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ContentsIntroduction...........................................................................................................................................1

Key Members in Bharat Benz................................................................................................................2

Values of Bharat-Benz...........................................................................................................................2

Five Forces Model..................................................................................................................................3

4P’s analysis of Bharat Benz..................................................................................................................6

Marketing Strategies of Bharat Benz...................................................................................................11

PESTEL ENVIRONMENT........................................................................................................................14

Market Share analysis of Truck industry in India.................................................................................17

COMPETITOR ANALYSIS.......................................................................................................................17

STRATEGIC GAPS AND OPPORTUNITIES FOR THE COMPANY..............................................................21

CONCLUSION.......................................................................................................................................22

Reference............................................................................................................................................23

IntroductionWhat is Daimler AG?

Daimler AG is one of the world’s most successful automotive companies. With its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Buses and Daimler Financial Services, the Daimler Group is one of the biggest producers of premium cars and the world’s biggest manufacturer of commercial vehicles with a global reach. Daimler Financial Services provides financing, leasing, fleet management, insurance and innovative mobility services.

What is BharatBenz?

BharatBenz is an exclusive brand which represents the entire Daimler India commercial vehicles (DICV) portfolio of trucks from 6 to 49 tonnes, a 100% subsidiary of Daimler AG. To communicate that trucks are designed especially for the Indian market, “Bharat” part of the brand name means “India” in various Indian languages. The BharatBenz heavy-duty trucks are planned to be built on the Mercedes-Benz Axor platform, and the future light and medium-duty trucks are planned to be built on the Fuso Canter and Fighter series. The entire product line is planned to meet BSIII standards (comparable to EURO III).Currently BharatBenz have employee base of 400 employees including both Indian and German talent.

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BharatBenz, Daimler Trucks’ fifth brand, which was unveiled in February 2011, will launch 17 products by March 2014 and all products will be launched with a minimum localisation level of 85 %. Llistosella added that 75% of the 450 suppliers to the project are totally new to Daimler, which sources about 15 billion euros worth of components every year. The truck maker will now look at increasing sourcing from India for its global operations.

Key Members in Bharat Benz

Values of Bharat-BenzThe Power of Innovation

Daimler rich history of over 125 years of innovation is driven by excellence that continues into the 21st century. Numerous patents in automotive performance, safety and eco-friendly innovations, some of which are milestones in the history of the truck, are eloquent testimonies to our commitment to redefining mobility for the world. Global leadership and a rich reservoir of local insights are a natural outcome of our zeal for innovation. The creation of new markets and opportunities is the result of the value we place on excellence, the strong belief in our brands and our constant endeavour to provide only the very best. Daimler not

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only creates history by setting benchmarks, but has the habit of surpassing them, setting new ones and creating history over and over again.

The Power of Understanding

Daimler spare no efforts in understanding the customer. This strong orientation towards the customer’s needs and the environment in which he operates leads us to build superior products. This ideology has transcended in Daimler’s focus towards India. BharatBenz trucks are rigorously tested for the equivalent of 10 years of operation before they reach customers. They have already completed over 40 lakh kilometres of testing. This is part of a continuous feedback process that is essential for creating superior aggregates and class-leading trucks. Every truck that rolls out of BharatBenz stable, is a marvel of engineering excellence, a product of the Indian environment, for the Indian environment and in complete harmony with it.

The power of Excellence

Every BharatBenz truck is a powerful combination of local insights and cutting-edge technologies. Built with a thorough knowledge of Indian terrain and modern trucking needs, the spirit of innovation is alive in every aspect of its making. After a painstakingly detailed assessment of Indian road and load conditions across different applications, two of the world’s most proven platforms have been chosen for BharatBenz.

The Power of Commitment

Daimler has invested Rs. 4,400 Crores in a 400 acre, state-of-the-art plant in Oragadam, near Chennai. This hub of engineering excellence is the fountainhead of a continuous stream of superior trucking solutions for diverse Indian needs. A uniquely designed test track within the premises and a centre for research and development makes this a comprehensive facility, one of only a few Daimler production centres worldwide.

