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Tata Motors will unveil its long-awaited one lakh (INR 100,000) car (hereon referred as Jeh,
reportedly Ratan Tata’s favourite moniker for it), on January 10 at the Auto Expo 2008 in January 8, 2008
New Delhi. While the exact pricing of the car and its launch date is likely to be declared
later in this year, we believe that Tata Motors may have hit a sweet spot with that Ashutosh Goel
+91-22-2286 4287
particular price point. ashutosh.goel@edelcap.com
We analysed the passenger car markets of about 25 countries in the context of their Amol Bhutada
+91-22-2286 4287
income levels and affordability of entry-level cars. Our research shows that at an amol.bhutada@edelcap.com
affordability level (measured as price of a new car in terms of months of per capita income
Chinmay Parikh
in purchasing power parity basis) of about eight months income, passenger car sales hit a +91-22-4009 4686
chinmay.parikh@edelcap.com
sweet spot. With India’s per capita GDP at about USD 3,800 on PPP basis, and Tata
Motors intended price target for the car at USD 2,500, we believe the one-lakh car may be
right at the point where it can go on to garner unexpectedly large volumes. This is
precisely the key to making money at those pricing levels.
Although the overall cost structure of any car varies significantly across price points, we
have looked at the broad elements of the cost of designing, developing, and
manufacturing a car, and potential areas for Tata Motors to have cut and saved costs to
achieve the intended price point.
Reuters : TAMO.BO
We maintain our ‘BUY’ recommendation on the stock on the back of our expectations of a
Bloomberg : TTMT IN
big positive surprise from the company’s passenger car business, a robust recovery in the
commercial vehicles business, and the potential from value unlocking from its subsidiaries.
Market Data
What is at stake? 52-week range (INR) : 974 / 616
Ever since Tata Motors announced in 2001 its intention to develop a passenger car to sell Share in issue (mn) : 385.5
at INR 100,000, there has been a humongous amount of speculation, commentary, M cap (INR bn/USD mn) :298.3 / 7,553.1
admiration, criticism, and skepticism about the car. One finds it difficult to recall which Avg. Daily Vol. BSE/NSE (‘000) : 1,722.4
other product launch (including Marut-800 in 1985) in Indian automotive history has
generated even a fraction of the excitement, enthusiasm, and anxiety in the industry.
Share Holding Pattern (%)
While for Mr Ratan Tata and Tata Motors the project is something on which they are Promoters : 33.4
staking their prestige and hundred millions of dollars, various other parties involved or MFs, FIs & Banks : 16.4
affected by the project too have a lot at stake in it. FIIs : 15.9
Others : 34.3
Competitors are anxious about its impact on their market share, skeptical about its
success, and envious (another word for it starts with Jeh) about Tata Motors’ (a
newcomer in car making) gumption to undertake this ambitious exercise.
Customers are hopeful about the price, performance, and Tata Motors’ ability to 1,000 2,000
deliver the right product.
875 1,500
Vendors would like to see large sustained volumes to recover their investments.
('000)
(INR)
750 1,000
Environmentalists and urban planners are anxious about the pollution and road
congestion. 625 500
Investors are still figuring out how possibly it can give a decent return on investments.
500 -
Everybody else is just hugely curious about the hype and the fuss. Jan-07 Jul-07 Jan-08
1 Edelweiss Research is also available on Bloomberg EDEL <GO>, Thomson First Call, Reuters and Factset.
Tata Motors
Since so much, for Tata Motors, and for its vendors and investors, depends on the volumes Jeh
will be able to generate, we attempted to assess the market potential for a car at its price point.
Since there has not been any comparable product at a price point close to INR 100,000, we
adopted a novel approach – looking at the market from an affordability point of view. The
fundamental tenet underlying this approach is simply that owning a set of wheels is a common
aspiration across the global middle class, but the actual purchase depends on affordability.
60
Belgium
50
Car sales per '000 people
Germany
Ireland
40 France
USA
30 Greece
20 Malaysia China
10 Poland
Brazil India Philippines
0
4 8 12 16 20 24
Entry car price as months of per capita GDP-PPP
A brief tour into the automotive history seems to confirm a similar trend - sales explode when
price points of entry level cars touch 7-8 months of income.
The Volkswagen Beetle was launched in 1932 in Germany at a price of Reichsmark (RM)
990, when the average industrial wage was about RM 32 per week – i.e. priced at 7.2
months income. It was launched in the US in 1969 at a price of USD 1,640, when the per
capita GDP was around USD 3,900, which means 5 months of per capita GDP.
