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Bitter Sweet

Egypt, Volume 148
27.06.2006

In 2005 and 2006, Egypt's automotive industry saw a substantial increase in car sales. Observers are watching the country as it enjoys significant growth potential and speculate whether activity in the automobile sector will experience a further increase.

"Volumes went from around 45,000 in 2004 to 90,000 in 2005," Don Butler, chairman and managing director of General Motors Egypt told OBG. "For 2006, we expect to see volumes across the industry reach 95,000 to 97,000."

The reason for the jump in car sales last year, along with the anticipated increase over the course of 2006, is attributed to pent up demand. The recovery of the Egyptian pound in late 2004, following its floatation the previous year, along with a concomitant increase in business and consumer confidence played a significant role in the jump in sales.

So too was the 2004 reduction in the level of import duties for vehicle parts and cars, with those for the 1.6 litre class and below reduced by more than half, resulting in a marked reduction in car prices. When the government announced in January 2005 that there would be no further cut in duties, sales levels picked up as buyers realised that car prices would not go any lower. A reduction in income taxes under the government of Prime Minister Ahmed Nazif is also likely to help encourage consumers to spend.

However, the automotive industry does face its own set of challenges. Car production, for one, is not considered to be cheap in Egypt. This is due to the high cost of local components, combined with the expense of shipping imported parts into Egypt. The requirement that Egyptian content constitute no less than 45% of locally assembled cars is regarded as another obstacle for would-be investors, particularly with regards to flexibility of production and assembly.

"Car manufacturers, such as our own, also face a problem because the quality of local content tends to be low," Raafat Masrouga, general manager for trading of Toyota in Egypt told OBG.

However, this is not to deny that the quality of local components has significantly increased over the last 10 years and will continue to do so.

There are also ways to overcoming such obstacles. Mercedes-Benz is pushing ahead with plans to build its top-of-the-line S500L in Egypt by the end of 2006 - an indication that a large number of foreign big brand manufacturers have been far from discouraged in expanding their in-country activities with local partners. Allowing carmakers to compensate for a shortfall in local content with exports has provided some flexibility to Mercedes-Benz's parent company DaimlerChrysler.

"I believe [some German car manufacturers] have now reserved a percentage of their production for offset. They are also looking for local producers [of car parts] to have joint ventures with the company in Germany," said Masrouga.

This of course does not remove industry-wide concern about the gradual removal of tariff-barriers on imported cars. Cutting tariff barriers on imported automobiles from Europe by 10% every year under the Euro-Mediterranean Free Trade Agreement has caused understandable discomfort amongst local car assembly workers.

"By 2019 - when all tariffs on imported vehicles are to be eliminated - we are unlikely to see cars being assembled locally," Masrouga said. "European carmakers will be the main winners."

What this implies for local car manufacturers is clear. "We will have to become more competitive and have to become leaner in terms of cost structures," said Butler.

Indeed, General Motors is already working with its suppliers to raise standards before a tide of car imports hits the market in the years to come.

The country is the largest car producer in North Africa, employing more than 62,000 workers, according to the General Authority for Investment and Free Zones (GAFI).

Local manufacturers continue to point to the potential of the Egyptian market. The market size, the equivalent of $2.39bn in 2003, in relation to a population of over 70m may be small, but in terms of growth prospects Egypt finds itself in a strong position. Some analysts believe that foreign car producers may be forced to eventually abandon their Egyptian assembly plans, finding it more economical to import ready-assembled vehicles into the country from abroad when tariffs are completely removed.

In the meantime, Egypt's consumers will benefit from greater competition between foreign and locally based automotive firms, though with less certainty as to how many jobs will be available in the industry in the next decade.
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