Truckincanada

INDUSTRY PROFILE
Light Trucks in
Canada
Reference Code: 0070-0348

Publication Date: November 2010
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Canada - Light Trucks 0070 - 0348 - 2009
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EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Market value
The Canadian light trucks market shrank by 3.1% in 2009 to reach a value of $8.4 billion.
Market value forecast
In 2014, the Canadian light trucks market is forecast to have a value of $10.1 billion, an increase of 20.2%
since 2009.
Market volume
The Canadian light trucks market shrank by 2% in 2009 to reach a volume of 448.7 thousand units.
Market volume forecast
In 2014, the Canadian light trucks market is forecast to have a volume of 545.9 thousand units, an
increase of 21.7% since 2009.
Market segmentation I
LCV is the largest segment of the light trucks market in Canada, accounting for 99.9% of the market's
total volume.
Market segmentation II
Canada accounts for 5% of the Americas light trucks market value.
Market share
General Motors is the leading player in the Canadian light trucks market, generating a 35.1% share of the
market's volume.
Market rivalry
The current economic difficulties being experienced in Canada are having a profound effect on this
market.

CONTENTS
TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET VOLUME 11
MARKET SEGMENTATION I 12
MARKET SEGMENTATION II 13
MARKET SHARE 14
FIVE FORCES ANALYSIS 15
Summary 15
Buyer power 16
Supplier power 17
New entrants 18
Substitutes 19
Rivalry 20
LEADING COMPANIES 21
General Motors Company 21
Ford Motor Company 25
Chrysler Group LLC 29
MARKET FORECASTS 31
Market value forecast 31
Market volume forecast 32
MACROECONOMIC INDICATORS 33

CONTENTS
APPENDIX 35
Methodology 35
Industry associations 36
Related Datamonitor research 36
Disclaimer 37
ABOUT DATAMONITOR 38
Premium Reports 38
Summary Reports 38
Datamonitor consulting 38

CONTENTS
LIST OF TABLES
Table 1: Canada light trucks market value: $ billion, 2005–09 10
Table 2: Canada light trucks market volume: thousand units, 2005–09 11
Table 3: Canada light trucks market segmentation I:% share, by volume, 2009 12
Table 4: Canada light trucks market segmentation II: % share, by value, 2009 13
Table 5: Canada light trucks market share: % share, by volume, 2009 14
Table 6: General Motors Company: key facts 21

Table 7: General Motors Company: key financials ($) 23
Table 8: General Motors Company: key financial ratios 23
Table 9: Ford Motor Company: key facts 25

Table 10: Ford Motor Company: key financials ($) 27
Table 11: Ford Motor Company: key financial ratios 27
Table 12: Chrysler Group LLC: key facts 29
Table 13: Canada light trucks market value forecast: $ billion, 2009–14 31
Table 14: Canada light trucks market volume forecast: thousand units, 2009–14 32
Table 15: Canada size of population (million), 2005–09 33
Table 16: Canada gdp (constant 2000 prices, $ billion), 2005–09 33
Table 17: Canada gdp (current prices, $ billion), 2005–09 33
Table 18: Canada inflation, 2005–09 34
Table 19: Canada consumer price index (absolute), 2005–09 34
Table 20: Canada exchange rate, 2005–09 34

CONTENTS
LIST OF FIGURES
Figure 1: Canada light trucks market value: $ billion, 2005–09 10
Figure 2: Canada light trucks market volume: thousand units, 2005–09 11
Figure 3: Canada light trucks market segmentation I:% share, by volume, 2009 12
Figure 4: Canada light trucks market segmentation II: % share, by value, 2009 13
Figure 5: Canada light trucks market share: % share, by volume, 2009 14
Figure 6: Forces driving competition in the light trucks market in Canada, 2009 15
Figure 7: Drivers of buyer power in the light trucks market in Canada, 2009 16
Figure 8: Drivers of supplier power in the light trucks market in Canada, 2009 17
Figure 9: Factors influencing the likelihood of new entrants in the light trucks market in Canada,
2009 18
Figure 10: Factors influencing the threat of substitutes in the light trucks market in Canada, 2009 19
Figure 11: Drivers of degree of rivalry in the light trucks market in Canada, 2009 20
Figure 12: General Motors Company: revenues & profitability 24
Figure 13: General Motors Company: assets & liabilities 24
Figure 14: Ford Motor Company: revenues & profitability 28
Figure 15: Ford Motor Company: assets & liabilities 28
Figure 16: Canada light trucks market value forecast: $ billion, 2009–14 31
Figure 17: Canada light trucks market volume forecast: thousand units, 2009–14 32

MARKET OVERVIEW
MARKET OVERVIEW
Market definition
The light trucks market includes all light commercial vehicles (LCVs) and light buses and coaches (LBCs)
weighing up to 3.5 tons. This includes pick-ups and vans, but excludes sports utility and similar vehicles.
The market value is calculated in terms of manufacturer selling price (MSP), and excludes all taxes and
levies. Any currency conversions used in the creation of this report have been calculated using constant
2009 annual average exchange rates.
For the purposes of this report, the Americas consists of North America and South America.
North America consists of Canada, Mexico, and the United States.
South America comprises Argentina, Brazil, Chile, Colombia, and Venezuela.

