German Automotive Industry Overview
Germany is one of the largest countries recognized for its superior and unmatched automotive industry. World-class R&D infrastructure, industry value chain integration, and highly skilled workforce are some of the major factors that contribute the German automotive industry’s success. This coupled with the adoption of autonomous technology by the top companies in the German automotive industry has increased the competition in the market. As such, for companies looking to enter the German automotive industry, conducting thorough market research and analysis becomes inevitable.
Our market intelligence engagement helped a North American automaker to successfully enter the German automotive industry. This article explains in detail the approach undertaken by our experts to help the client acquire more than 20% of the German automotive market share within one year of entering the market.
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Business Challenge
The client is an automotive company based out of North America.
As the domestic market was becoming saturated, the client, an automotive company, decided to expand their business operations to the German automotive industry to increase its market share, revenues, and profits. However, the client realized that entering the German automotive industry was highly challenging as they had to overcome the barriers that hinder their entry. Also, they needed help in mapping out a market entry strategy and choosing the right market entry mode. As such, they approached the experts at Infiniti Research to leverage their expertise in offering market intelligence engagement.
Other key objectives that the client needed to tackle by leveraging Infiniti’s market intelligence solution were:
German automotive industry challenge #1: Dealing with Worldwide Harmonized Light Vehicles Test Procedure (WLTP)
A new emission measurement system, ‘Worldwide Harmonized Light Vehicles Test Procedure’ was enforced in the European Union. This posed major challenges for German automobile companies as it led to additional costs. The client even noted that leading automakers took longer time to pass the certification test. The client, therefore, wanted to understand the steps to clear the process faster and successfully launch their vehicles in the German automotive industry.
German automotive industry challenge #2: Responding to developments in technology
With smart vehicle technologies and integrated systems changing the outlook of the German automotive industry, adapting to these technological developments and staying agile to respond to resulting changes in consumer demands was increasing for German automakers. Due to this, the client wanted to stay abreast of German automotive industry developments and understand their scope to adapt faster to the changes in the market.
German automotive industry challenge #3: Dealing with supply chain disruptions
Brexit caused difficulties for companies operating in the German automotive industry. Some of the consequences of Brexit were border delays and changing tariffs. These factors had a severe impact on the German automotive industry supply chains. The client, therefore, wanted to understand all the factors impacting the business operations of companies in the German automotive industry.
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Solutions Offered
With over 15 years of experience in working with various automotive giants across the world, we helped the client to devise a sound market entry strategy to enter the German automotive industry.
The initial phase of the engagement involved German automotive market research. Our in-house team of experienced market researchers helped the client to gather comprehensive insights into the German automotive industry. Through this engagement the client was able to gather insights into market developments, industry cost drivers, and various certifications required to launch a new vehicle in Germany. Our experts even helped the client to identify the right partners to help them in their certification and launch processes.
The next phase involved market scanning and monitoring of the German automotive industry. This phase of the engagement mainly focused on evaluating the technology market landscape and identifying growth opportunities. This helped the client to understand the impact of disruptive technologies on their business, track new innovations, and identify technology areas that provide the best commercial opportunity.
Our approach also involved consumer research, where we helped the client to understand the needs, preferences, values, and behavior of consumer segments in their target market.
Lastly, by conducting a competitive intelligence study, we helped the client to analyze the top automotive companies in Germany. This phase of the engagement helped the client to understand all the factors impacting the business operations of companies in the German automotive industry. Also, the client was able to understand the strategies adopted by the top German automakers to tackle the supply chain complexities.
Results Obtained
The experts at Infiniti Research helped the client to devise a market entry strategy to enter the German automotive market. In addition, gathering adequate market insights and having a detailed understanding of the competitive landscape helped the client to build strategic business plans. We even helped them to identify the best business partners to support their operations in the German automotive market.
The experts even recommended the client to innovate their marketing efforts, which helped them to differentiate their brand from other automotive players in Germany and eventually contributed to its success. Within two years of entering the new market, the client was able to acquire more than 20% of the German automotive market share.
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