BharatBenz reports 61% sales growth in India for Jan-Nov 2014
Despite lower sales volume, Daimler Trucks market share in Indonesia increased to 47.2% up from 46.7% in the period in 2013. Through the timeline, Fuso launched new FI and FJ model series (MDT, HDT) in Indonesia. Fuso vehicles are manufactured in India under Daimler subsidiary Daimler India Commercial Vehicles Pvt. Ltd. (DICV), part of the group’s Asia Business model.
In December, DICV celebrated its 20,000th locally produced truck (9-49 tonne BharatBenz range and FUSO brands), which rolled out of its assembly line in Chennai, India. In India, five more BharatBenz models were launched through 2014. BharatBenz sales growth through January – November 2014 stands at 61% with 9,700 vehicles sold over 6,000 units sold for the first 11 months in 2013. While passenger car sales is stabilising on shaky ground here, overall commercial vehicles segment registered 7.27% sales decline in April-November 2014 over Apr-Nov 2013. Medium & Heavy Commercial Vehicles (M&HCVs) growth was reported at 5.3%, and Light Commercial Vehicles sales decline at 12.90%. In January 2014, DICV announced 7500 vehicles sold within 15 months of operations. DICV reported 10,000 unit sales in March 2014 reporting 67.4% sales growth in Q1 2014 with 2,203 units sold over 1,316 units in Q1 2013. 1,000 units were sold in March 2014.
BharatBenz in India operates through a network of around 80 dealerships, and sales network expansion continues as planned. Brand acceptance in India grows aggressively as BharatBenz occupies 3rd place in the heavy-duty truck market within 2 years since deliveries began.
On the back of an investment of Rs 4,400 crore Daimler India Commercial Vehicles (DICV) has a manufacturing plant in India, and an expanding dealership network. Product development, launches and exports has kept DICV on the growth path. BhartaBenz clarified at the onset that discount pricing wouldn’t be a consideration at any point, and has made a conscientious effort in educating buyers in regards to vehicle operating costs. BharatBenz trucks are seen as having a more expensive initial purchase price but economy in running costs (fuel efficiency) isn’t to be ignored.
Having started out as a new brand with no repair shops in sight, BharatBenz looked at building dealerships that were never more than 300 km apart. The 3S (sales, service and spares) outlets also house rest areas for truck drivers. Furthermore, Daimler Financial Services in India operates BharatBenz Financial (captive financing) so dealerships address financing and insurance. BharatBenz operates mobile service vans so in case of a breakdown help will arrive from the closest dealership within 4 hours at most. Dealer numbers are regulated so business volume is sizeable for dealers.