auto monitor 1 july 2013
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Contd. on Pg 12
Auto Monitorwww.amonline.in1 July 2013Vol. 13 No. 23 26 Pages `50
I N D I A ’ S N O . 1 M A G A Z I N E F O R A U T O M O T I V E N E W S , V I E W S & A N A LY S I S
The newly launched Ford EcoSport might be made in Chennai, but the com-pany has some global
plans for the compact SUV. Ford India will also export EcoSport to Australia, New Zealand, Taiwan and Europe. These coun-tries would be new markets for Ford India, in addition to the 37 countries where it exports the hatchback, Ford Figo.
“Of course, catering to the domestic market is our prior-ity. But our Chennai factory is equipped to supply to both Indian and international market. We expect to sell more than the Figo. The new markets where we will export EcoSport are mature, so it is gratifying,” said Joginder Singh, President and MD, Ford India.
The American automobile major launched EcoSport at a starting price of `5.59 going up to `8.44 lakh (ex-showroom, New Delhi). Indian consumers will have the power of choice with a wide selection of 10 vari-ants across four trims, three fuel efficient engine options in manual and petrol auto-matic, and seven colours. The
price of the compact SUVs are: Ford EcoSport Ambiente 1.5L Ti-VCT: `559,000; Ford EcoSport Ambiente 1.5 TDCi: `669,000; Ford EcoSport Titanium 1.0L EcoBoost: `789,990; and Ford EcoSport Titanium 1.5L Ti-VCT (automatic): `844,990.
Analysts feel the EcoSport price will not only strengthen Ford India’s position, but also create a positive sentiment in the automobile industry as a whole.
At the same time the price of the so called ‘urban SUV’ is expected to give a tough run to OEMs who are planning to enter the one of the fastest growing segment in the country. Simultaneously, it will also likely injure premium hatches and compact sedans such as i10, Swift, Swift Dzire and the newly launched Honda Amaze. But the ones to be most affected would be the Quanto and Duster.
Singh said, “EcoSport sets new standards in India’s SUV industry classification through its design, development and sensible value proposition. With the EcoSport, we stand true to our commit-ment to offer India the best of Ford. Its competitive pricing and market positioning underscores our respect and commitment to Indian consumers.”
The carmaker in its global tar-get to increase sales by 50 percent by 2015 to eight million units is expecting a major contribution from India. In all, Africa and Asia-Pacific region (including India and China) are expected to contribute 60-70 percent vol-umes to this global target. With the EcoSport, Ford has aggres-
sively positioned itself in the compact utility segment expect-ed to grow five-fold by 2020.
Ford is also banking on high demand for the EcoSport con-sidering that it saw a 40 percent
fall in sales in April and May. Its market share in India for FY2013 was a dismal 2.87 percent, which further slipped to 1.95 percent in April-May. Ford India sold 140 units of its UV in May 2012 which slipped to a mere 67 units in May 2013. Hopefully, the new launch is expected to change a few things.
For some time Tata Motors has been in the news for all the wrong reasons. Its ranking fell to No 5 this
year from No 4 in Q3 2012, while its sales have been continuously plummeting. While such situa-tions might have pushed other companies to the wall, Tata Motors has preferred to overhaul existing products and create a marketing strategy to rebuild its image. Leading this move is Managing Director, Karl Slym, who has aptly christened this strategy, Horizonext.
For some time, the compa-ny has been working at infusing confidence in the market. It also made a veiled admission of being unable to offer the right products to the market in the past. Slym said, “We are looking at our com-petitor’s product and analyzing them. Soon, we should be able to come up with better prod-ucts.” In another ‘never before’, the indigenous car manufacturer announced that it would launch eight new vehicles which include minor refreshments and CNG variants.
Upward Mobility
Tata waltzes in with new strategy
Made-in-Chennai EcoSport to be exported to Australia, Europe and other world markets.
Interviewon Pg 18
Scan this code onyour smart phoneto visit www.amonline.in
Pg 08 Pg 18
Riding with the Duke Equipped for growthAmit Nandi, Vice President - Probiking, Bajaj Auto Joginder Singh, President & MD, Ford India
INTERVIEW
L-R: Joginder Singh, President and MD, and Vinay Piparsania, Executive Director - Marketing & Sales, Ford India.
Nabeel A Khan New Delhi
Nabeel A Khan Pune
Horizonext is the code name for the company’s strategy to innovate and regain market share.
INTERVIEW
At this point in time, the only wish on the top of every manufacturer’s mind is to increase sales. They wish that the slowdown would go away. Obviously, the recession is causing buyers to tighten their belts and
delaying any new (or old) car purchases.
But there’s another interesting reason. The adoption of better technology is also enabling manufacturers to make better cars which mean that cars are lasting more years on roads than they did earlier.
This of course implies that a consumer will not get rid of his car sooner. Possibly, this trend might not hold true for plenty of people. However, with the economy playing havoc with emotions, the increasing number of new drivers on the roads, and the variety of new models on offer – one might see an increase in car sales, soon.
Meanwhile, taking advantage of the lull, auto manufacturers are increasing spend on expanding capacities at their plant. India is becoming a production hub particularly for small cars and compact sport-utility vehicles. Renault and its partner Nissan Motor Co. are expanding capacity at their joint venture factory outside Chennai to 480,000 units by December from 360,000 now. From next year, Nissan is also bringing its resurrected Datsun brand to India, as well as Indonesia and
Russia. Renault plans to introduce a small car in India in 2015 that will be developed and manufactured solely in country, with the potential to export worldwide.
Ford plans to open a second factory in Gujarat state in 2014. The company has invested $1 billion in the facility. General Motors already has a plant in Gujarat and Suzuki is expected to start building one there soon.
Recently when Ford Chief Executive Alan Mulally was in India he had said that the company would continue to export more vehicles from India because India is so competitive and the vehicles here are so representative of the vehicles that people want around the world.
Recession or no, companies are looking beyond the hazy horizon to prepare for some not very small war.
On a war footing
QUOTABLE QUOTESChristian Mardrus, MD, Logistics, Renault-Nissan Alan Mulally, Ford Chief Executive on perceived
currency manipulation by Japan to Bloomberg
Synergies and greater economies of scale allow Renault and Nissan to compete in an elite tier of the world’s top automakers. We expect to generate even more synergies going forward, particularly in emerging markets.
