Our client, Steerco, is a $$2$ B automotive steering systems provider, selling to vehicle manufacturers in North America and Europe. Steerco has been experiencing growth as automobiles transition from existing Hydraulic Power Steering technology $($HPS$)$ to a new steering technology, Electric Power Steering $($EPS$).$ While growth has been strong in recent years, Steerco is anticipating slower growth and decreasing margins moving forward as the new EPS technology becomes dominant in the U$.$S$.$ and Europe and price competition intensifies. What will be the approximate size in units of the automobile market in each country in $2011?2016?$

While the transition from HPS to EPS technology is largely complete in the U$.$S$.$ and Europe, it is just beginning to take hold in key emerging markets. As the transition to new technology occurs in these markets, Steerco is concerned about missing a significant growth opportunity if they do not invest now.

Steerco$$s initial assessment has determined that they want to evaluate three markets for potential investment: Brazil, India and China. Steerco$$s goal is to select the market that is best aligned with its current goals and capabilities, with the intention of developing a long$-$term presence in the region. As Steerco has limited resources and wants to test the waters in a single emerging market before investing in others, they are looking to select one market to focus on at this time and achieve a minimum three$-$year ROI of $15\%.$

Steerco has engaged MBB to help them determine the optimal market to enter. The scope of this engagement includes helping Steerco understand the characteristics of each market, the capabilities needed to succeed and the overall attractiveness for Steerco. The CEO has asked MBB to recommend the best market to enter, an approach for entering the market, and estimate the resulting impact to revenue and profitability. What will be the approximate size in units of the automobile market in each country in $2011?2016?$