Convertible Roof System Market

Convertible Roof System Market by Rooftop (Hardtop, Soft Top), Vehicle Class (Luxury, Semi-Luxury), Body (Sedan, SUV, Roadster), EV (BEV, HEV, PHEV, FCEV), Material (PVC, Carbon Fiber, Aluminum), Propulsion (ICE, EV), and Region - Global Forecast to 2025

Report Code: AT 6160 Apr, 2018, by marketsandmarkets.com

[138 Pages Report] The convertible roof system market was valued at USD 1.14 Billion in 2017 and is projected to grow at a CAGR of 6.77%, during the forecast period, to reach 2.11 Billion by 2025. The base year considered for the study is 2017 and the forecast period is 2018 to 2025. Factors such as the growing demand for premium vehicles, advances in material technology, and increasing consumer preference for convertible roof systems in developing nations are driving the growth of the market.

Objectives of the Study:

  • To segment and forecast the global market size in terms of value (USD million) and volume (’000 units)
  • To define, describe, and forecast the global market based on rooftop type, material type, vehicle class type, body style type, electric vehicle type, propulsion type, and region
  • To segment and forecast the market size by rooftop type (hardtop and soft top)
  • To segment and forecast the market size by propulsion type (ICE and EV)
  • To segment and forecast the market size by material type (PVC, carbon fiber, aluminum, and others)
  • To segment and forecast the market size by vehicle class type (luxury and semi-luxury)
  • To segment and forecast the market size based on the body style type (sedan/hatchback, SUV, and roadster/sports car)
  • To segment and forecast the market size based on electric vehicle (hybrid electric vehicle, plug-in hybrid electric vehicle, fuel cell electric vehicle, and battery electric vehicle)
  • To forecast the market size with respect to key regions, namely, North America, Europe, Asia Pacific, and the rest of the world (RoW)
  • To provide detailed information regarding the major factors influencing market growth (drivers, challenges, restraints, and opportunities)
  • To strategically analyze the market with respect to individual growth trends, future prospects, and contribution to the total market
  • To strategically profile key players and comprehensively analyze their market shares and core competencies

The research methodology used in the report involves primary and secondary sources. Secondary sources include associations such as International Organization of Motor Vehicle Manufacturers (OICA), Emission Controls Manufacturers Association (ECMA), European Automobile Manufacturers Association (ACEA), Environmental Protection Agency (EPA), and International Council on Clean Transportation (ICCT) and paid databases and directories such as Factiva and Bloomberg. In the primary research stage, experts from related industries, manufacturers, and suppliers have been interviewed to understand the present situation and future trends in the market. The market size, in terms of volume (thousand units) and value (USD million), has been derived from forecasting techniques based on vehicle sales and convertible roof system application.

The figure below illustrates the profiles of industry experts who participated in primary discussions.

Convertible Roof System Market

To know about the assumptions considered for the study, download the pdf brochure

The convertible roof system market ecosystem consists of manufacturers such as Webasto (US), Magna International (Canada), and Valmet Automotive (Finland). Convertible roof systems are supplied to major OEMs in the automotive industry, including Toyota (Japan), General Motors (US), and Honda (Japan).

To know more about the assumptions considered in this research report, download the pdf brochure.

Target Audience

  • Convertible roof system suppliers
  • Raw material suppliers
  • Automotive OEMs
  • Distributors and suppliers of convertible roof systems
  • Industry associations and experts

Scope of the Report

Global Market, by Rooftop Type

  • Hardtop
  • Soft Top

Global Market, by Material Type

  • PVC
  • Carbon Fiber
  • Aluminum
  • Others

Global Market Market, by Propulsion Type

  • ICE
  • EV

Global Market, by Body Style Type

  • Sedan/Hatchback
  • SUV
  • Roadster/Sports Car

Global Market, by Vehicle Class Type

  • Luxury Vehicles
  • Semi-Luxury Vehicles

Global Market, by Electric Vehicle Type

  • BEV
  • HEV
  • PHEV
  • FCEV

Global Market, by Region

  • Asia Pacific
  • Europe
  • North America
  • RoW

Available Customizations

MarketsandMarkets offers the following customizations for this market report:

