Bharat Benz offers modern trucks, that combine best in

class fuel efficiency with highest durability, reliability and

a competitive pricing Florian Laudan, Corporate
Communication, Daimler
MARCH 14, 2012POSTED IN: ARTICLES, AUTOMOTIVE & TRUCKS, INTERVIEWS

India Transport Portal: Could you explain the Daimler presence in

India? Which kind of product and under which brands?
Florian Laudan: Daimler AG is present in India in shape of four different entities. These being:
Mercedes-Benz India (MBIL), Daimler India Commercial Vehicles (DICV), Mercedes-Benz R&D India
(MBRDI) and Daimler Financial Services India (DFS).
These four entities are located in Pune, Chennai, Bangalore and Chennai respectively.

Mercedes-Benz India: MBIL plant situated in Pune is spread over an area of 100 acres. The plant
currently assembles three products- C-Class, E-Class & S-Class through CKD(Complete Knock
Down) process. The plant has a current capacity of 10,000 units annually operated through 2
permanent shifts. The current investment for the plant in Pune, is over 600 crores INR. On the anvil is
the inauguration of a new Paint Shop, to be operational by 2012.
Products:
Locally assembled in Pune, India: C-Clas, E-Class, S-Class
CBU Import cars: E-Class Cabriolet, C-Class Coupe, SLK-Class, CLS Class, SL-Class
SUV: ML-Class, GL-Class, R-Class, G 55 AMG
AMG Cars: SLS AMG, SLS AMG Roadster, G 55, C 63 AMG, E 63 AMG
Daimler India Commercial Vehicles (DICV): DICV Plant in Oragadam (Chennai): The plant, that is under
construction but will be inaugurated in April, spreads over 160 hectare and will produce Light, Medium
and Heavy-duty Trucks under the BharatBenz brand.
Production is scheduled to start in the 3rd quarter, and has an initial capacity of 36.000 units/ year,
that can be extended to a technical capacity of 72.000 units/year if needed.
Products: BharatBenz offers Trucks in the 6-49 tonne segment, which are based on one LDT and on
HDT products. Out of these Bases, a whole range of different tonnages, wheelbases and applications
will be available. The LDT product is based on the FUSO Canter, the HDT product is based on the

Mercedes-Benz Actros, thus making advantage of Daimlers rich experience and leading international
truck brands, and tailor them to Indian market needs reaching an initial localisation of 85%.
Mercedes-Benz R&D India(MBRDI):Mercedes-Benz Research and Development India Pvt. Ltd.
(MBRDI), a 100% captive unit of Daimler AG, was established as a research institute with eight
employees in 1996 and currently has more than 500 employees.
MBRDI is the largest Research and Development centre of Daimler AG outside Germany and
contributes in the areas of Computer Simulation (CAE), Design (CAD), Electrical/Electronics and ITServices. Research and development engineers at MBRDI assess the performance and reliability of
various sub-systems and contribute to product development in all the stages of the life-cycle.
Organised in extended teams, the engineers collaborate with our partners in the Research &
Development Centres and Business Units globally. To prepare our employees for an effective
collaboration in distributed teams across cultures, MBRDI provides languages-classes as well as
intercultural trainings and workshops.
MBRDI has to its credit many successful executions of critical projects. They also utilize an IT talent
pool existing in India for various projects.
India Transport Portal: Daimler has two Mercedes Benz locations in Bangalore and in Pune. How do you
consider the luxury market? To what extent Indias infrastructure and equipment suit the luxury cars demand?
Florian Laudan: The luxury car market in India is growing at a very fast pace, and is more than the overall
growth of auto industry in India. The luxury car market in India in 2011 grew by more than 50%, and the growth
will continue in double digits in 2012 as well. India's infrastructure is also developing at a smooth pace in
tandem with the overall growth in the economy. Though lot remains to be done yet, but the developments in
road network, infrastructure building in metros and the development of Tier II, Tier III cities initiated by the
Govt. has been very helpful.
India Transport Portal: It is said that Daimler is entering the Indian truck market under the Bharat Benz
brand. How do you see the Indian road transport market?
Florian Laudan: India is one the largest and also the fastest growing CV industry in the world. Though it is
highly attractive in terms of market attractiveness, it is the least developed in terms of product technology, when
compared to its peers in BRIC. Whereas, Brazil, Russia and China have developed into modern generation,
India still lags behind. This provides an unique opportunity for global players to become a part of the
modernization and development cycle of the Indian CV Industry, which may not be present in other parts of the
world.
As Investments in Infrastructure and Highways are being progressed by the government, also the
organizational level of transportation in India is changing. While road-transportation was rather short
and medium distance carried out with Universal trucks in the past, now the concept of transportation
hubs with long haulage transportation between big Cities and distribution transport with local reach
starts to evolve. This boosts demand for specialized trucks, as well as its makes fuel efficiency,
reliability and Service reach more important. In a nutshell, the concept of TCO becomes more
important to fleet owners and transporters. This creates opportunities for new players in the market,
that can offer new products to cater that demand. As BharatBenz is a brand dedicated purely to India
and in fact developed in India, it will combine the best of two worlds: Modern, fuel efficient and reliable
products, at a price that is competitive in the volume segment
India Transport Portal: The first Tata commercial vehicle was made in 1954 in collaboration with
Daimler-Benz AG. How do you consider Indian rivals such as Tata today?
Florian Laudan: TATA and Ashok Leyland are Indias biggest CV Manufacturers, covering more than 80% of
the market. They are an undisputable force, and will probably be successful also in the future.

Other than most international manufacturers that offer their products in the small premium segment,
BharatBenz is targeting the volume segment in which mainly local brand as Tata and Ashok are
active.
Offering modern trucks, that combine best in class fuel efficiency with highest durability, reliability and
a competitive pricing, BharatBenz aims to be a game changer in this segment.
Not only having tested its products for more than 4 Million kilometers on its own Test Track in
Oragadam, but also benchmarked it to all competitor vehicles, DICV is confident; that customers will
appreciate this new offering.
India Transport Portal: India is facing huge challenges such as road safety, fuel savings or carbon emission.
How would you describe the Daimler initiatives to tackle such issues?
Florian Laudan: As BharatBenz trucks are based on two of the most successful products in their segments
the MB Axor and the Fuso Canter they come with the settings to set new benchmarks on Indian roads.
All engines comply with Bharat III, the current standard in India, the fuel economy will be best in class
in the Indian market, and security items like brake system, driving behavior in extreme situations etc.
will be of international standards. But in addition to that and other than most international
competitors the products have been adapted to the demanding road conditions, featuring stronger
axles and chassis, to be even more durable than the products that they are based on.
Thus BharatBenz is perfectly set to tackle all challenges, which India offers.
TAGS: Bharat Benz, daimler, trucks