Manatec, one of Asia’s largest manufacturers of automotive garage equipment, presented the latest version of its Fox 3D wheel aligner at Auto Expo 2012. The product is the only indigenous 3D wheel alignment machine in India. The company has sold around 50 units and has a few more orders on hand for the Fox 3D wheel aligner.
Manatec also manufactures wheel aligners, wheel balancers, two post lifts, gas analysers, smoke meters, head lamp aligners and digital air tire inflators. The company is keen on building up scales on the existing product range.
Mr. Kalaiichelvan Mananathan, Joint Managing Director, explains the company’s growth strategy for the coming years. According to him, the advantages of Manatec products are its low cost and easy availability of spares compared to other products in the market. The main market for its products is the tyre segment where wheel aligners and balancers have become indispensable. Though initially space restriction was a constraint in workshops, now the trend is changing and the products are being readily accepted.
In India, usage of service equipment has been more common in passenger car service centers. But with the introduction of the new generation trucks and buses, there is a need for high technology and sophisticated equipment to service vehicles in commercial vehicle dealerships. This is a big opportunity opening up for service equipment manufacturers, and Manatec is all geared to seize the opportunity with a range of products.
Manatec is looking to scale new heights in the heavy vehicle segment in 2012. Mr. Kalaiichelvan feels that there is a change in mindset of customers with more people talking about modernisation of heavy vehicle workshops. “This year our focus will be on the HCV segment. HCVs are more sensitive to cost than passenger cars. To ensure that they get the best out of their investment, fleet operators need to ensure vehicle uptime by servicing their vehicles at periodic intervals”.
For example, wheel alignment has become a standard for the new generation of trucks and buses. It ensures better fuel efficiency and lesser wear and tear of tyres and other components. Customers have started realising this.
“Also for the vehicle, tyre dealerships and service centers, they want to make sure that they get the right return on the equipment they invest on. Customers are looking for more cost-effective solutions. We have our own design which makes a difference to the customer. We offer products with better features at half the price”, he adds.
The entry of leading global commercial vehicle manufacturers into India is sure to spark off a workshop-modernisation drive in the country. Indian OEMs are also working aggressively to raise the standard of their existing service facilities.
Manatec’s product range for the commercial vehicle segment covers wheel aligner, wheel balancer, nitrogen filling station, AC recharging station and mobile column lifts. The company has recently launched the heavy vehicle wheel-balancer. It has OEM approvals from JK Tyres, Apollo and Tata Motors, with many others showing interest.
The competitive pricing of its products gives its customers a cost advantage of around 25 to 30 per cent as compared to other products in the market with similar features. The company has added new features to its software in order to make it more user-friendly for technicians. It has also applied for trademark certification and is in the process of patenting some areas of design which would help in export of the machines. The products have a CE certificate which has a push-effect in global markets.
Manatec products are being exported to around 40 countries with increasing demand evident in the last two to three years. The company appoints a dealer in a country and sample equipment is offered to them. This has been the company’s strategy over the years which has resulted in a good number of orders from export customers.
Manatec has a strong market hold in Latin America, the Middle East and Europe. In 2010-11 exports contributed about 10 per cent to the total turnover of around Rs. 60 crores while in 2011-12, exports accounted for 20 per cent of the estimated turnover of Rs. 80 crores. The products have been well approved with repeat orders from customers. Hence the company is bullish on making a mark in the heavy vehicle segment in the coming years.