M&M blazes a trail, gets into top rung in large trucks’ sales
October 28, 2017
Tandon Sam (9 articles)

M&M blazes a trail, gets into top rung in large trucks’ sales

Spread the love

In India’s heavy-duty trucking industry, Mahindra Trucks and Buses Division has been a peripheral force for years. But in the first half of FY18, the company is just behind the traditional winners in the largely two-horse race, and has pulled ahead of Daimler India, Eicher, or VE Commercial Vehicles.

In the fast-growing tractor-trailer segment in India, Mahindra has now outrun competition to notch the fourth slot in the 16.2 tonnes heavy-truck segment.

Mahindra sold 1,311 units of tractor trailers in the first half of FY-18, compared with 1,222 units of Bharat Benz. The company posted a growth of over 90% in the segment against market growth of 40%, thereby helping the company cross the 5% segment share mark.

In the entire heavy commercial vehicle space, M&M sold 3,497 units of all tippers, haulage trucks and tractor-trailers put together, compared with 2,181 units sold by VE Commercial Vehicle Ltd.

Mahindra Trucks and Buses has posted a growth of 34% in the first half of this fiscal year against market growth of 7%, thereby helping the company gain market share that currently stands at 4.3 % in the big-truck space.

To be sure, market analysts had questioned Mahindra’s entry into the segment, with some considering Mahindra’s eventual exit plans from an intensely competitive and money-losing business segment.

Rajan Wadhera, president for the automotive sector at Mahindra and Mahindra, says the company would further double its share in the coming three years.

“It has been a complete turnaround after Blazo. We have revamped our portfolio, protected the channel, and offered assurances to the customer about our product performance and reliability. Thanks to these initiatives, we have outpaced the market and we will continue to outpace the market in the coming three years,” assured Wadhera.

Having entered the market with Navistar about seven years ago, Mahindra introduced products that were designed for overload, but with a subsequent ban on the practice, its USP itself became a bane. The company quickly revamped the portfolio and made the products lighter, delivering instead on fuel efficiency.

Wadhera credits this success to the guarantee offered on Mahindra trucks that they deliver higher fuel efficiency to the customer, if not they can return the truck The guarantee played a key role in building the trust of prospective buyers in the Mahindra brand. Plus there was a promise of parts availability and quicker uptime in case of a breakdown or else Mahindra will financially compensate the user.

Vinod Sahay, chief executive of Mahindra Trucks and Buses, says the brand is increasingly getting into the consideration set of more prospective buyers, and this is reflected in the number of repeat orders.

Mahindra has also played the technology card well, apart from being the first to introduce the CRDe technology in the country in the medium and heavy duty truck space, the company also introduced a feature, which delivers more power to the consumers with just pressing of a switch, thereby delivering 10-15% efficiency than competition claims Mahindra.

With the new range of light and intermediate commercial vehicle planned in the coming year or so, Wadhera is confident that Mahindra Trucks and Buses will be able to sell in excess of 30000 units, which is almost double of volumes it does today And that surely will help Mahindra gets closer to the break even point.

Tandon Sam

Tandon Sam


No Comments Yet! You can be first to comment this post!

Write comment

Your data will be safe! Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *