China-Africa: McCarthy, Imperial to expand range of Chinese vehicles in SA
Tuesday, August 18th, 2009The newly formed Amalgamated Automobile Distributors (AAD) joint venture between McCarthy (Bidvest group) and Imperial – both JSE-listed rivals under any other conditions – is set to expand its range of Chinese imports over the next few years.
This comes as several local Chinese importers have closed their doors in the face of plummeting vehicle sales, much of this owing to the current global credit crisis. The local presence of brands such as Geely and Meiya, have come to a swift end as cash- and credit-strapped consumers are either abdicating from showrooms floors altogether, or returning to familiar brands.
New vehicles sales in South Africa this year have already dropped by more than 30% compared with 2008.
However, the case for Chinese vehicles – offering a value-for-money proposition compared with European or US alternatives – is still strong, says AAD MD Brett Soso.
AAD was formed in June, and is a 50:50 joint venture.
Chery South Africa and Foton South Africa, previously the sole responsibility of McCarthy, now reside under AAD as the holding company.
The Chinese parent companies of Chery and Foton have the option of buying into AAD.
The value of the deal has not been disclosed.
Imperial is familiar with vehicle imports having, for example, introduced the now well-known Indian brand Tata into South Africa.
“We said it’s a tough business out there, so let’s team up,” comments Soso on the formation of AAD. “It also takes out the duplication between Imperial and McCarthy in terms of back office and logistical infrastructure, for example.”
AAD currently offers the Chery QQ3 minicar, the J5 sedan, and the Tiggo sports-utility vehicle to the South African motoring public.
In the Foton stable, there is only one product on offer, and this to the local minibus taxi industry.
Around 2 390 Chery vehicles were sold in South Africa from May to December 2008, and 1 680 Foton taxis, since the vehicle was launched in July 2007.
Soso expects 2009 Chery sales to drop by around 50% compared with 2008.
In general, he does not expect the local market to improve until banks are willing to loosen their credit criteria, which he anticipates will take another 12 to 24 months.
“At some stage, the credit approval rate was at 16% of applications.”
CHERY
The ten-year old Chery is the Asian country’s biggest 100% Chinese-owned vehicle manufacturer.
The company had one model on offer in 1999, a number which has since grown to 13.
In 2001, sales reached 28 149 units, growing to 356 000 units in 2008. Of this number, 135 044 units were exported to more than 80 countries in 2008.
The company’s production capacity is around 650 000 vehicles a year, 650 000 engines a year, and 400 000 gear boxes a year.
Chery South Africa is set to introduce the J1 – a 1,3 l hatchback – into the local market in October, notes Soso.
It is Chery’s first global car, says Chery Asian-Pacific and South Africa region GM Tony Sun.
The vehicle was designed in Italy, and is aimed at the North American, Asian and European markets, he adds.
Chery is keen to offer South Africa an even wider range of vehicles.
However, says Soso, any new introduction has to make sense from a price perspective.
Vehicles imported from China to South Africa are subject to a 28% import duty, adding to the cost.
Accepting vehicles based on the same production platform – which means there is a high commonality of parts – make particular sense, adds Soso.
“We are likely to be offered six Chery models over the next two years, but we won’t take all of them.”
These models may include a minibus for the taxi market, and a mini pick-up.
FOTON
AAD is set to introduce a new taxi to the local market in September, in the form of the Inkunzi (Zulu for bull).
The 14-seater will retail at roughly R200 000, with the new long-wheel base version replacing the current short-wheel base version.
“The vehicle has been homologated [recognised as a production model] and has passed all the taxi specifications in June already,” says Soso.
The long-wheel base version adds a few centimetres legroom for commuters, as well as one extra seat and power steering.
The Inkunzi makes use of a 2,2 l petrol engine.
Other vehicles to come from the Foton group, planned for a phased roll-out in the South African market from 2010, includes the MP-X multipurpose vehicle, a range of single and double-cab vehicles, and a range of light-duty trucks from 1,5 tons through to five tons.
“These vehicles are all currently being homologated,” says Soso.
In the long-term Foton also wants to introduce a range of heavy-duty trucks into South Africa.
The 13-year old Beijing-based Foton is the world’s second largest commercial vehicle manufacturer.
Last year the company sold 409 800 vehicles, up from 63 600 units in 1999.
By the end of this year, the company will have 11 factories worldwide, including facilities in Mexico and Vietnam.
THE FUTURE
Over the next few years, the Chery and Foton companies within AAD will start to function much more independently of each other, says Soso.
At this point in time Foton is much more commercial-vehicle orientated, with Chery a strong passenger vehicle manufacturer. However, this is set to change as Foton is developing its own range of passenger vehicles.
Soso adds that he expects a few new Chinese brands to be introduced into the local market over the next year or so.
This will seem a lucrative proposition on the back of a stronger rand, having recuperated from a weak spell at around R10 to the dollar, which all but erased the price advantage Chinese vehicles have to offer.