MARKET OVERVIEW
Research highlights
The Canadian light trucks market had total revenue of $8.4 billion in 2009, representing a compound
annual rate of change (CARC) of -1.6% for the period spanning 2005-2009.
Market consumption volumes decreased with a CARC of -0.7% between 2005 and 2009, to reach a total
of 448.7 thousand units in 2009.
The performance of the market is forecast to accelerate, with an anticipated CAGR of 4% for the five-year
period 2009-2014, which is expected to drive the market to a value of $10.1 billion by the end of 2014.

MARKET OVERVIEW
Market analysis
After a period of consistent market decline, the Canadian light trucks market is expected to rebound and
post accelerating rates of growth towards 2014.
The Canadian light trucks market had total revenue of $8.4 billion in 2009, representing a compound
annual rate of change (CARC) of -1.6% for the period spanning 2005-2009. In comparison, the US and
Mexican markets declined with compound annual rates of change (CARCs) of -14.7% and -7.7%
respectively, over the same period, to reach respective values of $139.3 billion and $4 billion in 2009.
Market consumption volumes decreased with a CARC of -0.7% between 2005 and 2009, to reach a total
of 448.7 thousand units in 2009. The market's volume is expected to rise to 545.9 thousand units by the
end of 2014, representing a CAGR of 4% for the 2009-2014 period.
LCV sales had the highest volume in the Canadian light trucks market in 2009, with total sales of 448.1
thousand units, equivalent to 99.9% of the market's overall volume. In comparison, sales of LBC had a
volume of 599 units in 2009, equating to 0.1% of the market total.
The performance of the market is forecast to accelerate, with an anticipated CAGR of 4% for the five-year
period 2009-2014, which is expected to drive the market to a value of $10.1 billion by the end of 2014.
Comparatively, the US market will decline with a CARC of -6.1%, and the Mexican market will increase
with a CAGR of 9.3%, over the same period, to reach respective values of $101.6 billion and $6.2 billion
in 2014.

MARKET VALUE
MARKET VALUE
The Canadian light trucks market shrank by 3.1% in 2009 to reach a value of $8.4 billion.
The compound annual rate of change of the market in the period 2005–09 was -1.6%.
Table 1: Canada light trucks market value: $ billion, 2005–09
Year $ billion C$ billion € billion % Growth

2005 8.9 10.2 6.4
2006 9.2 10.5 6.6 2.9%
2007 9.1 10.4 6.5 (1.1%)
2008 8.6 9.8 6.2 (5.0%)
2009 8.4 9.5 6.0 (3.1%)
CAGR: 2005–09 (1.6%)
Source: Datamonitor DATAMONITOR
Figure 1: Canada light trucks market value: $ billion, 2005–09

MARKET VOLUME
MARKET VOLUME
The Canadian light trucks market shrank by 2% in 2009 to reach a volume of 448.7 thousand units.
The compound annual rate of change of the market in the period 2005–09 was -0.7%.
Table 2: Canada light trucks market volume: thousand units, 2005–09
Year thousand units % Growth

2005 462.4
2006 481.8 4.2%
2007 480.2 (0.3%)
2008 457.7 (4.7%)
2009 448.7 (2.0%)
CAGR: 2005–09 (0.7%)
Figure 2: Canada light trucks market volume: thousand units, 2005–09

MARKET SEGMENTATION I
MARKET SEGMENTATION I
LCV is the largest segment of the light trucks market in Canada, accounting for 99.9% of the market's
total volume.
The LBC segment accounts for the remaining 0.1% of the market.
Table 3: Canada light trucks market segmentation I:% share, by volume, 2009
Category % Share
LCV 99.9%
LBC 0.1%
Total 100%
Figure 3: Canada light trucks market segmentation I:% share, by volume, 2009

MARKET SEGMENTATION II
MARKET SEGMENTATION II
Canada accounts for 5% of the Americas light trucks market value.
The United States accounts for a further 83.7% of the Americas market.
Table 4: Canada light trucks market segmentation II: % share, by value, 2009
Category % Share
United States 83.7%
Canada 5.0%
Mexico 2.4%
Rest of the Americas 8.8%
Total 100%
Figure 4: Canada light trucks market segmentation II: % share, by value, 2009

