Annual Report & Accounts 2013
Severstal Annual Report 2013 Home > Performance > Severstal International > Key 2013 commercial and market highlights

Key 2013 commercial and market highlights

  • In 2013, demand for light flat rolled steel was estimated at 66.6 million tonnes, a slight decline of 1.9 per cent from 2012’s demand for 67.9 million tonnes. Industry experts forecast that the demand for light flat rolled products in NAFTA will grow by 4.8 per cent in 2014, driven by a rebound in consumption in the U.S., Canada, and Mexico.
  • U.S. capacity use was 76.7 per cent in 2013, slightly higher than the 75.7 per cent reported in 2012.
  • The market continued to suffer from overcapacity and imports, both of which had a negative impact on steel prices, and both volume and capacity utilisation declined throughout most of the year. Including preliminary census data, flat rolled imports finished the year 4.3 per cent higher than in 2012.
  • Severstal shipped 4.7 million tonnes in 2013, totaling a market share of 7.1 per cent of all NAFTA shipments. We increased our annual shipments by four per cent compared with 2012. Severstal’s utilisation rate is approximately 83 per cent above the industry’s 2013 average of 76.7 per cent.
  • Severstal’s key market sectors include automotive, energy (oil & gas) and service centres. Dearborn shipments are heavily focused on the automotive industry. Total Severstal shipments to this sector reached 1.3 million tonnes in 2013.
  • Production of light vehicles finished strongly in 2013, with NAFTA production up 4.9 per cent to 16.2 million units, led by gains of 7.6 per cent in the US, 2.2 per cent in Mexico and a decrease of 3.2 per cent in Canada. 2014 NAFTA automotive production is projected to increase by four per cent over 2013 to 16.8 million units.
  • Overall, construction non-seasonally adjusted spending in 2013 finished the year 4.8 per cent higher than 2012, with residential construction increasing by 17.5 per cent and non-residential decreasing by 1.5 per cent. The AIA (American Institute of Architects) Architecture Billings Index slowed towards the end of 2013 but finished the year with an average of 52.1. The index was above 50 for nine months out of the year, indicating future construction growth. As residential activity in the U.S. continues to improve, we expect to see increased demand in this sector.
  • The energy market showed positive signs in 2013. Oil prices remained relatively stable and natural gas prices increased heavily. If natural gas prices continue to increase in 2014 we could see gains in exploration, which will lead to more steel demand for the production of energy pipe and tube products.
  • Industry steel selling prices declined by 4.4 per cent in 2013 with CRU Hot Roll coil prices averaging US$692 per tonne for the year. Prices declined throughout the first half of 2013 but rebounded strongly in the second half of the year, supported by outages and improvements in demand. Steel selling prices are expected to rise slightly in 2014 due to improvements in demand and inventory building.
  • Our shipments continue to be focused on the U.S. with only Mexico accounting for any significant export shipments. Our mini-mill in Columbus, Mississippi, is benefiting from increased industrial activity in Mexico, and continues to obtain auto quality compliance certificates, granting us access to a wider range of automotive customers.
  • Our priority for 2014 is to continue to focus on increasing efficiency in our operations. We continue to analyse our sales and purchasing practices to reduce costs and optimise margins, as well as increasing the sales of high value-added products.

Dynamics of Severstal International’s sales volumes in 2013, (in thousand tonnes)

Dynamics of Severstal International’s average steel price* in 2013, $/T

*Steel price includes all steel products, based on mixed price terms, resulting ex works.

CEO statement

Our strategic goal remains the same: we aim to be a leader in value creation. In the current volatile and challenging market environment, this means the ability to generate solid positive free cash flow throughout the market cycle.

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Chairman statement

Since listing we have been committed to the highest standards of corporate Governance and aim for full compliance with the UK Corporate Governance Code.

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Performance review 2012

Severstal achieved a solid set of results in 2012, despite worsening economic conditions, maintaining the Group’s EBITDA margin at 15.0%, reflecting the resilience of the business.

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Performance review 2012 - Severstal International

Severstal is now strongly positioned in one of the world’s largest and most dynamic markets. We have invested heavily in our US operations since 2004 and now this modernisation is complete, we are making good progress towards our production targets.

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