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GM Europe: No news isn't necessarily good news

By David Bailey on Apr 4, 12 03:45 PM in Automotive


While some media reports last week whipped up talk of plant closures being announced by GM, we shouldn't have expected to hear any specific news about actual plant closures. Rather, it was the start of a process that involves three key elements as GM attempts to reduce its costs.

Those elements are: 1. capacity reduction (closing plants to you and me); 2. shifting production outside of western Europe; and 3. playing plants and workers off against each other to secure cost reductions even in those plants remaining open.

Firstly, what seems clear is that GM Europe is indeed looking to take out up to a third of its 1.5 million units of capacity in Europe, and that may well involve the closure of two assembly plants - although CEO Karl-Friedrich Stracke recently stated that he would honour a two-year old agreement not to shut any plans before the end of 2014.

Stracke also stated that the firm's plants were operating at only 80 percent capacity (some would say even lower). Such spare capacity is a killer for the firm (and indeed much of the non-German European auto industry) as it means a failure to achieve economies of scale in assembly, meaning higher costs - as well as being a likely indicator of a failure to sell enough cars to recover the costs of new model development.

So capacity reduction is the first element in GM's strategy, as much of the media have picked up on.

But more than simply cutting capacity so as to align supply and demand in Europe, the second element of GM's strategy appears to be to shift production out of western Europe to lower-cost countries.

The German magazine Der Spiegel recently claimed that an internal GM document titled 'Global Assembly Footprint' indicated plans to produce more cars in low cost locations such as Brazil, China, India, Mexico, Poland and Russia. Der Speigel suggested that as many as 300,000 extra vehicles would be exported from China, Korea and Mexico to Europe by 2016 under the plan.

In stark contrast, unions are pressing GM to use its European capacity more effectively, for example by building Chevrolet models in Europe, when so far they have imported from Korea (and bizarrely which then compete with smaller GM Europe models, thereby cannibalising GM Europe's home market). But GM doesn't appear to be considering this seriously as an option.

The third element is an attempt to reduce costs even at European plants that remain open by engaging in a divide and rule game whereby GM signals that it has excess capacity and then plays off plants against each other so as to screw down costs and wages and to get workers to work as flexibly as possibly. Ideally from the firm's point of view it would also involve some state support in terms of new model launches so as to 'safeguard' plants and jobs - at a cost to the taxpayer.

Some academics studying the European car industry have suggested that GM has had more capability to engage in such "coercive comparisons" as it has followed a deliberate production strategy of setting up parallel lines of production across countries through widespread platform sharing. In contrast some other firms (Ford, Daimler and VW) displayed varying degrees of specialisation across countries and hence had a lesser ability to undertake such actions (see a paper here reviewing some recent discussion on divide and rule in the auto industry).

In reality, such practices are common in the industry especially at times of over-capacity, and will mean that GM Europe will look to not only cut capacity but also squeeze concessions out of remaining plants to screw down costs. This is why we shouldn't have expected plants being named last week as doing so would have effectively reduced GM's ability to wring further cost reductions from plants through a divide and rule game.

Interestingly, unions have warned GM that they won't engage in restructuring talks in Europe at the local level, in an attempt to counter a divide and rule strategy. Union leaders recently issued a simple one-sentence open letter to Opel's CEO Stracke saying "we will not negotiate with you on local level."

Of course, some argue that GM would ideally like to rid itself of GM Europe. But that isn't credible. GM is globally too dependent on its European arm for platforms and small engine technology - the latter becoming increasingly important given shifts in consumer sentiment to more fuel efficient engines and the development of small and medium sized car platforms. In addition, GM would be concerned about who might buy the division, and whether the technology it has developed might then be used to compete with GM globally.

So GM's 'strategy' appears to be a three-pronged approach to shrink its retained European operations, shift some activity elsewhere and to play-off workers and plants so as to cut costs as far as possible.

Professor David Bailey works at Coventry University Business School

3 Comments

Believe GM is hitting a boomerang, which may turn back in a dangerous way. Downsizing may reduce costs, divide and rule strategy on the local level is short term victory, reducing costs is evergreen strategy, but developing company without an adequate focus is tricky and obviously may lead to new losses. Of course, it is not that easy to survive in such circumstances, but what is the choice? Intercorporate and brand canibalism is another boomerang, but this is tricky not only long term but also short term, and in next 2 or 3 years GM will face results. Wish them better times, but not sure they will achieve that. Cheers, :)

paul kelly said:

David,


you can't but laugh at the Yanks and their chutzpah. GM and Ford seem perpetually dissatisfied with their European arms, and in the case of GM, barely conceal its desire to be shot of its, and yet the whole turnaround Stateside looks more and more like the US being a branch operation of the European 'core' operations.


What I mean is all the new, rapturously-received, 'hot' product GM has been turning out recently in the States is basicallly badge-engineered versions of European, Opel Astras and Insignias. It's like the bad old days of re-badged Opels, sold as 'Luton' Vauxhalls in the 1970s and 80s. GM North America is like the second child getting hand-me-downs from the doted on first child, in this case, Opel's design, development and engineering operation, based in Ruesselsheim, Germany.


Take for instance the 'new' 2014MY Chevrolet Impala, launched yesterday at the New York motor show to great applause. It's a 2008 Epsilon II-platformed Insignia underneath, in the stretched format. It itself is a badge-engineered version of the more expensive, also Insignia-based, Buick LaCrosse and the now dead 'new' Saab 9-5.


Then there's the Chevrolet Malibu, a direct re-badged Insignia, or the Buick Regal, again a rebadged Insignia.


Basically all of GM's 'up-scale' Buick brand sedans are Opel Astra or Insignia badge-engineered copies. Chevrolet is now following suit, with the Gamma II-platformed Sonic(Corsa), Delta II-platformed Cruze(Astra), 2013MY Malibu(Insignia) and new Impala, as described above. What the **** would GM do without Opel?


Likewise Ford, and its vanuted turnaround in its North American ops. Ford NA is now reliant on Europe, basically Ford Cologne and Dunton, for the Fiesta, Focus, new Fusion and new Escape, Ford US's hot sellers, or set to be hot sellers.


That's why GM knows it has to tread lightly with its Europe arm. It can slag the 'high cost' German plants off in the media all it wants but privately, like the withdrawn sale fiasco in 2008/9, it knows it is very, *very* reliant on its German arm for core engineering competences, which are intertwined with its production facilities, both physically and in the mental solidarity a Ruesselsheim development engineer would feel with a made-redundant plant worker in Bochum or Kaiserslautern, for instance.


The US, through years of under-investment and little or nor regard for the profession of engineering, like the UK, has hollowed out its capabilities and found itself almost utterly reliant on European expertise, especially German expertise, and it galls it, but it cannot avoid it.


By the way, whilst the GM pall over Europe will go on and on, like a bad West End show, you really ought to be looking elsewhere, like Lotus for instance. Much smaller of course than Vauxhall's ops. in the UK, but much more likely to go bump in the next few weeks and months. Sales in the UK in March down 80%; only 35 cars sold(self-registered?) so far this year in UK. Looks to be all over, bar the insolvency administrator's fees carve up.

David Bailey said:

thanks Darko!

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