Go Back   Team-BHP > BHP India > The Indian Car Scene

Thread Tools Search this Thread
Old 12th November 2010, 00:33   #1
Join Date: Oct 2010
Posts: 87
Thanked: 23 Times
Exclamation Will Audi,BMW and Mercedes localize their cars beyond 80% in India?

I was reading about Mercedes's plans to introduce a new front wheel architecture which would make its cars cheaper. Thats all well and good but here's my question.

Which one of the big three will have the guts to source at least 3/4th of their parts from Indian suppliers. I strongly believe that the company that does first will trample all over the rest.

Any thoughts?
crazycardude198 is offline   Reply With Quote
Old 12th November 2010, 09:38   #2
Senior - BHPian
S350L-E240's Avatar
Join Date: Apr 2004
Location: India
Posts: 1,416
Thanked: 376 Times


Good question, but logically speaking considering the amount of electronics these cars have and also a lot of components which usually sourced from a single point getting to a figure of 80% is quite impossible. Transmissions, Suspensions, Engines (Unless sourced from a 3rd party locally), In car electronics, entertainment systems all of that would have to come in to get to 80% and as of now the volumes do not justify it and in future too if volumes grow they still will not get to that high percentage as it just makes no sense for these car makers as they global volumes itself are lower then those of say Toyota etc.

While our country can surprise a lot, and a lot can happen and will happen but for the next 10 years or so I do not see any of them to get to 80%. Right now also they do source leather etc. from India and in the E-Class review it was the first thing I spoke of on how leather in CBU's of the same car is a lot softer then the one in the CKD cars from India.

Audi, in future could do a lot more then Mercedes & BMW, reason being VW & Skoda, and there are huge volumes in the future then certain parts which all 3 share could be localised as the 3 together can add to a huge volume, but then again it depends on how Audi manages everything but I do know they might have VW's advantage as certain engines etc. are cross shared too.
S350L-E240 is offline   Reply With Quote
Old 12th November 2010, 11:13   #3
designersf's Avatar
Join Date: Aug 2007
Location: Ann Arbor
Posts: 602
Thanked: 59 Times

One word answer - NO. Anything above 20% will be difficult. AFAIK BMW sources very few locally, interior fabric being one of them.
designersf is offline   Reply With Quote
Old 12th November 2010, 11:35   #4
Join Date: Apr 2010
Location: Chennai
Posts: 382
Thanked: 114 Times

In my opinion this is unlikely. The only chance of this happening is if TATA comes out with a sedan in the 30 lakh range. Hopefully they will have jaguar tech in this and export as well as domestic volume will be considered for the investment. They will make the car in india and export it to the world as affordable luxury brand . I guess india has the expertise locally if somebody like TATA can make the investment.

Merc/BMW/Audi will have to set up 80% localization to survive.
vishnurp99 is offline   Reply With Quote
Old 12th November 2010, 13:55   #5
kadanaJ's Avatar
Join Date: Apr 2010
Location: Mumbai
Posts: 354
Thanked: 128 Times

A lot of people buy Merc/BMW/Audi for the status and exclusivity.
Making them easier to afford might go against them.
The only advantage they would then get by local assembly would be fatter profit margins, but even that would come at the cost of quality (as if the Germans don't have enough reliability problems already)
kadanaJ is offline   Reply With Quote
Old 12th November 2010, 15:23   #6
Senior - BHPian
n.devdath's Avatar
Join Date: Jun 2009
Location: Bangalore
Posts: 4,140
Thanked: 2,325 Times

I agree to what most of us have said here. 80% is a big figure and very unlikely to happen here in India. And if it does happen, I m pretty sure that these manufacturers will continue to fleece customers in the name of "Premium" brands and "German" technology.
n.devdath is online now   Reply With Quote
Old 12th November 2010, 15:40   #7
Senior - BHPian
srishiva's Avatar
Join Date: Nov 2006
Location: Bengaluru
Posts: 3,765
Thanked: 1,013 Times

If they can bring in costly components from their own countries and sell it at a higher price to make big profit, why will they care?
Localization is used to enhance profit or to gain volume by bringing down the price. Its not needed for these companies.
srishiva is offline   Reply With Quote
Old 12th November 2010, 19:38   #8
Senior - BHPian
avishar's Avatar
Join Date: Oct 2008
Location: kolkata/bangalore,india
Posts: 2,481
Thanked: 1,032 Times

Well a company will do whatever it can to maximize profits.If in the near future it can find indian components that meet its quality and durability standards at a lower cost than importing it will surely go for localization.
Now whether they decrease prices is upto them.They might not decrease it much and take full advantage of localization.

Either ways with increasing volumes soon it will become prohibitive to use CKD kits when volumes like 20-50k is reached.
avishar is offline   Reply With Quote
Old 12th November 2010, 20:15   #9
Senior - BHPian
Mpower's Avatar
Join Date: Mar 2005
Location: Bangalore
Posts: 10,433
Thanked: 1,687 Times

Nopes. Doesn't make economic sense unless India is going to be an export hub and worldwide source.
Mpower is offline   Reply With Quote
Old 12th November 2010, 21:05   #10
Join Date: Nov 2007
Location: Doha
Posts: 139
Thanked: 2 Times

As everyone seems to agree, a highly unlikely prospect. Anyone got a clue about the localization percentage in China?

OT: I wonder if someone has already asked a similar question to Ratan Tata about Jaguar.
VINUMON is offline   Reply With Quote

Thread Tools Search this Thread
Search this Thread:

Advanced Search

Similar Threads
Thread Thread Starter Forum Replies Last Post
Mercedes & BMW to launch their own financial services arm in India GTO Indian Car Loans & Insurance 8 28th May 2017 21:25
Media biased against BMW / Mercedes / Audi & other expensive cars smartcat The Indian Car Scene 77 8th April 2017 23:10
VW India to localize production of EA288 2.0L diesel engine Tushar The Indian Car Scene 6 2nd February 2016 12:04
Aston Martin Opens their showroom in New Delhi, their 2nd Dealership in India Ace F355 Super-Cars & Imports in India 1 19th May 2012 20:59
Audi, BMW & Merc In India - What They Are Up To & Their Strategies (ET Article) smartcat The Indian Car Scene 2 26th March 2012 18:15

All times are GMT +5.5. The time now is 12:58.

Copyright 2000 - 2018, Team-BHP.com
Proudly powered by E2E Networks