International Trade Strategy

TRADE TEAM CANADA AUTOMOTIVE (TTC AUTO)
INTERNATIONAL TRADE DEVELOPMENT STRATEGY

FINANCIAL YEAR 2004-2005

Table of Contents

• Overview
• Objectives
• Strategy
• Target Markets
• Partners / Support

Overview

The Canadian automotive manufacturing sector consists of two major industries: motor vehicle assembly and components production. The sector produces a wide range of products for both original equipment (OE) and aftermarket (AM) manufacturers. In addition to passenger cars and light trucks, Canadian production includes engines and major drive train components, steering and suspension parts, wheels and brake parts, stampings, seats, interior and exterior trims, electrical components and tires.

The automotive sector is a key component of the Canadian economy. In 2003, average direct manufacturing employment was 171 245, which represents a 3% increase compared to the previous year. In addition, total employment related to the sector, including retail and AM parts manufacturers and distributors, reached 504 806.

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Objectives

With an automotive sector trade balance of $5.4 billion in Canada's favour on total value of shipments of $96.8 billion in 2003, Canada exports more than 85% of its production, mainly to the United States (U.S.). While it is important to maintain this high concentration on U.S. markets, it is equally important for Canada to diversify into other export markets to ensure Canadian-based parts and vehicle manufacturers have a global perspective. In order to achieve this goal, Canada has developed world-class leading edge automotive technologies which can be successfully marketed and introduced in emerging markets. Shipments of Canadian produced automotive parts have increased from $26.0 billion in 1998, to $32.6 billion in 2003, an increase of 21.4% in just 5 years.

Efforts to develop other opportunities will continue around the world in order to identify market leads. However, the main markets of interest for the Canadian automotive industry are the U.S., Germany, China, and Southeast Asia.

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Strategy

• Through the provision of market intelligence (market analyses and studies), identify sourcing, trade and joint venture opportunities, and encourage companies to pursue them;
  
  
• Introduce leading edge Canadian manufacturing technologies and position Canadian suppliers in countries with developing automotive industries (missions, visits, trade shows, etc.);
  
  
• Promote industry-to-industry co-operation via joint ventures, technology acquisition, licensing, strategic alliances, and research and development (R&D;);
  
  
• Continue efforts to improve market access through various trade policy initiatives (deregulation, accords), such as Asia Pacific Economic Community (APEC) trade liberalization, Canada/Chile accord, Free Trade Agreement of the Americas (FTAA), World Trade Organization (WTO), and U.S./Japan Auto Trade Agreement;
  
  
• Raise the profile of the Canadian auto sector through promotion and communications (technology seminars, information products, trade show participation, visits); and,
  
  
• Ensure that manufacturers have relevant information to maintain their competitiveness. Among the tools they may use to attain this objective are: conferences and seminars, Strategis (Canada's Business and Consumers Site), and, more recently, the Trade Team Canada Automotive (TTC Auto) web site. Launched in April 1999, the latter is intended to promote dissemination of market intelligence between automotive industry professionals.

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Target Markets 

During financial year 2004-2005, the primary focus of international trade activities will be U.S., Germany and China. Other key automotive markets which are expected to draw some attention include Brazil and India.

Identification of these target markets come as a result of intelligence gathered by the Aerospace and Automotive Branch, TTC Auto, as well as ongoing consultations with the industry and provinces.

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Partners / Support

For international trade activities, the automotive sector has a comprehensive consultative mechanism in place, primarily through TTC Auto. TTC Auto is comprised of members from both the public and the private sectors: manufacturers and assemblers, industry associations (AIA, APMA, AIAMC, JAMA, and RAC), provincial governments (Quebec and Ontario), Department of Foreign Affairs and International Trade (DFAIT) representatives posted abroad, and other federal government departments and agencies.

Through regular meetings and constant communication efforts, the Canadian government and the industry seek to ensure that energies are well spent towards attainment of commercial objectives, and that strategies developed are compatible with tendencies observed in the market.

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