BharatBenz Helps Daimler Seize a Strong Share of Indian Heavy Duty Market
Published On Mar 03, 2016
Daimler has made a mark in the heavy-duty space around the world. The company has consolidated a vast market share in European countries, along with certain Asian markets as well. With a presence that spreads over numerous subsidiaries such as Fuso, Mercedes-Benz and many others, the corporation has had a firm footing in the global commercial vehicle business.
However, India was a tough market for the company to infringe into. Up till 2012, Daimler had only barely scratched the CV space of the country with its Mercedes-Benz trucks. However, in a lean market condition that favored local brands such as Tata, and with a customer base that preferred cheaper models, the company failed to glimpse a decent market share.
The playing field was recast in 2012 when the company changed its approach. It aimed to reach for the Indian market with a refreshed brand template. BharatBenz, a marque tailored specifically for the Indian heavy duty space, was initiated and launched. Despite being a new brand in a challenging market, the response was overwhelming. Within two years, the new marque had established itself as one of the highest players, giving tough competition to Tata and Ashok Leyland. The company built a state-of-the-art manufacturing base in Oragadam, Tamil Nadu, sprawling over 400 acres. With an investment of 4400 crores, it stands as the most expensive manufacturing facility anywhere outside of Europe.
The year 2015 was a particularly great for the brand, further coupled with the benefit of a recovery in the truck market. BharatBenz had reached a staggering milestone of 30 000 units sold, with a portfolio of 20 models on the road. The company started off 2016 with the launch of a new range heavy duty models. Termed as the MD IN-POWER trucks, the range came with four different models, all of which had been specifically designed to meet demands of high payload capacity, good fuel efficiency and safety.
As the company continues to surge forward, its executives respond with confidence. “Only three years after having introduced our first BharatBenz product line of medium-duty trucks, we are again raising standards in the segment with our new generation MD IN-POWER,” said Mr. Erich Nesselhauf, Managing Director of Daimler India Commercial Vehicles.