With the currency manipulation, we just have to get back to the place where the currencies are set by the markets and the free trade agreements really are free trade agreements.
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Corrigendum
CORPORATE“We expect the metros to bring in majority sales” 08Bajaj Auto has launched the most awaited motorcycle of the year, the KTM 390 Duke, at an attractive price of `1.8 lakh. Amit Nandi, VP – Probiking, Bajaj Auto speaks.
CONTENTS
Particle filter differential pressure sensors from Continental 18 Continental Powertrain Business Unit Sensors & Actuators has launched a low pressure differential pressure sensors for commercial vehicle OEMs.
RSB signs agreement with Fontaine 20RSB Transmissions (I) Ltd has signed a technical knowhow agreement with Fontaine 5th Wheel, UK, to manufacture and sell 5th Wheel coupling in the domestic market.
Honda CBR 250R 2013 Edition launched 20Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) has launched the 2013 Edition of its popular global sports performance bike CBR 250R.
Sales analysis 16We analyse the sales data of some of the top manufacturers across all segments. The results are interesting.
08
12
20
18
24THE OTHER SIDE
Anuj Guglani, Founding Member, Ace@Work! Anuj Guglani started Ace Associates in 2007 and Ace at Work in 2011. They work with global auto companies on strategy, product, productivity, SOPs and training.
In the North India Special June 17 issue we have wrongly quoted 9,000 engineers pass-ing out every year from North Indian institutes in place of 9 lakh engineers. The error is deeply regretted.
A bigger KTM arrivesApart from the unexpectedly aggressive price tag, the 390 Duke’s features make it an attractive proposition for pre-mium performance motorcycle enthusiasts.
Equipped for growthJoginder Singh, President & MD, Ford India explains how and why the company has priced the EcoSport aggressively and what it expects from the urban MPV.
Auto Monitor
I N T E R V I E W8
1 JULY 2013
What is the strategy for launching the KTM Duke 390 with an aggressive price tag?
Our objective is to develop the brand in India. This can happen only if more people have access to the brand. With this in mind, we have tried to keep the price as accessible as possible.
By 2017, KTM wants to sell 200,000 motorcycles. How much contribution do you expect from
the Indian market towards this number?
The Indian market already contributes to 6-7 percent of KTM sales globally and going forward this number is going to increase. Whether it is the KTM 125 or 200 or 390 Duke, it is jointly developed by KTM R&D and Bajaj R&D at Pune.
What is your marketing strategy for the KTM 390?
We already have the Orange
Day celebrations happening. We plan to take such activities forward in terms of racing, rallying sports involving customer participation along with a focus on digital media and advertisements. We have plans to utilize the digital media more this time for the Duke 390. Even last year for the 200 Duke, Digital Media was a core compo-nent of our advertising strategy.
Globally KTM has a strong association with motorsports. Can we expect an interest from KTM in Indian motorsports going forward?
We have already started that in a small way. We are support-ing KTM riders who participate in rallies. In last year’s Raid de Himalaya all three top spots were won by KTM riders. In last year’s Desert Storm rally the first and second place were won by KTM riders. With each passing year our involvement in motorsports is only going to increase.
“We expect the metros to bring in majority sales”Deplorable market conditions and reports of sales dropping month after month is compelling auto manufacturers to launch new products to create interest and stir up sales. Pune-based Bajaj Auto has launched the most awaited motorcycle of the year, the KTM 390 Duke, at an attractive price of `1.8 lakhs (ex-showroom Delhi). KTM aims to become the number one motorcycle maker globally by 2017 selling 200,000 units a year, which is what Harley Davidson currently sells annually. Pradeb Biswas involves Amit Nandi, Vice President – Probiking, Bajaj Auto Ltd, in a tete-a-tete to find out about KTM’s plans for its latest offering in India.
How have you trained your salespeople at the showrooms to attract customers for the KTM 390 Duke?
We have trained each and every showroom manager about the KTM 390 Duke on its techni-cal specifications and other aspects. We recruit people who have an understanding of motor-cycles and who can relate to motorcycle riders. KTM is no longer a new entrant in the market. We have been here for over a year and a half now and in this time period a lot of knowledge has been built into the system by people across the company. Taking this into consideration we are confident of managing ourselves well in the mar-ket. With respect to aftersales and service also we have completely trained all our dealer part-ners in every aspect and they are ready to face any eventuality.
The automobile industry is going through its worst decade in terms of sales. How do you expect the KTM 390 to perform considering that it is one of the most eagerly awaited motor-cycle launches in recent history?
The market for motorcycles above `1 lakh is not seeing any slowdown and is only growing. In the premium motorcycle segment we aim to have a dominant position. Owing to new launch-es the market is growing and we do not expect any slowdown or stagnation. Our priority is to make KTM a household name. To achieve this we are going to focus on reaching out to the motor-cycling enthusiasts. By and large motorcycle enthusiasts are already aware about KTM. But we intend to reach out with the KTM brand to all of these enthusiasts. These enthusiasts will understand the brand only when they experience our motorcycles. This is our only big priority at this point of time. With the Duke 200 we have not seen any trend of one region raking in more sales than another. For the KTM 200 Duke and the premium motorcycle segment, majority custom-ers are the ones living in the metro cities across India. With the KTM 390 Duke too we expect the metros to bring in the majority sales.
The market for motorcycles above `1 lakh is not seeing any slowdown and is only growing. In the
premium motorcycle segment we aim to have a dominant
position. Owing to new launches the market is growing and we do not expect any slowdown
or stagnation. Our priority is to make KTM a household name.
Auto Monitor
N E W S12
1 JULY 2013
The KTM 390 Duke was one of the most awaited motorcycles of 2013. Bajaj Auto finally brought an
end to the waiting game last week by launching it at an attractive price of `1.8 lakh (ex-showroom Delhi). The competitive price tag is possible owing to the high percentage of localized parts. The Pune based manufacturer is confident of achieving econ-omies-of-scale from sales of its Pulsar units based on KTM technology.
Bajaj Auto is aiming to sell around 12,000 Duke 390s in India this year. Apart from the unex-pectedly aggressive price tag, the 390 Duke’s features make it an attractive proposition for pre-mium performance motorcycle enthusiasts.
