Strong foundation laid with three-pronged strategy of extensive testing, tailor-made products and expanding reach
The Indian trailer market is becoming far more organized than before, especially with the Trailer Code slowly but surely having forward-looking effects on trailer builders and fleet operators alike. One company that is looking to make the most of the welcome change is BPW Trailer Systems India, the local subsidiary of the BPW Group, a world leader in trailer axle and suspension systems.
In line with a market leader’s approach, BPW started off its Indian mission by extensively testing the 13-ton mechanical suspension and axle on Indian roads as per AIS 113 trailer code norms. With a legacy of 120 years, the company has come up with an India-made mechanical suspension and axle for the domestic market to suit the new axle load norms such as 55 ton, 48.5 ton and 41.5 ton for heavy commercial vehicles. The axle-suspension system has over 70 per cent local content and is one of BPW’s successful product offerings in the market.
A major advantage which global tier-I heavyweights bring to the table is the ability to introduce new technology based on their proven track record in mature markets and help customers in developing markets shift faster. One such area is air suspension which is one of BPW’s focus products at present.
In an attempt to emulate the successful trials of its mechanical suspension, BPW has tested its air suspension on Indian roads. Says Mr. Nagaraj Ubale, Technical Director, BPW Trailer Systems India Pvt. Ltd.: “In April 2017, we started a road test for our air suspension with a tanker from INOX Air Products in Gujarat. We monitored how the product was performing on Indian roads and incorporated the feedback while developing our air suspension locally.”
He adds: “We are developing air suspension market and intensively train customers to get the advantages of new axle load norms with their own applications like fast-moving cargo, steel, cement and mining tip trailer applications, etc. For air suspension, we have a special axle with hub greasing interval of 4 lakh km; there is no one in India who has such an offering. We have customers who use 100 per cent BPW products, especially for special application trailers such as extendable trailers. One of our largest trailer customers has 200 vehicles with our air suspension and axles.”
Among BPW’s upcoming products are a 16-ton mechanical suspension, an axle for mining applications and a car carrier axle for twin-tyre set up. Apart from axles and suspensions, it is also developing landing legs with higher tonnage loading capacity for the local market.
Talking about BPW’s broader focus on ‘mobility’ than just supplying products, Mr. Ubale shares: “We have imported mud guards from one of our daughter companies in Denmark, HBN, to meet the customer demand. We clearly focus on a ‘mobility system’ concept wherein, apart from axles and suspensions, we want to offer mud guards, lighting system, landing legs and other products.”
Impressive start
BPW’s base in India is at Chakan in Pune where it has a state-of-the-art semi-automized production plant. The company’s efforts towards understanding the local market requirements have seen it clock good sales numbers in the last fiscal with an impressive growth on the cards in the current one.
“The market feedback is really good; initially there were challenges with the price, but customers have been using our products for over two years and now they are convinced as to why they pay a premium for BPW – they save on service, tyres, spareparts and lots more which brings down the overall cost significantly”, reveals the Technical Director.
According to the company, the first vehicle with its axle and suspension has completed more than 3 lakh km in three years. “It is quite hard to believe that except for greasing, not even a single part of the axle or suspension had to be changed in the vehicle. Even after covering 3 lakh km, the brake liners still have almost 50 per cent of their wear volume, fit to be used up to possibly 5 lakh km”, he beams.
Customer connect
While having the right products is important, being present close to customers is equally crucial, especially in a vast market such as India. BPW seems to have the geographical reach aspect well covered too. “We have increased our sales team and are going very aggressive on expanding our presence across the country”, he states.
BPW has won the confidence of leading trailer manufacturers and is in talks with many truck manufacturers in the market. It also proactively reaches out directly to the fleet operators to create a ‘pull’ effect rather than ‘push’ its products into the market.
Mr. Ubale confirms: “We focus a lot on the fleets because they use our products every day and are therefore the ones that enjoy the BPW effect. Once they get convinced with the value we deliver, they tend to specify BPW when ordering the next trailer – a ‘pull’ concept which really seems to work.”
‘Our time has come’
BPW has stuck to its game-plan right from the word go – initially be a niche player, have key customers experience the products and learn from the market, do not run after volumes because volumes will come once customers are convinced. Playing with the price is something the supplier clearly does not want to do, because the price is an expression of the quality, and BPW surely would not compromise on that. The company has played a carefully-planned and patient game thus far, but feels its time has arrived.
“Till now, we were busy doing our homework but now our time has come and it’s time to execute our plan. The good news is that the market has understood the return of investment on the BPW brand. We are delighted with the way things are going, have our expansion plans in place and the market is also helping us with the new regulations for trailers, better road conditions, adherence to rated load, etc. We are confident that BPW has a bright future ahead in India because of the Government’s structured way of functioning and we want to support the Government by offering modern products which are in line with the regulations and by playing an active part in the associations which shape those regulations”, he explains.
Reiterating BPW’s penchant for providing solutions for challenging problems, Mr. Ubale states: “BPW has always been interested in giving something new to the market, something technically more advanced. Staying within the legal and ethical bracket goes without saying, we rather want to contribute in shaping them; that’s why whenever new and challenging projects come up in our industry, BPW wants to be a part of it.”