  • Additional country-wise analysis of the market, by vehicle class type (any 3)
  • Additional country-wise analysis of the market, by body style type (any 3)

Increasing demand of premium vehicles and comfort features is anticipated to fuel the growth of automotive convertible roof system market which is projected to reach USD 2.10 billion by 2025

An automotive convertible roof system is a body style of a vehicle that has removable panels. These panels are made of fabric, aluminum, and carbon fiber among others. A convertible car can switch between an open-air mode and an enclosed one. An automotive convertible roof system, which consists of a hardtop and soft top, helps to provide a sporty design to the vehicle.

The growth of market can be attributed to the growing demand for premium vehicles. Additionally, advancements in material technology and increasing consumer preference for automotive convertible roof system in developing nations have boosted the demand for automotive convertible roof system in the global market.

The growing demand for high-end luxury vehicles due to increased disposable income is expected to drive the automotive convertible roof system. Consumers now expect an increasingly high level of comfort in their cars. The continuous advancement in automotive technologies due to heavy investment in research and development by auto manufacturers worldwide is another factor driving the growth of this market.

The steady increase in the demand for premium segment passenger vehicles and integration of comfort features are anticipated to boost the growth of automotive convertible roof system.

On the other hand, the increasing penetration of panoramic sunroof and low penetration of automotive convertible roof system in mid segment vehicles are the major constraints for the manufacturers.

Market Dynamics

Drivers

  • Increased demand for premium vehicles
  • Innovations in materials to drive the convertible roof system

Restraints

  • Increasing penetration of panoramic sunroof
  • Low penetration of convertible roof system in mid-segment vehicles

Opportunities

  • Increasing penetration of convertible roof system in SUV

Challenges

  • Difficulty in complying with government fuel efficiency norms
  • High cost of regular maintenance

Convertible Roof System Market

Critical Questions:

  • How would OEM see the convertible top as a product differentiation?
  • How are the industry players addressing the challenge of light weight convertible top?
  • Does addition of luxurious features to the vehicle impacts the vehicle sales ?
  • Which are the top safety related developments in the convertible top market?

The convertible roof system market is projected to grow at a CAGR of 6.77%, during the forecast period, and is projected to reach USD 2.11 Billion by 2025 from USD 1.33 Billion in 2018. The growth of the market can be attributed to the growing demand for premium vehicles. Additionally, advances in material technology and increasing consumer preference for convertible roof systems in developing nations are further boosting the market globally. 

The soft top segment is estimated to be the leading rooftop type segment, in terms of both volume and value, as these systems offer all-round visibility and maximum ventilation.

The luxury vehicles segment of this market is expected to grow at the highest CAGR, during the forecast period, as the current demand for luxury cars is high in countries such as Germany, Italy, the UK, Spain, and France. Moreover, Germany is a hub for technological innovations, leading to the substantial growth of the luxury vehicles market.

The sedan/hatchback car segment is estimated to account for the largest share of the market, in terms of volume. The increasing demand for luxury vehicles will contribute to the growth of the market for sedan/hatchback cars. In the current automotive market, hatchbacks are a popular body type in developing countries such as China, Brazil, and India. The use of SUVs is continuously increasing, especially in the US.

The HEV segment is estimated to be the leading segment, by electric vehicle type, in terms of both volume and value. Hybrid electric vehicles mostly come equipped with soft tops which provide all-round visibility and maximum ventilation. The Toyota RAV 4 XLE is the latest model of HEV equipped with a convertible soft top roof system which costs around USD 24,550.

Convertible Roof System Market

Europe is estimated to be the largest market because of the trend of integrating additional features for enhancing comfort and driving experience and the increase in premium vehicle sales. Additionally, the region is a hub for automotive giants and premium vehicles. Germany houses the largest automotive industry in Europe and is home to major automobile manufacturers such as Volkswagen, BMW, Audi, and Daimler.