The motorcycle is powered by a 373.2cc single cylinder and liquid cooled 4-stroke engine, produc-ing a maximum power and torque output of 43.5PS @9000 RPM and
35NM@7000 RPM respectively. Unlike its younger sibling the 200 Duke, which had MRF tyres, the 390 Duke gets Metzeler tyres. According to a company offi-cial, a decision was taken to offer Metzeler rubber as standard fit-ment after a mixed feedback from 200 Duke owners about the per-formance of the MRF tyres.
The KTM 390 Duke also gets fuel injection, two overhead cam-shafts, four valves, forged piston (instead of a cast one), Nikasil coated cylinder, steel trellis frame, upside down 43mm front shock absorbers, monoshock at the rear, aluminum swing arm, aluminum alloy wheels, and ABS as standard, which can be disen-gaged by the rider. The electronic fuel injection system has been developed by Bosch, suspension is from WP and front and rear disc brakes from Bybre.
A dry weight of just 145 kgs means the 390 Duke gets a power to weight ratio of 300PS per tonne
ensuring strong acceleration. Top speed is pegged at 160 kmph. The six speed transmission comes with a tall sixth gear.
According to Bajaj Auto, tar-get customers include owners upgrading from a Duke 200 and mass-manufactured entry-level performance motorcycles like R15, also those looking to purchase entry-level premium motorcycle like the Hyosung 250 and touring motorcycles like the Royal Enfield Thunderbird.
“With our wide range of accessory options that include windshield, tank bag, fuel cap stickers, bike cover and scratch guards it is possible to convert this motorcycle for touring purposes. This motorcycle is very versatile and can be practically utilized for various purposes, be it street rid-ing or touring or for track days.” said Amit Nandi, Vice President of Bajaj Probiking.
“The 390 Duke is catering to a new segment which was earlier
non-existent, which means that we are essentially creating a category not only for India but for the world. There is no motorcy-cle currently of this displacement and power across the globe. This is a motorcycle which has been conceived, developed and pro-duced at the Baja Auto R&D facility in Akurdi and will be pro-duced ground up at our Chakan plant. As far as the components are concerned, a very large part of it is sourced from India and a small percentage like the Nikasil
cyl-inder is imported from abroad.”
The KTM 390 Duke can be booked by prospective buyers at any of the 71 exclusive KTM showrooms and service centres in the country. The initial book-ing amount for this motorcycle is `30,000. Dealers tell us there is already a 90 day waiting period for the bike.
Bookings are now open for the 390 Duke with its highly localised parts bin.
A bigger KTM arrives
“While the Indian automobile market has become intensely competitive, our goal is to enhance our market leadership in commercial vehicles and move to a strong podium finish in the passenger vehicles market. Horizonext is the next step in line with the company’s mission to be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally. We are igniting that pas-sion through what we offer in our products, in the manner we engage with them at our dealer-ships, and in the processes we have adopted in servicing their vehicles,” Slym added.
The car manufacturer has introduced in-house produced 1.4L four-cylinder diesel engine in Indica and Indigo eCS. It has also launched CNG versions of Indigo eCS, Indica and the Nano. Indica and Indigo CNG variants have already been dispatched to the dealers, while the Nano CNG will be available for sale from the next months. Select variants will be phased out in the next 90 days.
The CNG range of vehicles has been named Emax. Tata Motors said that it has also brought about some changes in the Tata Sumo Gold and the Tata Safari Storm. The new variant of the Safari will be known as Safari Storm Explorers. The car manufacturer called the event as an ‘inflexion point’ and said that it will have four major products, world-class manufac-turing practices, customer purchase experience and consistent quality of service.
All the eight products are expected to be unveiled in the next three months. Tata Motors expects that the launch of the new Nano should better utilise the idle capacity at Sanand in Gujarat. Slym also added that the Gujarat plant may also be used to manufacture other small cars. In order to improve customer experience, Tata Motors has introduced ‘brand centre’ in some metro cities to provide world class expe-rience. The company will expand this to 150 facilities across 100 cities.
In May 2012, Tata Motors sold 20,115 units which shrunk 45 percent to 10,973 units in the same month this year. Sales of passenger vehicle fell 35 percent in 2012-13. The company’s market share eroded to 6.23 percent from 10.64 percent last year.
This seems to have jolted the company into doing something and it has now set its sights on becoming a major volume player and launch products in the volume segment where it is not currently present by 2020. It also has plans to introduce a product in the fastest growing com-pact SUV segment. It would be interesting to see how their big bang recovery transpires but as of now they have little to offer. Going forward, Tata Motors is talking about focusing on safety while designing new products.
Contd. from pg 1
Tata’s waltzes in...
Auto Monitor
S A L E S A N A LY S I S16
1 JULY 2013
Passenger VehiclesCars aren’t going to roll out of showrooms as easily as they
used to. Every manufacturer now considers that a fact. And so, although sales have dipped considerably, manufacturers aren’t bleeding as badly as a few years ago. Manufacturing is leaner now.
For the few companies that have managed to stay in the green, it feels like an achievement in itself. Passenger car sales fell 11 percent from 3.31 lakh units in 2011-12 to 2.94 lakh units in 2012-13. Honda is now the third largest car manufacturer in India after Maruti and Hyundai. The two giants have seen a mar-ginal drop in sales. A large marketing spend boosted Renault’s car sales, almost doubling it from the previous year. The Renault Duster continues to do well In the SUV segment. Actual growth from the previous year will become clear once it completes 12 months.
The SUV segment on the whole has stabilized to what appears to be a rate that can be sustained for a long period. The phenom-enal growth seen last year can be attributed to the introduction of new models, and the acceptance of the SUV segment as a alter-native to cars. Honda’s CR-V, despite being a petrol SUV, is doing fine for the Japanese car manufacturer. General Motors has seen good success with the Enjoy and the Tavera Neo. Maruti’s dip in sales in each segment in the passenger vehicle market is alarm-ing. Being the largest car manufacturer in India, the company is bound to take a hit with others increasing their presence.
MPV sales have fallen considerably at 11 percent. Tata and M&M are the only ones in the green.
