Asia is poised to become the "new" Detroit.
Here in the United States, at a cost of a mere $3 billion, the "Cash-for-Clunkers" program appears to have given new hope to the U.S. auto industry.
But that new hope is destined to be short-lived.
It’s true that - in terms of value delivered for the money invested - "Cash for Clunkers" has eclipsed every other stimulus program that has been tried. But the program has a projected lifespan of only three months, meaning it can’t reverse the powerful global forces that are destined to turn the U.S. auto market from leader to laggard on the global stage.
Financial Crisis Fallout Reshapes Sector
Thanks to the financial crisis whose impact continues to be felt, worldwide automobile demand had dropped on an overall basis since 2008.
But regional differences are already emerging.
In the United States, for instance, the benchmark seasonally adjusted annual sales rate (SAAR) finally jumped up past the 11-million mark in July after failing to eclipse the "breakeven point" of 10 million vehicles in any prior month this year. But the actual year-to-date sales of 5.81 million vehicles through July was still 33% below the 8.55 million that had been sold by that point in 2008, and is 67% below the all-time annual record of 17.4 million achieved in 2000 and 65% below the decade average of 16.4 million.
(Prior to the global financial crisis and accompanying recession - which prompted the U.S. auto industry to restructure and shift its breakeven point down to 10 million vehicles - the breakeven point was actually 16 million vehicle sales in a year. Below that point, several or all of the U.S. "Big Three" would be spinning their wheels in red ink.)
It’s a much different story abroad, however, where several markets are in a long-term growth mode. In India, for example, sales were up 31% on a year-over-year basis, while auto sales in China were an astonishing 70% above those of a year ago. Even if U.S. auto sales continue to improve, China’s automobile market may outsell its U.S. counterpart for a full year for the first time ever.
Granted, India’s auto market - around 2.5 million cars and light trucks a year - is still much smaller than either China or the United States. However, its growth makes it comparable to the Japanese or German markets, the next largest automobile markets after its U.S. and China counterparts.
Thus, global automobile sales are undergoing a major reorientation towards Asia and away from the United States and Europe.