Latest financial results from major automakers reveal a mixed
bag — but pressure on margins.
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In 2024, industry-wide pressures include two key trends: First,
sluggish consumer acceptance to new battery electric vehicles
(BEVs), and second, vehicle affordability concerns pushing against
natural demand and increased inventory.
With the latest round of earnings reports, most automakers are
seeing pressure on operating margins. At the top line, a difficult
market in mainland China and the uneven transition to BEVs would
seem to be the obvious cause. However, across the board, automakers
are facing drags on profitability that are both common to the
industry and company specific.
Let’s take a look at changes in vehicle sales, revenue,
operating income or gross profit and operating income or gross
profit margins.
Volkswagen and Ford see improved revenue but lower
margin
Volkswagen’s revenue improved despite declining sales — but
non-operating factors had an impact on operating results. VW says
that adjusting for those factors, operating margin improved from
first quarter to second quarter.
Within VW Group results, Audi saw a decline in operating margin,
as sales fell on supply constraints. Porsche’s operating revenue
and margin fell on costs for model ramp-up. Both Audi and Porsche
are introducing new products which affect costs today but leave
them better positioned for the future.
VW Group Core brands also saw operating margin fall, though the
company noted restructuring efforts as the cause rather than market
conditions. For VW Group, there seems to be less turmoil on the
balance sheet related to the BEV transition or the difficult market
in mainland China.
While Ford saw increased sales and revenue in the first half of
the year, its operating income took a significant hit. Ford is
struggling to see the level of traction it wanted for the Ford
F-150 Lighting and Mustang Mach-E BEV products, and in 2024, Ford’s
story is about the “freedom of choice” the company can offer in
propulsion solutions.
The company is expecting to see a US $5 billion loss from its
Model e electric vehicle division in 2024. However, the main reason
for the division’s decline in first-half 2024 performance was
unexpectedly high warranty costs in the second quarter, along with
higher costs for new-product materials and manufacturing.
Ford no longer reports financial results geographically but says
that it is profitable in mainland China and all of its
international regions.
BMW and Mercedes-Benz see sales, revenue, and margin
fall
BMW and Mercedes-Benz both reflected lower sales and revenue,
with Mercedes-Benz seeing larger declines in all four metrics.
These companies noted industry conditions in mainland China
adversely impacting performance. Both brands are heavily
electrifying, with BMW carrying a bit more breadth in its BEV
offerings at this point. The BMW purpose-built BEV Neue Klasse
architecture arrives in 2025, causing increased engineering and
development spend in 2024.
BMW leadership professed itself satisfied with the performance
of its core automotive unit in the first half of 2024, though BMW
has experienced a harshening of the global operating environment.
Though BMW has vowed not to engage in the price war in mainland
China, the automaker also noted weaker consumer sentiment in China
and heightened competition as drags on performance.
Although BMW declined in all four metrics, the declines were
less severe than many others. For Mercedes-Benz, the comparatively
more difficult quarter has led leadership to revise its
profitability target for 2024, though the Mercedes-Benz Cars
division is still ahead of its margin goal of 10%.
Mercedes-Benz Mobility division is being affected by ramp-up
costs for the Mercedes-Benz charging network as well as the
challenging market in mainland China.
General Motors and Toyota report sales declines, but
improved revenue and margin
General Motors sales declined in the first half of 2024, but
strong pricing improved revenue and cost discipline. The launch of
less-complex new-generation ICE vehicles contributed to a whopping
41.8% improvement in operating income and a 2.1-point increase in
operating margin.
GM increased its full-year 2024 guidance, though the company
also noted another delay in completing the conversion of a vehicle
assembly plant to build full-size BEV trucks to mid-2026. GM is
also still struggling in mainland China; during the earnings call,
CEO Mary Barra said GM is working with its JV partner to
restructure the business for sustainable profitability.
Toyota reported an overall decline in first quarter sales,
increased revenue, increased operating income and improved margin.
Toyota improved its profit despite an ongoing issue in the Japanese
market over certifications, which has required vehicles to be held
and re-certified or recalled.
Global vehicle sales dropped in the quarter on the interruptions
in Japan, with North America and Europe seeing sales improve.
Toyota is strongly advancing hybrid technology in 2024, and
electrified vehicle sales reached 43.2% of global sales for the
company.
However, Toyota operating income was negatively affected by
increased spending on higher labor costs and R&D expenses, both
relatively typical items for the cyclical auto industry, while
increased marketing efforts positively affected operating
income.
Tesla, Stellantis, Nissan see largest margin
declines
Tesla’s declining performance in the first half of 2024 is
directly related to sales declines and pricing actions. Adjusting
pricing has not provided the sales lift the company wanted, but it
has drastically affected gross profit and margin.
Some of Tesla’s sales struggles are related to natural consumer
demand for BEVs beginning to take a slower growth pace than earlier
years, but also related to fierce competition from technologically
advanced startups, highly cost-efficient and sufficiently
competitive mainland Chinese BEV automakers, and highly competitive
competition from traditional brands. Tesla’s financial results are
impacted by economic conditions, BEV demand and a more complex and
competitive vehicle landscape.
Though Stellantis did remain profitable, poor volume and mix
along with currency translation pulled revenue down by 14%.
Stellantis saw unadjusted operating profit fall about 51% and a
margin decline of 5.9 points.
Some volume decline was on discontinued models in North America
and inventory adjustments in Enlarged Europe. Stellantis
difficulties in North America include inefficient marketing
strategies and higher-than-necessary inventory growth.
Stellantis is among the automakers who has long struggled in the
mainland China market. Moving forward, CEO Carlos Tavares is
counting on a JV with Leapmotor to address mainland China as well
as to provide an inexpensive BEV for production and sale in other
markets, initially Europe.
Nissan saw flat sales versus the April-June 2023 period, and
revenue improved. However, Nissan’s operating income plummeted
compared with a year earlier and margin dropped. Nissan largely
blamed its North American performance for the weak result,
announcing plans for salaried staffing cuts shortly after reporting
results.
Nissan will optimize inventory buildup in North America in the
second half of the company’s fiscal year (October 1, 2024-March 31,
2025), including use of incentives, as well as maximize sales of
new and refreshed models to right the ship. Weak US first-quarter
sales were blamed on an aging portfolio and consumer interest in
hybrids, which Nissan isn’t currently offering in that market.
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This article was published by S&P Global Mobility and not by S&P Global Ratings, which is a separately managed division of S&P Global.
