BharatBenz put the focus on customers, continues to invest in network expansion
Published On Sep 25, 2020
To serve its customer better, BharatBenz continues to invest in expanding the network. The company has added 10% touch points this year and aims to cross 250 nationwide by the end of 2020. At present, over 40,000 vehicles are being served every month, with over 1300 bays across its network. The expansion in the vital Golden Quadrilateral has improved from 160 km to 120 km.
At a time when the pandemic has disrupted economic activities across the business, companies are taking steps to address customer needs digitally and physically to assist in overcoming these unprecedented times. The Indian transport sector, highly critical for the economy, is also going through a crisis. Yet truck makers are reaching out to large fleet-operators and individual truck owners in putting trucks to business.
Daimler India Commercial Vehicles (DICV), maker of BharatBenz trucks and buses, is also trying to extend all the necessary support to its customers across India to get over this tough phase. Customers are postponing to renew their fleet due to lower cargo availability and increasing operational cost due to rising diesel prices. This has resulted in nosedive sales and overall pessimism in the industry. Despite challenging times, the company continues to invest in its infrastructure to become closer to its customers.
The company announced expanding its network by another 10 percent this year and trying to cross the 250 touch-points marks across India by the end of 2020. Critically, its reach on the high traffic Golden Quadrilateral- the distance between dealerships has improved significantly from 160 km to 120 km. The extra touch points will bring the total number of vehicle bays up past 1300, allowing BharatBenz dealers to service up to 40,000 vehicles every month. Earlier this year, DICV announced the sales milestone of 1 lakh BharatBenz trucks sold in India, which continues to grow despite the tough market.
Speaking on the company’s initiatives, Rajaram Krishnamurthy, Vice President Marketing & Sales and Customer Services DICV said, “We are steadily expanding our dealer network to ensure that all customers have easy access to our products and services, no matter where in India they do business. That is a commitment we made to BharatBenz buyers from the beginning, and we will continue to honor it.”
“Last month, BharatBenz showed double digit sales growth compared to August 2019. The number of BharatBenz owners grows every day and we are proud to grow with them. We have always believed in the long-term potential of India and continue to see this as a growth market for domestic sales, as well as an ideal manufacturing hub for global exports,” Satyakam Arya, CEO & Managing Director DICV said.
BharatBenz introduced its all-new BS6 truck range earlier this year with its Profit Technology Plus based on key performance characteristics such as superior fuel efficiency, top safety & comfort, extraordinary reliability, lowest maintenance costs and connected trucks. Additionally, to meet BS6emission standards, the company uses globally proven SCR only technology after its treatment. This is in-line with the well-accepted BS4 trucks promising lower cost of operation and higher reliability. The company says demand for its trucks remains elevated despite the pandemic, thus improving its market share.
According to BharatBenz, several factors are influencing the Indian economy right now, and the real GDP growth rates are likely to recover only from Q2 of FY21. Some positive indicators like lower inflation, growing foreign direct investment, government spending and the upcoming scrappage policy are expected to help the overall economy. Some of the threats include higher unemployment, struggling industrial production, lower freight tariff, and higher truck rental market.
In this pandemic, the company is witnessing some change in customer behavior, such as large-scale customer base consolidation and high logistics cost optimization. Given the uncertainty, customers are unwilling to go ahead with new purchases unless the business is completely secured. Further, highly sophisticated customers are demanding more volume from their vehicles. To address these challenges, BharatBenz is banking on its quality products and compelling value proposition of its trucks, and the emphasis is to stay connected with all the stakeholders. Importantly, the company is leveraging digital marketing tools for reaching and serving its customers.