How to Thrive ROCE – CAR Industry

Here’s an overview of major car industry players, their Return on Capital Employed (ROCE) percentages, strategic levers they’ve employed, associated strategic actions, and notable successes and failures between 2020 and 2025.

1. Tesla Inc.

• ROCE: Tesla has consistently demonstrated strong ROCE figures, reflecting its efficient use of capital in generating profits.
• Strategic Levers & Actions:
  • Technology & Digital Transformation: Pioneered advancements in autonomous driving and over-the-air software updates.
  • Sustainability & Green Energy Transition: Focused on electric vehicles (EVs) and energy storage solutions.
• Major Successes:
  • Achieved significant market share in the EV sector.
  • Expanded global production capacity with new Gigafactories.
• Major Failures:
  • Faced challenges with production delays and quality control in early models.

2. Ford Motor Co.

• ROCE: Ford’s ROCE has experienced fluctuations, influenced by restructuring efforts and investments in EVs.
• Strategic Levers & Actions:
  • Business Model Diversification: Invested in electric and autonomous vehicle technologies.
  • Operational Efficiency & Cost Management: Implemented global restructuring to reduce costs.
• Major Successes:
  • Launched the Mustang Mach-E, entering the EV market.
  • Formed strategic partnerships to enhance technological capabilities.
• Major Failures:
  • Encountered setbacks with the discontinuation of certain sedan models.
  • Faced challenges in the European market, leading to plant closures.

3. General Motors Company (GM)

• ROCE: GM has maintained a stable ROCE, supported by its strong presence in the North American market.
• Strategic Levers & Actions:
  • Capital Discipline & Investment Strategy: Committed significant investments toward electric vehicle development.
  • Mergers & Acquisitions (M&A): Acquired technology startups to bolster autonomous driving capabilities.
• Major Successes:
  • Introduced the Chevrolet Bolt EV, expanding its electric vehicle lineup.
  • Established Cruise, a subsidiary focused on autonomous vehicles.
• Major Failures:
  • Experienced recalls due to battery-related issues in electric vehicles.
  • Faced criticism over delayed EV rollouts compared to competitors.

4. Toyota Motor Corporation

• ROCE: Toyota has consistently reported robust ROCE, attributed to its efficient operations and strong global sales.
• Strategic Levers & Actions:
  • Sustainability & Green Energy Transition: Led in hybrid technology with the Prius and expanded into hydrogen fuel cell vehicles.
  • Market Positioning & Pricing Power: Maintained a reputation for reliability, supporting premium pricing.
• Major Successes:
  • Dominated the hybrid vehicle market with the Prius.
  • Expanded market share in emerging economies.
• Major Failures:
  • Lagged in the initial adoption of fully electric vehicles compared to competitors.
  • Faced challenges with recalls affecting brand perception.

5. Volkswagen Group

• ROCE: Volkswagen’s ROCE has been impacted by significant investments in EVs and the aftermath of the emissions scandal.
• Strategic Levers & Actions:
  • Technology & Digital Transformation: Invested heavily in the MEB platform for electric vehicles.
  • Sustainability & Green Energy Transition: Committed to becoming a leading producer of electric vehicles.
• Major Successes:
  • Launched the ID. series, marking a significant entry into the EV market.
  • Achieved substantial sales growth in China.
• Major Failures:
  • Dealt with the fallout from the diesel emissions scandal, leading to financial penalties.
  • Encountered software issues delaying EV deliveries.

6. Honda Motor Co., Ltd.

• ROCE: Honda’s ROCE has remained stable, supported by its diversified product lineup.
• Strategic Levers & Actions:
  • Business Model Diversification: Expanded into electric motorcycles and energy solutions.
  • Operational Efficiency & Cost Management: Streamlined operations to focus on core competencies.
• Major Successes:
  • Maintained strong sales in the motorcycle segment.
  • Formed alliances to develop hydrogen fuel cell technology.
• Major Failures:
  • Faced challenges with airbag recalls affecting multiple models.
  • Struggled with slow adoption of electric vehicles in key markets.

7. BMW Group

• ROCE: BMW has reported healthy ROCE, driven by its premium market positioning.
• Strategic Levers & Actions:
  • Market Positioning & Pricing Power: Focused on the luxury segment with high-margin vehicles.
  • Technology & Digital Transformation: Invested in digital services and autonomous driving research.
• Major Successes:
  • Successfully launched the electric iX and i4 models.
  • Expanded production capacity in China through joint ventures.
• Major Failures:
  • Encountered delays in rolling out autonomous driving features.
  • Faced competition from new entrants in the luxury EV market.

Thriving the Car toward 2030