As its losses widen
further in Europe, Fiat has outlined yet another
presentation that offers a look at its proposed strategy
to solve its growing problems on its home continent –
although, as with previous presentations, the
correlation between projections and eventual reality
remains very much up in the air.
With
sales falling and a persistent lack of investment in new
models, Fiat sees its ‘quandary’ as offering two
choices. The first is to “remain focused on non-premium
mass-market and rationalise capacity by closing one or
more plants”; alternatively, it foresees a potential
future leveraging the “historical premium brand
heritage” of Alfa Romeo and Maserati, allied to a
re-alignment and repositioning of the group’s product
portfolio.
Fiat claims to prefer the latter option and proposes to
coalesce around five strategies which it also lists in
today's presentation:
1. Focus Fiat brand on 500 and Panda as pillar vehicles
(brands within a brand) and derive all future products
there from.
2. Reduce/curtail Lancia exposure, preserving uniqueness
of Ypsilon and rely on Chrysler’s NAFTA development to
feed European brand, if economically viable.
3. Focus on Alfa Romeo and Maserati to access higher-end
of ‘bi-polar’ market.
4. Fully flesh out Jeep brand by developing appropriate
products for European and international markets.
5. Continue to develop and maintain leading position in
LCVs.
Fiat adds that its overriding objectives are twofold.
The first is to utilise its EMEA (Europe, Middle East,
Africa) production base to develop its ‘global brands’ –
which it categorises as Alfa Romeo, Maserati, Jeep and
the Fiat 500 'family' – and secondly, to shift a
significant portion of its product portfolio towards
higher margin opportunities.
That is followed by another optimistic slide, which
lists 10 new Fiat models (including the 500L and Panda
4x4 for 2012, 500XL for 2013 and 500X for 2014), along
with a staggering nine from Alfa Romeo alone, by 2016,
with a refresh for the ageing MiTo and Giulietta
pencilled in for next year. The fundamental composition
of the Fiat brand is being reworked to centralise around
the 500 and derivatives, with the presentation
highlighting the company’s belief in its inability to
“leverage [the] Fiat brand to move into C-segment and
above.”
Worryingly for the group’s prospects as a volume
manufacturer, however, it was today reported in The
Wall Street Journal that, as a result of this
decision, the carmaker’s volume Punto and Bravo models
will be axed at the end of their life cycles, with no
replacements. The strategy appears to reflect
Marchionne’s belief that each individual product must
‘pay its way’, with no cross-subsidisation allowed for
models which cannot generate a profit – even if there
may be good reasons, such as the retention of market
share, to maintain a presence in certain segments. The
decision to scale back the Fiat brand to just A- and
B-segments, with the associated lack of presence in
significant volume segments, may help explain recent
media reports that Marchionne had proposed a merger
between three mass-market manufacturers in Fiat, Opel
and PSA. (Marchionne has since denied the reports.)
Moreover, a closer reading of Fiat’s plans is enough to
bring about scepticism as to their accuracy. For
instance, Maserati’s entire model range, including its
forthcoming Jeep-based Levant SUV, is now set to be
built in Italy – flying in the face of previous
assurances that the latter would be built at the
Jefferson North Assembly Plant in Michigan. Similarly,
Lancia’s sole scheduled refresh, due for the Ypsilon in
2015, is classified as an update which will come from an
Italian factory – yet the Ypsilon is currently
manufactured in Poland. The implication is thus that the
Ypsilon’s production will be moved from Tychy to Naples,
where it would be built on the Panda line. Whether
these, and a number of other plans, have been included
to satisfy various stakeholder interests in Italy, only
time will tell.
However, it should be noted that in its lack of
specificity about future plans, this outlook differs
from previous Fiat presentations. According to
Marchionne, this was a conscious decision. “We’ve had a
lot of internal discussions about whether I should
provide a higher level of granularity in terms of
product offerings and product launches,” he told
investors. “Because of the phenomenal amount of
consternation that has been caused after we launched
Fabbrica Italia back in 2010, and the inability of the
system to react to our reaction to a degrading demand
function, and the fact that that project effectively had
to be shelved due to changing market conditions, we have
decided to follow what our competitors have done
historically which is to not provide a lot of details
and effectively execute under development plans as they
saw fit.” However, critics have speculated that the
decision not to detail specifics is as much about being
able to more easily facilitate the inevitable changes
and cancellations to the plan, without breaking explicit
commitments.
Importantly for Italian car fans, the plan also
effectively foreshadows the axing of the storied Lancia
brand. Notably, Fiat management were unable to bring
themselves to admit the flawed nature of the plan to
rebadge Chryslers as Lancias; instead, ignoring the
various difficulties pointed out by a myriad of critics,
it is described in the presentation as an arrangement
“hindered by market condition[s]” and Lancia’s “limited
brand appeal” outside of Italy. Fiat’s solution for this
dilemma is to double-down on its commitment to
Americanise Lancia’s offerings, with Marchionne making
clear that, Ypsilon apart, the brand’s future – if
indeed it has one – lies solely in rebadged Chryslers,
built in North America.
Fiat sees synergies with this new strategy: “Products
needed for competitive offering in Europe are
complementary to those produced in NAFTA and LATAM where
production capacity is or will soon be saturated as
Chrysler product offering continues to be renewed
through 2015,” it says in the presentation. It adds the
target is to to utilise up to 15 percent of capacity for
export, especially for the forthcoming Jeep smaller SUV,
Alfa Romeo and Maserati brands.
Given that the company’s Italian factories currently run
at around 50 percent of capacity, it remains unclear how
they will be utilised if the push towards investment in
Fiat’s global ‘premium’ brands is only set to boost
capacity usage by around 15 percent, as around 80
percent usage is typically considered the minimum
threshold for profitable output. This also does not
include the decline in capacity usage which would result
from the axing of mainstream models such as the Punto
and Bravo.
Breaking down its EMEA targets, Fiat confirmed that its
2012 confirmed trading loss will come in at €700
million. It projects the next year’s European market is
likely to be flat, that the EMEA loss is expected to
come in at a similar or slightly lower level, and that
“actions on product plan and commitment of capital to
Italian manufacturing sites are dependent on respect and
compliance with new labour agreements; will require
24-36 months for implementation and will allow
Fiat-Chrysler in EMEA to recover some market share in a
more rational market and to act as export base for sales
by other regions.” Given the above preconditions, Fiat
believes that break-even is achievable in 2015-16.
Marchionne has also scaled back his production target of
6 million cars by 2016 (including Chrysler Group) to
4.6-4.8 million.