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By James B. Kelleher
CHICAGO, March 2 (Reuters) - Caterpillar Inc. (CAT. N: Quote, Profile, Research) and Cummins Inc. (CMI. N: Quote, Profile, Research), the two big U. S. diesel engine manufacturers, are at a crossroads, bankers say.
The dilemma: To keep their heavy-duty truck engine operations rolling, will they need to align themselves more closely with a single domestic truck maker?
In Europe, the top manufacturers of heavy-duty trucks -- Sweden's Volvo Group (VOLVb. ST: Quote, Profile, Research), and Germany's DaimlerChrysler (DCXGn. DE: Quote, Profile, Research) and MAN AG (MANG. DE: Quote, Profile, Research) -- are vertically integrated, producing both the chassis and engine.
But in North America the industry is divided.
The European players, Volvo and DaimlerChrysler's Freightliner unit, have tried in recent years to impose their vertical template on the marketplace, encouraging customers accustomed to being able to order their trucks with outsiders' engines in them to go with in-house drivetrains instead.
But the two other big manufacturers, Bellevue, Washington-based Paccar Inc. (PCAR. O: Quote, Profile, Research) and Warrenville, Illinois-based Navistar (NAV. N: Quote, Profile, Research) -- continue to outsource their so-called Class 8 heavy-duty engines, primarily to Peoria, Illinois-based Caterpillar and Columbus, Indiana-based Cummins.
But a big change -- the kind that drives deal-making -- is afoot. The wheels were set in motion in late 2004, when Navistar, Cummins' key customer, announced plans to develop a new big-bore engine with MAN.
When Navistar announced the deal, says one banker, "it sent shivers through the Cummins organization. "
TRUCK MAKERS IN DRIVERS SEAT
Paccar and Navistar have been happy to outsource the engine work because it was cheaper than trying to do it in house. As one banker characterized it, "Cummins and CAT (were) beating each others brains out for their business. "
The two truck makers also knew that if there was a downturn in the truck market, the vertically integrated foreigners would be more than happy to sell engines to them to absorb overhead and maintain the investment in technology.
With its deal with MAN, Navistar moves closer toward its European rivals -- but it insists it will continue to give its customers whatever engines they want.
"So I think the truck-makers are in a pretty good position," says one banker. "I think it's CAT and Cummins trying to figure out whether they need to own the customer. "
Which of the two is in the tougher spot? Cummins looks more vulnerable, according to some bankers. Engines are, after all, pretty much all the company does, while Caterpillar has a huge construction equipment business (which, ironically, is vertically integrated. )
"I don't think (Cummins is) necessarily forced to do anything in the short term," one banker says. "But over the long term, it's something they're going to have to look at. There isn't a compelling reason for them not to join forces with Navistar. "
A Cummins spokesman did not return a call seeking comment. One banker, however, dimisses the idea of a Navistar-Cummins linkup as "nutty. "
A more likely path if North America goes European: Cummins might simply redouble its overseas efforts, where it already derives a significant chunk of its revenue and where it is experiencing some real success in the fast-growing markets of India and China.
But not everyone is convinced that the North America truck market can ever mirror the European market.
Jim Parker, the vice president for power systems marketing at Caterpillar, argues that while vertical integration promises advantages on paper -- optimum component match, the potential for cost containment, and lucrative parts revenue -- significant hurdles immediately present themselves in practice.
The first hurdle would be the financial and technical investment companies need to make to make their engines comply with tough new government emission standards on the one hand, and customer demand for better performance in terms of fuel economy and engine life on the other.
"The amount of money, effort and expertise to support this kind of development is substantial," Parker says.
The second hurdle, Parker said, is consumer resistance.
"Customers want a choice," he said. "Volvo and Freightliner have both promoted their own engine product aggressively. But there's still a lot of customers out there that want a Cummins engine in a Volvo, for instance, or a CAT engine in a Freightliner. They may prefer the Volvo or Freightliner chassis, but don't necessarily prefer their engines. "
But not everyone is convinced that the North America truck market can ever mirror the European market.
Jim Parker, the vice president for power systems marketing at Caterpillar, argues that while vertical integration promises advantages on paper -- optimum component match, the potential for cost containment, and lucrative parts revenue -- significant hurdles immediately present themselves in practice.
The first hurdle would be the financial and technical investment companies need to make to make their engines comply with tough new government emission standards on the one hand, and customer demand for better performance in terms of fuel economy and engine life on the other.
"The amount of money, effort and expertise to support this kind of development is substantial," Parker says.