Five Forces ModelMichael Porter identifies five forces that influence an industry. These forces are

Degree of Rivalry

Despite the high concentration ratio seen in the automotive sector, rivalry in the Indian commercial vehicle sector is intense due to the entry of foreign companies in the market. The industry rivalry is extremely high with any being product being matched in a few months by the competitors. This instinct of the industry is primarily driven by technical capabilities acquired over years of gestation under the technical collaboration with international players.

· Threat of Substitutes

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The threat of substitutes to the automotive industry is fairly mild. Numerous other forms of transportation are available, but none offer the utility, convenience, independence and value offered by commercial vehicle. The switching cost associated with using a different mode of transportation, may be high in terms of personal time, convenience and utility.

·

Barriers to entry

The barriers to enter automotive industry are substantial. For a new company, the start-up capital required to establish manufacturing capacity to achieve minimum efficient scale is prohibitive. Although the barriers to new companies are substantial, establishing companies are entering the new markets through strategic partnerships or through buying out or merging with other companies. However, a domestic company, with local knowledge and expertise, has the potential to compete its home market against the global firms who are not well established there.

· Supplier’s power

In the relationship between the industry and its suppliers, the power axis is tipped in industry’s favour. The industry is comprised of powerful buyers who are generally able to dictate their terms to the suppliers.

Buyers’ Power

In the relationship between the automotive industry and its ultimate consumers, the power axis is tipped in the consumers’ favour. This is due to the fairly standardized nature and the low switching costs associated with selecting from among competing brands.

Strategy

As the inventor of the commercial vehicle, Daimler have shaped mobility fundamentally. We aim to continue playing a pioneering role with the on-going development of mobility – safe and sustainable.

Bharat –Benz activities are focused on our customers’ needs. We want to inspire them with

• Exciting premium commercial vehicle that set standards in the areas of design, safety, comfort, perceived value, reliability and environmental compatibility,

• Commercial vehicles that are the best in their respective competitive environment,

• Outstanding service packages related to those products, and

• New mobility solutions oriented towards the needs of our customers

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Targets

BharatBenz overriding corporate goal is to achieve sustainable profitable growth and thus to increase the value of the Group. Bharat Benz strives to achieve the leading position in all our businesses.

Operational excellence and efficiency along with inspired and high-performing people are the key to our future corporate success. At the same time, our entrepreneurial activities are guided by the principle of sustainability. Bharat Benz employees orient themselves on the four corporate values of passion, respect, integrity and discipline. Bharat Benz wants to lead the competition also in terms of integrity.

For the implementation of our claim to leadership, we draw on the strengths of the Daimler Group: our traditional role as an innovation and technology leader, the worldwide reputation of our core brand Mercedes-Benz and our global presence as a full-line supplier of premium cars, first-class trucks, vans and buses and tailor-made financial services.

Positioning

Daimler took the first steps in its Indian venture six years ago, and after years of market study and research, the vehicles are ready to roll. Commenting on DICV’s Indian strategy, Mr. Llistosella said that he understood that the Indian market needed a totally different approach. India is a different challenge and a big opportunity. They have started with speaking to people who know the market, interviewing and listening to customers. The beginning was to

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learn, to listen and to understand. Bharat-Benz commitment to India is not for just five to ten years. We are an Indian company now and we want to be seen as very competitive in terms of the complete package of product, service, network and finance.

4P’s analysis of Bharat BenzProduct Description

Light Duty Truck

Bharat Benz 914 is light duty truck which is Rigid haulage truck .GVW of this truck is 25000 Kg, Engine of Bharat benz 914 runs in 170 KW (230 hp).

Bharat Benz 1214 is light duty truck which is Rigid haulage truck. GVW of this truck is 11990 kg. and engine runs at 100 KW (140hp).

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Heavy Duty truck

Bharat Benz 2523 is a Heavy duty truck. It is Rigid haulage truck. GVW of the truck is 25000 kg and engine runs at 170 KW (230 hp), Gear Box is 6F with overdrive+1R.