Passenger Cars UV MPV
OEMs 2011-12 2012-13 Growth
Fiat 2,007 1,011 -49.63%
Ford 12,915 7,879 -38.99%
GM 11,045 10,768 -2.51%
HM 150 632 321.33%
Honda 17,371 19,704 13.43%
Hyundai 66,939 64,416 -3.77%
M&M 2,440 1,025 -57.99%
Maruti 1,45,248 1,42,851 -1.65%
Nissan 6,585 3,180 -51.71%
Renault 1,054 2,093 98.58%
Skoda 5,780 3,770 -34.78%
Tata 35,981 17,845 -50.40%
Toyota 13,886 9,149 -34.11%
VW 10,175 9,682 -4.85%
Total 3,31,576 2,94,005 -11.33%
OEMs 2011-12 2012-13 Growth
Force 711 507 -28.69%
Ford 322 126 -60.87%
GM 2,933 5,924 101.98%
HM 321 257 -19.94%
Honda 38 126 231.58%
Hyundai 141 89 -36.88%
ICML 102 - -
M&M 39,268 41,053 4.55%
Maruti 13,327 9,625 -27.78%
Nissan 20 139 595.00%
Renault 43 10,521 24367.44%
Skoda 157 80 -49.04%
Tata 6,267 4,565 -27.16%
Toyota 15,993 9,881 -38.22%
Total 79,643 82,893 4.08%
OEMs 2011-12 2012-13 Growth
Force 4 0 -100.00%
M&M 4796 4873 1.61%
Maruti 21,158 15,868 -25.00%
Tata 10,988 12,184 10.88%
Total 36,946 32,925 -10.88%
Two-WheelersThe scooter market continues to grow at a fast pace. There
are no signs of any slowdown and every manufacturer is aiming to capitalise on this with new model launches. Honda recently inaugurated ints new plant near Bangalore to meet the rising demand from the market. Scooter sales are up 12 percent from 2.39 lakh units in 2011-12 to 2.68 lakh units in 2012-13.
Hero MotoCorp has left Suzuki and TVS in the dust for the second place in the scooters segment, moving up 45 percent in the first two months of the year. Large gains by the top two have affected the rest of the market, except niche scooter manufac-turer Piaggio. The Vespa is consistently clocking good numbers of roughly 4,000 units per month for the premium scooter manufacturer.
Honda 2-wheelers continue to surprise other manufacturers with its growth rate. The Japanese bike manufacturer is consist-ently taking large chunks out of Hero’s market share. Bajaj is just managing to keep in the green. Honda sales are up 21 percent, at 2 lakh units in 2012-13 from 1.66 lakh units in 2011-12. Bajaj’s 200NS hasn’t set the sales charts on fire so until more iterations of the popular Pulsar range are launched/upgraded, sales figures will likely show a similar trend.
The sales of mopeds have had a dream run in the past but that is starting to change. Segment monopoly for TVS also means that the company is the only one to get the 11.5 percent hit in sales.
Scooters/Scooterettees Motorcycles Mopeds
OEMs 2011-12 2012-13 Growth
HML 76,666 1,11,122 44.94%
HMSI 2,39,969 2,68,519 11.90%
Yamaha - 21,716 -
M&M 2W 19,286 10,006 -48.12%
Piaggio 2,386 8,280 247.02%
Suzuki 57,130 46,264 -19.02%
TVS 67,672 61,460 -9.18%
Total 4,63,109 5,27,367 13.88%
OEMs 2011-12 2012-13 Growth
Bajaj 4,06,979 4,11,967 1.23%
HDMC 236 292 23.73%
HML 9,97,149 9,24,701 -7.27%
HMSI 1,65,999 2,01,402 21.33%
Yamaha 53,231 48,232 -9.39%
M&M 2W - 2,208 -
RE 17,395 25,391 45.97%
Suzuki 10,248 11,303 10.29%
TVS 98,017 99,681 1.70%
Total 17,49,254 17,25,177 -1.38%
OEMs 2011-12 2012-13 Growth
TVS 1,37,451 1,21,709 -11.45%
Total 1,37,451 1,21,709 -11.45%
Commercial VehiclesAt this point in time, a lull in the commercial vehicle segment
was anything but unexpected. LCVs were doing well till the last fiscal but sales have stabilized now to about 32,000 units per month. Ashok Leyland’s Dost isn’t yet sold in every market in India so sales haven’t picked up as expected.
The Maxximo is doing well for Mahindra. Sales are up 13 percent to 24,389 units in 2012-13 from 21,512 units in 2011-12. Tata LCV sales have fallen 4 percent but it continues to be the largest LCV manufacturer by a fair margin. Piaggio Swaraj and VECV-Eicher are the other LCV makers in the green.
It’s been a bad few months for India’s second largest heavy truck manufacturer, Ashok Leyland, falling 18.5 percent in the M&HCV space. The market in general is facing very tough times, reduced to just 37,129 units in the first two months of this fiscal, down 12 percent from the same period last year. Tata Motors continues to lose market share, which now stands at 54 percent of the M&HCV segment.
Licenses released by the government have kept 3-wheeler sales afloat in addition to replacements. Bajaj sales are up 8 percent and Atul continues to grow at an impressive 10+ per-cent. The Gemini launch is likely to further boost growth for the Rajkot-based manufacturer in coming months.
All in all, only gloomy days seem to be in store for the com-mercial vehicle segment.
LCVs (PC+GC) M&HCVs (PC+GC) 3 Wheelers (PC+GC)
OEMs 2011-12 2012-13 Growth
ALL 4,522 4,013 -11.26%
Force 3,528 3,528 0.00%
HM 38 28 -26.32%
M&M 21,512 24,389 13.37%
MNAL 1,453 1,043 -28.22%
Piaggio 757 833 10.04%
Swaraj 412 759 84.22%
Tata 41,917 38,306 -8.61%
VECV - Eicher
1,903 2,108 10.77%
Total 76,042 75,007 -1.36%
OEMs 2011-12 2012-13 Growth
ALL 10,914 8,901 -18.44%
AMW 1,256 1,039 -17.28%
MNAL 785 645 -17.83%
Swaraj 1,314 1,074 -18.26%
Tata 22,280 20,125 -9.67%
VECV - Eicher
5,492 5,146 -6.30%
VECV - Volvo
79 87 10.13%
Volvo Buses
127 112 -11.81%
Total 42,247 37,129 -12.11%
OEMs 2011-12 2012-13 Growth
Atul 4,286 4,726 10.27%
Bajaj 27,247 29,395 7.88%
M&M 8,979 8,064 -10.19%
Piaggio 24,490 24,740 1.02%
Scooters 1,951 1,918 -1.69%
TVS 2,217 1,346 -39.29%
Total 69,170 70,189 1.47%
Auto Monitor
N E W S18
1 JULY 2013
The Sahara Force India Formula One Team recently announced that Varlion, the Madrid-
based fashion brand, has joined the team as Official Lifestyle Partner as part of a multi-year deal. The partnership will see Varlion produce a licensed range of leisure products to be availa-ble through the team’s recently launched e-shop.
