales volume is forecast to increase more than 20%, he added.

The Chinese auto maker's Dongfeng Motor unit posted a net profit of 5.5 billion yuan ($902 million) in the first half of this year, up 3% from a year earlier. According to CAAM data, the company sold about 2.2 million vehicles in the January-to-August period this year.

—Rose Yu in Wuhan, China, and Sam Schechner and Noémie Bisserbe in Paris contributed to this article.

Write to Colum Murphy at colum.murphy@wsj.com

Understanding the Chinese Commercial Vehicle Market

China Car Times, October 28, 2013





Respected China auto analyst Bill Russo gives his five part opinion and outlook on the Chinese commercial vehicle market in this must read report. The Chinese CV world is the polar opposite to the automotive world, consumers base their purchases on best bang for the dollar, nearly all purchases are Chinese brands and foreign brands are the 1% rather than 50+ percent as in the auto industry.

One opening point is extremely note worthy:
Global manufacturers will increasingly be pushed into the luxury “niche”, unless they adjust their business model and develop low-price, as opposed to low-cost products, which are not just “good enough”, but have the right features, durability, more rapid innovation, and lower price to be sold globally. The Chinese market is already highly fragmented, and the pathway to entry for foreign players is not obvious. However, we believe that several market entry options exist as previously noted. MAN’s JV with Sinotruk may be able to crack open the mid-range market in which local OEMs are dominant.

Competing In The China Market

China Law Blog, October 27, 2013

Click here to view this at China Law Blog


By Dan Harris on  Posted in China Business





Bill Russo has a wealth of experience and knowledge about China’s automotive and truck industries as anyone and I always enjoy his writings on those industries.  He recently came out with a five part article on “Competing in the China Truck Market” and it is excellent.

Like so many excellent articles on a single industry, almost all of what Russo says about China’s truck industry applies with equal force to competing in the China market as a whole.

If you are doing business in China or just thinking of doing so — be it related to trucks or not — I recommend you go here and read all five installments of Russo’s article.

And if that article does not help you with your China business, I’ll eat my hat.