Truck industry 2020: The future is global - Roland Berger

32 |
Automotive Competence Center
Globalization, as we have seen, presents different sets of challenges to
triad-based manufacturers and manufacturers based in emerging markets.
Accordingly, the players in each market must respond differently. We have
also seen that established OEMs in triad countries currently have the edge
in terms of their capability to reshape the industry. This window of opportunity
will gradually close, however. Triad OEMs, having adapted their
strategies to the dictates of economic necessity and the demands of future
trends, must also adjust their business models in a number of ways if they
are to exploit their advantage over their challengers in emerging markets.
The general business models operated by OEMs must be aligned with the
requirements of globalization. Effectively, however, some OEMs now find
themselves stuck in the middle between the two. As things stand, their
business models necessitate a huge global coordination effort but promise
to yield only limited synergies (see Figure 17).
Three elements of change in OEMs' business models stand out as the
most powerful tools to advance truck OEMs' globalization efforts:
Platform architectures
> As markets and segments increasingly converge, they must develop
a one-truck concept that is valid for many markets. The US market
is still seen as an exception by the interviewees