Through its various subsidiaries and divisions, Magna International makes just about everything needed to put together a motor vehicle. Magna Steyr, its largest division, offers vehicle engineering and assembly. Magna's interior and exterior systems division makes trim, lighting, sealing systems, instrument and door panels, and sound insulation. Cosma International makes body and chassis systems. Magna Powertrain offers transaxles, transmission systems, and engine parts, while Magna Mirrors makes mirrors and driver assistance products. Other Magna operations include Seating, E-Car Systems, Electronics, Roof, and Closures. Its geographic markets include North America, Europe, Africa, and Asia.
The company operates through almost 300 manufacturing operations in 25 countries. Magna International follows a decentralized mode of operation, meaning its businesses operate independently. The company restructured itself along geographic lines to be more responsive to customers' needs, and is paying particular attention to the "Rest of World" market that encompasses developing regions such as Africa, Asia, Eastern Europe, and South America.
Sales and Marketing
BMW, Daimler, Fiat/Chrysler, Ford, GM, and VW accounted for approximately 83% of Magna's sales in 2011.
Magna International has seen steady growth over the years as the global automotive sector recovers. Its total sales were up by 23% from 2010 to 2011, due mostly to an overall rise in North America, Europe, and Rest of World production sales. The company also experienced a 24% surge in vehicle assembly sales in 2011. Rest of World production sales represents its fastest-growing segment; its revenues surged by 61% to $1.4 billion (compared to $871 million in 2010). This specific growth reflects its strategy to target a number of high-growth countries around the world.
Magna International seeks expansion opportunities in the Eastern European and Russian markets by strengthening its ties to the GAZ Group, Russia's largest auto maker. In 2010 Magna opened new facilities in Russia, including a plant in Kaluga that makes parts for Volkswagen (VW), Skoda, Renault, and Peugeot. It also opened three facilities in the St. Petersburg area.
Farther East, Magna's Cosma International formed a joint venture in 2011 with China-based Guangzhou Automobile Group Component Co. (GACC). The business entity, Changsha Cosma Automotive, manufactures major body and chassis components and structural assemblies from a new facility in Changsha City in the Hunan Province. The company also opened new facilities in India and South Korea. Also expanding in the Western Hemisphere, Magna Seating acquired Germany-based Vogelsitze GmbH in early 2011. Vogelsitze makes seats for buses and passenger trains. Magna Seating previously in 2010 bought Argentina-based Pabsa, which supplied complete seats, foam products, trim covers, and seat structures.
Taking heed of the market shift away from four-wheel drive pick-up trucks and SUVs, Magna is focusing on developing a wide range of electric vehicle technologies and systems. To that end, the company opened a new hybrid- and electric-vehicle system development center in Michigan in 2010 to support its Magna E-Car Systems, which makes battery cells and packs for the production of these new environment friendly vehicles. – less