Millard Filters is known for its range of high-quality filters for different vehicle segments. The company set up its wholly-owned subsidiary Millard Filters India Pvt. Ltd. in September 2016 and has grown strong ever since. Mr. Juan Marcet, CEO, Millard Filters, briefs us on the impact of the BS-VI move on the Indian auto industry and why his company is bullish about its prospects going forward.
Excerpts:
Market impact
As a European brand, we drive our company on deep-rooted values. Environmental responsibility is a key one. In Europe, Euro-VI came into effect in 2012, so we comply with it ever since. Right since the start, when we entered the Indian market, we have been committed to the challenge for this huge and demanding market. We understood early enough, that this market would dramatically change for the better in quality. For us, BS-VI implementation is the confirmation that we were right all along.
Cost implications
The cost of anything should be measured as total cost of ownership for private cars and return on investment for the commercial segment. Increase in the price of cars by 10-15% if so, would be clearly outpaced by the benefits of reliability, standardization, fuel consumption and environmental conservation. We don’t adapt the quality to the market, we have ‘One Quality Worldwide’ which is highest demanding. The filters we sell in India are the same that are sold in Europe. Quality is the new standard, not a luxury.
Challenges
BS-VI fuel systems require new technology filters, nano-tech medias and high-end raw materials to hold micron-size particles that would act as bullets in these high-pressure systems. Fit-in fixes will just not perform, leaving vehicles stalled on the roads and hurting systems which will be very expensive to repair. It is clearly better to invest a bit more on a good quality, reliable filters than to have expensive overhauls later. Our filters hold the highest demanding quality from the start and come with the same technology used in Europe or in America.
Opportunities
- Reduced NOx and CO2 emissions.
- Professionalization of the mechanics and garage base.
- Longer intervals in maintenance, therefore better filters and oil will be required.
Outlook
The first half of 2019 has been a restructuring phase for us. We have positioned our brand as a recognized top-quality product. This is a great achievement in a very price-driven market. We continue to grow at our own pace as part of our successful strategy in four continents for the last 20 years. Our plans include being present in projects of Indian OEMs and other Indian companies that share our quality vision and values.