However, the increasing application of panoramic sunroofs and limited application of convertible roof systems in mid-segment vehicles are the major restraints for manufacturers.

The convertible roof system market is dominated by a few global players. Some of the key manufacturers operating in the market are Webasto (US), Magna International (Canada), and Valmet Automotive (Finland).

Increase in demand for premium vehicles is the key growth driver for the automotive convertible roof system

Hardtop

A hardtop is a rigid form of automobile roof. Hardtop is further segmented into retractable hardtop. A retractable hardtop is also known as coupe convertible. Retractable hardtop uses materials such as steel, plastic, and aluminum among others, which further vary from two to five in the number of rigid sections that often rely on complex dual-hinged trunk lids. Webasto manufactures all types of automotive convertible roof systems such as hardtops, soft tops, and retractable hardtops. The company has been working on technologies to meet the OEM requirements. It also produces tops and components like roof blinds that are made of polycarbonate, which is extremely impact resistant and helps the company to maintain its leading position in the global market.

Soft top

A soft top is a vehicle with a soft roof that can sometimes be folded down or removed. The material used for convertible soft tops is Polyvinyl chloride (PVC). This material consists of two layers. The top layer made of PVC and a lower layer made of fabric usually cotton. Soft top is commonly used rooftop type in this market. The models that are soft top convertible are Audi A5, Audi TT, Porsche 911, Jaguar F-type, Alfa Romeo 4C, Ford Mustang, and Range Rover Evoque.

Critical Questions:

  • Where will luxurious features take the industry in the mid to long term?
  • Will the suppliers continue to explore new avenues for convertible top system market? 
  • Is there a threat from substitute products such as sunroof?

To speak to our analyst for a discussion on the above findings, click Speak to Analyst


Table Of Contents

1 Introduction (Page No. - 13)
    1.1 Objectives of the Study
    1.2 Market Definition
    1.3 Market Scope
           1.3.1 Markets Covered
           1.3.2 Years Considered for the Study
    1.4 Currency
    1.5 Limitations
    1.6 Stakeholders

2 Research Methodology (Page No. - 17)
    2.1 Research Data
    2.2 Secondary Data
           2.2.1 Key Secondary Sources
           2.2.2 Key Data From Secondary Sources
    2.3 Primary Data
           2.3.1 Sampling Techniques & Data Collection Methods
           2.3.2 Primary Participants
    2.4 Factor Analysis
           2.4.1 Demand-Side Analysis
                    2.4.1.1 Growth in Luxury Vehicle Sales
                    2.4.1.2 Increased Demand for Aesthetics
           2.4.2 Supply-Side Analysis
                    2.4.2.1 Regulations Regarding Light-Weight Materials
    2.5 Market Size Estimation
           2.5.1 Bottom-Up Approach
    2.6 Market Breakdown and Data Triangulation
    2.7 Assumptions

3 Executive Summary (Page No. - 27)

4 Premium Insights (Page No. - 33)
    4.1 Attractive Opportunities in the Convertible Roof System Market
    4.2 Market, By Region
    4.3 Market, By Material Type, 2018 vs 2025
    4.4 Market, By Roof Top Type, 2018 vs 2025
    4.5 Market, By Body Style Type, 2018 vs 2025
    4.6 Market, By Vehicle Class Type, 2018 vs 2025
    4.7 Market, By Electric Vehicle Type, 2018 vs 2025
    4.8 Market, By Electric Vehicle Type, 2018 vs 2025