Varlion will also focus on developing a fresh concept for the team’s trackside clothing to be introduced from the 2014 season onwards. The Varlion logo will be visible from this weekend’s British Grand Prix with branding on the garage panels, transport-ers and marketing materials. From 2014 the logo will be on team’s race cars, as well as on the uniforms of team personnel.
Vijay Mallya, Team Principal and Managing Director of Sahara Force India said, “It’s great news to welcome such a fresh and exciting brand to the team. The Varlion clothing range mixes style with practicality and
Formula One is the perfect stage to showcase their products. The relationship with Sahara Force India clearly demonstrates Varlion’s ambition to expand into international markets, includ-ing India, and benefit from the sport’s global footprint.”
Felix Regalia, Managing Director of Varlion, said, “We are delighted and proud to have agreed a long-term partner-ship with Sahara Force India. Formula One is the perfect envi-ronment to test our products and we plan to design and develop new materials to suit the require-ments of the trackside team. We pride ourselves on developing elegant, high quality products by drawing on our strong tradition in design and it is our mission to help make Sahara Force India the best dressed team in the pit lane. This far-reaching partner-ship with such a competitive Formula One team is a clear indication of our determination to establish our brand within the world of motorsport in the years ahead.” C
ontinental Powertrain Business Unit Sensors & Actuators has launched one of their
low pressure differential pres-sure sensors, the particle filter differential sensor (PFD) to cater to the needs of commer-cial vehicle OEMs adhering to the recently introduced OBD II (On Board Diagnostic) norms for BS IV compliant commer-cial vehicles/engines with EGR (Exhaust Gas Recirculation) technology.
OBD II certification, as part of the BS IV regulations, is mandated by legislation for all commercial and passen-ger vehicles since 1 April, 2013. For truck applications with EGR systems, the Continental Particle Filter enables differen-tial measurement and therefore allows enhanced monitoring of Diesel Oxidation Catalyst (DOC) Partia l Ox idation Catalyst (POC). The sensor facilitates direct measurement of delta pressure.
Viswanath Nagaraja, Head of Sensors & Actuators, Powertrain D i v i s ion , C ont i ne nt a l Automotive Components India said, “With stricter monitoring legislated by the OBD II regu-lation, OEMs are looking for reliable diagnostic capabilities for monitoring emissions. We have started supply truck OEMs in India. We expect growth in demand with the extension of BS IV regulations to fifty cities at first and eventually to the rest of the country”.
Sahara Force India welcomes multi-year partnership with Varlion
Continental launches particle filter differential pressure sensors for Indian CVs
How much of the EcoSport has been localized?
Well, it’s a satisfactory level of localization which has enabled us to create such a strong price prop-osition. The other thing is that we have a big scale. When you have a factory which is going to sat-isfy domestic demand as well as international demand you get the advantage of scale and unit cost of production comes down. It helps us to take advantage of such scale. We also have a satisfactory level
of localization which helps us to offer such compelling pricing.
Going forward, what kind of market share do you expect in India?
We don’t project. We think the customer demand is going to be strong. That depends on the demand. If the demand grows, we grow. We have invested $142 million to our factory to equip it for satisfactory production.
Do you plan to export EcoSport to the neighboring countries only or go beyond?
We will go beyond. In Chennai we have the capability to produce both left- and right-hand drive. In terms of the Figo, we export to around 37 countries from India. With the EcoSport, we are adding new markets such as Australia, New Zealand,
Europe and Taiwan.
You will need to increase sales and service network. How are you looking at it?
Currently we have around 260 centers and in a couple of years we plan to double it and focus on tier-II and tier-III cities.
What kind of bookings you have got for EcoSport?
Though we started the bookings some time back, we announced the price only now.
How do you expect to han-dle oscillating diesel and petrol dynamics?
The EcoSport comes with 10 variants in diesel and petrol options and tries to offer value for money in each. Several fac-tors have to be balanced when pricing is done.
Equipped for growthJoginder Singh, President and MD, Ford India
Auto Monitor
N E W S20
1 JULY 2013
RSB Transmissions (I) Ltd has signed a techni-cal knowhow agreement with Fontaine 5th
Wheel, UK, to manufacture and sell 5th Wheel coupling in the domestic market under the brand name RSB-Fontaine, and also export to Fontaine, UK.
SK Behera, Vice Chairman & MD, RSB, signed the agreement in the presence of Royston Cooper, President, and Ian Gough, Vice President, Fontaine, in a special ceremony held on the occasion. Speaking on the occasion, SK Behera said, “this technical kno-whow venture will boost market
growth of fifth wheel coupling for RSB pan-India and overseas with use of the latest state-of-art-tech-nology from Fontaine”.
Expressing pleasure at the technical co-operation, Royston Cooper said that Fontaine is delighted to work with RSB, who are a leading auto-comp manu-factures in India, with a presence in North America and Europe. The tie-up will mutually boost fifth wheel coupling market share in Europe besides India, for which RSB are already in the lead in domestic sector.
Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) has launched the 2013 Edition of
its popular global sports perfor-mance bike CBR 250R. The 2013 edition of CBR 250R comes in four new colours.
This includes Sports Red, Black, Pearl Sunbeam White and a Limited Edition – Repsol colour. The limited edition Repsol colour is intended to evoke the racing feel of Honda Repsol team’s MotoGP bike RC 213V.
The 2013 edi-tion CBR 250R will be available for sale across all Honda exclusive authorized dealerships starting June’13 end. The Limited Edition Repsol is priced at `1.92 lakh (ex-showroom, Delhi) and comes with Combined Anti-lock Braking System (C-ABS). It will be available for sale only till October 2013. The other colours are priced at `1.56 lakh, with the C-ABS var-iation priced at `1.85 lakh.
The Honda CBR 250R features a liquid-cooled 250cc, 4-stroke, 4-valve single-cylinder DOHC engine delivering 19.5 Kw (26 BHP) power and 22.9 Nm torque. It features a low seat height, light weight and slim styling.