MARKET SHARE
MARKET SHARE
General Motors is the leading player in the Canadian light trucks market, generating a 35.1% share of the
market's volume.
Ford accounts for a further 24.3% of the market.
Table 5: Canada light trucks market share: % share, by volume, 2009
Company % Share
General Motors 35.1%
Ford 24.3%
Chrysler 10.9%
Other 29.7%
Total 100%
Figure 5: Canada light trucks market share: % share, by volume, 2009

FIVE FORCES ANALYSIS

The light trucks market will be analyzed taking manufacturers of light trucks as players. The key buyers
will be taken as end-users (including truck leasing firms), and raw material and equipment providers as
the key suppliers.
Summary
Figure 6: Forces driving competition in the light trucks market in Canada, 2009
The current economic difficulties being experienced in Canada are having a profound effect on this
market.
Many companies have struggled to cope with financial pressures, which have led to bankruptcy filings in
2009 for companies such as Chrysler and GM. Such a situation is intensifying competition in the market
as companies struggle to maintain revenues and keep their business afloat. The likelihood of new
entrants is further negatively impacted as the current situation proves off-putting to companies hoping to
enter the market. The threat from substitutes is increasing as the economic situation becomes
increasingly dire and buyers look for ways to cut costs. Buyers in this market benefit from low switching
costs and strong financial muscle, however this power remains moderate overall.

Buyer power
Figure 7: Drivers of buyer power in the light trucks market in Canada, 2009
Many dealerships operating in this market are franchised to a particular manufacturer, and as such have
little influence upon the dynamics of the light trucks market. Buyers for light trucks generally tend to have
stronger financial muscle than in the car market as end users are mainly business customers. These can
include construction companies, transportation companies, as well as farmers and numerous small and
medium businesses. Losing these end users has a much larger impact on truck manufacturers than
individual consumers, thus increasing buyer power. Furthermore, buyers are relatively price sensitive, and
this is particularly evident in the current economic climate when businesses and consumers are looking
for ways to cut costs and save money. However, brand strength and reputation can diminish buyer power
to an extent as customers often display loyalty to a particular brand. Switching costs vary in this market
but are generally rather low. Buyers tend to be fairly reliant on the light trucks market, with little in the way
of viable alternatives for their transportation, which decreases buyer power to an extent. Overall, buyer
power is assessed as moderate in this market.

Supplier power
Figure 8: Drivers of supplier power in the light trucks market in Canada, 2009
Suppliers in this market are mainly providers of raw materials and equipment for manufacture. They also
include manufacturers of parts and tires that are not produced in-house. With fairly low differentiation of
raw materials there is often little to distinguish between suppliers and manufacturers have low switching
costs. However primary raw materials used are aluminum and steel, the fluctuating prices of which are
increasingly putting pressure vehicle manufacturers. These rising prices can also threaten to damage the
relationship between manufacturers and their suppliers. One light truck manufacturer will only constitute a
small part of suppliers overall revenues, strengthening suppliers' position in this market. Furthermore the
high importance of the materials to the success of truck manufacturers' business enhances their position
further. Suppliers are able to implement forward integration, although this vertical integration also applies
to market players in terms of component manufacture. Overall supplier power in this market is moderate.

New entrants
Figure 9: Factors influencing the likelihood of new entrants in the light trucks market in Canada,
2009
The Canadian light trucks market is facing difficulties within the current economic climate, creating a
situation that is off-putting to potential new entrants. Barriers to entry are also on the increase as Canada
face stricter regulations relating to the manufacture of vehicles. Authority to regulate emissions from
internal combustion engines in Canada currently rests with Environment Canada and Transport Canada.
Increasingly, the general approach to setting vehicle emissions standards in Canada is to harmonize
them with US Environmental Protection Agency federal standards as much as possible. This market has
fairly high barriers to entry with high fixed costs due to the manufacturing intensive nature of the
automotive industry. In this market start up costs are also significant, as players need to invest in
production facilities and a strong supply chain. Furthermore, the brand strength and reputation of the
established companies, such as Renault, also makes this market difficult to enter. Many of these
companies are able to tailor trucks to local markets, allowing existing competitors to benefit from scale
economies when entering new markets. A new company may need to ensure some level of integration to
compete with these incumbents. The likelihood of new entrants to this market is assessed as weak at
present.

Substitutes
Figure 10: Factors influencing the threat of substitutes in the light trucks market in Canada, 2009
Substitutes to this market include second-hand vehicles. It is common for smaller businesses and
companies in developing countries to buy used vehicles as they are less likely to be able to afford new
light trucks. Prior to the global economic downturn, the purchasing power of companies in developed
economies meant that the threat from this substitute was relatively weak. However, the threat is
increasing in Canada as businesses attempt to cope with difficult financial times by cutting costs. On the
other hand, new emission standards, together with technological solutions, may lead to a situation in
which the companies owning new fleet may be able to complete work cheaper and faster than the
competition. Overall the threat of substitutes is assessed as moderate.