5 Market Overview (Page No. - 38)
    5.1 Introduction
    5.2 Market Dynamics
           5.2.1 Drivers
                    5.2.1.1 Increased Demand for Premium Segment Vehicles to Drive the Demand for Convertible Roof System
                    5.2.1.2 Innovations in Materials to Drive the Convertible Roof System
           5.2.2 Restraints
                    5.2.2.1 Increasing Penetration of Panoramic Sunroof
                    5.2.2.1 Low Penetration of Convertible Roof System in Mid Segment Vehicles
           5.2.3 Opportunities
                    5.2.3.1 Increasing Penetration of Convertible Roof System in SUV Across the Globe
           5.2.4 Challenges
                    5.2.4.1 High Cost of Regular Maintenance
                    5.2.4.2 Difficulty in Coping Up With Government Fuel Efficiemcy Norms
    5.3 Macro-Indicator Analysis
           5.3.1 Premium Vehicle Sales as A Percentage of Total Sales
           5.3.2 GDP (USD Billion)
           5.3.3 GNI Per Capita, Atlas Method (USD)
           5.3.4 GDP Per Capita Ppp (USD)
           5.3.5 Macro Indicators Influencing the market for Top 3 Countries
                    5.3.5.1 US
                    5.3.5.2 Germany
                    5.3.5.3 China

6 Market, By Material Type (Page No. - 49)
    6.1 Introduction
    6.2 PVC
    6.3 Carbon Fibre
    6.4 Others

7 Market, By Roof Top Type (Page No. - 54)
    7.1 Introduction
    7.2 Hardtop
    7.3 Softtop

8 Market, By Vehicle Class Type (Page No. - 60)
    8.1 Introduction
    9.2 Luxury Vehicles
    9.3 Semi-Luxury Vehilces

9 Market, By Body Style Type (Page No. - 73)
    9.1 Introduction
    9.2 Sedan/Hatchback
    9.3 Sport Utility Vehicle (SUV)
    9.4 Others

10 Market, By Electric Vehicle Type (Page No. - 79)
     10.1 Introduction
     10.2 Battery Electric Vehicle (BEV)
     10.3 Fuel Cell Electric Vehicle (FCEV)
     10.4 Hybrid Electric Vehicle (HEV)
     10.5 Plug-In Hybrid Vehicle (PHEV)

11 Market, By Propulsion Type (Page No. - )
     11.1 Introduction
     11.2 Internal Combustion Engine (ICE)
     11.3 Electric Vehicle (EV)

12 Market, By Region (Page No. - 87)
     12.1 Introduction
     12.2 Asia Pacific
             12.2.1 China
             12.2.2 India
             12.2.3 Japan
             12.2.4 South Korea
     12.3 Europe
             12.3.1 France
             12.3.2 Germany
             12.3.3 Italy
             12.3.4 Spain
             12.3.5 UK
     12.4 North America
             12.4.1 Canada
             12.4.2 Mexico
             12.4.3 US
     12.5 RoW
             12.5.1 Brazil
             12.5.2 Russia

13 Competitive Landscape (Page No. - 110)
     13.1 Introduction
     13.2 Market Ranking Analysis
     13.3 Who Supplies Whom: Top 3 Market Players
     13.4 Competitive Situation & Trends
             13.4.1 New Product Developments
             13.4.2 Expansion

14 Company Profiles (Page No. - 113)
     14.1 Webasto
     14.2 Magna International
     14.3 Valmet Automotive
     14.4 Asiin Seiki
     14.5 Continental
     14.6 Pininfarina
     14.7 Standex International
     14.8 Hoerbiger
     14.9 Haartz
     14.1 Gahh Automotive

15 Appendix (Page No. - 131)
     15.1 Key Insights of Industry Experts
     15.2 Discussion Guide
     15.3 Knowledge Store: Marketsandmarkets’ Subscription Portal
     15.4 Available Customizations
             15.4.1 Country-Wise Analysis of Convertible Roof System By Vehicle Class Type
             15.4.2 Country-Wise Analysis of Convertible Roof System By Body Style Type
     15.5 Related Reports
     15.6 Author Details


List of Tables (78 Tables)

