
¿Por qué hay disrupción en la industria automotriz?
43 Vistas,
Cualquiera que preste atención sabe que se avecina un cambio para las fabricantes de automóviles a nivel mundial, que deben afrontar nuevas tecnologías, estándares de emisiones más estrictos y aplicaciones que han convertido a los compradores de automóviles en inquilinos o simples pasajeros.
i bien el cambio en la industria hasta ahora ha sido abstracto, el velo comenzó a desprenderse en el Salón del Automóvil de Ginebra. Las conversaciones entre ejecutivos estuvieron marcadas por la colaboración y la consolidación y no por los nuevos modelos. En los mercados, las consecuencias arrastran a un creciente número de víctimas.
Advertencias sobre resultados, objetivos incumplidos y caídas de precios de acciones en proveedores de piezas como Schaeffler y ElringKlinger, pilares de la industria, muestran la profundidad del cambio inminente. Si a eso se suman las noticias de que los archirrivales del segmento de lujo BMW y Daimler se unirán en materia de conducción autónoma y Volkswagen AG permitirá que una startup comparta la tecnología de autos eléctricos que quiere hacer un estándar global, los nuevos contornos de la industria están tomando forma.
Peugeot, Fiat
En Ginebra, tradicional vitrina para autos con estilo y ese lujo extra, se podía observar lo de siempre en algunas partes. La marca Bugatti de Volkswagen dio a conocer el auto más caro de la historia y Alfa Romeo mostró un concepto de vehículo deportivo utilitario, pero los modelos elegantes se vieron ensombrecidos rápidamente por las conversaciones sobre una reestructuración industrial generalizada.
PSA, propietario de Peugeot, Citroen y Opel, buscan una fusión o colaboración para agregar escala, Mike Manley, máximo ejecutivo de uno de los posibles objetivos en la lista, Fiat Chrysler, dio una respuesta sorpresiva por su transparencia.
Pareja extraña
BMW y Daimler, enemigos desde hace décadas, destinaron en las últimas semanas más de US$1,100 millones para colaborar en materia de movilidad, y unos días más tarde continuaron con una asociación sobre vehículos autónomos. Las empresas estarían en las etapas iniciales de explorar lazos más profundos, lo que podría incluir desarrollar vehículos juntos, algo impensable hace unos años.
En Ginebra, Renault y Nissan, cuya alianza de dos décadas se ha visto afectada por las acusaciones de irregularidad financiera contra su exlíder, Carlos Ghosn, ha dado muestras de unidad y prometió continuar pese a la tensión.
Las posibilidades de VW
Volkswagen también se abre al compartir su nueva plataforma de vehículos eléctricos, apodada MEB, con una startup de baterías de automóviles de Aachen, Alemania. Si bien e.Go Mobile está dirigida por un empresario-profesor que ya ha eclipsado a Daimler y VW con una exitosa gama de furgonetas eléctricas de reparto, sigue siendo una pequeña empresa que hace unos años habría tenido pocas posibilidades de llamar la atención de la mayor fabricante mundial de automóviles.
El director ejecutivo de VW, Herbert Diess, también realizará un revisión de marca mientras conversa con Ford para una colaboración y trata de impulsar cambios organizativos que harán que la empresa sea más ágil. Indicó recientemente que las fabricantes de automóviles alemanas tienen un 50 por ciento de probabilidad de mantenerse por delante en la carrera actual de transformación. Para sus proveedores, las probabilidades son probablemente menores.
“No todo el mundo puede darse el lujo de seguir gastando todo este dinero, especialmente con la rapidez de esta innovación”, afirmó Don Walker, director ejecutivo del proveedor austro-canadiense Magna International. “Habrá más cooperación, ya sea a través de empresas conjuntas o adquisiciones”.
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