Rivalry
Figure 11: Drivers of degree of rivalry in the light trucks market in Canada, 2009
In the light trucks market there exist a small number of large companies between whom competition is
fierce. Following the economic downturn that has been experienced on a global scale, this situation has
further intensified as companies have struggled to cope as revenues decline. For example, in April 2009
Chrysler LLC filed for Chapter 11 bankruptcy protection and announced a plan for a partnership with
Italian automaker Fiat. Similarly, in June 2009 General Motors filed for Chapter 11 bankruptcy
proceedings from which it emerged in July 2009 in a reorganization in which a new entity acquired the
most valuable assets. GM is now majority owned by the United States Treasury and Canadian
governments. Companies operating in this market tend to have operations in other markets such as
passenger car manufacture, which reduces their reliance on the light trucks market to an extent.
However, at present the whole vehicle manufacture industry is under pressure as demand weakens and
revenues drop. This creates an intensely competitive environment. Differentiation exists in terms of model
types and companies invest heavily in marketing to promote these models, reducing rivalry somewhat.
The current economic climate in Canada is reducing the uptake of vehicles in this market thus intensifying
rivalry as companies compete for a share of a smaller market. Overall, rivalry is currently assessed as
strong in this market.

LEADING COMPANIES
LEADING COMPANIES
General Motors Company
Table 6: General Motors Company: key facts
Head office: 300 Renaissance Center, Detroit, Michigan 48265 3000 USA
Telephone: 1 313 556 5000
Fax: 1 313 556 5108
Website: www.gm.com
Financial year-end: December
Ticker: GM
Stock exchange: New York
Source: company website DATAMONITOR
General Motors (GM) is primarily engaged in the design, development, manufacturing, and marketing of
automotive products worldwide. The company manufactures vehicles in 31 countries. In FY2009, GM sold
7.5 million vehicles under its brands, including Buick, Cadillac, Chevrolet, FAW, GMC, GM Daewoo,
Holden, Jiefang, Opel, Vauxhall and Wuling. GM's largest national market is China, followed by the US,
Brazil, Germany, the UK, Canada, and Italy.
As a result of tough economic conditions and a rapid decline in sales in the three months ended
December 31 2008, GM determined that, despite the actions it had then taken to restructure its U.S.
business, it would be unable to pay its obligations in the normal course of business in 2009 or service its
debt in a timely fashion, which required the development of a new plan that depended on financial
assistance from the U.S. government. In December 2008 GM therefore requested and received financial
assistance from the U.S. government and entered into the UST Loan Agreement. In early 2009 GM's
business results and liquidity continued to deteriorate, and, as a result, GM obtained additional funding
from the UST under the UST Loan Agreement. GM also received funding from EDC, a corporation wholly-
owed by the government of Canada, under a loan and security agreement entered into in April 2009 (EDC
Loan Facility).
Substantially all of GM's cars, trucks and parts are marketed through retail dealers in North America, and
through distributors and dealers outside of North America, the substantial majority of which are
independently owned. As of December, 2009 there were 5,619 vehicle dealers in the US, 568 in Canada
and 263 in Mexico. Additionally, there were a total of 14,317 distribution outlets throughout the rest of the
world. These outlets include distributors, dealers and authorized sales, service and parts outlets.

LEADING COMPANIES
As of December 2009, GM had equity ownership stakes directly or indirectly through various regional
subsidiaries, including GM Daewoo Auto & Technology (GM Daewoo), Shanghai General Motors (SGM),
SAIC-GM-Wuling Automobile (SGMW), and FAW-GM Light Duty Commercial Vehicle (FAW-GM). The
company operates through three business divisions, General Motors North America (GMNA), General
Motors Europe (GME), and General Motors M International Operations (GMIO).
GMNA primarily meets the demands of customers in North America with vehicles developed,
manufactured and/or marketed under the brands including, Buick, Cadillac, Chevrolet and GMC. The
demands of customers outside North America are primarily met with vehicles developed, manufactured
and/or marketed with brand names, Opel, GMC, Vauxhall, Buick, Cadillac, Isuzu, Holden, Chevrolet, and
Daewoo. GMNA sold 2.5 million vehicles in FY2009.
GME primarily meets the demands of customers in Europe. Vehicle sales and market share data from
sales of GM Daewoo produced Chevrolet brand products in Europe are reported as part of GME. GME
sold 1.7 million vehicles in FY2009.
GMIO primarily meets the demands of customers in China, Brazil, Venezuela, Australia, Middle East,
South Korea, Argentina, India, Colombia, Egypt and other regions. GMIO sold 3.3 million vehicles in
FY2009.
The company produced about 6.5 million vehicles in FY2009 of which 3.5 million vehicles were produced
by GMIO, 1.9 million by GMNA and 1.1 million by GME.

