Renault-Nissan is set to benefit in the long term from the economic crisis in Russia as the weaker rouble undermines rival carmakers that source fewer parts locally, according to Carlos Ghosn, chief executive.
The Franco-Japanese group, which has a third of the Russian market share through its subsidiary Avtovaz, has suffered this year as escalating tensions with the west have prompted a sharp fall in the car market.
But Mr Ghosn said that the group should be able to grab market share from the crisis as the roughly 10 per cent fall in the value of the rouble has disproportionately punished carmakers who have to import the majority of their parts.
“Today the weakness of the rouble puts the car manufacturer that is more localised at an advantage,” he said. “Even though everybody suffers, those that are more localised can hold the line much better than those who are importing.”
Renault’s Logan sedan and Sandero hatchback have a roughly 75 per cent localisation rate, while local Volkswagen cars have about a 50 per cent rate and locally produced Ford and General Motors cars have even less.
“It is one of the reasons for which, even though in a contracting market where everyone suffers, I think Lada and Renault will have a relative advantage. You see the market share of Renault . . . has been growing.”
The optimism highlights how, even in a crisis such as the one in Russia, European companies seek to eke out an advantage. The Renault-Nissan alliance is targeting a 40 per cent market share in Russia by 2016.
The Russian market was last year predicted to become the biggest in Europe by 2016, but western sanctions against Russia’s banks and oil sector have led LMC Automotive to forecast a 15.8 per cent decline in the market this year.
“We think it is not going to be tough forever,” said Mr Ghosn. “What is important is to have the alliance in a strong position when growth should then improve in the Russian market.”
Renault bought 25 per cent of Avtovaz in 2008 and took control this year with Japanese partner Nissan, attempting to reboot the fortunes of the company and its much-maligned soviet-style Lada brand with new models.
Mr Ghosn, in a media event testing the new Renault Twingo city car, also said that the alliance was looking to open up the batteries to be used in its electric cars to competition, rather than focusing on using in-house batteries.
“We may have other sourcing coming. Today we are questioning ourselves, in the case of electric cars in China, what would be the sourcing? Our own internal sourcing is one option, but it’s not the only one,” he said.
He said that no decision had been taken on cutting Nissan battery production in Sunderland or Tennessee, a move that would likely lead to tensions within the alliance, but added: “Our objective is the electric car, not the battery. If this means from time to time sourcing outside, we will do it,” he said.
Renault-Nissan made a huge push into electric cars and batteries with a €4bn investment in 2009, but last year Mr Ghosn admitted sales were at least four years behind targets amid a slow rollout of support infrastructure.
Mr Ghosn was also positive about the broader European automotive market despite fears of deflation in the eurozone amid chronically weak growth.
“Compared to what happened from 2008 to now, I consider that the European crisis has finished,” he said, pointing to the growth in the European car market this year.
“With the latest measures taken particularly by the European Central Bank, I have no doubt that 2015 will be at least at the same level of growth,” he said. “I think it will positively impact the European economy and that’s what makes me optimistic.