“CBR250R is one of India’s most awarded sports bike. Now, continuing this legacy in 2013,
we have enhanced the aesthetic appeal of CBR250R by introduc-ing four new colours. The Limited Repsol Edition shall bring the rac-ing DNA of Honda Repsol team’s MotoGP bike for young racing enthusiasts and we are confident it will be well received by them”, said Mr. Y. S. Guleria, VP – Sales & Marketing, HMSI.
RSB signs agreement with Fontaine
Honda CBR 250R 2013 Edition launched
Tata Motors is actively developing a range of low-carbon vehicle technolo-gies ranging across the spectrum, from passenger cars to trucks. These vehicles
run on alternate fuels, including CNG, bio-fuels, electric and hybrid, for both personal and com-mercial transportation.
In the passenger vehicle segment, the compa-ny unveiled its emax range of green vehicles. The emax range is powered by fuel efficient engines, which run on eco-friendly alternate fuels, with the lowest carbon footprint in their respective segments. The company unveiled 3 CNG pow-ered vehicles – new Tata Nano emax – CNG, new Tata Indigo emax – CNG and new Tata Indigo eCS emax – CNG.
The emax – CNG range improves the effi-ciency of these vehicles. A CNG-and-petrol bi-drive system supplements the standard petrol engine, with the range-extending capa-bilities of compressed natural gas. With the CNG stored in cleverly-packaged tanks tucked neat-ly out of sight, CNG technology stretches the vehicles range by approximately 200 kilome-tres. Switching between CNG and petrol driving modes on-the-fly is effortless, thanks to a push-button fuel type selector.
The new emax – CNG range also comes with best-in-class air conditioning, turning radius, passenger space and comfort, handsomely and stylishly appointed interiors, with a warranty of upto 75,000 km or 4 years (whichever is earlier) on the new Tata Indigo and Tata Indica emax – CNG, and upto 60,000 or 4 years (whichever is earlier) on the new Tata Nano emax – CNG
The new Tata Nano emax – CNG is touted by Tata as India’s most fuel-efficient car. CNG kit components have been installed in the robust and reliable new Tata Nano emax – CNG. The sequential gas injection system of the Tata Nano emax – CNG has been calibrated with an intel-ligent EMS system for smart switching between CNG and gasoline fuel systems. The car comes with software related to safety strategies like automatic cut-off of CNG supply and automat-ic fuel quality checks. The CNG fuel system has been packaged for maximum luggage space. The new Tata Nano emax – CNG comes with a touring range of more than 150 km (in CNG), in addi-tion to the existing touring range of 375 km (in petrol), best-in-class fuel economy, improved emissions with low CO2, resulting in low run-ning cost.
The new Tata Indigo eCS emax – CNG and Tata Indica emax – CNG also provide a similar range of features emphasising eco-friendliness, fuel efficiency and economy.
Tata Motors new Emax range
Fontaine is delighted to work with RSB, who
are a leading auto-comp manufacturers in India. The tie-up will mutually boost
the fifth wheel coupling market.
SK Behera, Vice Chairman & MD, RSB Group (right), with Royston Cooper, President Fontaine 5th Wheel (left) after sign-off.
Auto Monitor
C O L U M N 21
1 JULY 2013
Ford Motor Co., General Motors Co., Suzuki Motor Corp, Renault S.A., and other global car makers
are pumping billions of dollars into India in the hope that a revival in sales here will offset falling demand in Europe.
Vehicle sales have slowed in India, falling for the seventh straight month in May, but ana-lysts expect a rebound later this year.
Automakers appear to share this optimism, with many also looking to use India as a man-ufacturing hub as production costs are much lower than in the U.S. and Western Europe.
“We are going to be continuing to export more and more vehi-cles from India because India is so competitive and the vehicles here are so representative of the
vehicles that people want around the world,” Ford Chief Executive Alan Mulally said recently in the southern city of Chennai.
India is becoming a produc-tion hub particularly for small cars and compact sport-utility vehicles. In the case of Ford, the company produces its Figo sub-compact hatchback, Fiesta and Classic compact, and Endeavour SUV in Chennai, the capital of the southern state of Tamil Nadu.
Ford plans to open a second factory in Gujarat state in 2014. The company has invested $1 billion in the facility. General Motors already has a plant in Gujarat and Suzuki is expected to start building one there soon.
Tata Motors Ltd also has a plant in Gujarat where it produc-es the Nano, the world’s cheapest car.
Vishnu Mathur, the director general of the Society of Indian Automobile Manufacturers, an
industry lobby group, said he believes “the long-term story of India remains intact,” which is leading companies to either expand or build new factories in the country.
“We expect interest rates to come down during the second half of fiscal 2013-14, and improved eco-nomic growth will result in vehicle sales picking up momentum resulting in a moderate forecast growth for passenger vehicles of around 1%-3% for this fiscal year,” Rakesh Batra, who heads the auto-motive practice at Ernst & Young in India, said recently.
He said SUV sales are likely to grow 15%-18% this fiscal year.
Many international car, motor-cycle and truck makers have a presence in Chennai, which is sometimes referred to as the Detroit of India Daimler AG last year opened a 700 million factory in the city.
Initially the company used the
facility to make its BharatBenz range of trucks, developed exclu-sively for the Indian market, but this week it also started exporting the Fuso brand of trucks from the plant to Sri Lanka.
The Fuso brand is owned by Japan’s Mitsubishi Fuso and Truck Corp., which is major-ity-owned by Daimler. Marc Llistosella, managing director and chief executive of Daimler India Commercial Vehicles Pvt., said more trucks from the Fuso brand will be exported from the Chennai factory to other Asian and African markets. He didn’t elaborate.
Renault and its partner Nissan Motor Co. are expanding capac-
ity at their joint venture factory outside Chennai to 480,000 units by December from 360,000 now.
From next year, Nissan is also bringing its resurrected Datsun brand to India, as well as Indonesia and Russia. Renault plans to introduce a small car in India in 2015 that will be devel-oped and manufactured solely in country, with the potential to export worldwide.
“There was no doubt in the headquarters that India has potential,” Marc Nassif, manag-ing director of Renault’s India unit, said in a recent interview.
Ford’s investment in Gujarat has increased its total investment in India to $2 billion.
When asked about the slow-down in the Indian market and Ford’s plan to open a new plant next year, Mr. Mulally said the company makes its investment decisions based on the long-term demand potential.