LEADING COMPANIES
Key Metrics
The company recorded revenues of $104,589 million in the fiscal year ending December 2009, a
decrease of 29.8% compared to fiscal 2008. Its net income was $104,690 million in fiscal 2009, compared
to a net loss of $30,860 million in the preceding year.
Table 7: General Motors Company: key financials ($)
$ million 2005 2006 2007 2008 2009

Revenues 193,050.0 205,601.0 181,122.0 148,979.0 104,589.0
Net income (loss) (10,417.0) (1,978.0) (38,732.0) (30,860.0) 104,690.0
Total assets 474,156.0 186,304.0 148,883.0 91,047.0 136,295.0
Total liabilities 458,456.0 190,766.0 184,363.0 177,201.0 107,340.0
Employees 335,000 280,000 266,000 243,000 217,000
Source: company filings DATAMONITOR
Table 8: General Motors Company: key financial ratios
Ratio 2005 2006 2007 2008 2009

Profit margin (5.4%) (1.0%) (21.4%) (20.7%) 100.1%
Revenue growth (1.2%) 6.5% (11.9%) (17.7%) (29.8%)
Asset growth (1.2%) (60.7%) (20.1%) (38.8%) 49.7%
Liabilities growth 1.4% (58.4%) (3.4%) (3.9%) (39.4%)
Debt/asset ratio 96.7% 102.4% 123.8% 194.6% 78.8%
Return on assets (2.2%) (0.6%) (23.1%) (25.7%) 92.1%
Revenue per employee $576,269 $734,289 $680,910 $613,082 $481,977
Profit per employee ($31,096) ($7,064) ($145,609) ($126,996) $482,442

LEADING COMPANIES
Figure 12: General Motors Company: revenues & profitability
Figure 13: General Motors Company: assets & liabilities

LEADING COMPANIES
Ford Motor Company
Table 9: Ford Motor Company: key facts
Head office: One American Road, Suite 1026, Dearborn, Michigan 48126 USA
Telephone: 1 313 845 8540
Fax: 1 313 845 6073
Website: www.ford.com
Financial year-end: December
Ticker: F
Stock exchange: New York
Ford Motor Company (Ford) is one of the largest automotive manufacturers in the world. The company
manufactures and distributes automobiles across six continents. With 80 manufacturing facilities
worldwide, the company's core and affiliated automotive brands include Ford, Lincoln, Mercury and Volvo.
The company conducts its business through two divisions: automotive and financial services. Within these
divisions, Ford's automotive business is further classified into reportable segments based upon its
geographical and organizational structure.
The automotive business division consists of the design, development, manufacture, sale and service of
cars, trucks and service parts. Through this division, Ford produces a wide range of vehicles including
cars for the small, medium, large and premium segments; trucks; buses/vans (including minivans); full-
size pickups; sport utility vehicles (SUV) and vehicles for the medium/heavy segments. In FY2009, the
company sold approximately 4,817,000 vehicles at wholesale throughout the world. The company's
automotive business is organized into the following segments: Ford North America, Ford South America,
Ford Europe, Ford Asia Pacific and Africa, and Volvo.
The Ford North America segment primarily includes the sale of Ford, Lincoln and Mercury brand vehicles
and related service parts in North America (the US, Canada and Mexico), together with the associated
costs to design, develop, manufacture and service these vehicles and parts. This segment also included
the sale of Mazda6 vehicles through its consolidated subsidiary, AutoAlliance International (AAI). This
business was sold in January 2010.

