By N. Balasubramanian & Mohan Raj
As the MasterCard saying goes, “there are some things that money can’t buy”, and one such thing is ‘trust’. While truck and bus makers continue battling it out by introducing new products, advanced technologies, differentiating services, etc., one major aspect which makes a brand stand out from the rest is the sales and service experience based on the efficient handling by the dealer partners.
Eicher remains a preferred commercial vehicle brand for many buyers in and around Coimbatore, and Anamallais, its very dedicated and successful dealer partner and an epitome of customer satisfaction and trust, has been a pillar of strength for its growth in the region.
We had an opportunity to interact with Mr. A. Rajan, General Manager (Sales & Service), Anamallais Agencies (Stadium), at the dealership head office in Coimbatore where we discussed the niche market carved out by Anamallais in its region, its strong partnership with the Eicher brand and its future plans.
The Coimbatore-based Anamallais Agencies (Stadium) is one of the oldest dealers of Eicher trucks and buses in Tamil Nadu. Established in 1986, the group is headed by Mr. P.K. Duraisamy, Managing Director, Anamallais Agencies, who has in-depth knowledge and 6 decades experience in the automobile industry. The company has its presence in Coimbatore, Erode, Tirupur, Nilgiris, Madurai, Ramnad and nearby belts of Theni, covering Light duty, Medium-duty and Heavy duty trucks and buses, and well-supported by service workshops in Coimbatore, Palladam, Erode, Nilgiris, Madurai and Rajapalayam.
Taking about Anamallais’ unmatched track record, Mr. Rajan says: “Our dealership has over 40 per cent market share in light & medium duty trucks and 38 per cent market share in buses. We have been receiving the best overall performance award from Eicher for the last many years and continue to set benchmarks for customer service in our industry. We have also received the Federation of Automobile Dealers Association (FADA) Award for Safety Initiatives in 2010 and the Most Aspiring Dealer Award in 2012.”
Anamallais is the market leader in nine-tonne vehicles with a market share of almost 50 per cent in the segment. The dealer outfit has been recording an average sale of 90 vehicles per month, totalling up to over 12,000 vehicles in nearly three decades of operations across all its dealerships. In recent times, an improvement in the textile industry, one of the major growth drivers in the region, has given a boost to vehicle sales, while other segments such as haulage trucks for cement transport and tippers for sand mining are also growing fast.
Key pillars of success
Commitment, customer satisfaction and on-time delivery have been three key pillars for Anamallais’ success. While the younger generation has started playing an increasing role in the transport industry, their more rational approach, coupled with growing competition in the market, has only made business more interesting for the challenge-ready dealer company. “Customer awareness is growing fast while the younger generation is also involving itself a lot more in the trucking businesses. Competition has also increased a lot which has made our business thrive. We are very happy to operate in the market by fighting with others because it gives us a chance to make ourselves better”, adds Mr. Rajan.
Eicher has been known for its excellent approach towards bonding with its customers and dealer partners alike. Anamallais has shared a very cordial relationship with its principal over the years, which has proved mutually-rewarding. The entry of Volvo into the fray, through its 50:50 joint venture with Eicher to form Volvo-Eicher Commercial Vehicles (VECV) in 2008, has further bolstered the Eicher brand at various levels, including product performance, technology adoption, well-defined systems and processes, and so on. “Eicher is like a family for us. Their approach is very simple, and we are very transparent in our mutual deals. After Volvo came in 2008, their systems have streamlined our processes a lot”, he states with a sense of satisfaction.
Betting on the Pro
The new Pro Series trucks and buses launched by VECV towards the end of 2013 have been very well received in the market. Designed and developed completely in line with customer requirements, the Pro Series range has set new standards in performance, comfort, safety and technology, giving customers a new ray of hope for better profitability amidst poor market conditions in 2014.
“With the Pro series, we have been able to break the customers’ ‘discount mindset’, by offering quality products at a reasonable cost, thus maintaining the value intact. In view of the fact that we do not offer discounts on the product, customers are able to understand the value of it and believe it would be a really good vehicle. The market feedback on the Pro series has been very positive, thanks to its host of features to satisfy customer requirements and its better fuel efficiency. We are creating awareness about the new range and are fully confident it will create a revolution in the market”, adds the GM.
On the bus front as well, Eicher has a strong position in Anamallais’ territory with good presence in the staff, school and college transportation segments. While most of the Pro series truck ranges, including the 1000 and 3000 series are already available in the market, the new bus range is currently being launched in different parts of the country.
Giving an update on the bus business, he says: “We have been doing very well with our buses, with the Skyline and Starline models being very popular in Tirupur, Coimbatore and Madurai where there is a growing need for school and staff transportation. We sell an average of around 80 buses a month and are eagerly awaiting the new Pro series bus range hitting the market.”
Customer first, always
Anamallais has six service facilities in the region with trained manpower of 400 persons, servicing close to 2,000 vehicles a month. Its main outlet in Coimbatore includes a state-of-the-art service facility with a workshop spread over an area of 8,475 sq. m. The facility has 21 service bays, including an express bay for service within an hour, and two hydraulic washing ramps, with a 91-member trained service workforce. The service facilities are equipped with the latest technology to provide quick and efficient service which, in turn, ensures maximum uptime for customers.
Stressing the importance of quality service, Mr. Rajan says: “At Anamallais, quality service starts from the reception until the vehicle is delivered after service. We believe quality manpower is most important, and next comes training. We work on time frames for each service operation like hub greasing, oil change, wheel cylinder assembly, etc., and ensure the vehicle is delivered on time. On the whole, we are ready to do anything for the customer.”
Eicher vehicles are known for their quality and reliability with very rare breakdowns. The products come with longer service intervals such as a 40,000 km one for engine oil change, while for gearbox oil change it is 80,000 km, which is close to once a year.
In addition to its service workshops, Anamallais also offers timely service to its customers through authorised service centres at every 40 km on major routes, with a mobile van attached to each centre. Eicher On-road Service (EOS) is a service support initiative which helps put customer vehicles back on road within an hour of case registration.
Since good drivers are the need of the hour, driver training is given prime importance at Anamallais. All dealer outlets have a driver lounge equipped with all necessary facilities to take care of his needs during vehicle service or night breaks. During vehicle delivery drivers are briefed on the different aspects of the vehicle and are also given simple service tips that would come in handy when faced with minor issues. In addition, Anamallais offers driver training for its medium and large fleet customers even if they run competitor vehicles.
From a futuristic standpoint, Anamallais is planning to expand its presence to other regions in the coming years, while it aspires to scale new heights on the service front as well. “We currently have seven outlets and are expanding our footprint to other regions. While we expect the market to grow in 2015, our business will depend on our hard work; so we are striving to improve ourselves and service our customers in a better manner. We are aiming for a level where our products and services are so good that the vehicles won’t have to come to the workshop at all”, he concludes.