“We really don’t think whether one country or world is in a reces-sion or whether it is growing. We look longer term and make our investments accordingly,” he said.
The article appeared in blogs.wsj.com
Santanu Choudhury
Automakers unperturbed by India slowdown
Isuzu Motors India Private Limited, a sub-sidiary of Isuzu Motors Limited, Japan, has signed an agreement with Hindustan Motors Limited (HML) for contract man-
ufacturing of Isuzu SUVs and pickup trucks in India. The components for producing these vehicles will be imported by Isuzu Motors from Thailand and assembled in HML’s factory at Thiruvallur, near Chennai, Tamil Nadu.
Mr. Takashi Kikuchi, President, Isuzu Motors India Private Limited, said, “We are very confi-dent about the growth prospects of the SUV and LCV market in India, notwithstanding the cur-rent slowdown. We are also very happy with the positive feedback of the market to our MU7 SUV and DMAX pickup truck, which we launched in Coimbatore and Hyderabad in March this year by importing these as CBUs from Thailand. We would now like to accelerate and carry forward this positive momentum and expand our sales operations in other parts of India, starting with the Southern region. The collaboration with Hindustan Motors will support us by carrying out assembly of our products at Thiruvallur which is about 70 kms from Sri City, Andhra Pradesh, where our own local manufacturing facility is planned to come up. We can thereby advance the scope of our sales operations and increase the scale of supply volumes without waiting for our local manufacturing facility to be ready.
“Hindustan Motors Limited and Isuzu Motors have enjoyed good historical relation-ship, and know each other as business partners very well. The Thiruvallur facility is one of the best automotive manufacturing facilities in India, and can meet the high quality standards of Isuzu Motors,” Mr Kikuchi added.
Commenting on the development, Mr.Uttam Bose, Managing Director & CEO, Hindustan Motors Ltd., f lagship of the C K Birla Group, stated, “Our agreement for contract manufac-turing of Isuzu’s globally renowned vehicles is a testimony to the state-of-the-art manufac-turing facilities at our Thiruvallur plant. The operations will enable HML to optimally uti-lize its spare capacity at Thiruvallur and make eminent business sense at a time when the Indian economy and the automobile indus-try, in particular, are passing through testing times. Today’s agreement with Isuzu is a stra-tegic move to keep Hindustan Motors on the growth path.”
Hindustan Motors signs MoA with Isuzu
Vehicle sales have slowed in India, but analysts expect a rebound later this
year. Many are looking to use India as a
manufacturing hub as production costs are
much lower than in the U.S. and
Western Europe.
HML to contract manufacture SUVs and Pickup Trucks for Isuzu Motors in India
Auto Monitor
G L O B A L WAT C H22
1 JULY 2013
ACAL Energy Ltd, the British chemical engi-neering company, has announced today that
its “FlowCath” chemistry and engineering has enabled a PEM hydrogen fuel cell to reach 10,000 hours runtime in a third-party automotive industry durability test without any significant signs of degradation. ACAL Energy’s breakthrough approach is also significantly cheaper than con-ventional fuel cell technology.
10,000 hours, the equivalent of 300,000 driven miles, is the point at which hydrogen fuel cell endurance is comparable to the best light-weight diesel engines under such test conditions. This endurance far exceeds the cur-rent 2017 US Department of Energy (DoE) industry target for fuel cell powered vehicles to last 5,000 hours, equivalent to 150,000 road miles, with an expected degradation threshold of approximately 10%.
Over the last 16 months, ACAL Energy has put its proprietary design fuel cell through an indus-try standard automotive stress test protocol that simulates a 40-minute car journey with a start-stop at the end of each cycle. The cycle, which was repeated 24 hours a day, seven days a week, mimics a vehicle journey with frequent stops, starts and a high-way cruise. This particular test is employed to accelerate aging and to stress wear on car engines and fuel cell systems over time.
Unlike a conventional PEM hydrogen fuel cell design, ACAL Energy’s technology does not rely on platinum as the catalyst for the reaction between oxygen and hydrogen. The platinum and gas have been replaced with a patented liquid catalyst, which ACAL Energy calls “FlowCath”. This revolutionary approach dramatically improves a PEM fuel cell’s durability and at the same time reduces the cost of a
system. The liquid acts as both a coolant and catalyst for the cells, ensuring that they last longer by removing most of the known decay mechanisms.
Importantly, ACAL Energy’s technology reduces significant-ly the total cost and weight of a fuel cell and enables a competi-tive fuel cell drive-train with a power output of 100kW. This is equivalent to that of a 2 litre die-
sel engine. Many of the world’s largest auto makers including Hyundai, Honda and Toyota have announced plans to launch fuel cell vehicles by 2015.
Greg McCray, CEO of ACAL Energy, said, “Degradation has long held back the potential for the widespread use of hydrogen fuel cells in the automotive sec-tor. Breaking the 10,000 hour threshold during rigorous auto-motive testing is a key reason our hydrogen fuel cell design
and chemistry has been select-ed for trial by a number of the six top automotive OEMs. With our technology, hydrogen fuel cell vehicles can drive over 500 miles per tank of fuel, and can be refu-elled in less than five minutes, emitting only water. For a driver, the only difference from driving an internal combustion engine car is what’s going in the tank but for the environment the signifi-cance of zero carbon emissions is enormous”.
Hydrogen fuel cell that’s as durable as a conventional engine
The Freight Transport Association of UK has welcomed the £9.5 billion earmarked for investment in infrastruc-ture for the period starting April 2015,
announced in the Chancellor’s Spending Round Statement, and the recognition that improved transport links are vital for economic recovery.
James Hookham, FTA’s Managing Director - Policy & Communications, said, “We welcome the additional funding for infrastructure pro-jects announced today, and are anxious to work with the government to make sure it is invested in those projects on which economic recovery depends. The Chancellor is right to recognise that transport investment is key to the econom-ic recovery; however it is vital that the money made available today is put to work in the right places to deliver the biggest possible benefit to the country. Our list of Trade Routes, which has been supplied to the Treasury, maps where these priorities are in the country.”
Recent research from leading used vehicle classified site, Motors.co.uk, suggests that the future of the car could be founded on the ‘infotainment revo-
lution’. Almost three quarters of respondents to the Motors.co.uk survey would like a digital radio in their next car, a quarter would like to play DVDs through screens in the headrests and one in ten would like a games console to enter-tain back-seat passengers.
