Introduction

Since the start of the 21st century, the car market has knew a very important expansion with the apparition of the BRIC’s which the most important emerging countries. In comparison to the 20th century more economies are able to consume and particularly to increase the comfort. In this case study we will focus on two members of the BRIC’s (India and Russia). That is why the topic of this case study is entitled cars for emerging markets. Those countries are more and more powerful their population has more and more the possibility to consume. Moreover, we observe that local companies are developing in those two countries and American companies have to adapt them if they want to get market share (offer, structure, communication, prices, models…) in those emancipating competition. In first part, it will be important to talk about the similarities and differences between the car market in India and in Russia. After the comparison between each market, I will give you my opinion about which market is the most difficult for American companies. To finish, I will talk about pros and cons of Ford’s model invention strategy and GM’s joint venture strategy. We can ask this question: are American brands able to understand emerging markets to conquest new market share?

Writing

To start I will give you a description of the Indian and Russian car market. Russia is poised to overtake Germany this year to become Europe's largest automotive market by vehicles sold. The surging price of oil has revitalized the country's economy, providing many Russians the means to buy foreign-made cars. Meanwhile, rising fuel costs have made car ownership more expensive in Europe and the U.S., where sales are stagnating. Car sales in Russia rose 41% in the first half of 2008 to 1.65 million, with a total value of $33.8 billion. The number of new-car registrations in Germany, but that Russia's total includes used imported cars. Russia has become a priority market for major car