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Price Hike Wave: Maruti Suzuki and Audi Gear Up for New Year Increases

Maruti Suzuki to hike car prices from January onwards. Here is why | HT Auto

Introduction:

The article reports that major automakers Maruti Suzuki and Audi have announced price hikes for their vehicles starting in January 2023, citing high inflation and increased input costs. Maruti Suzuki is India’s largest car manufacturer commanding over 40% passenger vehicle market share. Audi is a premium luxury brand under the German automaker Volkswagen Group vying for affluent Indian consumers. Vehicle price hikes during peak holiday demand seasons is an annual tradition, but steeper rises for 2023 reflect acute cost pressures.

Analysis for a layman:

Maruti Suzuki mass-produces affordable economy cars catering to middle class Indian buyers. Audi sells imported luxury performance sedans, SUVs and sports cars costing over ₹40 lakh targeting high net-worth individuals and businesses. The companies are increasing prices due to economy-wide high inflation in India hovering near 7%, as well as surging global prices from shortages for electronics, steel, aluminum and other raw materials used to manufacture vehicles and components. Interest rate hikes to curb inflation also drive up financing costs. The capacity-strained supply chain network post-COVID continues suffering production and shipping bottlenecks too.

Original Analysis:

The latest price hikes by incumbent market leaders reflect rapidly rising business costs squeezing margins in India’s ultracompetitive, price-sensitive automobile market. Continued high inflationary pressures come alongside rising energy, borrowing and labor costs too. However, higher vehicle acquisition and ownership costs could negatively impact short-term demand if new car buyers pull back on big-ticket purchases.

 The timing of such hikes during peak festive season months seems strategically targeted to boost dealership level sales before higher retail prices take effect in 2023. But this opportunistic move could risk flipping buyer sentiment and backfiring badly if customers now adopt wait-and-watch mindset expecting desperate discounts or broader market corrections. Weary consumers spending cautiously may also shift purchases earlier through aggressive financing schemes which will hit future sales.

Impact on Retail Investors:

For Indian retail investors holding stocks of domestic focused automakers like market leader Maruti Suzuki, second-placed Hyundai Motor, homegrown firms Mahindra & Mahindra and Tata Motors, these price hike signals highlight margin pressures from persistent high input costs in 2023. Investors need to track raw materials from electronics, metals and rubber moving in global commodities market and currency exchange rates impacting imported components. Although India’s uniquely high long-term vehicle demand growth forecasts driven by an expanding working age middle class points to upbeat volume and earnings outlooks eventually, near term headwinds calls for caution. 

Growth investors should maintain holdings given upside potential but lower expectations for 2023 numbers. More risk averse shareholders may consider partial profit booking at current peaks. Across automaker stocks, retail investors should compare valuations, input cost exposures both domestic and imported, localized manufacturing levels, market segment positioning, export potential and management outlooks calibrations before acting.

Impact on Industries:

The latest vehicle price hike announcements coupled with underlying inflationary and supply chain pressures directly impact India’s enormous domestic automotive industry. The sector including dealership networks accounts for 7-8% of national GDP and employs over 35 million workforce. But rising raw material expenses from electronics to lithium and cobalt will continue squeezing margins for automobile and auto component manufacturers further despite parts inflation moderating over last year’s peaks. These conditions also affect upstream supply chains spanning steelmakers like Tata Steel and JSW Steel facing global competitive intensity. Other interconnected sectors covering roads, parking infrastructure, batteries, lubricants, tires, glass, plastics etc also witness demand changes from automotive sector which is an economic bellwether. Broader ripple impacts may propagate into vehicle financing, insurance underwriting, oil marketing companies, transportation infrastructure projects and allied downstream aftermarket eco-systems providing services and spares.

Long Term Benefits and Negatives:

In the longer run with appropriate government policy foresight and public-private sector collaboration, the latest price spikes can economically incentivize India’s strategic self-reliance goals. This includes channeling investments into domestic feedstock capacity addition and import substitutions to better control input costs volatility seen recently. Automobile and battery manufacturing investments meshing with metals and electronics production under self-sufficiency themes will grow inflow. However, if unchecked inflationary conditions persist for multiple years alongside rising interest rates, vehicle affordability may suffer permanent setbacks especially for lower-middle income families. This can exponentially delay automobile ownership aspirations and discretionary buying cycles across rural and semi-urban regions constituting 75% of population but accounting for only 45% of car sales currently. Growth drivers hinge on higher participation.

Short Term Benefits and Negatives:

The immediate term winding up 2022 brings some revenue tailwinds as dominant incumbents like Maruti Suzuki plan final price hikes cashing in on still buoyant festive buyer sentiment and order backlogs currently. Multi-month waitlists for popular SUV models persists owing to production constraints. Dealers also stand to gain from year-end inventory pipeline clearances besides inherent sales bumps seen always during Dhanteras and Diwali. However potential downsides loom large as 2023 begins since higher acquisition costs could trigger negative buyer reactions especially in ultracompetitive economy segments where options exists today across new and used cars, SUVs, vans and two-wheelers as well upgraders delay marginal purchases. OEMs and dealers may require supporting discount schemes to tide over customer resistance. Among luxury brands, Audi and Mercedes could fare relatively worse than indigenous Tata Motors’ Land Rover marquee in the coming quarters as nationalistic sentiments heighten.

