12/22/2014

IndianLightandMediumDutyTruckMarketStrategyStatewise

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Indian Light and Medium Duty Truck Market Strategy State wise
december 19, 2014 by autobei consulting group

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Indian Light and Medium Duty Truck segment is one of the most important segment in Indian Commercial Vehicle. One
time new players like to start their journey from Heavy Duty Truck Segment. AMW, Mahindra (Mahindra Navistar) Mercedes
Bemz, Scania, MAN (MAN FORCE) has first entered into heavy truck segment.
Due to market demand, Bigger segment size, Profitability and purchase behavior, it was tradition to start sales in
heavy segment. It was believed that only strategically customers (Big fleet owners) ready to buy new brand, pay more and on
the other hand OEM thought that their product are fits better in heavy category in Indian market. This tradition has been
changed when BharatBenz entered into Indian market, their product portfolio also having space for Medium Commercial
Vehicle. Its major sale is coming from 9 and 12T segment. ACG has released Part 1 report in January 2012 on BharatBenzThe Game Changer version 1.0 now we have released its second edition BharatBenz Game Changer Analysis version 1.1India which is extension of report with BharatBenz Product Feedback and its current analysis with pricing strategy,
product position, competitor analysis, Forecast and other important parameters. In Heavy truck segment, BharatBenz
already became third largest Heavy Truck manufacturer in Q4 FY 2013-14 in India.

To be a successful in Indian market, it is important to understand State wise market dynamics of Truck and Bus. With case
study of Kerala Market analysis, we explained how dealer play important role to increase sales and tab new market segment.
The size of the Light and Medium truck segment is around 77,000 units in 2013 at and will touch more than 100,000 units by
2018. LMD truck Industry registered 19% de growth in 2013 and negative market sentiments increase its de growth around
24% by YTD September 2014. Kerala, Tamil nadu, Karnataka and Uttar Pradesh are other top four market in this segment.
ACG has done state wise Research on Heavy, Light and Medium duty truck segment. In sales volume Maharashtra is the
biggest state for L&MDT. Zone wise (Region wise), South India is the biggest region.
In 2013, only West Bengal has shown positive growth compare to 2012. All other states registered negative growth. The
highest de growth registered by Tami nadu state. We are giving case study of Kerala Market. By this case study it is easy to
understand that why state wise sales and Product strategy can help you to be Leading player in Truck & Bus segment.

Maharastra, Kerala, Tamilnadu, Karnataka, Uttar Pradesh, Andhra pradesh, West Bengal, Gujarat, Haryana, Delhi and
Madhya Pradesh are top states in terms of sales volumes. Every states is having some favorable market dynamics for LMD
segment. ACG has done in depth research on every dynamics which are available on request.
West Bengal and Harayana truck market are one of the key states. Slowly market is improving and we will see some good
sales growth by 2015.

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India is normally divided into four business zone- North, South, East and West region. South and West region are major
region which cover around 50% sales together like we have seen similar pattern in Heavy duty truck.

Maharashtra is leading states in 5,7 and 12T segment. Kerala is leading states in 9T segment.
Case study Kerala Truck Market : 9T to 49T GVW

9T, 16T has lost some market share, 12T gained around 14%, 25T, 31T almost flat in Q2 2013 compare to Q1- 2013
Eicher lost market leader position in Q2 2013. Excellent performance by BharatBenz, Tata Motors, Ashok Leyland, Mahindra
and BharatBenz were gainers. MAN sales like flat, AMW, SML Isuzu lost their market share.
In 9T segment, Eicher was the market leader but it lost around 9% market share in Q2 2013. In 9T also, BharatBenz gained
6% market share by having suitable strategy and its product position.
In 12T segment, BharatBenz with 1214 gained capture 32% market share from 19% due to better operating economy its
Kerala Dealer Autobahn Trucking.

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In 16T Rigid Haulage segment, Ashok Leyland was the market leader with 37% but it was replaced by Tata Motors in Q2 2013.

All players in 16T Tipper segment including Tata Motors sales decrease but its market share has increased in Q2 2013.
Eicher gained 2% MAN and Ashok Leyland lost their market share.
In 25T Rigid Haulage segment, Ashok Leyland is strong in pan India and it is market leader in Kerala with 39% market share
in Q2 2013.
Mahindra Truck and Bus, BharatBenz and Tata Motors are major players in this segment.
In 31T Rigid Haulage,BharatBenz has done excellent performance with market leader postion in Q2 and Q3 2013. Ashok
Leyland and Tata Motors also gained market share.