Table 1 Currency Exchange Rates (Per USD)
Table 2 SUV Production in China, India, Japan, and Us, 2016–2016
Table 3 Global Electric Vehicle Sales Data, 2016 vs 2018
Table 4 Market Size, By Roof Top Type, 2016–2025 (‘000 Units)
Table 5 Market Size, By Roof Top Type, 2016–2025 (USD Million)
Table 6 Hardtop: Market Size, By Region, 2016–2025 (‘000 Units)
Table 7 Hardtop: Market Size, By Region, 2016–2025 (USD Million)
Table 8 Softtop: Market Size, By Region, 2016–2025 (‘000 Units)
Table 9 Softtop: Market Size, By Region, 2016–2025 (USD Million)
Table 10 Market Size, By Vehicle Class Type, 2016–2025 (‘000 Units)
Table 11 Global Market Size, By Vehicle Class Type, 2016–2025 (USD Million)
Table 12 Luxury Vehicles: Market Size, By Region, 2016–2025
Table 13 Semi-Luxury: Market Size, By Region, 2016–2025 (‘000 Units)
Table 14 Market Size, By Propulsion Type, 2016–2025 (‘000 Units)
Table 15 Market Size, By Propulsion Type, 2016–2025 (USD Million)
Table 16 Ice: Market Size, By Region, 2016–2025 (‘000 Units)
Table 17 Ice: Market Size, By Region, 2016–2025 (USD Million)
Table 18 EV: Market Size, By Region, 2016–2025 (‘000 Units)
Table 19 EV: Market Size, By Region, 2016–2025 (USD Million)
Table 20 Market Size, By Vehicle Type, 2016–2025 (‘000 Units)
Table 21 Market Size, By Vehicle Type, 2016–2025 (USD Million) 75
Table 22 Sedan/Hatchback: Market Size, By Region, 2016–2025 (‘000 Units)
Table 23 Sedan/Hatchback: Market Size, By Region, 2016–2025 (USD Million)
Table 24 Sport Utility Vehicle: Market Size, By Region, 2016–2025 (‘000 Units)
Table 25 Sport Utility Vehicle: Market Size, By Region, 2016–2025 (USD Million)
Table 26 Roadster/Sports Car: Market Size, By Region, 2016–2025 (‘000 Units)
Table 27 Others: Market Size, By Region, 2016–2025 (USD Million)
Table 28 Market Size, By Electric Vehicle Type, 2016–2025 (‘000 Units)
Table 29 Market Size, By Electric Vehicle Type, 2016–2025 (USD Million)
Table 30 Battery Electric Vehicle: Market Size, By Region, 2016–2025 (‘000 Units)
Table 31 Battery Electric Vehicle: Market Size, By Region, 2016–2025 (USD Million)
Table 32 Fuel Cell Electric Vehicle: Market Size, By Region, 2016–2025 (‘000 Units)
Table 33 Fuel Cell Electric Vehicle: Market Size, By Region, 2016–2025 (USD Million)
Table 34 Hybrid Electric Vehicle: Market Size, By Region, 2016–2025 (‘000 Units)
Table 35 Hybrid Electric Vehicle: Market Size, By Region, 2016–2025 (USD Million)
Table 36 Plug-In Hybrid Electric Vehicle: Market Size, By Region, 2016–2025 (‘000 Units)
Table 37 Plug-In Hybrid Electric Vehicle: Market Size, By Region, 2016–2025 (USD Million)
Table 38 Market, By Region, 2016–2025 (‘000 Units)
Table 39 Market, By Region, 2016–2025 (USD Million)
Table 40 Asia Pacific: Market, By Country, 2016–2025 (‘000 Units)
Table 41 Asia Pacific: Market, By Country, 2016–2025 (USD Million)
Table 42 China: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 43 China: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 44 India: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 45 India: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 46 Japan: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 47 Japan: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 48 South Korea: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 49 South Korea: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 50 Europe: Market, By Country, 2016–2016 (‘000 Units)
Table 51 Europe: Market, By Country, 2016–2025 (USD Million)
Table 52 France: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 53 France: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 54 Germany: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 55 Germany: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 56 Italy: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 57 Italy: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 58 Spain: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 59 Spain: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 60 UK: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 61 UK: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 62 North America: Market, By Country, 2016–2025 (‘000 Units)
Table 63 North America: Market, By Country, 2016–2025 (USD Million)
Table 64 Canada: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 65 Canada: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 66 Mexico: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 67 Mexico: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 68 US: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 69 US: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 70 RoW: Market, By Country, 2016–2025 (‘000 Units)
Table 71 RoW: Market, By Country, 2016–2025 (USD Million)
Table 72 Brazil: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 73 Brazil: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 74 Russia: Market, By Roof Top Type, 2016–2025 (‘000 Units)
Table 75 Russia: Market, By Roof Top Type, 2016–2025 (USD Million)
Table 76 Convertible Roof System Market Ranking: 2017
Table 77 New Product Developments, 2017
Table 78 Expansions, 2014–2018


