Across the globe, automotive markets are quite competitive. Every major market has presence of major OEMs (i.e., Original Equipment Manufacturers) and they fight for every digit in the market share, before or after the decimal point. The competition is cutthroat in most markets.
So, in today's times, do you think a single OEM can have more than 50% share of the passenger car market in a country? Is it possible?
Yes, it is!!!
Maruti Suzuki India Limited (MSIL) has been the number one player for more than 30 years in one of the largest passenger car markets in the world. Indeed, it had the significant benefit of starting early in a high potential and non-liberalized market like India. However, with the right strategies and positioning, it has been able to maintain its number one position even after Indian market opened up and foreign players poured in. Players like Tata Motors, Hyundai, Honda, Toyota, Ford and GM have been in the market for 15-25 years. Yet, they have not managed to dethrone MSIL. Maruti Suzuki is an interesting case study that presents several takeaways for OEMs across the globe.
Disclaimer: The slides are from a public Market Insight document, for which Frost & Sullivan has the copyright. The document has been authored by Animesh Kumar.
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