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Volkswagen sales for the VW brand decline by 5.3% in October 2015 over the prior year following the emissions scandal.

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Daimler's operating margins trail badly behind BMW and other competitors. Operating margins for 4th quarter 2012 were 5.3%, about half of margins at BMW in recent quarters. Mercedes sales have slowed in Europe and China. Growth in China has rapidly lost momentum after a strong 2011.

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November 2012 light vehicle sales of cars and light trucks shows sales up significantly for Honda at 39%, Toyota 17%, and sales at Ford up 3%, GM 6%. GM decides to reduce production and not reduce prices with incentives that match competitors. VW sales increased 29%, Audi 24%, Daimler 13%, and BMW up 45%. Experts expect the better conditions in the U.S. auto market to continue especially as many cars that reach a life of 11 years need to be replaced. Light vehicle sales reach 1.14 million in Nov. 2012, up 15% over the prior year, and seasonally adjusted auto sales of 15.5 million are the highest since Jan 2008, according to Autodata Corp.

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Renault's low cost entry cars which were originally designed with emerging markets in mind, are now popular in France and other countries in Europe. Renault gets 30% of its market share, up from 15% in 2006, from low cost cars like the Logan, which cost conscious buyers buy for around $10,000, instead of buying a used car. This has helped Renault at a time when other segments are not doing so well, and when Peugeot had to arrrange a 1 billion euro emergency capital increase. The profit margin on these low cost cars is 6%, compared to 2-3% profit margin on other Renault models. Renault manufactures the cars under the Renault label or the Dacia lavel depending on where they are sold, and uses a factory in Romania. Renault's model is to set the margin first and then ask suppliers such as LG and others to try to come up with a low cost design that meets its margin requirement. This eliminates features that add cost and may be dispensed with for the customer in mind. It requires a fresh approach. Cutting edge is replaced by working with parts designed for older models that cost less. Renault also used the experience gained in the Romanian factory where some of the tasks are done manually instead of using robots, and waste is reduced. The process has taken time because the Dacia Romanian factory was acquired under a previous CEO Louis Schweitzer in the late 1990's, and the first Dacia Logan was made in the Romanian factory at Pitesti, near Bucharest, in 2004. The reliability of the Dacia made cars is well established, say experts. On the sales side the Logan is sold on a no discount basis with fixed price. Dealers are told no discounts are permitted. Total sales of these cars reached 814,000 in 2011 and are expected to cross 1 million in 2012. This is similiar to the achievement of Toyota with its low cost multipurpose vehicles for emerging markets, which is expected to cross 1 million in 2012. The difference is that Renault has achieved this with European buyers in a bold strategy. Tata Motors which pioneered the effort to build low cost small cars with its $2000 vehicle is planning its own entry in Europe, the Pixel as a low cost city-car in European markets in 2015. And Renault is moving further down in cost than the Logan, as its next step, with such a car manufactured in India by Nissan-Renault and regional partners....

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Renault SA sales increased by 3.2% to 2.7 million cars in 2014. Renault does not sell vehicles in the U.S., and it has only a small operation in China. Sales in emerging markets outside of Europe declined from 50% of sales to 46%. Sales in Brazil were up 0.3% and sales in Argentina declined by 40%. Sales in Russia declined. The sales outlook in emerging markets Brazil and Russia is poor for 2015. Renault has been a laggard in China, and plans to make large investments to catch up with competitors. Sales in Europe were significantly better. Sales were 577,601 in France for 2014, an increase of 5.5% over prior year. The most popular model is the Dacia, with sales up 19.1% in 2014 to 511,465, now making up 18.9% of total sales. Renault plans to introduce 5 new models in 2015, and forecasts sales growth of 2%.

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Mercedes is seeing signifcant sales growth in China. It is Mercedes's third biggest market with sales of 100,000 cars compared to 67,000 in 2009. Daimler CEO Dieter Zetsche says that given no downturn in the world economy Mercedes-Benz cars should reach its target for return on sales of 10% by the second half of 2012. He predicted EBIT of 2.5-3 billion euros for 2010, and plans to boost expenditures for R&D in fuel efficient technology and capital investments in new vehicle models in the second half of 2010. Analyst Warburton at Sanford and Bernstein, writes that Mercedes is likely to pass 7% margins in the first half of 2010, and will get a boost from a weaker euro plus strong sales in China. The only question is, as Dieter Zetsche noted, prospects depend on no downturn in the global economy. China's economy is growing too fast to be sustainable growth and a property bubble is developing, and its not certain how long strong sales in China will last. There are other signs of a slowdown in the global economy. See global economy....

