DELPHI Driving Tomorrows Technology University of MichiganFlint Delphi

DELPHI Driving Tomorrow’s Technology University of Michigan-Flint & Delphi Automotive Strategic Report: Motorcycle EMS North American and Western European Markets Nancy Fike, James Redumski, Frank Steiert, Carrie Warning 12/17/03 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning

DELPHI Driving Tomorrow’s Technology Presentation Agenda Project Purpose & Scope Motorcycle Technology EMS Technology Regulation Implications Motorcycle Market Analysis Top Motorcycle OEM’s Proposed Entry Strategy 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 2

DELPHI Driving Tomorrow’s Technology Purpose & Scope Carrie Warning 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning

DELPHI Driving Tomorrow’s Technology North America 12/17/2003 Western Europe N. Fike, J. Redumski, F. Steiert, C. Warning 4

DELPHI Driving Tomorrow’s Technology Motorcycle Technology 2 -Cycle vs. 4 -Cycle Motorcycle Engine Lifespan Jim Redumski 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning

DELPHI Driving Tomorrow’s Technology Manufacturing 2 -Cycle vs. 4 -Cycle Engines • United States • Europe • Indonesia • Japan • China 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 6

DELPHI Driving Tomorrow’s Technology FOUR-CYCLE TWO-CYCLE • Emission Standards • Smaller • Carbon Monoxide • Lighter • Hydrocarbon • More Powerful • U. S. • Less Expensive • Europe • Less Motion 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 7

DELPHI Driving Tomorrow’s Technology Honda • New Technology • The EXP-2 • Completely burns fuel • Valve Positioning • Pressurized Auto Ignite 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 8

DELPHI Driving Tomorrow’s Technology Motorcycle Engine Lifespan • Factors in Engine Wear • Two Research Studies • Cycle Trend • California Government • Hours of Usage per Year 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 9

DELPHI Driving Tomorrow’s Technology EMS Function Open Loop vs. Closed Loop Control System Needs Regulations EMS Advantages & Disadvantages Frank Steiert 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning

DELPHI Driving Tomorrow’s Technology EMS Function • Controls the engine and defines the performance and uniqueness of each motorcycle brand • Comprised of an ECU, software, calibrations, input sensors, and output devices. • Required to meet current and future emission regulations • May be either Open-Loop or Closed-Loop 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 11

DELPHI Driving Tomorrow’s Technology Open Loop vs. Closed Loop • Open-Loop systems do not have any feedback mechanism (static) • Closed-Loop systems have feedback that allow the EMS to react (dynamic) to changes in the exhaust gas • Closed-Loop systems incorporate an Oxygen sensor as its feedback mechanism • The ECU modifies the amount of fuel injected based on the O 2 sensor feedback 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 12

DELPHI Driving Tomorrow’s Technology Control System Needs 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 13

DELPHI Driving Tomorrow’s Technology Regulations European Emissions California Emissions (ARB) Federal Emissions (EPA) Noise - North America & Europe 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning

DELPHI Driving Tomorrow’s Technology European Emissions 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 15

DELPHI Driving Tomorrow’s Technology California Emissions (ARB) 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 16

DELPHI Driving Tomorrow’s Technology Federal Emissions (EPA) 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 17

DELPHI Driving Tomorrow’s Technology Noise - North America & Europe North America (EPA): • Current EPA regulation is 80 d. BA, established 1982 Europe: 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 18

DELPHI Driving Tomorrow’s Technology EMS Advantages & Disadvantages Advantages: – Increased performance & improved drivability – Reduced emissions – On-board diagnostics (improved serviceability) – Improved relationship with Environmentalists Disadvantages: 12/17/2003 – Cost (development, purchase, warranty) – Less owner customization & maintenance – Opportunity for more governmental regulations – Increased motorcycle complexity N. Fike, J. Redumski, F. Steiert, C. Warning 19

DELPHI Driving Tomorrow’s Technology Motorcycle Industry Demographic Market Trends Motorcycle Market Analysis Carrie Warning 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning

DELPHI Driving Tomorrow’s Technology Demographic Market Trends • Male • 45 years old • Married • No children • Educated • $78, 000 per year 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 21

DELPHI Driving Tomorrow’s Technology Motorcycle Market Analysis (NA) • Class III – 90% of sales – 75% are 700 cc or greater – 1% annual growth (2010) • Top 6 OEMs – 95. 3% market share 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 22