Incidentally, the Beetle was meant to be a people’s car – that is where Volkswagen derives
its name from.
The Ford Model-T, the car that put America on wheels, when it hit peak sales in 1910 was
priced at USD 300, with per capita income in the US being at USD 400, again at 8 months
income.
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Tata Motors
Although it is difficult to explain this statistical sweet spot through causality, we believe the
reason for the jump in passenger car sales at a particular inflexion point has something to do
with the shape of the income distribution curve. Based on the NCAER’s demographic and
household income surveys, we observe that the slope of the income distribution curve becomes
significantly steeper at household income level of INR 200,000-500,000. While the current entry
car prices are targeting income groups of above INR 500,000, Jeh would bring down the
affordability income threshold for car ownership to the inflexion point.
150,000
121,852
90,000
60,096
60,000
30,000
15,877
3,816 1,368 560 68
127
0
<90
90-200
200-500
500-1,000
10,000
>10,000
1,000-
2,000-
5,000-
2,000
5,000
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Tata Motors
Further, a study by consultants AT Kearney forecasts that global demand for low-cost cars
(priced below USD 5,000) will grow to 17 mn units a year in 2020. The biggest opportunity is for
cars with a selling price below USD 4,000 and the biggest markets for such cars are India and
South East Asia (Tata Motors has submitted a proposal to Thailand to manufacture Jeh there
with an investment of INR 8-9 bn).
For other car makers, domestic as well as global, initial skepticism and criticism has given way to
grudging admiration and imitation. Over the past two years, almost every global player has
announced to build a low cost car for the emerging markets. Renault, which won accolades for
developing a low-cost sedan car (the Logan) for the Eastern European and later introduced it in the
Western European markets, has unsurprisingly chosen an Indian partner (Bajaj Auto) for
developing an even lower cost (USD 3,000) car likely to be launched in 2010. Several other global
automobile and component manufacturers (GM, Renault, Delphi, Visteon, and Bosch) have also
set up engineering and design centers in India to benefit from its low-cost engineering resources.
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Tata Motors
Vendors too are seeing big opportunities globally in low cost cars. Bosch has said it expects its
own revenues from low cost cars (EUR 7,000 or less) in emerging markets to reach EUR 1 bn
by 2010. It expects low cost car to comprise 13% of the world passenger car market by 2010.
Notably, Bosch is a leading supplier for Tata Jeh, for engine components such as injectors,
brakes, and electronics.
Tata Motors has been understandably secretive throughout its development phase about the
detailed specifications and engineering of Jeh. However, since its success depends on its
meeting the expected quality, performance, and aesthetic criteria, we have put together
evidence gathered from a variety of sources – public comments of various company officials
including Mr Ratan Tata himself, the vendors for the car, and company sources – to develop an
idea of what can be expected from the product.
Officially, the company has provided only the broadest specifications for Jeh – it would seat
4-5 people comfortably and sport a 600-700cc rear engine in petrol, and diesel options to
produce about 30-HP, and give a fuel economy of about 25 kmpl.
Some senior management officials of vendors also claim the car to be extremely good
looking.
5
Tata Motors
As far as the build, quality, and fit-and-finish of the car is concerned (historically the biggest
bugbears for Tata Motors’ passenger vehicles), we believe the company has invested a
significant amount of time, effort, money, and managerial resources to learn from the
quality challenges it faced with Indica and other products. This time, the company is
determined to get its product quality right at the first attempt. In addition to the
enhancement of its in-house design and engineering capabilities and significant
investments in various facilities such as crash testing and NVH testing, Tata Motors has
recently acquired INCAT, UK (a leading automotive engineering and design company) and
also set up Tata Motors European Technical Centre in the UK to enhance its product
development capabilities.
In face of continuous criticism from other car manufacturers claiming that it is not possible
to meet safety standards at INR 100,000 price point, Mr Ratan Tata has steadfastly
maintained that the car would meet all extant emission and safety regulations in the
countries it is launched. While not much is known about the safety features of Jeh, at the
promised fuel economy of 25 kmpl, it would not be difficult for it to meet the current and
foreseeable emission norms.
Admittedly, there are concerns about the impact of large volume sales of the car on traffic
in major cities that are already struggling to cope with their ever growing vehicle population.
