Outlining the company’s marketing strategy in India, Dr. Wilfried Aulbur, Managing Director and CEO of Mercedes-Benz India Ltd., said for the bus sales, it will have its focus on the niche market and expects to sell 10-15 units year.
Mumbai, Pune, Ahmedabad, Goa, Bangalore, Hyderabad and Chennai are among the cities in the western and southern regions of the country which will have the company’s special focus. Since the company maintains the No.1 position in respect of reliability and safety, it expects more orders from various State Transport Undertakings (STUs), particularly for two and three-axle buses. While final negotiations for orders from KSRTC are underway, the company buses are undergoing test with other STUs like Rajasthan State Transport Corporation.
Private operators in the western region are also showing keen interest in the company buses, and several orders from them are expected in the current year. The most futuristic Mercedes-Benz buses costing Rs. 85 lakhs each are mostly built against orders.
According to Mr. Hartmut Schick, Head of Daimler Buses, the Bus Division earned 4.8 billion Euros in 2008 by selling 40,000 units globally. With 15 per cent market share worldwide, it enjoys market leadership in Brazil, Mexico, Germany, etc.
The company is also one of the prominent suppliers of hybrid buses and has already sold 3,000 units, mostly in the US, and has just introduced them in the European market where it expects to break even in six years’ time.
Mercedes-Benz always believes in a strategy of long-term commitment in order to remain the most efficient bus manufacturer in the world with the clear advantage of making profits even in a highly competitive environment.
India a new market
Though Mercedes-Benz cars are very popular among Indian buyers, its buses are quite new to the country. Being a technology leader, the company has its maximum focus on priority areas like safety, fuel economy, rider comfort, etc. For India, the company will follow a regional rather than a national approach.
Since rapid infrastructural development is taking place in India, the company believes that premium buses will have a future in the country. There will also be greater preference among the public for bus travelling rather than by air or rail owing mainly to affordability.
Launch of 3-axle luxury coach
Keeping all this in mind, Mercedes-Benz has already developed its bus platform specially suited to the Indian requirement. It has launched its much-awaited 3-axle intercity luxury coach which comes with its O 500 RSD 2436 chassis and the body assembled by the Indian partner company Sutlej Motors Ltd.
“The Mercedes-Benz coach incorporates hallmarks of the Mercedes brand: highest standards of safety, comfort and technology, with its advantages like optimized cost of ownership and robust build quality. I am confident our customers in India will appreciate this new offering,” commented Mr. Hartmut Schick.
Dr. Wilfried Aulbur indicated the positioning of the multi-axle buses: “With rapid infrastructure improvement in India, there is a need for mass transit long-distance mobility solutions with adequate comfort and safety for occupants. The Mercedes-Benz coach just introduced will cater to this specific demand for the Indian market. Our 2-axle coach has already received enthusiastic response; the new multi-axle coaches will take it to the next level for our Indian customers.”
The Mercedes-Benz 3-axle coaches embody the brand’s global aspirations, displaying a blend of premium quality, outstanding cost-effectiveness and the very highest safety standards, coupled with a strong service network. In other words, this star performer defines ‘success’ for the coach operators.
The coach, with its bold and inviting windscreen and a beautifully sculpted front face, is visually impressive and distinct in look. The windscreen design with its integration to the body design provides a panoramic view of the road.
Powered by the Euro III engine, the Mercedes-Benz 3-axle coaches are capable of delivering high performance, powerful torque output and a good fuel economy. The rear engine with 6 vertical cylinders, turbo-charged and inter-cooled engine delivers 1200 Nm torque at a low rpm of 1400-1600. The smart suspension system is equipped with a lifting mechanism that allows the chauffeur to lift the height of the coach when the road conditions are bad.
The coach is designed for the highest levels of safety and stability at even high speeds. It comes with ABS that accentuates safety of the vehicle as a whole.
With typical Mercedes attention to detail, the coach designers have also given great attention to the interior of the debutante, ensuring that every feature appeals in both emotional and functional terms with its form, colour or material. The result is a harmonious whole – an atmosphere in which the bus occupants immediately feel safe and protected, and long journeys can be taken without any feeling of effort or stress.
