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Macroeconomic Landscape, Trade Structure, Technological Roadmap, and Performance of Local Markets Driving Local Automotive Price Increase
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The Mexican market has witnessed a generalized increase in vehicle prices across all OEMs and automotive segments in the recent past. This study aims to analyze this phenomenon, taking into account the 2012–2017 period. The historic entry-trim and premium-trim prices for the 68 most commercialized passenger vehicles of each segment (covering A to D, 3 SUV sub-segments, and 3 pick-up sub-segments) within the top 10 selling OEMs in the Mexican market were registered to comprehend the specific pricing evolution trends.The first section of the study presents the scope, including the key factors impacting vehicle price structure in the Mexican market for the present period and trends towards 2023, to build a strong macro-framework for the following micro-economic analysis. Key indicators have been considered, such as the evolution of the Mexican GDP, GDP per capita, inflation rates, unemployment and exchange rate with the US dollar, and a comparison with the general sales performance of the automotive market, to identify concomitances. A briefing on the actual state of debate on hot topics in Mexican policies impacting OEM pricing strategies has been provided, specifically the uncertainty towards NAFTA’s trade structure continuity and the new fuel price liberalization policy. Furthermore, taxation structure over the automotive sector and current and future EPA/EURO emission norms and regulations ratified by the Mexican state have been discussed. The impact of the new technological roadmap for the automotive industry, with key vehicle customization features, technological packages, and generational uplifts, have also been analyzed, focusing on the impact on pricing structure.The second and third sections of the study focus on specific vehicle pricing dynamics—by vehicle segment and OEM. A picture of the pricing competitive landscape in 2012 and 2017 has been presented for each segment, identifying key competitive participants and their competitive evolution in the given period. The section also throws light on the emergence of new dynamic segments, such as A-, B-Hatch, B/C SUV, and mini Pick-ups, with an expanding offer and wide price ranges. OEM-specific analysis covers a pricing picture of selected portfolio for both 2012 and 2017; annual pricing evolution is provided for both entry-trim and premium-trim values. This way, different OEM pricing strategies are identified for the same given period, such as market leader Nissan’s gradual approach, GM’s critical increase in selected portfolio prices towards 2016–2017, VW’s decreasing prices in selected segments, or the newly-introduced-in-the-Mexican market KIA’s successful reduced portfolio approach.
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