Strategy Analytics has been tracking the deployment of both types of stop-start systems and concludes that the modified starter-based system, mainly supplied by Bosch, is gaining the upper hand. 

Also because of increased interest from the emerging markets, Strategy Analytics has raised its forecast for all stop-start systems worldwide.

The reasons behind the changes to the market are:

• Consumer demand in the automotive market has shifted towards compact models, due to the recession and the "cash-for-clunkers" incentives that has made compacts better value for money.  Therefore, when purchasing a stop-start model, modified starters have become more attractive because of its lower cost and greater likelihood of deployment in the compact segment.

• The growing consumer demand for more fuel efficient models has raised the profile of efficiency sub-brands such as BMW's "EfficientDynamics".  As more OEMs join the bandwagon, so the desire to offer a model with stop-start increases.  Development of a model with a modified starter is usually shorter than for a model with a starter-alternator, thus enabling the rapid marketing of an efficiency sub-brand.

• Government incentives and mandates are putting further pressure on OEMs to bring in efficiency improvements to a higher level or to bring them earlier than previously planned.  For example, BMW is also implementing the modified starter system on six-cylinder mid-segment models as a more cost effective way in meeting the tough European mandates on carbon dioxide emissions rather than deploying costlier hybrid powertrains.  Through volume purchasing and from previous experience in the compact segments, BMW is hoping to deliver efficiencies that do not adversely impact its bottom line.

• Also such government measures are also being adopted in the emerging markets domestically, and not just to comply with the demands of an export market.  China is planning a corporate average fuel economy limit that is tougher than the one set in the US earlier this year.  Modified starters are ideally suited for emerging markets, being the more cost effective solution available. 

• Starter-alternators have found favor by only a handful of OEM customers: Daimler, PSA and Toyota.  Deployment has been limited to a few models, with wider PSA deployment only to commence next year.  Furthermore, the recently growing development of mild and full hybrid powertrains, such as the new Honda Insight, will raise competition for starter-alternators.

For clients wanting to see the full revised forecast on stop-start systems, please go to http://www.strategyanalytics.com/default.aspx?mod=ReportAbstractViewer&a0=5112 to download the relevant Insight report.