9 to 49-tonne range of trucks premiered at six-day event
Only when one innovates can one excel, change the existing paradigms and make things truly better for people. This truism has led to the creation of products and a brand dedicated to India – BharatBenz – from Daimler, the world leader in trucking.
BharatBenz aims to provide customers with a revolutionary trucking experience giving them the power to be more competitive, to make their business more productive and realise greater profits than ever before, encapsulated in the brand’s tagline, ‘Power Ahead’.
Daimler India Commercial Vehicles Pvt. Ltd. (DICV), the Indian subsidiary of the world’s leading truck manufacturer Daimler AG, unveiled BharatBenz, the new range of branded trucks, at a special premiere spanning six days at the Hyderabad International Convention Center. Media representatives, company customers, dealers and suppliers attended the curtain-raiser.
On the occasion, Mr. Marc Llistosella, CEO and Managing Director of DICV, said: “Today is a proud moment for all of us at Daimler as we present the outcome of our hard work over the last few years – the first range of BharatBenz trucks. BharatBenz, as a brand, stands for our commitment to India. It is the first time ever that Daimler has dedicated a brand entirely to one market. Also, with an overall investment of Rs. 4,400 crores, it is one of the biggest greenfield investments outside Europe Daimler has ever made.”
DICV plans to embark on a spree of launches in the next two years when its entire range of vehicles would hit the roads. The company will start its market launch in the third quarter of 2012 with the introduction of three models, followed by the launch of the entire product portfolio, consisting of 17 models, over the next 20 months.
Daimler took the first steps in its Indian venture six years ago, and after years of market study and research, the vehicles are ready to roll. Commenting on DICV’s Indian strategy, Mr. Llistosella said: “We understood that the Indian market needed a totally different approach. India is a different challenge and a big opportunity. We started with speaking to people who know the market, interviewing and listening to customers. The beginning was to learn, to listen and to understand. Our commitment to India is not for just five to ten years. We are an Indian company now and we want to be seen as very competitive in terms of the complete package of product, service, network and finance.”
The company is highly optimistic that its BharatBenz range of trucks, built after extensive market study, would fit perfectly into different segments in the Indian market. The BharatBenz range includes light duty trucks (LDTs) and heavy duty trucks (HDTs) in the 9, 12, 25, 31 and 49 tonnes category, featuring variants and applications.
The LDT, based on the Fuso Canter platform, features a four-cylinder engine in two variants of 100 kw (140 hp) and 125 kw (175 hp). It is available as 9-tonne Rigid, as well as 12-tonne (Rigid or Construction). As an industry first in the LDT segment, BharatBenz offers anti-roll bars for added stability, as well as comfort features like A/C option and a tuned suspension system for best ride comfort.
The HDT, based on the Mercedes-Benz Axor platform, features a six-cylinder engine in two variants of 170 kw (231 hp) and 205 kw (279 hp). It is available as 25-tonne (Rigid or Construction), 31-tonne (Rigid or Construction) and 49-tonne tractor-trailer. The rigid truck, as an industry first, has intra-axle differential lock as a standard fitment and balancer type rear suspensions that gives more traction on loose ground. Also unique is the fact that engine-driven applications, like Mixers, can directly be powered from the truck engine, without having to add a separate engine for the application.
Mr. Aydogan Cakmaz, Vice President, Product Engineering, commented: “Our trucks are based on two of the most successful platforms proven across the globe, the Fuso Canter and the Mercedes-Benz Axor. However, we have literally taken every part, re-developed and re-designed it for Indian conditions like overloading, rugged terrain and poor roads. This re-engineering has been the key for the development of a new generation of products, which are 85% localized right from the beginning, to perfectly fit to the Indian customers’ requirements.”
The trucks have been benchmarked and tested for over 4.5 million km on DICV’s specially designed test track in its Chennai facility. All the critical components such as axles and suspensions have been thoroughly tested on road and also in laboratory conditions. The company has the most innovative quality lab in south-east Asia with world class equipment, which is another benchmark. When the products are delivered, they are 100 per cent tested and reliable, and the company is confident that its trucks are built with German quality at Indian cost.
The trucks will be sold and serviced over a pan-India network of 70 dealerships in the first phase, which will be extended to more than 100 by 2014. Mr. V.R.V. Sriprasad, Vice President, Marketing & Sales, After-sales, said: “We believe that our trucks will contribute to our customers’ success. This is why we have priced them competitively in the volume segment. Importantly, we have focused on offering value-for-money features, which includes significant fuel efficiency, best-in-class reliability with parts engineered for long lifespan and longer service intervals, which will reduce the operational cost and keep the trucks running.”
He added: “Partnership is the core value of BharatBenz. Our trained sales force consults our customers rather than merely sell the product, and they will stay as their point of contact over the whole lifecycle of the vehicle. This partnership approach also counts for our 24/7 service, that will feature roadside service for best service reach, interactive vehicle diagnostics and short turnaround times.”
Backed by the financial power and expertise of Daimler’s financial arm, Daimler Financial Services, customers will benefit from the captive financier under the name of BharatBenz Financial. “India’s first Branded Commercial Vehicle Insurance – BharatBenz Insurance – offers financing solutions, insurance, service contracts and cashless facility including zero depreciation and full maintenance contracts. This integrated approach will offer our customers the benefits of products and financial services under one roof, making ownership a hassle-free experience”, Mr. Sriprasad disclosed.
BharatBenz also has tied up with three leading Indian banks – HDFC Bank, ICICI Bank and Sundaram Finance – which will offer tailored financing to its customers.
The company is also focused on driver training which is an inevitable aspect considering the Indian scenario. It plans to set up regional driver training centres across the country to improve the standard of the people who spend maximum time with the trucks.
“Drivers are the backbone of the nation. Without them delivery of goods is not possible. But good drivers are fewer in number. We will have regional offices with driver training centres where extensive training will be given”, said Mr. Llistosella.
The Indian truck segment has witnessed the entry of global giants in recent years. However, DICV’s prime target is not to capture market share but to become the first choice of customers, and is positive that its comprehensive package for the Indian market would definitely provide customers with a whole new trucking experience through the BharatBenz revolution.