Head of marketing and research at Motors.co.uk, Dermot Kelleher, commented, “One of the key trends in the automotive sector this year has been the desire of carmakers to develop more innovative in-car entertainment devices and apps. Indeed, music streaming platform Spotify has announced partnerships with both Volvo and Ford which will sethe service integrated with the dashboard and steering wheel control systems of selected models.”
Andy Coulthurst, managing director of Motors.co.uk, added, “Dealers are perfectly placed to understand the desires of the consumer marketplace when it comes to in-car infotain-ment. There are plenty of innovations within the new car marketplace and a large volume of built-in tech which is now making its way into the used sector.”
The Motors.co.uk in-car technology survey took place in June 2013.
FTA welcomes infrastructure sops
In-car infotainment explosion coming?
With our tech- nology, hydrogen fuel cell vehicles can drive
over 500 miles per tank of fuel, and can be
refuelled in less than five minutes, emitting
only water. For a driver, there is no difference
from driving an internal combustion engine.
Auto Monitor
C L A S S I F I E D S 23
1 JULY 2013
A D V E R T I S E R ’ S L I S T
ACE Micromatic Group 1, BC
T: +91-80-40200555
W: www.acemicromatic.net
All India Plastics Mfrs Association 22
T: +91-22-28217324
W: www.plastivision.org
Axalta Coating Systems India Private Limited 8
T: +91-9871944542
W: www.axaltacoatingsystems.com/en_US.html
Carl Zeiss India (Bangalore) Pvt Lt 3
T: +91-80-43438102
W: www.zeiss.co.in
Dhoot Transmission Pvt Ltd 11
W: www.dhoottransmission.com
Epson India Pvt Ltd 19
T: +186030001600
W: www.epson.co.in
Fox Solutions 5
T: +91-253-6618100
W: www.foxindia.net
G W Precision Tools India Pvt Ltd 12
T: +91-80-40431252
W: www.gwindia.in
Haas Automation India Pvt Ltd 17
T: +91-22-66098830
W: www.haascnc.com
Harkaram Enterprises 23
T: +91-161-5027178
W: www.hetrace.com
Igus India Pvt Ltd 21
T: +91-80-39127800
W: www.igus.in
Jyoti CNC Automation Pvt. Ltd. BIC
T: +91-2827-287081
W: www.jyoti.co.in
KDM Enterprises 23
T: +91-09872012333
W: www.hydraulicssolutions.in
Mahindra Navistar Automotives Ltd 14
T: +91-9930258832
W: www.mahindranavistar.com
Mahr Metrology India (P) Ltd. 18
T: +91-44-42170531
W: www.mahr.com
Mathworks India Private Limited 7
T: +91-80-66326000
W: www.mathworks.in
Metro Tyres Ltd 13
T: +91-120-4147414
Mitsibishi Electric India Pvt. Ltd. 9
T: +91-20-27102000
W: www.MitsubishiElectric.in
Padmini VNA Mechatronics Pvt. Ltd. FIC
T: +91-124-3207398
W: www.padminivna.com
Power Engineers & Consultants 23
T: +91-161-3294989
W: www.powerengineers-india.com
Tata Motors Ltd. 10
T: +91-22-66586195
W: www.tatamotors.com
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Auto Monitor
O T H E R S I D E24
1 JULY 2013
In Real LifeAnuj Guglani began his career
in 1998 working in his father’s business for a year. Subsequently, he worked with Honda Cars India and General Motors.
He started Ace Associates in 2007 and Ace at Work in 2011. They work with global auto companies on strategy, product, productivity, SOPs and training. Anuj started the World Auto Forum in 2009 which connects auto vendors, auto OEMs and auto dealers in 128 countries worldwide.
He holds a bachelors in mechanical engineering from Nagpur University, and an MBA from IIT Delhi. He has also studied law at University of Delhi.
Illustration: Sachin PanditCompiled by: Anand Mohan
Getting Personalwith Anuj Guglani, Founding Member, Ace@Work!
If not in the auto industry, where would you be? I would be part of a rock band, travelling across cities and towns, spreading the message of love and peace and teachings from the Bhagavad Gita and the Upanishads, the Holy Quran and the Bible. I would focus on the youth and inspire them to never give up on their dreams.
What car do you drive? What do you dream of driving? I own a few cars but they are more for utility and family chores and not really for passion. Being in the auto industry, one gets to drive the latest motown entrants, a perk this industry bestows. I dream of flying a jet, and travelling into outer space!
Your most recent indulgence… Six years ago, I gifted an extremely rare, precious and priceless diamond to my wife... and that’s me.
We once holidayed in this small town above Nainital, called Nathuakhan. We stayed at a private property. It offered fantastic views of the Nanda Devi range. On a full moon night, the snow peaks shone in all their splendour and mystique. To add to the excitement, there was a maneater leopard at large in the neighbouring village!
What are you currently reading? The Professional Companion by Subroto Bagchi
What do you do when not talking auto? Tell us about your hobbies and other interests in life. I like collecting scale model cars, a passion that my son shares. I love surprising my loved ones. Hanging out with school and college friends, running and yoga, and promoting the NGOs we support are a few things I love doing.
An outdoor activity you would miss office for… Playing football with Arjun, my son, and making friends with his friends.
Where did you go for your last holiday? Kasauli in Himachal. I go there 3-4 times in a year.
You get angry when… I see violence against or disrespect of women, children or old people..
What is the one thing you would like to change about yourself? I’m at peace with myself. Change is the only thing that is constant. When I feel something needs to be changed, I work towards it. The last two months have been hectic and busy. I am waiting to return to my normal schedule again.
An experience I won’t forget…We did the World Auto Forum awards this year to reward and recognise the best auto professionals in India. It was a great experience identifying and felicitating the stars of the Indian auto industry. We now plan to hold the awards in other parts of the world as well on a regular basis.
The best thing to have happened to you… My family and their passion “to love and to serve”.
26
Regn. No. MH/MR/WEST/20/2012-2014. RNI No. MAHENG/2000/11414 Licenced to post at Mumbai patrika channel sorting office G.P.O. Mumbai 400 001.Date Of Mailing: 1st & 2nd Fortnightly Issue. Date Of Publication: 28th of Every Month