BharatBenz, the German truck major Daimler’s Indian avatar, will launch 17-19 trucks in the 6 to 49 tonne category in the next 18-20 months. Determined to break into the mass market truck segment ruled by Tatas and Ashok Leyland, BharatBenz’s pricing strategy will be similar to the Indian majors, thanks to 85% local content in its products.
The company has roped in 450 local component suppliers.
The company aims 35,000 units, almost 10% of the market, in two-three years. The 6-49 tonne truck segment is poised to end this fiscal with 3,00,000 units.
BharatBenz — Daimler India Commercial Vehicle (DICV) —has invested Rs4,400 crore to set up its Chennai truck plant with 36,000 unit annual capacity which can be ramped up to 70,000 units. Marc Llistosella, managing director and CEO, DICV said the company plans 100 dealerships in less than two years. Besides Daimler Finance, HDFC and ICICI will facilitate truck finance.
The initial range of trucks will hit market in the third quarter of the calendar year. As a prelude, the entire BharatBenz truck portfolio will be unveiled in March.