There are however three angles to this issue. Firstly, given the target audience for Jeh, it is
likely to generate a large proportion of its sales from non-metro and Tier-II and Tier-III cities,
where traffic congestion is not a major issue, at least at present. Secondly, and more
importantly, while it is a valid issue, it is not a reason big enough to stymie innovation and
prevent customers from buying the product if they so wish. Thirdly, we expect the large
volumes that Jeh would generate to further mobilise government effort, especially at the
local level, to improve intra-city road infrastructure. For example, the huge surge in air traffic
created by low-cost airlines, such as Air Deccan, created an increased sense of urgency
among policy makers to improve the airport infrastructure.
If there is significant market potential and the product is likely to meet the expectation of
customers, then the crucial question of relevance to the investors is whether Jeh would earn
sufficient margins and returns on the huge investments that would go into its development and
launch. Our estimate is that Tata Motors would have invested about INR 12-15 bn on the
design and development, and on setting up the manufacturing facilities for Jeh. This compares
well with about INR 17 bn (USD 400 mn) that the company had spent on developing and
launching the Indica in 1999, and about USD 1-1.5 bn that a western manufacturer would
spend on developing a brand new model.
As we have pointed out earlier, much depends on the volumes, but needless to say, equally
important is the cost structure. While the final selling price would be declared much later, here
we take a broad brush look at the cost structure of car making and empirical evidence of radical
cost saving measures used successfully by various car makers, to identify potential area, which
would enable Tata Motors to achieve the targeted price point, profitably.
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Tata Motors
Statistical sweet spots are unlikely to lure even the most price conscious consumers to
substandard products in the highly competitive passenger car market. Moreover, given that for
most buyers a car is an aspirational purchase, they are unlikely to compromise on the basic
functionality and design even in a no-frills car.
The following are three broad stages of car-making, which have a bearing on its ultimate cost
structure:
While the manufacturing phase comprises a large part of the direct and obvious costs (such as
materials, components, labour, and manufacturing), according to automobile industry thumb-
rule, the design and development stage really determines more than half of the manufacturing
costs. In other words, nearly half of the manufacturing costs are “designed in”. As a result, to
achieve radical cost reduction, Tata Motors would have had to adopt a different approach right
from the initial design stage. We explore below some of the possibilities based on our
interaction with industry sources and the experience of other low-cost manufacturers.
Keeping the design – in case of overall styling and that of every component – keeping it
simple is the most effective way to reduce costs across the board from tooling to
manufacturing to assembly. For instance, using straight lines and flatter skin panels, rather
than curves, on the exterior body reduces the cost of dies used to make them. Another
example of simpler design reducing manufacturing complexity is Tata Motors’ use of rear
engine; separating the steered wheel and the driven wheel reduces complexity of the drive-
train and steering linkages.
While benefitting from its experience in developing the Indica and taking advantage of the
overall low-cost advantage of India, Tata Motors would also use several other techniques
to reduce development costs, including:
Using proven but alternate technologies; for instance, the base version of Jeh is likely
to sport a variomatic transmission commonly used in gearless scooters, golf-cars, and
snowmobiles. We believe the cost of this is about INR 3,000 compared to INR 12,000
for a typical manual transmission.
Dual purpose components to reduce the number of components; for instance, the
seat riser in Jeh is a mounting as well as a structural part
7
Tata Motors
Use of symmetrical components (to reduce the number of dies and tools required); for
instance, Logan uses symmetrical outer rear view mirror, saving USD 3 per car.
Use of components from other models such as the ACE or the Indica.
Reducing the number of components. A company official indicated that the number of
bolts have been reduced using special welding techniques, which has reduced the
weight of the car. Similarly, the car is likely to sport a single windshield wiper instead
of the commonly used pair.
Reducing weight of components across the board; for example by using a thinner
gauge of steel, where it is not part of the structure. Our talks with component
manufacturers indicate a disproportionately lower realisation for smaller and lighter
components.
Tata Motors incurred development costs of about INR 2 bn and tooling costs of INR 750
mn for Indica. We believe that these numbers can be significantly improved, given that the
simpler design and smaller (and hence lighter) size of Jeh.
At the manufacturing stage, Tata Motors is likely to count on large volumes, higher level of
outsourcing, and new manufacturing techniques, to bring down the costs.
With the large fixed capital investment (estimated at INR 7-8 bn for the manufacturing plant
and another INR 3-5 bn for product development and tooling, but excluding investment by
the vendors), Tata Motors is likely to defray the fixed manufacturing costs over a large sales
volumes. In our estimate, Jeh would need to earn cash profits of INR 10,000-15,000 per
unit to earn 20% on the total project cost. Large unit volumes also impact the vendor costs
in a similar manner.
