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MOTOR VEHICLE PARTS MANUFACTURERS ASSOCIATION of The PHILS
MOTOR VEHICLE PARTS MANUFACTURERS ASSOCIATION of The PHILS
PHILS. (MVPMAP)
BACKGROUND:
Why the need for the PhUV: Through the years, we have witnessed the steady
decline of local auto parts manufacturers and currently, most of what is left of our
membership are operating at only 40% of their rated plant capacities. There are
about 45,000 workers dependent on the local parts industry and its support
industries and thus, MVPMAP saw the need to look for a vehicle that will hopefully
revive the industry, a move similar to what our Asean neighbors have done – look
for a niche and serve it!! We are expecting the Philippine Utility Vehicle (PhUV)
Program to do this as we believe it can be the much-needed catalyst to revive our
ailing local auto parts industry.
Government support needed: Having said this, we are one with Senate President
Manny Villar when he said “let’s encourage the automotive companies to develop
cars that will use more locally made parts than their imported models”. That
exactly is what we have been telling (no, begging) the car assemblers for the last
few years but to no avail. This is where we feel the government could be of help by
providing the necessary incentives to the car assemblers, parts makers and even
buyers in the PhUV Program. We really need government’s help on this respect and
we would greatly appreciate its support, now that we stand on common ground.
The PhUV’s target market: However, we think that the 45,000 workers dependent
on the local parts manufacturing industry could no longer wait for the economy “to
grow by 8% in terms of GDP…… before we can consider producing a people’s
car”. The PhUV, which is not even envisioned to be a “people’s car”, is currently
the local auto parts manufacturers’ last hope for survival.
We feel that we do not necessarily have to target the ordinary Filipino households,
particularly the masses who earn P10,000 a month. The target market are the
entrepreneurs and OFWs who have businesses that can afford for them a used
imported vehicle from Subic. They have the capacity to pay yet can afford only one
vehicle – a vehicle they can use for business on weekdays and for family on
weekends.
The PhUV’s sales target: The sales target we have set for the PhUV is modest –
just 30,000 units, about half of the vacuum to be left by the recent Supreme Court
decision completely banning used car importation, especially those via Subic or the
so-called SUVic, which honestly speaking, may have been imported and
subsequently sold under questionable circumstances.
The PhUV’s modest sales target of 30,000 units a year almost matches the sales of
our top car manufacturer Toyota Motors Phils. which sold 34,188 units as of
November 2006 year-to-date. Even if the PhUV achieves only half of its target, this
is still comparable to the sales of second placer Honda Cars Phils. which is 12,564
units for the same period.
The PhUV’s target price: Even our PhUV target price of about P350,000 is within
the price range for that market. The market is there, they have the capacity to pay
and if successful, the PhUV could even help the local auto industry break its
100,000-unit annual sales target, an indication that the local auto industry is starting
to grow. Having found the niche, all we need to do is serve it.
The “China effect”: The slow but steady entry of Chinese-made motorcycles into
the country opened wide the local market for motorcycles, widened its client base
and somehow, brought down the prices of motorcycles to competitive levels, thus
making them more affordable to the masses. Retail financing was readily available,
thus the industry continues to grow consistently at 30-40% annually, achieving a
critical mass base. This resulted in the much-needed economies of scale for both the
assemblers and local parts manufacturers, enabling them to expand their operations,
provide stable employment to their workers and even invite foreign investors.
MVPMAP is optimistic that this so-called “China effect” will do to the auto
industry what it did to the motorcycle industry.
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Industry sales has remained flat for the last eight years!!
What is a PhUV?
The PhUV is a brand-new AUV assembled locally from CKD kits, has a high level
of local value added parts and labor but is priced like a used imported vehicle. It is
designed to carry both people and cargo, thus it is ideal for business use on
weekdays and family use on weekends. It is not a “people’s car” but a utility
vehicle, an AUV.
The target markets are the Filipino entrepreneurs and OFWs with businesses that
can afford them to pay for the vehicle. They have the capacity to pay but can afford
only one vehicle – one that could carry both passengers and cargoes, a vehicle they
can be used for business on weekdays and for the family on weekends.
The sales target we have set for the PhUV is modest – just 30,000 units, about half
of the vacuum to be left by the recent Supreme Court decision completely banning
used car importation, especially those via Subic or the so-called SUVic. If
successful, the PhUV could even help the local auto industry break its 100,000-unit
annual sales target, an indication that the local auto industry is starting to grow.
The PhUV target price of about P350,000 is within the price range for the target
market.
Timeline:
Support generated:
Biggest auto assembler and market in the Asean region and the second largest
pickup truck market after the USA
Annual production volume: 700,000 units and expected to hit the one-million
mark this year (38% exported)
Niche market: one-ton pickup truck and its various variants
The pickup truck capital of Asia, the Detroit of Asia (pickup trucks 72% of
total production)
Government excise tax of only 3% for the pickup truck compared to 30% for
cars
Has excise tax incentives for vehicles with energy saving devices (10%
instead of 30%) and vehicles running on alternative fuel (20% instead of
30%).
Government pushed for promotion of cheaper and affordable models based on
the one-ton pickup
Widespread credit availability
Government developed an extensive support network of auto parts
manufacturers
700 OEM auto parts suppliers; 1,000 others in supporting industries (2 nd tier);
employing over 217,000 workers = strong supply base, no imports
Thailand’s BOI offered investors 8-year tax holiday, duty-free machinery,
visa and work permit support and land ownership rights
Government also gave maximum incentives to support activities such as
R&D, HRD and design activities that support the auto sector
Thailand Automotive Institute embarked on a $218 Million program to
develop five key projects: HRD, auto experts dispatching program,
establishment of R&D centers, auto parts testing centers and car-testing
tracks, an information technology center and an auto export promotions
center.
Has a population of only 24.4 million yet produces 546,000 vehicles per year
Government supports a National Car Program, with Proton and Perodua as its
national cars
Government also supports its car parts suppliers with cuts in income tax
Government imposes higher taxes on importation of car parts and created a
Mandatory Standards for foreign products
Recently cut tariff for CBU imports from 20% to 5%
However, it also imposed non-tariff barriers on car imports: an importer has
to be 70% owned by the government or by Bumiputera and CBU imports are
capped at 10% of local production volumes
Imposed Customs Valuation on CBU imports instead of the GATT-approved
Valuation method
Has taken strong and decisive actions to protect its growing auto industry
Earlier allowed the importation of used vehicles to help spur its growing
economy
When local assemblers complained, government immediately imposed higher
taxes on importation of used vehicles
Vehicle import tax in the range of from $3,000 to $15,000 per vehicle
Result: Annual production volume has steadily increased to its current level
of about 45,000 units per year
An MVDP member who will assemble, market, sell and provide after-sales
service, warranty and spare parts
MVPMAP members must sell their parts to match or even be lesser than their
imported equivalents
Maintaining a price range of from P350,000 to P400,000 (retail price of a
used imported vehicle from Subic)
Achieving a critical mass base and an economy of scale for both assemblers
and parts makers
Availability of low-cost retail financing
Extensive sales & distribution network
Government support & incentives for assembler, parts makers and buyers
A successful “Buy Pinoy” marketing program
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