Mahindra Truck and Bus Division is driving its commercial vehicle roadmap forward with well-thought-out on-highway and off-highway strategies, writes Ashish Bhatia.

Mahindra Truck and Bus Division has an ambitious strategy for advancing the commercial vehicle sector. The company is committed to innovation and customer-centric solutions. The Original Equipment Manufacturer (OEM) has identified significant growth opportunities in the commercial vehicle segment. Jalaj Gupta, Business Head – Commercial Vehicles at Mahindra & Mahindra Ltd. outlined strategic initiatives to capitalise on these prospects. Discussing specific numbers, Gupta revealed impressive figures indicating the company’s market share and sales performance. He expressed confidence in Mahindra & Mahindra’s ability to maintain its competitive edge and expand its presence in the commercial vehicle segment. The company’s focus areas include product development, technological advancements, and customer satisfaction. Gupta emphasised the importance of staying ahead of market trends and meeting evolving customer demands.

The Mahindra BLAZO X m-DURA and the new CEV range of construction equipment are expected to redefine the standards in their respective categories, offering advanced features and compliance with the latest industry norms. At the MTB stall at the Bangalore International Exhibition Centre (BIEC), Mahindra’s entire range of Bharat Stage V construction equipment like RoadMaster and EarthMaster, as well as the extensive truck range like Blazo X m-DURA 35 tippers, Blazo X 28 transit mixer, Furio 10 fuel bowser with 6KL capacity and Loadking Optimo tipper were on display. Mahindra also demonstrated the new concept – LiftMaster compact crane, with loading and hauling capacity, aimed to provide a versatile solution for construction needs.

On one hand, the m-DURA tipper is positioned as the potentially most reliable partner with its proven and sturdy aggregates, the new CEV5 range is claimed to be the outcome of the agility of Mahindra engineers responsible for the products and for having kept them ready, much before the time line defined by government as per Gupta.

The Blazo X m-DURA range

The Blazo X m-Dura range is made available in 28-tonne and 35-tonne GVW segments and boasts new standards for performance and durability. With a 100-plus m-Dura running on roads pan India as part of a seeding program, MTBD has enhanced the value proposition with a ‘Double Service Guarantee’, that entails a 36-hour Turnaround Time (TAT) and 48-hour uptime for ensuring maximum productivity as its key USP. Furthermore, the range offers up to 10 tipper fleets with round-the-clock on site support. Fitted with the Mahindra iMaXX advanced telematics, it is claimed to be a comprehensive solution for the modern transporter.

MCE CEV Range

As the largest grader manufacturer (in the first eight months of FY24) with a 25.3 per cent market share, the MCE CEV range debuted with two flagship offerings: The RoadMaster G100, the high-capacity motor grader, claimed to have been designed to meet the forthcoming CEV5 emission standards. A peak-rated 102 hp engine and 440 NM torque make it an excellent grader for road construction, especially on the state and national highways. The new EarthMaster SX also complies with CEV5 emission regulations. It is a versatile backhoe loader with a 74 hp engine and a new larger and more comfortable cabin. Backed by the iMAXX telematics technology, it is claimed to offer improved performance and efficiency.

The tractor-mounted compact crane is designed for sugarcane application in markets like South African continents Especially Kenya. Brazil is next on the list!

Commanding market share

Delving into specifics, Gupta unveiled compelling figures showcasing the company’s commanding market share and stellar sales performance. “Our market leadership underscores our relentless pursuit of excellence,” remarked Gupta. With confidence, he asserted Mahindra & Mahindra’s capability to sustain its competitive advantage while extending its footprint in the commercial vehicle arena. The numbers presented painted a vivid picture of the company’s dominance in the industry, fueling optimism for future endeavours.

Export market dynamics

As far as exports are concerned, the challenges are not too different from what MTBD faces in the domestic market, but they might vary slightly in intensity or nature. “One significant challenge is compliance with various regulatory standards in different countries. Each country has its own set of emission norms, safety regulations, and other standards that we need to adhere to to export our products there. This requires constant updating and modification of our products to meet these diverse requirements,” Gupta explained.

Elaborating further, he cited another challenge in competition from local manufacturers in target export markets. “Many countries have their domestic manufacturers of trucks, buses, and construction equipment, who often enjoy certain advantages such as lower manufacturing costs, better understanding of local conditions, or government support. To compete effectively, we need to offer something unique, whether it’s in terms of technology, quality, or after-sales service,” he added.

