Review of Xenon Customer Buyer Behaviour by Richard Gane, PriceWaterhouseCoopers.
(Source: lecture given during DVN Paris Workshop, May 6, 2010)
The following table describes global Xenon take rates, with annual sales flat:
|
|
2009 | 2015 |
| Europe | 16% | 30% |
| Japan | 44% | 50% |
| North America | 6% | 12% |
| China | 6% | 15% |
| India | 0% | 2% |
| Global | 20% | 29% |
What does this tell us? – Generally speaking
- Xenon has disappointed on initial expectations
- Pricing and option packaging is a major issue
- Customers “don’t get it”
- Is the value chain right between the different players?
- What is the future for Xenon?
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