LEADING COMPANIES
The Ford South America and Ford Europe segment includes primarily the sale of Ford brand vehicles and
related service parts in South America and in Europe (including all parts of Turkey and Russia),
respectively. Ford Asia Pacific and Africa segment primarily includes the sale of Ford-brand vehicles and
related service parts in the Asia Pacific region and South Africa. The Volvo segment includes primarily the
sale of Volvo brand vehicles and related service parts throughout the world (including in North America,
South America, Europe, Asia Pacific, and Africa).
In addition to producing and selling cars and trucks, Ford also provides a range of after sales services
and products through its dealer network. In addition to the products that are sold to dealers for retail sale,
Ford also sells cars and trucks to its dealers for sale to fleet customers, including daily rental car
companies, commercial fleet customers, leasing companies and governments. The company provides
services such as maintenance and light repair, heavy repair, collision, vehicle accessories and extended
service warranty. In North America, the company markets these products and services under several
brands, including Genuine Ford and Lincoln-Mercury Parts and Service, Ford Custom Accessories, Ford
Extended Service Plan, and Motorcraft. At the end of December 2009, the number of dealerships
distributing Ford's vehicle brands worldwide was approximately 17,107 (including 11,682 for Ford, 2,269
for Volvo, 1,780 for Mercury, and 1,376 for Lincoln).
The financial services division operates through the company subsidiary, Ford Motor Credit (Ford Credit).
Ford Credit offers a wide variety of automotive financing products to, and through automotive dealers
throughout the world. The predominant share of Ford Credit's business consists of financing Ford
vehicles and supporting the company's dealers. Ford Credit's primary financial products fall into three
categories: retail financing, wholesale financing, and other financing.
Ford Credit also services the finance receivables and leases that it originates and purchases, makes
loans to affiliates, purchases receivables from company subsidiaries, and provides selected insurance
services. Ford Credit's revenues are earned primarily from payments made under retail installment sale
contracts and retail leases, and from payments made under wholesale and other dealer loan financing
programs. Ford Credit does business in all states in the US and in all provinces in Canada through
automotive dealer financing branches and regional business centers. Outside US, FCE Bank (FCE) is
Ford Credit's largest operation. FCE's primary business is to support the sale of Ford's vehicles in Europe
through its dealer network. FCE offers a variety of retail, leasing and wholesale finance plans in most
countries in which it operates; FCE does business in the UK, Germany and most other European
countries. Ford Credit, through its subsidiaries, also operates in the Asia Pacific and Latin American
regions. In addition, FCE, through its worldwide trade financing division, provides financing to dealers in
countries where typically Ford has no established local presence.

LEADING COMPANIES
Key Metrics
The company recorded revenues of $118,308 million in the fiscal year ending December 2009, a
decrease of 19.1% compared to fiscal 2008. Its net income was $2,717 million in fiscal 2009, compared to
a net loss of $14,672 million in the preceding year.
Table 10: Ford Motor Company: key financials ($)
$ million 2005 2006 2007 2008 2009

Revenues 176,835.0 160,065.0 172,455.0 146,277.0 118,308.0
Net income (loss) 1,440.0 (12,613.0) (2,723.0) (14,672.0) 2,717.0
Total assets 275,936.0 279,196.0 279,264.0 218,328.0 194,850.0
Total liabilities 262,494.0 281,502.0 272,215.0 235,639.0 201,365.0
Employees 300,000 283,000 224,000 213,000 176,000
Table 11: Ford Motor Company: key financial ratios
Ratio 2005 2006 2007 2008 2009

Profit margin 0.8% (7.9%) (1.6%) (10.0%) 2.3%
Revenue growth 2.6% (9.5%) 7.7% (15.2%) (19.1%)
Asset growth (7.9%) 1.2% 0.0% (21.8%) (10.8%)
Liabilities growth (7.0%) 7.2% (3.3%) (13.4%) (14.5%)
Debt/asset ratio 95.1% 100.8% 97.5% 107.9% 103.3%
Return on assets 0.5% (4.5%) (1.0%) (5.9%) 1.3%
Revenue per employee $589,450 $565,601 $769,888 $686,746 $672,205
Profit per employee $4,800 ($44,569) ($12,156) ($68,883) $15,438

LEADING COMPANIES
Figure 14: Ford Motor Company: revenues & profitability
Figure 15: Ford Motor Company: assets & liabilities

LEADING COMPANIES
Chrysler Group LLC
Table 12: Chrysler Group LLC: key facts
Head office: Auburn Hills, Michigan 48321 8004 USA

Telephone: 1 800 992 1997
Website: www.chryslergroupllc.com
Chrysler Group manufactures cars and trucks under the brand names Chrysler, Jeep, Dodge, Ram Truck
and Global Electric Motorcars (GEM). It operates 14 assembly plants, 11 powertrain plants, three
stamping operations, and six technical centers in North America.
The group operates through six brand lines: Chrysler, Dodge, Jeep, Global Electric Motorcars (GEM),
Mopar and Dodge Ram.
Chrysler Group designs, engineers, manufactures, assembles and sells passenger cars, minivans and
sport utility vehicles (SUVs) under the brand name Chrysler. The group's Chrysler brand lines include:
Chrysler 300, Chrysler Aspen, Crossfire, Pacifica, PT Cruiser Convertible, PT Cruiser, Sebring Sedan,
Sebring Convertible, and Town & Country.
The group's Dodge brand lines include: Avenger, Caliber, Challenger, Charger, Grand Caravan, Journey,
Magnum, Viper, Dakota, Durango, Nitro, Ram Trucks and Sprinter.
Chrysler manufactures sport utility vehicles (SUVs) under the brand name Jeep. The group's Jeep brand
lines include: Wrangler, Wrangler Unlimited, Patriot, Commander, Liberty, Grand Cherokee and
Compass.
Global Electric Motorcars (GEM), a Chrysler Group company, manufactures battery electric low-speed
vehicles. The GEM vehicles are used in fleet services, hospitals, military bases, airports, college and
industrial campuses, and parks and planned communities.
The group provides original equipment parts, accessories and services for Chrysler, Dodge and Jeep
vehicles under the brand name Mopar. It also includes Mopar Performance, a subdivision which provides
performance aftermarket parts for Chrysler-built vehicles.
The group manufactures trucks under the Dodge Ram brand. Its brand products include 2010 Ram 1500,
2010 Ram 2500 & 3500, 2010 Ram Chassis Cab 3500/4500/5500 and 2010 Dakota.