Bharat Benz 3123 is a heavy duty truck. Capacity of the truck is 31000 kg and engine of the truck runs at 170 KW (230 hp).

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Tipper

Bharat Benz 1217 is a tipper truck . It is 4*2 Tipper truck . It capacity is 13000kg and engine of this truck runs at 125 KW.

Bharat Benz 2523 is a tipper truck . It is 6*4 Tipper truck . It capacity is 25000kg and engine of this truck runs at 170 KW.

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Bharat Benz 3128 is a tipper truck . It is 8*4 Tipper truck . It capacity is 31000kg and engine of this truck runs at 205 KW.

Tractor

Bharat Benz 4928 is a tractor truck . It is 6*2/6*4 tractor truck . It capacity is 49000kg and engine of this truck runs at 205 KW.

Price

BharatBenz trucks are priced competitively and offer value-for-money features, which includes significant fuel efficiency advantages, best-in-class reliability with parts engineered for long lifespan and longer service intervals, which will reduce the operational cost and keep the trucks in running condition.

Place

DICV set up a manufacturing plant for the BharatBenz trucks in Oragadam, near Chennai in Tamil Nadu at an investment of over €700 million (4400 cr) INR. Construction area for plant is 400 acres, out of which 47 acres are dedicated to 3-lane 1.55 kilometre test track Test track include a bump track, pothole testing and articulation sections, a water trough, an inspection ramp and a control tower. Initial production capacity at the plant is 36000 units per year for 2012 and will be expanded to 70000 units per year by start of 2013 with additional investment of 3.5 billion INR. Localization rate for BharatBenz truck is 85% with more than 450 local suppliers out of which 41 per cent are based in Tamil Nadu and 44 per cent are in rest of the country.

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Logistics and Supply Chain Management

1. Creating Value-Adding Networks 2. Developing and exploiting logistics strategies

"Logistics and Supply Chain Management" looks at the tools, core processes and initiatives to ensure businesses gain and maintain their competitive advantage.

"Logistics and Supply Chain Management" include: - the idea of a service-driven logistics system based upon identified service priorities and a customer base segmented according to service requirements. The many ways in which logistics can impact on overall return on investment and finally has an impact on shareholders.

In today’s competitive environment, you have to cut the cost from where ever it can be reduced. So logistics and supply chain should be designed so that warehouse charges could be the minimum. If storage charges are reduced, then automatically our profits are increased. If storage charges are low then may be does not have to clear the stock rapidly we can wait for update in technology.

Promotion

Bharat Benz has flagged off ‘BharatBenz Power Yatra’ in Chennai which recently reached Pune, as part of its fourth stop-over during the 8,000 km pan-India drive. It will cover more than 100 roadside dhabas and 19 cities. Mr. Andreas Renschler, Head of Daimler Trucks, flagged off the BharatBenz Power Yatra in Chennai, with CEO and MD of Daimler India Commercial Vehicles (DICV) Mr. Marc Llistosella, in the presence of Dr. Dieter Zetsche, Chairman, Board of Management, Daimler AG and Head of Mercedes-Benz Cars, and other top executives of Daimler AG.

Services

BharatBenz will offer 24/7 customer support service including roadside assistance, interactive vehicle diagnostics in short turnaround time. BharatBenz also has tied up with three leading Indian banks – HDFC Bank, ICICI Bank and Sundaram Finance, who will offer tailored financing solutions for customers, who want to become a part of the new Trucking Experience

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Marketing Strategies of Bharat BenzMarket Strategy is the managerial process that entails analysis, formulation and evaluation of strategies that would enable an organisation to achieve its goals by developing and maintaining a strategic fit between the organisation’s capabilities and the threats and opportunities arising from its changing environment.