DELPHI Driving Tomorrow’s Technology Motorcycle Market Analysis (EU) • 2002 • Top 5 OEMs – Registration 3. 3% – Volume 1. 325 M units • 2004 - 2007 forecast – 77. 1% market share • Italy – 29. 5% of EU sales – 2. 5% – 1. 416 M units (2007) 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 23

DELPHI Driving Tomorrow’s Technology Motorcycle OEMs Major OEMs Motorcycle Segment OEM Highlights Market Share Nancy Fike 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning

DELPHI Driving Tomorrow’s Technology Major OEMs • • • 12/17/2003 Harley-Davidson Honda Motor Co. , Ltd. Suzuki Motor Corporation Yamaha Motor Co. , Ltd. Kawasaki Heavy Industries BMW N. Fike, J. Redumski, F. Steiert, C. Warning 25

DELPHI Driving Tomorrow’s Technology Harley-Davidson, Inc. • Known as the “Motor Company” • Only major U. S. motorcycle manufacturer • #1 U. S. seller of heavyweight motorcycles • Invested $1. 5 billion over last 7 years to ensure market leader position • Moved into new European headquarters during 2002 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 26

DELPHI Driving Tomorrow’s Technology Honda Motor Co. , Ltd. • World’s largest motorcycle producer • Japan’s #3 automaker • World leader manufacturer of internal combustion engines • Operates 110 factories in 31 countries • CY 2005 -plans to reduce total hydrocarbon emissions to 1/3 of ’ 95 levels • CY 2005 -plans to improve average fuel efficiency by 30% relative to ’ 95 levels 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 27

DELPHI Driving Tomorrow’s Technology Suzuki Motor Corporation • Japan’s #1 minicar producer • Japan’s #3 motorcycle manufacturer • Operates in 190 countries • Partnership w/ Kawasaki to develop motorcycles and ATV’s • Developing technology to reduce emission gases, improve fuel economy, and reduce noise 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 28

DELPHI Driving Tomorrow’s Technology Yamaha Motor Co. , Ltd. • Best known for extensive line of motorcycles • Operates 60 plants in 35 countries • Made efforts to meet strict CO 2 emission regulations, but failed 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 29

DELPHI Driving Tomorrow’s Technology Kawasaki Heavy Industries, Ltd. • Multitude of products • Difficult to find motorcycle specific information 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 30

DELPHI Driving Tomorrow’s Technology BMW • One of Europe’s top automakers • Currently expanding R&D facilities and staff • Engineering & Emissions Control Test Center • Represented in 130 countries 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 31

Summary of Major OEMs 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 32

OEM Research & Development Costs 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 33

2002 U. S. Motorcycle Market OEMs 2. 5% 4. 6% 7. 1% 9. 3% 46. 4% 9. 8% 20. 2% 12/17/2003 Top 6 OEMs. N. Fike, hold 95. 3% of Motorcycle Market J. Redumski, F. Steiert, C. Warning 7 34

2002 Europe Motorcycle Market OEMs 3. 5% 7. 0% 5. 7% 21. 0% 6. 6% 8. 5% 17. 7% 14. 8% 15. 1% Top 5 OEMs hold 77. 1% of Motorcycle Market 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 8 35

DELPHI Driving Tomorrow’s Technology Proposed Entry Strategy Competitive Market SWOT Analysis Strategic Options Strategic Recommendations Frank Steiert 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning

DELPHI Driving Tomorrow’s Technology Competitive Market • Many established EMS Suppliers • OEMs and EMS Suppliers build strong relationships (due to length and complexity of EMS projects) • EMS is considered by many OEMs to be a core competency (internal expertise) • A new EMS Supplier must have technically superior systems and competitive prices 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 37

SWOT Analysis - Delphi 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 38

DELPHI Driving Tomorrow’s Technology Strategic Options • Offer EMS to high-volume OEMs with non -automotive divisions • Offer EMS to high-volume OEMs with automotive divisions • Offer generic EMS with tools to lowvolume custom motorcycle manufacturers • Offer EMS components to OEMs 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 39

DELPHI Driving Tomorrow’s Technology Strategic Recommendations ü Offer EMS to high-volume OEMs with non-automotive divisions – Offer EMS to high-volume OEMs with automotive divisions X Offer generic EMS with tools to lowvolume custom motorcycle manufacturers ü Offer EMS components to OEMs 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning 40

DELPHI Driving Tomorrow’s Technology Questions & Answers TEAM 12/17/2003 N. Fike, J. Redumski, F. Steiert, C. Warning