LEADING COMPANIES
From 1998 to 2007, Chrysler and its subsidiaries were part of the German based DaimlerChrysler (now
Daimler AG).
In 2007, DaimlerChrysler sold 80.1% interest of Chrysler Holding to Cerberus Capital Management, a
private equity firm, to form a new company named Chrysler LLC.
Global Electric Motorcars, a Chrysler company, introduced the next generation of gas-free and emission-
free, battery electric vehicles in 2008. In the same year, Chrysler partnered with ZF Friedrichshafen to
form a new axle manufacturing alliance, to access the advanced axle technologies.
Chrysler and Fiat Group finalized the global strategic alliance and formed a new company under the
name Chrysler Group LLC in June 2009.
Key Metrics
Full financial information is unavailable. The company recorded revenues of $17,710 million for the six
month period to December 2009. Net loss for the same period was $3785 million. The company also
announced revenue for the six months to the end of June 2010 of $20,165 million and a net loss of $369
million.

MARKET FORECASTS
MARKET FORECASTS
Market value forecast
In 2014, the Canadian light trucks market is forecast to have a value of $10.1 billion, an increase of 20.2%
since 2009.
The compound annual growth rate of the market in the period 2009–14 is predicted to be 4%.
Table 13: Canada light trucks market value forecast: $ billion, 2009–14
Year $ billion C$ billion € billion % Growth

2009 8.4 9.5 6.0 (3.1%)
2010 8.6 9.8 6.2 3.0%
2011 8.9 10.1 6.4 3.3%
2012 9.2 10.5 6.6 3.8%
2013 9.6 11.0 6.9 4.2%
2014 10.1 11.6 7.3 5.5%
CAGR: 2009–14 4.0%
Figure 16: Canada light trucks market value forecast: $ billion, 2009–14

MARKET FORECASTS
Market volume forecast

In 2014, the Canadian light trucks market is forecast to have a volume of 545.9 thousand units, an
increase of 21.7% since 2009.
The compound annual growth rate of the market in the period 2009–14 is predicted to be 4%.
Table 14: Canada light trucks market volume forecast: thousand units, 2009–14
Year thousand units % Growth

2009 448.7 (2.0%)
2010 461.2 2.8%
2011 476.0 3.2%
2012 494.4 3.9%
2013 516.3 4.4%
2014 545.9 5.7%
CAGR: 2009–14 4.0%
Figure 17: Canada light trucks market volume forecast: thousand units, 2009–14

MACROECONOMIC INDICATORS
Table 15: Canada size of population (million), 2005–09
Year Population (million) % Growth

2005 32.4 0.8%
2006 32.7 0.8%
2007 32.9 0.9%
2008 33.2 0.8%
2009 33.5 0.8%
Table 16: Canada gdp (constant 2000 prices, $ billion), 2005–09
Year Constant 2000 Prices, $ billion % Growth

2005 821.7 2.9%
2006 845.3 2.9%
2007 867.8 2.7%
2008 871.3 0.4%
2009 848.7 (2.6%)
Table 17: Canada gdp (current prices, $ billion), 2005–09
Year Current Prices, $ billion % Growth

2005 1,129.4 12.9%
2006 1,266.5 12.1%
2007 1,402.6 10.7%
2008 1,451.3 3.5%
2009 1,310.1 (9.7%)

Table 18: Canada inflation, 2005–09
Year Inflation Rate (%)

2005 2.2%
2006 2.0%
2007 2.1%
2008 2.4%
2009 0.3%
Table 19: Canada consumer price index (absolute), 2005–09
Year Consumer Price Index (2000 = % Growth

100)
2005 112.2 2.2%
2006 114.4 2.0%
2007 116.9 2.1%
2008 119.7 2.4%
2009 120.1 0.3%
Table 20: Canada exchange rate, 2005–09
Year Exchange rate ($/C$) Exchange rate (€/C$)

2005 1.2117 1.5061
2006 1.1346 1.4236
2007 1.0744 1.4701
2008 1.0667 1.5608
2009 1.1417 1.5876

