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VISTA – New growth opportunities for the commercial vehicle industry


The commercial vehicles industry is undergoing one of the most fundamental changes in its history. The traditional focus on the triad (North America, Europe, and Japan) is vanishing. New markets and production locations have emerged, especially in the BRIC countries (Brazil, Russia, India and China). While the BRIC markets will continue to play a dominant role, a second wave of emerging markets is already forming: VISTA (Vietnam, Indonesia, South Africa, Turkey and Argentina).

"The large, growing VISTA economies will impact global market shares and become attractive production locations for OEMs and suppliers alike," states Norbert Dressler, Partner and commercial vehicle expert at Roland Berger Strategy Consultants.

The future development and attractiveness of these second-wave emerging markets is driven by two essential factors. First, booming and large economies are spurring the demand for vehicles. Second, low labor costs and favorable production conditions will make these markets attractive low-cost production locations for the next decades.


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