Strategic Planning

“We understood that the Indian market needed a totally different approach. India is a different challenge and a big opportunity. We started with speaking to people who know the market, interviewing and listening to customers. The beginning was to learn, to listen and to understand. Our commitment to India is not for just five to ten years. We are an Indian company now and we want to be seen as very competitive in terms of the complete package of product, service, network and finance.” DICV’s Indian strategy, Mr. Llistosella said when asked for Marketing Strategy for Bharat-Benz

1. Product, Branding, and Advertising

Product

Bharat-Benz plans to embark on a spree of launches in the next two years when its entire range of vehicles would hit the roads. The company will start its market launch in the third quarter of 2012 with the introduction of three models, followed by the launch of the entire product portfolio, consisting of 17 models, over the next 20 month

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Branding

BharatBenz aims to provide customers with a revolutionary trucking experience giving customer the power to be more competitive, to make their business more productive and realise greater profits than ever before, encapsulated in the brand’s tagline, ‘Power Ahead’. Daimler India Commercial Vehicles Pvt. Ltd. (DICV), the Indian subsidiary of the world’s leading truck manufacturer Daimler AG, unveiled BharatBenz, the new range of branded trucks, at a special premiere spanning six days at the Hyderabad International Convention Centre. Media representatives, company customers, dealers and suppliers attended the curtain-raiser.

Advertising

Elephant Strategy + Design have come out with its brand identity for Daimler’s India-specific range of trucks. The association with Daimler is two years old for Elephant, as Ashwini Deshpande, Director for Elephant Strategy + Design explained: “Daimler asked Elephant Strategy + Design for expression of interest nearly two years ago. The involvement asked was for development of identity for their India specific range of trucks. The agency selected after they were satisfied on stringent global parameters as this was a unique case where the brand and products were to be developed outside Germany.” The name BharatBenz was chosen as it showcased Daimler’s commitment to the Indian market very effectively. “However, to continue the legacy and yet create a framework for contemporary Indian ethos was a challenge,” added Deshpande. Going ahead, the agency aims to see action from Service Design. There is also a plan to continue to grow the on-going practices of product innovation and branding. There will be broader focus on Asia as the Singapore team of Elephant is ready to bring in richer insights.

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Pricing Strategy

Pricing strategies for products or services encompass three main ways to improve profits. These are that the business owner can cut costs or sell more, or find more profit with a better pricing strategy.

Light vehicle Competitor price list

TATA ACE Rs.283,508.79ASHOK LAYLAND DOST Rs. 379,248.82TATA 407 (SFC 407/2750WB BS-II PICK-UP TRUCK)

Rs.498,230.24

The Light vehicle competitor’s price list lies between 2.8 lakh to 5 lakh so bharat Benz have to set the price in between 4 to 4.5 lakh to compete the other companies.

Heavy Duty Truck Competitor price list

TATA(LPT407EX2/34 WITH HDLB;PS) Rs.1679072ASHOK LAYLAND(4921TT) Rs 19.75 lakhsEicher (3350MM/CBC) Rs. 738888VOLVO(FX-M) Rs. 22 lakhsMahindra Navistar's heavy trucks, 25 tonner (MN25)

Rs. 16.63 lakhs

The Heavy duty vehicle competitor’s price list lies between 7.3 lakhs to 22 lakhs so bharat benz have to set the price in between 12 to 13 lakh to compete the other companies

Tripper Competitor price list

TATA(3CUM_H.D.TIPPER_407EX/27 BS-II,CAB,TT)

Rs.1782,032.50

Ashok Leyland 4923 Rs 22.92 LEICHER(TipperTerra-16:FBT 8.5Cu.Mts.Under Body Twin Ram with C)

Rs.1217501

Volvo FM Rs. 27 lakhThe Tripper competitor’s price list lies between 17 lakh to 27 lakhs so Bharat Benz have to set the price in between 19 to 20 lakhs to compete the other companies

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Tractor Competitor price list

Man / Bajaj Tempo: Excel 50Tata Motors: LPS 4930 Rs.3199000Ashok Leyland: 4026 J Rs. 2789000

The price of the tractor in India lies between 27 lakhs to 31 lakhs , So Bharat Benz should keep the price around 30 lakhs for BHARAT BENZ 4928.