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31T, Tipper segment is not attractive segment for Kerala states due to its geography, Infra structure and logistics practice.
In Q2 2013, Ashok Leyland, Mahindra and AMW also started to show some sales figure in this segment.
Ashok Leyland BOSS product case study: As on at the time of launching
Ashok Leyland
has launched
new product
BOSS in
Medium duty
segment to make its presence effective in this segment
The main competitor of BOSS is BharatBenz 914 and 1214, First focus state was Kerala.
Eicher who is having strong hold in Kerala market, recently launched its new series trucks in this segment.
Ashok Leyland Sales kit: Dealer Feedback:
As claimed by Ashok Leyland dealer during our survey at the time of BOSS launching
Boss has advantage of maintenance cost.
Corrosion & rust free polymer fuel tank
Parabolic type Shocks which absolutely no shaking while driving
Electronic fuel pump for BharatBenz can get damaged against impurities in Diesel, whose maintenance cost will be
additional.

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Ashok Leyland has launched new product BOSS in Medium duty segment to make its presence more effective and see
some trend in overall sales.

Features of BOSS LE version: (As on at the time of launching)

Features of BOSS LX version

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Cabin features:

Brakes details:

The Outlay and Expenditure in Transport Sector during 2010-11 & 2011-12

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Road Projects:
Government department decided to review section-wise the status of the roads, progress report of the ongoing works, and
the urgent works to be taken up in all districts. The review meetings was held in Ernakulam recently.
The damages to the roads due to monsoon had been estimated at over Rs.300 crore. The government had allocated Rs.145
crore to speed up road repairs. The government signed pact with World Bank for $216 million loan for Kerala State
Transport Project to improve road conditions and safety in the state.
A Rs.10,000-crore project for the development of 22 roads, including the hill highway, in the State to resolve traffic issues.

Briefing media persons after the Cabinet, Chief Minister Oommen Chandy said the Kerala Road Fund Board under the Public
Works Department would take loans from funding agencies to develop the stretches on annuity scheme with the
government giving the guarantee. No toll would be collected on these stretches, he said.
Cochin Port:

-Cochin Port is the only major port in Kerala. It spreads over 827 hectares. It has a water frontage of 7.5 Km. The port has
connectivity to hinterland through NH 47, NH 17 and NH 49. Rail links to the Konkan and Southern Railway also give key rail
access to its hinterland. During the year foreign cargo traffic increased by 14 % to 122.19 lakhs tonnes from 107.58 lakhs
tonnes in the preceding year. During the year 2011-12, 1386 ships called at the Port as against 1256 ships in the preceding
year registering an increase of 10% in shipping activity.
With two projects worth over Rs 5,500 crore projects under bidding in the public-private-partnership (PPP) model in the
ports.

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The Kerala projects represent a share of 40% in value terms. While two projects worth over Rs 6,200 crore are under as
per Port Developments in India report.
Modernization of coal handling in Port
Cochin Port has been handling coal since its inception at the North Coal Berth and South Coal berth on the Mattancherry
Wharf.
The report on the Master Plan for Redeveloping Willingdon Island has highlighted the great potential for coal handling in
Cochin Port, especially in view of the fact that it is the major port lying nearest to the route to African coal.
This berth could also be modified at minimal cost to handle 14.5 m draft fully-loaded panamax vessels.
Cochin Port Trust is therefore initiating a new project for modernising coal handling, and will develop a mechanized coal
handling facility on 300 m berth of Q8-Q9 berth in the PPP format. The project will have a stackyard of 17 ha.
The berth also has a railway line. The project capacity will be around 5 MMTPA.

To buy Full report please contact to Nidhi.Singh@autobei.com

Source: Autobei (ACG) Databank

To read & Buy other Special report:

- State-Wise Indian Heavy Truck Sales Strategy An Overview
- Bus Sales Strategy and Business planning Research report
- BharatBenz Game Changer Analysis- India Version 1.1 (Review- After launch)
- BharatBenz Game Changer Analysis- India Version 1.0

filed under: analysis, articles, truck

tagged with: bharatbenz, trucks

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2Comments

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Jointhediscussion
Jagdish 6hoursago

BharatBenzcertainlyinashorttimehasbeenabletogetsizablemarketshareandmostimportantthecustomer
perceptionofbeingvalueformoneyproduct.
JagdishAdlakha
BusinessUnitHead
JamunaAuto

Reply Share

Dinesh 3daysago

VeryGoodAnalysis!
DineshChandraUpadhyay
GeneralManager
HinoMotorsSalesIndiaPvt.Ltd

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