Abstract
Report Overview
The last few months have underlined the importance of the OEM customer base of
each supplier for medium- and long-term strategic success. This report, as a
part of the Supplying OEMs series, provides guidance and insight into the
OEM' s strategic position on the purchasing side.
- OEM' s current standing
- Production strategy (Locations, Platforms,etc)
- Procurement spending and organisation
- Levels of vertical integration
- Biases in supplier selection
- Business practices regarding pricing and quality
- R&D Spending and focusings
- Modules and systems outsourcing policy
- Forward Model Programs
- SWOT Analysis of Supplying the OEM
After having provided an overview on the current standing of the OEM with
regards to various aspects including sales, financial performance, product
line-up and the macroeconomic environment, the report analyses the production
strategy of the car maker going through the operations, revealing where
volumes are expected to occur at a geographical and program level and
deciphering the car maker' s platform strategy. The core topic is the analysis
of the car maker' s purchasing strategy with a focus on the most critical areas
of the interface with its supply base involving supplier selection, price
policy, quality approach, R&D and modules and systems.
Based on original research and SupplierBusiness' well-established surveys of
working experiences with OEMs over the last few years, the report also
provides the opportunity to grasp how current suppliers rate OEMs about a
complete range of aspects that really matter to the supply base.
The report includes the SWOT analysis of supplying the OEM along with IHS
Global Insight' s much respected Forward Model Programs and a list of the major
suppliers by component sector.
Thanks to its added value and unique insight, the report is a must for those
suppliers looking to re-optimise their customer portfolio in light of the
major changes currently underway in the global automotive sector.
Research background
In spite of a massive slowdown in sales, particularly marked in the premium
segments, and there being little sign of an economic recovery, Audi has been
able to record sales decreases similar to those considered ‘volume'
players and is generally faring better than its German competitors BMW and
Mercedes. After having passed the milestone of one million sales in 2008, the
German OEM has a challenging target of 1.5m sales by 2015. But however likely
the automaker is to achieve such an ambitious target, there is room for volume
growth at Audi and its suppliers are set to benefit from that.
Nonetheless, suppliers have raised doubts about Audi' s commitment to quality,
which has affected the way the automaker is perceived by customers, as well as
in research and development departments. Right now, Audi can brag some of the
most successful partnerships with suppliers which lead to the introduction of
breakthrough technologies.
As the new Modular Platform Strategy is being introduced at VW group level,
major changes are taking place on supplier selection as well as other aspects
of the automaker' s sourcing strategies. The "Supplying Audi" report identifies
these, as well as where opportunities lie for suppliers. The procurement
policies and business practices of the car maker are examined in detail,
focusing on areas such as pricing, quality, R&D and supplier selection.
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