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Opportunity Analysis of Radiator Fan Motors in the North American Automotive Aftermarket
Frost & Sullivan, Dec 2009, Pages: 22
This service outlines manufacturer-level unit shipments, prices, and revenues for the North American radiator fan motors aftermarket for the base year 2009, with forecasts for each product line through 2016. Analyses of market drivers and restraints, distribution channels and market shares are also provided.
Market Overview
Sales of High-priced Parts Spearhead Growth in the Radiator Fan Motors Segment in the North American Automotive Aftermarket
In the North American automotive aftermarket, the demand for radiator fan motors is expected to witness a marginal increase through at least 2016. With sales of high-priced fan motor assemblies gaining momentum, revenue growth is pegged at 3.6 percent annually. The leading cause of replacement is motor failure, although collision repair, and high-performance upgrades also drive demand. 'Vehicle manufacturers have reconfigured the cooling systems in modern automobiles, making it harder for service professionals to replace the radiator fan motor by itself,' notes the analyst of this research service. 'In some cases, the part must be replaced by an assembly that includes the fan, shroud and motor as a single component.' The cost of this assembly is about four times as much as the motor by itself. Stand-alone motors will continue to outsell fan assemblies in the near future, but the higher growth rates for assemblies will drive total market revenues.
For reasons of safety and convenience, automakers in the 1990s began redesigning the fan motor into a larger assembly that also includes the fan itself. This format reduces the incidence of fans turning on after the engine has been shut off, which can endanger mechanics and vehicle owners standing over it to diagnose a problem. The new part is more expensive to consumers, but the labor cost to replace it is the same as it would be to replace the motor by itself. As replacement parts for late-model vehicles are usually sold as an assembly rather than a stand-alone motor, the size of this assembly discourages retailers with limited shelf space from carrying them. This forces the product into wholesale channels, thereby limiting expansion of the customer base. Customers who buy only the motor often do so because they want the original part, rather than an aftermarket piece. The reason is that many assemblies sold in the aftermarket include a universalized motor that may not be ideal for the vehicle on which it is likely to be installed.
Radiator fan motors are designed to last for 2,000 hours of operation. For vehicles operating in mild climates, the motor may outlast the vehicle. Suppliers must be aware of the potential for dramatic shifts in demand from one year to the next based on weather patterns. Warm weather regions have higher failure rates than cool weather zones because the fan operates more often. Consequently, sales typically spike in the summer months and fall considerably during winter. Recognizing regional differences in demand will allow suppliers to maximize their market potential and identify the best customers. 'Failure rates are generally higher in the southern United States than in the northern United States and Canada, where weather temperatures are usually lower,' says the analyst. 'Suppliers should target customers located mainly in warm-weather regions, but they must be ready to respond to unseasonably hot periods that drive demand higher across the rest of North America.'
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Fan motors
- Fan assemblies
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