No Mercedes for Daimler in India but BharatBenz trucks have arrived

It’s no secret that the Asian continent plays host to the world’s fastest growing economy. Between China and India’s almost 2.5 billion population headcount, these two countries alone are poised to be gold mines for companies the world over. Stuttgart, Germany based Daimler AG is best known in North America for Mercedes-Benz brand cars, but the company whose history goes back more than a century does so much more than build luxury cars. Daimler AG also holds in its extensive portfolio a wide range of commercial vehicle operations, including an Indian subsidiary known as Daimler India Commercial Vehicles.

Beginning in 2012, DICV will begin production of light, medium, and heavy duty trucks specifically for the Indian market. These new built in India, German DNA infused trucks will be built under the brand BharatBenz.

On January 4th, DICV held a sneak preview in New Delhi, India of one of the all new locally built BharatBenz branded trucks. The company says they will unveil the entire lineup of 6 to 49-ton trucks in March.

The full range of BharatBenz trucks will be built at a new manufacturing plant in Oragadam near Chennai in Southern India. This new 395 acre facility represents a 44 billion Indian rupee (approx. CAD $843 million) investment by Daimler. The plant will initially be producing about 36,000 new vehicles a year with the capacity to double that production as it becomes necessary.

Marc Llistosella, Managing Director and CEO of Daimler India Commercial Vehicles, on the occasion of the sneak preview of the BharatBenz truck in New Delhi on January 4, 2012

Discussing the company’s expansion in to this new market, Andreas Renschler, the Daimler Board of Management Member responsible for Daimler Trucks and Daimler Buses had this to say: “This is the most effective way for us to participate in the growth of India’s volume segment. Our product range focuses on quality, reliability, and efficiency and particularly targets the modern domestic segment, which shows huge growth potential and reflects the growing demands of Indian customers.”

DICV aims to bring online 70 dealerships across the country by the end of the year. With almost 85 percent of material being locally sourced, the company hopes to make the Indian relationship a strong one.

India’s demand for trucks in recent years has made it the third largest global market in the segment with over 300,000 units in 2011. Although local Indian powerhouse Tata is the leader in the Indian truck market, international giants like Daimler AG are right on the Indian doorstep hoping to get in on what is akin to a modern day gold rush.

Photographs courtesy of Daimler AG.

Kanishka Sonnadara is a member of AUTOMOTIVE.alliedfusion.com and can be found on Twitter @autoKsS.

2 Comments

  1. 1.Availability of spare parts should be smoothly.
    2.Parts warranty process should be clear and fast.
    3.last suggestion every spare parts should be available every time in market.

  2. BharatBenz? I say another example of globalization sell outs to make a quick buck. Does the german daimler legitimately care about serving the indian market? NO.

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