Daimler India’s Ventures

Daimler invented the automobile and we are passionately shaping its future. As a pioneer of automobile design and construction, we intend to continue this unique tradition and to make future mobility safe and sustainable. Daimler India Commercial Vehicles Pvt. Ltd. (DICV) is a 100% subsidiary of Daimler AG, Germany. The objective is to design, manufacture and sell commercial vehicles that cater to the demand of Indian terrain and customers. These vehicles will be branded "BharatBenz" From mid 2012 DICV will sell the 9 to 49 tonne range of trucks in India. The headquarters, plant and test track are in Chennai and Oragadam, Tamil Nadu. The Chief executive officer is Marc Llistosella Y Bischoff.

PESTEL ENVIRONMENTThere are many factors that affect any organization. Tax changes, new laws, trade barriers, demographic changes government policy changes etc. are all examples of macroscopic changes. To help analyse these factors we categorize them using the PESTEL model. This classification distinguishes between political, economic, social, technological, ecological and legal factor.

By PESTEL analysis, we can know about extended environment and key drivers of change of an organization.

Political:

These refer to government policy such as the degree of intervention in the economy. What goods and services does a government wants to provide, to what extent does it believe in subsidising firms, what are its priorities in terms of business support.

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The political factors related to automobile industry are:

1. Indian government commercial vehicle policy aimed at promoting an Integrated, phased and conductive growth of the Indian commercial vehicle industry and commercial vehicle industry. .

2. Promoting multi-model transportation and the implementation of mass rapid transport system.

3. Changes in taxation policy.

4. Foreign equity investment up to 100% in the commercial vehicle sector and there is no minimum investment criteria

Economical:

These include interest rates, taxation changes, economic growth, inflation and exchange rates. Economic change can have a major impact on a firm's behaviour.

The economics factors related to Commercial vehicle industry are:

1. Weighted tax deduction of up to 150% for in-house research and R&D activities.

2. Govt. has granted concessions, such as reduced interest rates for export financing.

3. Several Indian firms have partnered with global players.

4. Rise in price of the raw materials.

5. Increase in petrol price.

6. Cost of automobile in India is the cheapest in world .The

7. Cost of a finished vehicle here is as much as the cost of

8. Gear box in developed countries. Hence there exists tremendous scope for exports.

9. Deteriorating foreign exchange situation in western country, poor buying capacity and comparatively cheaper import of second hand Commercial vehicle from developed country reduces the export of Commercial vehicle from India in recent days.

Social:

Changes in social trends like population increase can impact on the demand for a firm's products and the industry as a whole.

The social factors related to automobile industry are

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1. Indian customers are highly price sensitive and put a lot of emphasis on value for money.

2. Changed lifestyle of people has led to increased purchase of commercial vehicle. So the company has a large customer base to serve.

3. Upward migration of household income levels.

4. Preference for fuel efficient vehicles with lower running cost.

5. Growth in urbanization.

Technical:

New technologies create new products and new processes. Technology can reduce costs, improve quality and lead to innovation. These developments can benefit consumers as well as the organizations providing the products. Sometimes the technology reduces the life cycle of products.

The technological factors related to automobile industry are

1. Accelerated acquisition of technology capabilities to raises productivity in agriculture.2. Continuous technological innovation.3. Renewable energy development. Ex, coal gas renewable.

Environmental:

The ecological factors related to automobile industry are

1. Physical infrastructure such as roads and bridges affect the use of commercial vehicle.2. Global warming.

Legal:

These are related to the legal environment in which firms operate. In recent years the changes legal factors of developed countries affected firms' behaviour in other countries due to globalization. Legal changes can affect a firm's costs if new systems and procedures have to be developed and demand if the law affects the likelihood of customers buying the good or using the service.

The legal factors related to tractor industry are

1. Collaboration with government which shapes policy issues.

2. Provision relating to environmental pollution by commercial vehicle

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3. Legal provisions relating to safety measures.

