Daimler AG displaces Eicher Motors as third biggest truck manufacturer in ...

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NEW DELHI: German commercial vehicle maker Daimler AG has displaced Eicher Motors to become the third biggest truck manufacturer in India, less than two years after its debut in the country. Daimler India Commercial Vehicles, the Stuttgart-based company's wholly-owned subsidiary, now commands a 4.3 per cent share of the domestic truck market, according to sales data for the quarter to March compiled by the Society of Indian Automobile Manufacturers (SIAM).

The multinational automaker is already the world leader in truck manufacturing and the third biggest maker of luxury cars. It owns premium car brand Mercedes-Benz. It sells trucks under the Bharat Benz brand in India.

"We have been able to sell more than 10,000 trucks in the past two years and are the fastest growing brand in the Indian commercial vehicle market," Florian Laudan, spokesperson for Daimler India Commercial Vehicles, told ET. "Our strategy of adapting the best of technology from our global portfolio for Indian customers has worked so far, which can be measured from our consistently growing sales."

Mumbai-based Tata Motors and Chennai-based Ashok Leyland, however, still dominate the Indian truck market, with 59per cent and 27per cent shares in the quarter to March. Eicher had 3.9 per cent share of the market in the same period. According to industry executives, Bharat Benz sold most trucks in the 25 tonne and 31 tonne segments, where, unlike its competitors, it does not offer any discounts.

"The company has been able to make a dent due to its superior product range and delivering high performance in mileage and power," one industry executive said. "Daimler has been very serious for its India product strategy. Its experts from Stuttgart studied the Indian market for almost five years and analysed all major truck brands to drive a competitive edge. After an indepth research, only they have made the blue print for Indian projects." Delhi-based Eicher Motors, which operates as VECV, a joint venture with Swiss truck major Volvo, plans to launch its new Pro Series to consolidate its position and offer direct competition to Bharat Benz and other brands in India.

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