BharatBenz challenges dominant Indian trucking industry giants

The Indian subsidiary of Daimier AG, Daimier India Commercial Vehicles (DICV), located in Chennai, launched three models of BharatBenz, its new brand of trucks for the Indian market. BharatBenz, manufactured at the company’s plant in Chennai, is one of the highly advanced trucks designed by Daimier for Indian road conditions. It is made up of around 85% local content, which the company intends to raise to 90% in the next two years.
 
The plan is to produce 17 trucks of the new brand line in the range of 7 tons to 49 tons, featuring a six-cylinder engine with 230 HP (170 KW) in all three variants. According to the company, the trucks introduce features that enhance safety and performance, a first in the commercial vehicles industry. Some of the other features that were highlighted are the “intelligent-unitized-fuel-injection system, balance-type rear suspension and inter-wheel differential in the haulage trucks and inter-wheel/inter-axle differential locks in the construction trucks, the unique ‘Engine-Brake’ system.”
All 17 trucks in the line are scheduled for launching within the next 17 months. The first three heavy-duty BharatBenz trucks, two for the hauling segment and one for the construction segment, have already been launched, and will be made commercially available at dealerships across India. Dealership applications have already been received from all over the country. Out of the 800 applications received, 28 dealers have already been selected, around 20 of which have begun selling.
 
While competition in the Indian trucking business has steepened in recent years, the market remains dominated by few players, the largest of which is Tata Motors, which enjoys a market share of around 65%. The entrance of newcomers with foreign tie-ups, like AMW and Mahindra Navistar has added to the competitiveness of the trucking segment in the country. (October 8, 2012)