Daimler Eying a Large Share in Local Truck Market

Daimler AG, the largest truck manufacturing company of the world is gearing up to introduce its offerings in India by 2nd half of 2012, which is reportedly eying a larger share of local truck market pie. Daimler, an iconic international marque whose interest in trucks goes back over a 100 years is tutoring a full Indian avatar even going to extent of calling itself Bharat Benz. Its operations in the country have been built from scratch with no readily offered international blueprint for help. Mr. Marc Llistosella, Chief Executive Officer and Managing Director at Daimler India said that they are a domestic player. It is an Indian form. The Indian unit’s parent marketed over 3.5 lakh truck models in 2010, gathering approximately 24 billion euros in the process. Its entry in India was originally planned through a partnership with Hero Group.

Nevertheless, the latter pulled out in the year 2009, leaving Daimler AG for making India charge on its own. Daimler has planned to deal with India in a particular manner, launching things unidentified to enormous operations of the company anywhere else. In the month of February 2011, it introduced the Bharat Benz marque for Indian market, the first timer ever; the German maker has introduced a country-specific marque. As per the report, Daimler has put together advisory council in India, including software Services Company Cognizant’s Lakshmi Narayanan, Bharat Forge Chairman and Managing Director Baba Kalyani, former Finance Secretary Arun Ramanathan, lawyer PS Raman and HDFC Managing Director Renu Karnad.


By forming this panel, Daimler AG is following footsteps of other international MNCs such as Novartis. Microsoft, Bosch and Siemens in India. It is not the only truck manufacturing eyeing India, there are plenty of others such as Navistar, Volvo and Nissan. Navistar, Volvo and Nissan have tie-ups with Mahindra and Mahindra, Eicher and Ashok Leyland respectively. Daimler AG is a German car company. By unit sales, it is the 13th biggest car manufacturing and 2nd biggest truck manufacturing company of the world. Apart from automobiles, it designs and develops buses and offers financial services via its Daimler Financial Services. It also owns most important stakes in aerospace group EADS, parent and high technology Company of Vodafone McLaren Mercedes racing team McLaren Group along with Mitsubishi Fuso Truck and Bus Corporation, the Japanese truck manufacturing firm.

Of course, German counterpart MAN of Daimler is now going solo, after newly purchasing stake from Force Motors, its Indian partner. MAN’s move has come after Volkswagen purchased mainstream control in MAN international.

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