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China, cost cuts and expenses: the fuel driving Volkswagen's crisis

In May, Volkswagen financing chief Arno Antlitz alerted that Europe's top carmaker had about two or 3 years to prepare for cutthroat competitors from abroad, generally China.

Last week, he cut that already-tight schedule by a year, sending out shockwaves through the international auto sector by threatening to shut plants in the business's home market for the first time.

While a lot of Volkswagen's challenges - from a weakening Chinese market to a slower than anticipated switch to electrical cars, have actually pestered it for a while, 2 recent developments have made things even worse for the German group, according to interviews with seven company sources, investors and experts. First, concerns have grown that Asian competitors, including BYD , Chery and Leapmotor, could speed up plans to develop production capacity in Europe if Brussels goes ahead with planned hefty import tariffs on China-made EVs.

Second, Volkswagen recently cut prices for VW brand name cars and trucks to counter tougher competitors, a move that according to works council boss Daniela Cavallo has cost the company numerous millions of euros in revenues.

Not just were the discounts steeper than originally prepared for, however they persuaded management that the high cost base in Germany is jeopardising Volkswagen's capability to complete with more agile competitors, a company source stated, without providing details of the cost cuts.

The source decreased to be identified due to the level of sensitivity of the matter. Volkswagen decreased to comment.

This is among the largest vehicle producers on the planet which is not producing large returns out of all that scale, Cole Smead, CEO of Volkswagen shareholder Smead Capital Management, said. Do I believe they can sustain that level of production in a. country that requires so little? It's impossible.

Beginning top of restructuring costs, the discounts have. undermined the VW brand name's efforts to decrease costs by more than. 10 billion euros ($ 11 billion) by 2026.

As a result, the VW passenger car brand name saw its earnings. margin crash to 0.9% in the 2nd quarter from an already. meagre 4% in the first.

By contrast, margins at Renault and Stellantis. , the two other big European volume carmakers, were. 8.1% and 10% respectively in the first half of the year.

VW's squeezed margins - at a time when Chinese competitors have. increased imports into Europe - have actually stired worries of what could. happen when they produce in your area in future.

After all, carmakers - consisting of the Chinese - are completing. for a smaller piece of the pie: Europe's automobile market is 13%, or. two million automobiles, smaller than before the pandemic, CFO. Antlitz stated.

Mentioning the many difficulties, DZ Bank analyst Michael. Punzet said he anticipated Volkswagen to cut its full-year group. margin target again when it publishes third-quarter outcomes.

It already slashed the target to 6.5-7.0% in July due to. provisions over the possible closure of a Brussels factory of. high-end subsidiary Audi.

FIGHT OVER COST

As demand diminishes, offering mass-market vehicles has actually ended up being a. fight over who makes them at the most affordable cost.

The thinking about discovering solutions through growth is gone. Everyone is losing share, and companies need to adjust,. Jefferies expert Philippe Houchois said. Antlitz stated last week that the VW brand name - which accounted for. majority of group production last year - had actually been spending. more cash than it earned for some time, adding the business. would not be successful if that pattern continued.

Volkswagen's vehicle capital, a key gauge of operating. health, turned unfavorable in the very first half of 2024 to minus 100. million euros, versus a positive 2.5 billion in the same period. in 2015.

Strong competitors is not just an issue in the house.

Profits from China, Volkswagen's single biggest market, have. nearly halved over the past years to 2.6 billion euros in 2023. Anticipated to increase to around 3 billion euros by 2030, they will. hardly recuperate.

Another huge issue is energy and labour costs in Germany,. which are amongst the greatest in Europe and have actually also become a. significant headache for the country's chemicals and steel sectors.

New less expensive competitors, greater energy costs, and high. labour costs all line up for a really difficult outlook particularly. for European mass brands, Citi experts said today.

(source: Reuters)