The Dubai-based Western Auto LLC, part of the $7 billion ETA Star Group, is a leading automobile trading, leasing, marketing and consulting company, with global presence, including India. It has recorded a turnover of $440 million in 2007. It has operations in Saudi Arabia, Sudan, Kuwait, Qatar, Sri Lanka, Bangkok, India and China.
Western Auto sells 12,000 vehicles, in addition to construction equipment, auto components and commercial vehicles. It represents Indian commercial vehicle manufacturers Ashok Leyland in Saudi Arabia, and Foton, one of China’s largest CV manufacturer in the UAE.
Western Auto started its operations a couple of years back by importing spare parts for European trucks and buses and selling it in Indian aftermarket. The company deals in brands like Febi, Mahle, Hengst and also represents Telma Retarders in India and the UAE which is a part of the Valeo Group of France.
Western Auto started dealing in Telma brake retarders a couple of years back, and this has now become an important business unit within the Indian operations. Telma retarders are frictionless electromagnetic braking system made by Telma, part of the Valeo Group. Currently over 50 buses have been fitted with Telma retarders valued by customers for higher safety and performance, and the company is in discussion with many other fleet operators. It is also holding discussions with vehicle manufacturers on supply of retarders as an OE fitment, and hopes to receive their approvals soon. It is also expecting Government regulations regarding enforcement of fitment of retarders as standard for better safety. Till such time as initial price and tangible performance benefits, ROI for customers will be a factor for saleability.
In line with the stated vision to establish global leadership in providing quality transport solution, Western Auto has started a new innovative initiative in India, RACE, which is involved in research, analysis, consulting, engineering services in automotive applications and transportation.
The bus & truck body building industry in India with its estimated size of approximately Rs. 20,000 crores, is highly fragmented with many unorganised players who have are not regulated and approved. Most of the products that are built don’t comply with any specific design or standards or regulations.
Current scenario
While the Code of practice for bus body building & Truck/Trailer codes can provide directions, there is need for a detailed understanding of end customer needs and tested product designs which are well documented and approved for necessary implementation of standards. In fact, a case in point is where the regulations are expected to be more specific to applications related to closed & open cargo, raw cargo, bulk or processed cargo, liquid cargo and other specialized cargo like over-dimensional cargo, car transporter, waste handling systems, load handling systems, disaster management systems, etc.
Many in the industry feel that understanding of these applications is wide and complex, spread across geographies, specific to each cluster and very challenging to address unique customer needs through a standard product mix.
Of late, most truck and bus manufacturers have started addressing the customer needs through completely built units. Currently only 10 per cent of the total sales are from fully built units (FBVs) and the balance 90 per cent are spread across a few organised and other largely unorganised body builders. Studies reveal that customers buy FBVs for convenience, ready delivery and full finance availability, but their application requirements or fit are not being completely addressed at the moment.
RACE is all set to unleash the above said complexity through detailed process, survey and understanding of the commercial vehicle market and its vehicle applications. RACE has a highly focused Research & Marketing team from diverse backgrounds with core group of application engineers providing complete engineering support to the industry.
RACE could well become the most preferred partners to major OEMs of trucks, buses, body/application builders for marketing and application engineering support and other interface engineering.
Mr. Sriram Muralidharan, Executive Director, Western Auto India Private Ltd., says: “We work with industry domains like steel, cement, construction, etc., addressing their transport efficiency and supports the transporters and third party logistics companies with planning and managing the fleet. In addition, we assist the truck financing companies by educating, training and developing a model/process for credit approvals for bodies and superstructures.
“Further, we work with regulators and Government bodies for fine-tuning and improving the standards, design and provide testing requirements and also co-ordinate and undertake implementation programs. We also work with IT/ITES companies and integrate the complete chain through innovative IT solutions to ensure maximum productivity”, Mr. Sriram added.
RACE has a rare and unique mix of research & marketing capability, coupled with the product design and engineering team. It goes one step ahead and assists its customers in their manufacturing process, including design of jigs and fixtures, and also improves their after-sales support services network.
