Auto Tariffs and Competitiveness in China
As reported in China Daily, the World Trade Organization (WTO) has ruled that China’s tariff on imported auto parts goes against the organization’s rules. This is the first time that China has lost a trade dispute in the WTO since joining the organization in 2001. Under the current regulation, Beijing taxes imported auto parts at the same rate as completed automobiles if more than 60 percent of the parts for finished vehicles are imported. The tariff on an imported car is 28 percent; that on auto parts ranges from 10 to 14 percent.
This trade dispute has been going on for several years, and quite naturally, the ruling raises the question as to what impact, if any, it will have on the development of China’s auto industry. As a China-based supplier of components, many have asked how an adverse ruling for China in this case might affect ASIMCO’s business. Seemingly, the ruling reduces the cost of importing components into China and poses a competitive threat to domestic suppliers.
The answer I have given all along is that an adverse ruling would have no impact on the development of China’s auto industry and ASIMCO’s business. The reason is simple. Any other conclusion misses the point that it is virtually impossible in the auto business, and in most other industries for that matter, to compete in China with imported products or products that utilize a high percentage of imported components. Even with zero tariffs, the cost of a component or product that is manufactured in a high-cost country and then shipped to China will be prohibitively expensive for the vast portion of the China market.
Perhaps a product or component with unique technology that is not otherwise available in China might enjoy premium pricing for some period. But, I would argue that such products or components will be ultimately replaced by products or components that are produced locally at much lower prices. My advice on this is always the same: “If your product is needed in China, but is high priced, you have two choices. Enjoy the premium pricing while you can, or prepare to stay competitive by producing locally.” In China, premium pricing for products in demand will draw competition like bees to honey.
Accordingly, I gave the following answer to China Daily when they called to ask my thoughts on the ruling:
Jack Perkowski, CEO of ASIMCO Technologies Ltd, one of China’s major auto parts makers, said the ruling will not make a big difference to China’s auto parts industry because of the country’s price competitiveness. For foreign carmakers, localization of auto parts in China brings down prices of vehicles and help them make bigger profits, said Perkowski.
In terms of improving competitiveness and profitability through local sourcing, I was referring specifically to the case of PSA, the large French auto assembler that sells cars under the Citroen and Peugeot brands, and its experience in China. In fact, I wrote about how local sourcing had improved both for the company’s China operation in a post last September entitled PSA Gets It Right In China. (PSA’s joint venture in China to manufacture passenger cars is with Dongfeng Motors and is commonly referred to as DPCA.)
DPCA’s fortunes began to improve with the dawn of the new century. China’s entry into the World Trade Organization in late 2001 sparked the growth of China’s passenger car industry, and in the years since then, the China market has more than fulfilled everyone’s dreams of what it might become. DPCA got its product strategy right. And most impressively, it significantly reduced its cost of making cars by sourcing more of its parts locally. At the end of 2004, DPCA only sourced 55 percent of its parts from China-based suppliers. Today, that figure is 82 percent, an increase of almost 30 percentage points. As a result of its shift in sourcing strategy, DPCA’s cost of making a vehicle in China has declined by 32 percent, and with that significant decline has come price competitiveness and profitability.
Despite the favorable WTO ruling, most global automakers will not derive much benefit from it. As PSA has found, the key to success in China is cost competitiveness which cannot be achieved by importing components.
The principal beneficiary of the ruling, in my opinion, is a company like Daimler that makes expensive, high-end luxury cars that, by definition, will never be high volume. Daimler is making approximately 12,000 of its E and C class models annually in its joint venture in Beijing. Given the low volumes and the complexity of the parts used, developing a local supply base for the seven different models that Daimler produces in China is extremely difficult. In this particular case, the ruling will have the effect of reducing Daimler’s costs by 14 to 18 percent, not an insignificant amount.
If you are making luxury cars in China, the recent ruling is cause for celebration. For all other assemblers, though, it seems that a better course is to take PSA’s lead and localize your sourcing of components.

Posted July 22, 2008 by Jack In
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