Daimler India deploys ‘profit technology’

With over 1,000 such vehicles already plying on Indian roads, DICV’s product strategy seems to be paying off now. This is considering the latest SC directive to commercial vehicle makers to have BS-IV-compliant vehicles from Apr 1, 2017.

“Our entire product portfolio of BharatBenz BS-IV trucks comes at the price level of our BSIII trucks. Best-in-class trucks have never been more affordable,” Erich Nesselhauf, MD-CEO, DICV said at a meet organised to showcase the upgraded vehicle under a tagline of ‘profit technology.’ 

The 100 per cent subsidiary of Germany’s Daimler AG did not depend on mandates to drive its growth. Having already sold its vehicles in a competitive market, DICV is confident that it will turn profitable next year. “We do not see it as price disadvantage but it is a technology advantage,” was how Nesselhauf responded on price factor narrowing its advantage with competition given that DICV had decided not to increase price in a challenging market. 

Lauding the Apex Court’s “wise” decision, Nesselhauf said the industry inventory of 90,000-plus BS-III vehicles was not by accident but intentional. “We always surprise our competitors. We prepared for BS-IV in large numbers,” he added. 

“Five years ago, we promised to transform the CV segment as a newcomer – this year, we have proven to lead the change in our industry as an established player. With an even sharper focus on products, technologies and our customers, BharatBenz is all set to enter the next state,” Nesselhauf said, adding the “profit” technology features of the vehicle enabled DICV to stay competitive. 

When asked about the “newness” of the product, he said the upgrade comes with more fuel efficiency, better pay load (400 kg more) and cost-saving advantages of the BS-IV trucks. The ‘cruise control’ feature in the truck is aimed at removing the fatigue faced by drivers, which happened to be the primary cause for accidents, he added. 

Nesselhauf made a presentation wherein he sought to dispel some of the common myths, such as use of air conditioners in vehicles  increasing consumption of fuel. “Twenty per cent of our vehicles come with ACs. Our products come with crash-tested safe cabins fulfilling the truck norms,” he said, adding DICV was able to exports to 30-plus countries as it adhered to stringent quality and emission norms. 

Keen to be seen as a truly environment-conscious company, he said the reason to put ‘Bharat’ ahead of ‘Benz’ is aimed at reflecting this genuine concern.