The compared competitiveness of PSA, Renault and VW, 1990-2015. Origins of differences and strategic choices to do

Références

Freyssenet M., The compared competitiveness of PSA, Renault and VW, 1990-2015. Origins of differences and strategic choices to do, Scientific symposium “The competitiveness of automobile industry in France and Germany. Economical, political and cultural context”. Forschungsinstitut für Arbeit, Technik und Kulture (F.A.T.K.), Institut für Politikwissenschaft, Lehrstuhl für Policy Analyse und politische Wirtschaftslehre, Eberhard Karls Universität, Deutsch-Französisches Institut (DFI), Tübingen, 23-24 of june 2016. Digital publication, freyssenet.com, 2016, 154 Ko, ISSN 7116-0941.

Freyssenet M., Slides presentation: The compared competitiveness of PSA, Renault and VW, 1990-2015. Origins of differences and strategic choices to do, Scientific symposium “The competitiveness of automobile industry in France and Germany. Economical, political and cultural context”. Forschungsinstitut für Arbeit, Technik und Kulture (F.A.T.K.), Institut für Politikwissenschaft, Lehrstuhl für Policy Analyse und politische Wirtschaftslehre, Eberhard Karls Universität, Deutsch-Französisches Institut (DFI), Tübingen, 23-24 of june 2016. Digital publication, freyssenet.com, 2016, 730 Ko, ISSN 7116-0941.

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Ils sont l'actualisation et l'adaptation de: Freyssenet M., Is it true that offshoring, outsourcing and labor costs reduction were conditions for competitiveness?, Communication, Beyond (de)industrialization : the future of industries, EAEPE Annual Conference 2013 European Association for Evolutionary Political Economy, Paris Nord/13 University Campus Bobigny, November 7-9. Éditions numériques, eaepe.org, freyssenet.com, 2014, 541 Ko, ISSN 7116-0941.

Résumé

The analysis, first confirms that Volkswagen is the most competitive European generalist carmaker since twelve years (2003-2015) in terms of profits, sales volume and market shares; second, it shows Volkswagen is nevertheless the less outsourced, the higher labour costs carmaker and the less offshored, comparatively to PSA and Renault; third, it brings out the offshoring in Central Europe of some car models did not restore their competitiveness; fourth, it suggests the explanation of these counterintuitive facts is to find in the difference of relevancy and consistency of the profit strategies of the three carmakers, and not in the differences of their labour costs, of outsourcing rate, of automation level, and so on …But, the history is never finished. The success prepares often the difficulties, as we can see currently in the case of VW. Mainly, the automobile industry is entering in a second automobile revolution, and the game is completely opened, including with American and Chinese newcomers.

Sommaire

1. Over past decade, the most competitive generalist carmaker in Europe was Volkswagen, as in terms of profit as in terms of volume, market share and size

2. Outsourcing, offshoring and labour costs reduction did not restore the competitiveness of manufacturers that were insufficiently competitive
2.1. Volkswagen is the less outsourced
2.2. Volkswagen has the highest labour costs, both at national and global levels
2.3. Volkswagen is the less offshored
2.4. The models of car of which the production was relocated were less competitive than their predecessors produced in the origin country of carmakers

3. What was the real cause of competitiveness difference?
3.1. The VW relevant volume and diversity strategy and implemented in a consistent manner
3.2. PSA broke the right balance between volume and diversity
3.3. Renault did not draw the conclusions of the origin of its profits
3.4. To conclude on the past…,

4. And now…

5… and in the future

Mots-clé

Automobile, competitiveness, PSA, Renault, Volkswagen, outsourcing, offshoring, labour cost reduction, A segment automobile market

Concerned disciplines

Economics, Management, Geography, History, Political Science, Sociology

Writing context

Contribution
to personal questioning
to scientific reflection of research laboratory or network
to national and international scientific debate
to diffusion of scientific results
to implementation of scientific results

References, commentaries, critics

Current relevance

Voir aussi

Date de la mise en ligne

2016.07.04

Dates des mises à jour

Fichier attachéTaille
* The compared competitiveness of PSA, Renault and VW, 1990-2015.pdf269.38 Ko
Slides, The compared competitiveness of PSA, Renault and VW, 1990-2015.pdf714.14 Ko