Strategic Analysis of Platform Strategies of Major Heavy-duty Truck Manufacturers

Frost & Sullivan, July 2012, Pages: 154

Nearly One in Three Heavy-duty Trucks Manufactured in 2018 to Show Platform Lineage

The heavy-duty truck manufacturing industry is seeing a paradigm shift from regional, brand-specific platforms into global, multi-brand platforms. While platform-based production and modularity are emerging as key enablers for profitability, global penetration of such platforms is expected to face resistance due to premium pricing and limited global market presence. However, the advantages of platform lineage cannot be denied. “Platform-based product development can result in cost reductions of up to 20 percent, development time reduction of up to 25 percent, and enable global penetration,” says the analyst of the research. “It also allows for efficient horizontal deployment of operational practices and better maintenance of quality levels at different global locations.” Further, it creates a captive after-market, offers revenue benefits, and allows for efficient customer feedback incorporation within the product development cycle.

"OEMs, whose global strategy was in early stages of execution in 2011, are expected to show more pronounced, platform-based product development as they expand geographically,” noted the analyst. “Platform-based production of 12 key global OEMs is expected to more than double by 2018, contributing on average 30 percent of respective OEMs annual production volumes.” EU OEMs will emerge as leaders in terms of both technology adoption and market penetration. China and India too will be key growth markets, with five BRIC-specific, platform-based models to be launched by 2018. North American OEMs are at a relative disadvantage due to geographical limitation of conventional architecture and will look to partner with regional participants for global market penetration.

This report outlines the platform strategies of the key global heavy-duty truck manufacturers and presents a comparative analysis of these various platforms. The report points towards the need for platform-based product development and increased part commonality across multiple brands; additionally, it enumerates the various potential benefits to be gained from adopting such a strategy. It also undertakes a Frost & Sullivan proprietary indices comparison of the twelve key global heavy-duty truck OEMs with reference to their platform strategy, global presence and success potential of platform based models.

1. Executive Summary

2. Research Objectives, Scope, and Methodology

3. Definitions

4. Vehicle Platform - Introduction

5. Mega Trends and Industry Convergence Implications

6. Market Dynamics

7. Industry Forecasts

8. Platform Stratagies of Major Global HCV OEMs

9. Comparative Analysis of Platform Strategy

10. Impact on Supplier Community

11. Conclusions and Strategic Recommendations

12. Appendix

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