BharatBenz gears up to take on Tata, Leyland

Daimler, one of the world's largest manufacturers of trucks on Wednesday unveiled the first look of the BharatBenz truck (Daimler's commercial vehicle brand for the Indian market) in the Capital. Considering that India is currently the third largest market across the globe for commercial vehicles and has the potential to touch new skies in times to come, the aggressive stance of Daimler is easily justified. The company is planning to launch its products in the Indian market in the third quarter of 2012.

Targeting the 6 to 49 tons segment, BharatBenz will unveil the entire truck portfolio in March 2012.

"BharatBenz mirrors our long-term commitment to offer modern trucks that will redefine the Indian trucking experience. Our trucks target the modern domestic segment in India," said Marc Llistosella, Managing Director & CEO, Daimler India Commercial Vehicles.

With a production capacity of 36,000 units per year, which can be ramped up to 70,000 units per year, Daimler has invested over Rs.4,400 crore for BharatBenz.

"Our trucks will have optimum fuel efficiency and are technically designed to deliver better operation cost per ton/km. BharatBenz will offer our consumer superior total cost of ownership with better value for money, said Aydogan Cakmaz, Vice President - Product engineering, Daimler India Commercial Vehicles.

The company has set up its new plant at Orgadam, near Chennai that spreads on 400 acres capable of producing medium and heavy duty range of commercial vehicles

The company has already signed up 70 dealers under BharatBenz & the figure will reach 110 by the end of 2012. Daimler has already partnered with 450 suppliers and the products will be carrying a localisation level of 85% in its products.

It may be recalled here that Daimler unveiled the BharatBenz brand in February this year and currently has 1,200 employees.