The Marketing Research Department of our parent company, Primedia Business Magazines & Media, in Overland Park, KS, surveyed more than 500 WAW readers (247 OEM and 270 supplier) between March and May of this year. Primedia mailed 1,200 surveys to supplier employees and 1,200 to OEM employees, and the response rate was 22.3%.
The OEM sample mirrors the North American production market share breakdown:Corp. produces 35% of the cars, so 35% of OEM responses came from GM employees. All North American producers, including the foreign-based transplants, are represented in the same way, including Motor Co. (21.6%), DaimlerChrysler Corp. (15.9%), America Mfg. (6.7%), Toyota Motor Mfg. (4.8%), Nissan Motor Mfg. (4.3%) and other OEMs (11.3%).
A wide range of Tier 1, 2 and 3 suppliers participated. Some 60% of supplier respondents described their companies as Tier 1s selling direct to auto makers, while 23% described themselves as primarily Tier 2. Of the supplier respondents, 33% say their companies have annual sales of $1 billion or more, and 44% have sales of less than $250 million.
Basing the sample on the OEM production market shares for North America and ensuring diverse supplier responses allows for the survey to accurately reflect the industry at large.
Watch for full results of the 24th Annual Supplier Survey, as well as analysis of the findings, on our website, www.WardsAuto.com.