Companies that will gain:

Among listed large cap automakers, Tata Motors looks well positioned owing to its mix of commercial vehicles also witnessing upcycle and imported inputs inflation hedge from domestically manufactured SUV subsidiary Land Rover. Mahindra & Mahindra too stands apart with highly localized supply chains insulation, focus on rural buyers and aggressive investments in electric mobility spaces marking structural uptrends. Mid-cap producers like Bajaj Auto, TVS Motor and Hero Motocorp catering mainly to domestic two-wheeler demand also fare better to limit margin squeezes in 2023. Upstream steelmakers like Tata Steel, JSW and SAIL gain from rising automotive manufacturing growth driving materials demand and prices – especially on announcements of new downstream steel-using plants by conglomerates though import cost competition persists.

Companies that will lose:

Listed passenger vehicle manufacturers with higher import dependencies face immediate margin pressures since they remain beholden to adverse currency rate movements and overseas market dynamics even as they rapidly enhance localization levels. Market leader Maruti Suzuki however enjoys scale advantages on its high share of component sourcing from its parent Suzuki Motor’s cost-effective supply chains. Under its royalty agreement however, a weakening Yen directly enhances expenses. Hyundai Motor struggles against stablemate Kia which has moved faster on EV segments and enjoys better success recently. Similarly, foreign automakers Toyota, Volkswagen have ambitiously expanded but falter against nimble domestic competitors. Mid-cap component import houses without pricing powers also witness severe margin erosion from inflated costs.

Here is an analysis of the potential impact of the news article on market sentiment towards Maruti Suzuki and Audi:

CompanyPotential Impact on Market Sentiment
Maruti Suzuki*Negative: The news of price hikes could lead to a decline in Maruti Suzuki’s share price as investors become concerned about its ability to maintain profitability in the face of rising costs.
  • Positive: However, Maruti Suzuki’s strong brand reputation and solid financial performance could help to mitigate the negative impact of the news. Additionally, the company’s history of raising prices without a significant impact on sales could suggest that investors are already factoring in some level of cost inflation. Audi | * Negative: The news of price hikes could also lead to a decline in Audi’s share price as investors become concerned about its ability to maintain its premium positioning in the face of rising costs.
  • Positive: However, Audi’s strong brand reputation and focus on luxury could help to mitigate the negative impact of the news. Additionally, the company’s recent sales growth could suggest that investors are willing to pay a premium for its products.

Overall, the news of price hikes is likely to have a negative impact on market sentiment towards both Maruti Suzuki and Audi. However, the impact is likely to be more pronounced for Maruti Suzuki, given its exposure to the mass market.

Additional factors that could affect market sentiment towards Maruti Suzuki and Audi include:

  • The overall economic outlook: If the economy weakens, it could lead to lower demand for cars, which would hurt both companies’ sales and profitability.
  • The competitive landscape: The Indian auto industry is highly competitive, and Maruti Suzuki and Audi face intense competition from other automakers. If these competitors do not raise their prices, it could put pressure on Maruti Suzuki and Audi to lower their prices, which would hurt their profitability.
  • The cost of raw materials: Raw material costs are a major factor in the cost of producing cars. If raw material costs continue to rise, it could put further pressure on Maruti Suzuki and Audi’s profitability.

Additional Insights:

If the macro-environment of higher inflation, rising interest rates combined with emerging market currency turmoil persists through 2023, discretionary auto buying especially new vehicles can drastically suffer. Consumers will gravitate increasingly towards reliable organized players in buoyant used cars and two-wheelers segments or even shift temporary budgets to upgrade consumer electronics instead. Shared public transportation, corporate buses may see demand improvement too. Channel financing availability is crucial in upcoming years else retail automotive industry faces significant growth risks.

Conclusion:

Recent vehicle price hike decisions by incumbent automakers in India signals demand-side headwinds confronting the supply-heavy automobile industry at a challenging inflationary phase. Despite strong fundamentals of domestic consumption growth trends, near term profitability challenges loom amidst input material cost spikes. For equity investors, U.S. currency moves and commodity indexes provide vital demand-supply signals on raw material costs influencing auto shares performance. Discretionary auto purchases remains sensitive to financing rates which warrants monitoring rate cycle changes too while keeping perspectives aligned on India’s unique long-term structural growth stories.

Citation:

ET Bureau. (2023, November 28). Maruti Suzuki, Audi Cars to Get Costlier from January. The Economic Times. https://economictimes.indiatimes.com/industry/auto/auto-news/maruti-suzuki-audi-cars-to-get-costlier-from-january/articleshow/95926547.cms

 

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