Tata Motors has also chosen to outsource a larger proportion of the cost structure of the
small car to its component vendors, who with their lower overheads have more efficient
cost structures. We expect very little in-house manufacturing and fabrication (except
engine machining, skin panel-stamping, welding, painting, and vehicle assembly). Some of
the systems, assembled in-house, will be outsourced to vendors. For instance, gearbox will
be procured completely assembled from Kinetic Engineering and Hindustan Motors.
In its own manufacturing facility, we would expect a lower level of automation to take
advantage of lower wage costs, compared with fixed investments for automation. Going
forward, when volumes cross a certain threshold, Tata Motors is likely to set up satellite
plants for assembling the vehicle close to the markets. Based on our interactions, we
understand the vehicle has been designed with a single-minded focus on ease of
manufacturing and assembly to reduce defects and costs.
8
Tata Motors
Company Description
Tata Motors is India's largest automobile company with a presence in commercial and passenger
vehicles. It is the leader in nearly all commercial vehicle segments and second largest in the
passenger vehicles market with products in the compact and mid-size car as well as utility vehicle
segments. The company is the world's fifth largest medium and heavy commercial vehicle
manufacturer. Tata Motors is listed on the New York Stock Exchange (since September 2004). It
derives about 10% of its revenues from exports. The company has plants in Jamshedpur, Pune,
Lucknow and Dharwad, and R&D centers in Pune, Jamshedpur, Lucknow, in India, and South Korea,
Spain, and the UK.
Investment Theme
Tata Motors is in a strong position to ride the growth seen in commercial vehicles due to increased
industrial activity. For the company’s passenger car business, the recent alliance with Fiat
strengthens its position significantly from the standpoint of access to world-class technology and
overseas market in a highly competitive environment. In addition, the company has significant
potential for value unlocking from its investments in a variety of automotive and related businesses,
such as auto components and automotive and engineering design, and financial services.
Key Risks
A slowdown in economic activity may affect CV sales significantly. Another key risk is increasing
competition in the passenger vehicle space, especially in diesel cars, and also in the compact
segment. Also, increases in input prices could affect margins, as competition limits the company’s
ability to pass on cost hikes. The company plans to invest significant amount of money in new
product launches. Non-acceptance of these products in the market could cause a substantial
financial setback for the company.
9
Tata Motors
Financial Statements
10
Tata Motors
11
Tata Motors
Ratios
Year to March FY05 FY06 FY07 FY08E FY09E
ROE (%) 30.1 27.6 27.9 22.7 20.0
ROCE (%) 28.3 25.8 26.6 21.7 21.5
Inventory days 34 37 34 35 33
Debtors days 17 13 11 12 13
Fixed assets T/o (x) 2.6 2.6 3.1 2.7 2.3
Debt/Equity 0.6 0.5 0.6 0.7 0.4
Valuation parameters
Year to March FY05 FY06 FY07 FY08E FY09E
EPS (INR) 34.2 39.9 49.6 49.5 55.7
Adj. EPS (INR) 34.2 35.6 48.4 49.5 55.7
Y-o-Y growth (%) 50.6 4.2 35.8 2.3 12.4
Consolidated EPS 38.3 40.8 55.1 57.3 65.5
CEPS (INR) 46.6 53.5 64.9 65.9 75.6
P/E (x) 22.6 19.4 15.6 15.6 13.9
P/E (x) Consolidated 20.2 19.0 14.1 13.5 11.8
Price/BV (x) 6.8 5.4 4.3 3.5 2.8
EV/Sales (x) 1.5 1.4 1.1 1.0 0.9
EV/EBITDA (x) 12.4 12.0 10.3 9.9 8.6
12
Tata Motors
Edelweiss Securities Limited, 14th Floor, Express Towers, Nariman Point, Mumbai – 400 021, Board: (91-22) 2286 4400, Email: research@edelcap.com
Naresh Kothari Co-Head Institutional Equities naresh.kothari@edelcap.com +91 22 2286 4246
Buy
760 Buy
Buy 18-Dec-07 Auto Fact Sheet
680 Buy Buy
600 14-Dec-07 Auto Sales Update
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Market Cap (INR) 104 69 20 Sell depreciate more than 10% over a 12-month period
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