|Pike Pulse Grid for clean diesels. Click to enlarge.|
The new Pike Pulse Report: Clean Diesel Vehicles from Pike Research ranks the Volkswagen Group as the leader in this market, due to the efforts of the Volkswagen and Audi brands. The company has long been a leader in selling diesel vehicles and is making a strong push for emerging clean diesel markets, Pike notes.
Pike’s Contenders category includes BMW; PSA Peugeot Citroën (PSA); General Motors (GM); Mazda; Mercedes; Mitsubishi; Ford; Honda; the Hyundai Kia Automotive Group; Fiat-Chrysler; and the automotive partnership of RenaultNissan. Pike’s third grouping consists of the Challengers; Toyota is relegated to this category. None of the 13 major OEMs evaluated for the report fall into the Followers category.
A “clean diesel vehicle” is defined as one that meets the limits for NOx or particulate matter (PM) emissions set by the US Environmental Protection Agency’s (EPA) Tier 2 standards or the EU’s Euro 5 standards. Each of these standards mandated a significant reduction from the previous emissions levels allowed.
|Top 10 Vendors|
|4||PSA Peugeot Citroën|
Europe is the world’s biggest market for clean diesel cars, with around 7.3 million diesel passenger cars sold in 2011, according to the European Automobile Manufacturers Association. Diesel’s share in new passenger car sales in Western Europe has been increasing since 1997, Pike notes, surpassing 50% of sales in 2004. In 2011, the US diesel market began to show signs of revival, with 27% growth over 2010.
From 2012 to 2018, Pike Research expects that diesels will capture a slightly higher percentage of new vehicle sales compared to hybrids, though both will remain niche drivetrains.
Pike forecasts global growth in annual clean diesel light-duty vehicle sales from 9.1 million in 2012 to 12 million in 2018—a compound annual growth rate (CAGR) of nearly 5%. Western Europe will continue to constitute the majority of clean diesel vehicle sales even while it experiences slower growth over this period, Pike suggests, and will account for around 75% of global sales.
For the report, Pike scored the companies on strategy (vision; go-to-market strategy; partners; production strategy; technology; and geographic reach) and execution (sales, marketing, and distribution; product performance; product quality and reliability; product portfolio; pricing; and staying power.)
The key OEMs in the diesel market are likely to continue to keep their strong position going forward. The question is: Will some of the newcomers to this sector be able to compete? The ones that seem best poised to do so as of today are Mazda and GM. In addition, some traditional diesel OEMs are beginning to explore new markets, especially the United States. Companies such as VW that are already strong in diesel technology are well-positioned to capture market share as the diesel market in the United States builds its demand for diesel. Other OEMs that are focusing on India, including Hyundai and Honda, may be able to capture a significant portion of this market if India adopts clean diesel regulations.—“Pike Pulse Report: Clean Diesel Vehicles”