Currency fluctuations and trade barriers are also significant challenges in the export market. Gupta informed that fluctuations in currency exchange rates could impact pricing competitiveness, while trade barriers such as tariffs or import quotas can restrict market access and increase costs. To mitigate these risks, like its peers, the company often engages in currency hedging and strategic partnerships with local distributors or manufacturers. Despite these challenges, MTBD as per Gupta remains optimistic about the export market’s potential. Gupta opined that the global demand for trucks, buses, and construction equipment continues to grow, especially in emerging economies with rapidly expanding infrastructure needs. “By focusing on product innovation, cost efficiency, and building strong partnerships, we believe we can overcome these challenges and continue to expand our presence in the export market,” he stated.

Innovation and customer satisfaction

Expounding further, Gupta elucidated on Mahindra & Mahindra’s key focus areas, including product innovation, technological prowess, and unparalleled customer service. “We understand the importance of staying ahead of the curve,” Gupta remarked. He stressed the imperative of staying attuned to market dynamics and pro actively catering to evolving customer needs. With an 18-month commercialisation strategy (from the first unveil), Gupta’s insights shed light on the company’s proactive approach towards driving innovation and ensuring customer satisfaction, positioning Mahindra & Mahindra as a trailblazer in the commercial vehicle landscape. The company is also making a difference on the ground through customer welfare programs such as Mahindra Saarthi Abhiyaan aimed to provide 1100 scholarships for truck drivers’ daughters, by direct bank transfer of Rs. 10,000 and a certificate in recognition of this achievement.

Affordable mechanisation

In an Industry Talk session, Jalaj Gupta, Business Head – Commercial Vehicles at Mahindra & Mahindra Ltd. discussed the future of affordable mechanisation with Ashish Bhatia.

Q. How are you taking the momentum gained last year for the whole agenda of introducing affordable mechanisation in CVs? How are you blending it with this year’s objective?

A. Recall that last year, we introduced the RoadMaster G75 Smart Motor Grader. Since then, we’ve upped our game. Today, in the first eight months, we are India’s largest grader manufacturer with a 25.3 per cent market share. We anticipate further growth, especially with the focus of the Indian government on road development. As a company, we’re bullish on graders and are not dropping any product in our CEV V range.

Q. What are the key CEV launches, and how do they contribute to your revenue and the overall CV segment?

A. We’re showcasing our CEV V range, including our 74 hp backhoe loader and our 100 hp grader. These are our mainstream products for the CEV range. Additionally, we’re officially launching the m-DURA tipper, which has already seen success in seeding programs across the country. We’re also displaying the tractor mounted compact crane, which has versatile applications.

Q. You take great pride in staying ahead of the curve, even at the CEV V level. How has this strategy impacted your market position?

A. We’ve always aimed to disrupt the market by offering unique value propositions. For example, in trucks and buses, our mileage guarantee has instilled confidence in customers. In construction equipment, being among the first with BS IV readiness and now BS V readiness, we’re setting new standards.

Q. You’ve tweaked your engines for alternate performance cycles. Would you say your engine portfolio is now consolidated or expanded?

A. Our engine portfolio has expanded with more options and higher torque engines for better fuel efficiency and reliability. We’re constantly integrating customer feedback into our products, such as offering a bigger and more spacious cabin based on demand.

Q. How do exports contribute to your CV revenue stream and market share?

A. Balancing the act in the export market entails leveraging opportunities while navigating challenges. One key challenge lies in managing the transition to BS V norms, which can impact costs and pricing. However, Mahindra aims to offset potential domestic cyclicality with increased exports, projecting a significant rise in export contributions to overall sales over the next few years. To maintain growth and market share, Mahindra plans to focus on product innovation, customer satisfaction, and strengthening its dealer network. By offering reliable products with improved fuel efficiency, spacious cabins, and enhanced uptime, Mahindra aims to address evolving customer demands both domestically and internationally. In summary, Mahindra anticipates steady growth in both the truck and bus as well as the construction equipment segments, driven by domestic and export markets. Despite challenges, the company remains optimistic about its prospects, guided by a commitment to quality, innovation, and customer-centric strategies.