List of Figures (45 Figures)

Figure 1 Global Market Segmentation
Figure 2 Market: Research Design
Figure 3 Research Design Model
Figure 4 Breakdown of Primary Interviews
Figure 5 Global Luxury Vehicle Sales Data (2016 vs. 2016)
Figure 6 Market: Bottom-Up Approach
Figure 7 Data Triangulation
Figure 8 Market, By Region, 2018–2025 (USD Million)
Figure 9 Market, By Vehicle Class Type, 2018 vs 2025 (USD Million)
Figure 10 Market, By Body Style Type, 2018 vs 2025 (USD Million)
Figure 11 Market, By Roof Top Type, 2018 vs 2025 (USD Million)
Figure 12 Market, By Propusion Type, 2018 vs 2025 (USD Million)
Figure 13 Market, By Electric Vehicle Type, 2018 vs 2025 (USD Million)
Figure 14 Increase in Demand for Premium Vehicles and Comfort Features is Anticipated to Fuel the Growth of Convertible Roof System
Figure 15 Europe is Estimated to Hold the Largest Market Share of the market in 2018
Figure 16 Ice Segment is Estimated to Have the Largest Market Size in 2018
Figure 17 Semiluxury is Estimated to Hold the Largest Market Share of market in 2018
Figure 18 Softtop is Estimated to Hold the Largest Market Share of market in 2018
Figure 19 Sedan/Hatchback Segment is Estimated to Hold the Largest Market Share of market in 2018
Figure 20 Hev Segment is Estimated to Hold the Largest Market Share of the market in 2018
Figure 21 Convertible Roof System: Market Dynamics
Figure 22 US: Rising GNI Per Capita is Expected to Drive the Scale of Convertible Roof System During the Forecast Period
Figure 23 Germany: Domestic Demand is Expected to Play A Crucial Role Owing to Mounting German Trade Surplus
Figure 24 China: Rising GNI Per Capita is Expected to Drive the market
Figure 26 Market, By Roof Top Type, 2018 vs. 2025 (USD Million)
Figure 27 Market, By Propulsion Type, 2018 vs. 2025 (USD Million)
Figure 28 Market, By Vehicle Class Type, 2018 vs. 2025 (USD Million)
Figure 29 Market, By Body Style Type, 2018 vs. 2025 (USD Million)
Figure 30 Market, By Electric Vehicle Type, 2018 vs. 2025 (USD Million)
Figure 31 Asia Pacific to Be the Fastest GroWing Region for market During the Forecast Period
Figure 32 China to Account for the Largest Market Share in the Asia Pacific Region for Convertible Roof System, 2018 vs 2025
Figure 33 Europe: Market Snapshot
Figure 34 North America: Market Snapshot
Figure 35 Key Development By Leading Players in the market for 2014–2018
Figure 36 Webasto: Company Snapshot (2016)
Figure 37 Webasto: SWOT Analysis
Figure 38 Magna International: Company Snapshot
Figure 39 Magna International: SWOT Analysis
Figure 40 Valmet Automotive: Company Snapshot
Figure 41 Valmet Automotive: SWOT Analysis
Figure 42 Aisin Seiki: Company Snapshot (2016)
Figure 43 Aisin Seiki: SWOT Analysis
Figure 44 Continental: Company Snapshot (2016)
Figure 45 Continental: SWOT Analysis


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