Mixed news on the raw material front, as natural rubber prices rose to 36.75 cents/pound, the highest price for eleven weeks. Fear of a supply shortage was the cause. Crude oil prices fell slightly, following the ten-year high prices of last month.
For the 17th year running Gummiwerke Fulda held its dealer conference in March, this time in combination with celebrations in honour of the company’s one hundredth birthday. Last year Fulda boss Bernd Hoffmann had “to make do” with the presence of Goodyear’s top man for Europe, Valensi, but this time the management representation could not have been better. Sam Gibara, CEO of the group, made his welcoming speech to about 1,500 guests from all parts of the world, with Valensi and Gerd Grünenwald, responsible for marketing and sales Europe, also very pleased to help the company celebrate. Last year in particular and recent years in general proved to be very good years for Fulda. Until a few years ago the Fulda brand was heavily dependent on ATU and Stinnes, but that is now completely changed. Fulda’s German turnover is now spread over many small customers. Turnover with the two large ones is still important, of course, but gone are the days of total dependence. In Germany Fulda sells more tyres than Goodyear, but one has to add that Goodyear prices (trade to user) are significantly above Fulda’s. In the more recent past Fulda has had to compete with, or be measured against, Dunlop as well. It will be very interesting to see where the emphasis of Gerd Grünenwald’s and his team’s multi-brand strategy will lie. Details can be found in the April edition of NEUE REIFENZEITUNG.
After a bad year in 1999, Goodyear has announced that the company is now “on track” with its turnaround strategy.
Despite the recovery in vehicle sales in Asia over the past two years, analysts are predicting a slowdown in sales in parts of the region, notably South Korea. The Asian car market is expected to fall by 3% next year, with little sign of recovery in 2002.
Degussa-Hüls AG, worldwide the second largest carbon black manufacturer with production sites in Europe, North America, Africa and Asia, again announces a price increase of 25 Euro per metric ton for its range of rubber blacks effective May 1, 2000, in Europe.
Since the early 90s, French tyre maker Michelin has continuously lost market share year on year in the passenger car and light truck sectors. The company used to have a 25% market share Europe-wide and this had fallen to 17% last year. According to Michelin, prices were too high vis-a-vis those of major competitors and were no longer competitive, as the end user is prepared to pay only around 10-15% more for a premium product. The necessary price cuts can only be achieved if the company is able to increase productivity. Market experts are convinced that the productivity of Bridgestone/Firestone exceeds that of Michelin by 40%. Michelin is currently undergoing a restructuring programme which will lead to the job losses – or at least early retirement – of around 10% of the European workforce over the next three or four years. Jean Michel Coulon (52), head of the passenger and light truck tyre division in Europe expressed confidence in talks with this magazine that the erosion of market share has now been halted once and for all. Coulon made it clear that he is not aiming to gain market share – his goal is to stop the erosion of market share, to implement an effective multi-brand strategy, to improve the product mix and, finally, to avoid a price war.
Degussa-Hüls AG of Frankfurt/Main will again increase prices for precipitated Silicas and Silicates from their European operations effective from November 1, 2000 by 8 %. These products are used as an active filler or carrier in a variety of different applications, e.g. tyres. Degussa-Hüls has an annual capacity of more than 240.000 tons at seven production sites.
The German rubber industry recorded sales of 18.9 bn Marks (+3.9%) in 1999, of which 11 bn Marks (+5.6%) were tyres. German tyre sales (+6.3%) grew stronger than exports (+4.0%). The dramatic increases in prices of raw-materials is a source of worry for the rubber industry, announced the rubber association W.d.K. (Wirtschaftsverband der deutschen Kautschukindustrie).
After Goodyear gave a profit warning for the second quarter its share prices fell yesterday by 10% to US$22.5; in June 1999 the price was US$58.7. The increase in raw material costs (rubber, oil, carbon black), the failure of securing better prices and extremely competitive prices in the UK and Germany, as well as the weak Euro against the dollar are the main reasons. US economy magazines yesterday wrote about the necessity for Goodyear “to make immediate drastic moves over there (meaning Europe).