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New car registrations dropped 18% in December 2011 compared to the same month in 2010. Part of the reason is a government bonus for scrapping older cars offered in 2010. French car registrations for 2011 were down 2.1% over 2010. French car sales have averaged 2 million in the last few years and France's car manufacturers association expects sales at that level for 2012, which is a contraction of 8-10%. Renault will be affected by lower sales. In the first 3 weeks of Dec. 2011 Renault's direct orders declined by 60% compared to the same period in 2010.

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Some of the hrdles Blu Ray is facing are the price of Blu-Ray disc players priced by Sony at $399 vs. $60 for a standard machine, and BluRay discs priced at $11 more than regular DVD's. Sony has said that the price of the disc players won't fall below $200 till the end of the year by which time consumers in the USA may further tighten their spending. An April report by Sanford Bernstein & Co. predicts sales of BluRay discs will add only 1% to sales of DVD's this year, so the outlook is very uncertain for BluRay. Part of the problem is that its a discretionary spending item and consumers may ask themselves why spend so much on the discs when there is not a signifcant appreciable difference in performance? Blu Ray discs do not provide that much of a noticeable difference except for action films.

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GM plans to bring 5 to 10 Cadillac models to China by 2016. It plans to build a factory for Cadillacs in China. Even as auto sales are slowing down in China in 2012, sales of luxury and premium cars are growing rapidly. Infiniti, Audi, BMW, Mercedes, Tata's Jaguar-Land Rover, and now GM are competing for sales to China's growing affluent class. According to IHS Global Insight, China's auto sales slowed to 2.5% growth in 2011, yet sales of premium car sales increased by 32%. With sales slowing in Europe and the U.S., car manufacturers are focussing on the luxury segment in China to boost profits. BMW's sales chief, Ian Robertson, says sales will slow in coming quarters from the 32% growth rate of 2011, but he still expects double digit growth for premium cars in future years. In making its large investments in China Ford executives said it expected a growth in China's car market of 5% over the next decade. BMW plans to increase production to 200,000 cars after opening its second plant in 2011, with capacity to ramp up to 300,000 a year....

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The new J.D. Powers Quality Survey put out in Feb 2013 showed the Lexus, Toyota, Mercedes, Buick, Chevrolet, Lincoln and Dodge Ram brands performing at the top level in number of problems reported by owners of 3 year old vehicles. Land Rover, Jeep and VW brands did poorly. Most of the Chrysler Dodge cars performed poorly. The redesign of vehicles initiated by Fiat Chrysler CEO Marchionne does not show up in this study. The redesigned Jeep and other vehicles will show in next years study. The study also showed buyers of economy vehicles were likely to switch easily when buying another car. New models are showing fewer problems and are more dependable compared to previous years, with the average number of problems declining from 170 per 100 vehicles in 2009, to 132 in 2011, and 126 in 2012.

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A new solar module factory in Freiberg, near Dresden, Germany, with the latest technology, requiring workers to only supervise the manufacturing process, is shown in this report in DW.com. It is cheaper to make higher performance solar panels that produce 20% more electricity in Germany than to import from China. This could be a global trend in automated supply chains. This is a technological shift says the CEO because more efficient production technology requires less resources and fewer steps in the manufacturing process. Key components such as solar cells are also made nearby in Leipzig in eastern Germany, 90 miles away.    This report shows the interesting changes that are underway. In 2018 the factory building in Freiberg now being used for solar modules was left empty after German manufacturer solar company Solarworld lost a price war with Chinese competitors. Today this solar company Meyer Burger brings new jobs and excitement to Freiberg and the region. By 2026 plans are for it to make 5 GW of modules annually in Germany. Meyer Burger made the heterojunction SmartWire technology machines that made solar modules. In 2020 it decided to make solar modules instead of selling its equipment to others, using its own proprietary technology. Thinking has changed. CEO Erfurt says it is complete nonsense to transport solar modules halfway across the world from China, they should be made where the products are used as it is energy infrastructure. Transport costs 10% of cost, and new technology is constantly being developed and costs decreasing with technology advances. He adds that this is how energy sovereignty can be achieved. In 2021 the demand is expected at 209 GW worldwide. Erfurt expects it to be 500 GW in 2025. Large demand that will now be met locally in the regions themselves- in Spain, in Germany, and in India.   ...

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As part of the effort to become more competitive with Asian automakers, VW is using new strategies with labor to reduce costs. VW made a one-off payment of about 6,300 to each of 80,000 employees at its western German manufacturing plants. In return VW secured union agreement to change work schedules at the plants to 33 hours a week from 28.8 hours, without having to make a pay increase. This is part of concessions being made by labor as Germany tries to improve its competitiveness. VW's second largest shareholder is the German state of Lower Saxony, and VW makes many automobile parts in its German plants in addition to automobile assembly, making employment a major issue for industry, labor and government.