APPENDIX
APPENDIX
Methodology
Datamonitor Industry Profiles draw on extensive primary and secondary research, all aggregated,
analyzed, cross-checked and presented in a consistent and accessible style.
Review of in-house databases – Created using 250,000+ industry interviews and consumer surveys
and supported by analysis from industry experts using highly complex modeling & forecasting tools,
Datamonitor’s in-house databases provide the foundation for all related industry profiles
Preparatory research – We also maintain extensive in-house databases of news, analyst
commentary, company profiles and macroeconomic & demographic information, which enable our
researchers to build an accurate market overview
Definitions – Market definitions are standardized to allow comparison from country to country. The
parameters of each definition are carefully reviewed at the start of the research process to ensure they
match the requirements of both the market and our clients
Extensive secondary research activities ensure we are always fully up-to-date with the latest
industry events and trends
Datamonitor aggregates and analyzes a number of secondary information sources, including:
- National/Governmental statistics
- International data (official international sources)
- National and International trade associations
- Broker and analyst reports
- Company Annual Reports
- Business information libraries and databases
Modeling & forecasting tools – Datamonitor has developed powerful tools that allow quantitative
and qualitative data to be combined with related macroeconomic and demographic drivers to create
market models and forecasts, which can then be refined according to specific competitive, regulatory
and demand-related factors
Continuous quality control ensures that our processes and profiles remain focused, accurate and
up-to-date

APPENDIX
Industry associations
International Organization of Motor Vehicle Manufacturers (OICA)
4 rue de Berri, 8éme arrondissement, Paris, France
Tel.: 33 1 4359 13
Fax: 33 1 4563 8441
www.oica.net
Canadian Vehicle Manufacturers' Association

170 Attwell Drive, Suite 4, Toronto, Ontario, M9W 5Z5, Canada
Tel.: 1 416 364 9333
Fax: 1 416 367 3221
www.cvma.ca/
Alliance of Automobile Manufacturers (Auto Alliance)

1401 Eye Street NW, Suite 9, Washington, DC 205, USA
Tel.: 1 202 326 55
Fax: 1 202 326 5598
www.autoalliance.org
Related Datamonitor research
Industry Profile
Light Trucks in Mexico
Light Trucks in Brazil
Light Trucks in France
Light Trucks in Germany

APPENDIX
Disclaimer
All Rights Reserved.
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permission of the publisher, Datamonitor plc.
The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.
Please note that the findings, conclusions and recommendations that Datamonitor delivers will be
based on information gathered in good faith from both primary and secondary sources, whose
accuracy we are not always in a position to guarantee. As such Datamonitor can accept no liability
whatever for actions taken based on any information that may subsequently prove to be incorrect.

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ABOUT DATAMONITOR
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INDUSTRY PROFILE

Reference Code: 0070-0348

Canada - Light Trucks 0070 - 0348 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 1

Canada - Light Trucks 0070 - 0348 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 2

FIVE FORCES ANALYSIS 15

General Motors Company 21

Ford Motor Company 25

Chrysler Group LLC 29

Market value forecast 31

Market volume forecast 32

Canada - Light Trucks 0070 - 0348 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 3

Related Datamonitor research 36

Canada - Light Trucks 0070 - 0348 - 2009

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Table 6: General Motors Company: key facts 21

Table 9: Ford Motor Company: key facts 25

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Canada - Light Trucks 0070 - 0348 - 2009

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Canada - Light Trucks 0070 - 0348 - 2009

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Canada - Light Trucks 0070 - 0348 - 2009

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Canada - Light Trucks 0070 - 0348 - 2009

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Table 1: Canada light trucks market value: $ billion, 2005–09

Year $ billion C$ billion € billion % Growth

CAGR: 2005–09 (1.6%)

Source: Datamonitor DATAMONITOR

Figure 1: Canada light trucks market value: $ billion, 2005–09

Source: Datamonitor DATAMONITOR

Canada - Light Trucks 0070 - 0348 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 10

Table 2: Canada light trucks market volume: thousand units, 2005–09

Year thousand units % Growth

CAGR: 2005–09 (0.7%)

Source: Datamonitor DATAMONITOR

Figure 2: Canada light trucks market volume: thousand units, 2005–09

Source: Datamonitor DATAMONITOR

Canada - Light Trucks 0070 - 0348 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 11

Source: Datamonitor DATAMONITOR

Source: Datamonitor DATAMONITOR

Canada - Light Trucks 0070 - 0348 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 12

Source: Datamonitor DATAMONITOR

Source: Datamonitor DATAMONITOR

Canada - Light Trucks 0070 - 0348 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 13

Table 5: Canada light trucks market share: % share, by volume, 2009

Source: Datamonitor DATAMONITOR

Figure 5: Canada light trucks market share: % share, by volume, 2009

Source: Datamonitor DATAMONITOR

Canada - Light Trucks 0070 - 0348 - 2009

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 14

FIVE FORCES ANALYSIS

Source: Datamonitor DATAMONITOR

Canada - Light Trucks 0070 - 0348 - 2009