With the exception of Peugeot, Porsche and Beru, other share prices from automobile and tyre companies have fallen to an all-year low. Companies in this category include DaimlerChrysler, Volkswagen, Kiekert, Delco Remy, Delphi, Phoenix and Johnson Controls, as well as Continental, Cooper, Yokohama, Toyo and Goodyear.
In the context of summer passenger car tyres the “V” speed rating is a common application. However, in the last year V-rated winter tyres have also entered the market; a development that even quite recently was unthinkable. This year German tyre manufacturer Continental is launching a V-rated winter tyre – the “ContiWinterContact TS 790 V XL”. According to the press release it is the “first true V-rated winter tyre”, allowing for speeds of up to 240 kph. The “XL” stands for extra load, meaning that the new tyre has been developed with a higher load index than competitors’ products. This compensates for obligatory load reductions which usually mean a tyre with a normal load index is permitted to drive at up to 220 kph on a full load, or the wheel load has to be reduced by 9 % to allow it to run at 240 kph. With the higher load index on the Continental TS 790 V XL no compromise will be required, and the tyre may be run at 240 kph at full wheel load. The new tyre is available in ten sizes to cover 96 % of the market segment. Prices will be 11 % higher than the H-rated version of the TS 790. Find out more in the November issue of NEUE REIFENZEITUNG.
Michelin has published its financial results for the first six months of 1999. Turnover is up 3.8% on the same period last year to 6,488 million Euros. Operating profit has improved too, from 511 million Euros to 611 million Euros, or 9.4% of net sales. These results are better than those of major competitors Bridgestone and Goodyear, with Michelin benefiting from falling raw material prices and an increase in inventory, allowing the group to absorb fixed costs more easily. Despite a favourable economic environment, Michelin has been unable to reduce net debt, which rose by 1,000 million Euros to 3,800 million Euros. It is assumed that the group requires significant financial investment to further develop the Pax system and to build new C3M factories. Michelin is expecting consumer prices to continue to fall in Europe over the next few years and it is vital for the company to reduce costs significantly in order to be competitive. As part of this process, Michelin has announced that it will reduce its European workforce by 10% over the next three years.
American trends, schemes that have proved successful on the other side of the big pond, will spill over to Europe after a short delay. That has always been so. So watch out for the letters FCSD and remember that they stand for Ford Customer Service Division. The car giant has just started a strong advertising campaign in North America, introducing to the public “America’s Newest Tire Store”, a network of 2,400 of the current 5,000 Ford and Lincoln Mercury dealers. According to a Ford spokesman, this is the latest step in providing customers with everything they really need, and all at one stop. The Ford and Lincoln dealers, he claimed, have suitable business premises, sufficient relevant expertise and the scope to offer competitive prices – with the express advance warning that Ford has no intention to be cheap but will market tyres “at a fair price”. Tyre manufacturers build tyres to Ford specifications, the spokesman explained, and it would therefore only be a natural progression for the company to market “original replacement parts”. Thus only original equipment suppliers will be able to take part in the Ford replacement business. To give the project a kick-start the company currently runs a lavish and expensive TV campaign (costs are not disclosed), later to be supported and partly replaced by radio advertising and direct mailing. Carl Bergmann, Customer Service Operations Manager, can see no point in sending customers away in future when they want to buy tyres. And these are certainly not empty words: In July 1998 the Ford organisation sold a mere 700 tyres, the figure for this July was 97,000, and that is only a start. The sales target for the current year is one million tyres, three million in the year 2000, to be doubled again to six million units in 2001, at least according to a Ford Motor Co. spokesman talking to the press. These are large numbers indeed, but not unrealistically so, because if each of the currently participating 2,400 dealers only sells one set of tyres per day, the three-million barrier will be breached.
Good news for motorists: Tyre prices are coming down fast, especially in popular sizes. So far we have heard of price reductions of up to 15 p.c. compared with the previous season. Unknown second and third lines of large groups compete for the bargain hunter with rock-bottom prices.
In the past few days, oil prices have risen US$4.20 to US$26 per barrel. This has caused concern among tyre manufacturers as raw materials comprise about 40-50% of the cost of sales.
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