Market Share analysis of Truck industry in India

COMPETITOR ANALYSIS

COMPETITION WITH TATA MOTOTRS

Tata Motors Limited, formerly known as TELCO (TATA Engineering and Locomotive Company), was formed in 1954. It is the only fully integrated automobile manufacturer that now stands as India's largest and the world’s 5th largest passenger automobile and commercial vehicle manufacturing company with a product range designed to meet national and international transportation needs.

Tata Motors has a wide portfolio ranging from a Tata Mercedez Benz truck to diversifying into passenger cars like Tata Sierra, Tata Estate, Tata Indigo and Indica, concept vehicles like Aria Roadster and Tata Elegante, commercial vehicles like Tata heavy trucks and military vehicles.

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Tata Motors was first listed on the NYSE in 2004. It created wealth of Rs. 320bn during 2008-2009 and stood among top 10 wealth creators in India. It has its manufacturing bases in Jamshedpur, Lucknow and Pune.

Tata Motors has a wide portfolio ranging from a Tata Mercedez Benz truck to diversifying into passenger cars like Tata Sierra,Tata Estate,Tata Indigo and Indica, concept vehicles like Aria Roadster and Tata Elegante, commercial vehicles like Tata heavy trucks and military vehicles.

COMPETITION WITH ASHOK LEYLAND

Ashok Leyland is a commercial vehicle manufacturing company based in Chennai, India. Founded in 1948, the company is one of India's leading manufacturers of commercial vehicles, such as trucks and buses, as well as emergency and military vehicles. Operating six plants, Ashok Leyland also makes spare parts and engines for industrial and marine applications. It sells about 60,000 vehicles and about 7,000 engines annually. It is the second largest commercial vehicle company in India in the medium and heavy commercial vehicle

(M&HCV) segment with a market share of 28% (2007–08). With passenger transportation options ranging from 19 seaters to 80 seaters, Ashok Leyland is a market leader in the bus segment. The company claims to carry over 60 million passengers a day, more people than the entire Indian rail network. In the trucks segment Ashok Leyland primarily concentrates on the 16 ton to 25 ton range of trucks. However Ashok Leyland has presence in the entire truck range starting from 7.5 tons to 49 tons. The joint venture announced with Nissan Motors of Japan would improve its presence in the Light Commercial Vehicle (LCV) segment (<7.5 tons).

COMPETITION WITH EICHER:-

Eicher is also one of competitor of Bharat-Benz ,Eicher began its business operation in 1959 with Tactor,but now Eicher had expanded itself with Trucks, Buses, Gear box, etc. Eicher is giving competition to Bharat-Benz with Trucks and Buses, Eicher small trucks are making their good market in India.

COMPETITION WITH MAHINDRA:-

Mahindra had also launched a truck in collaboration with Navistar Inc. USA on Indian roads known as Mahindra Navistar, which is going to give tuff competition to Bharat-Benz . With a commanding strength of the about 12,000 employees the company is looking forwards to enhance the scope of its action. It is aiming at expanding its production operation overseas to make it a more globally accessible company. It is looking to acquire a small to medium sized commercial vehicle manufacturers in China and other developing nations, which have an established product line.

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Competitor Product Details

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STRATEGIC GAPS AND OPPORTUNITIES FOR THE COMPANYAs we know through this assignment that Bharat-Benz is also one of the leading Commercial vehicle manufacturers in the world and it also came to know that:-

Provide World class technology:-

To offer world-class technology that is relevant and affordable to the Indian customer is the philosophy that drives R&D at Bharat-Benz. Over the years, this philosophy has been translated time and again into products that seamlessly integrate international technology with local needs. "The role of R&D is central in fulfilling the company-wide commitment to total customer satisfaction" states Mr. Marc Llistosella, CEO and Managing Director of DICV, and adds that the increased infrastructural and financial support expresses the company's determination to become self-reliant in R&D.

Provide Value to the customer:-

The immediate R&D priorities are to pro-actively address safety and environmental issues, harness and adopt technologies that provide value to the customer in an atmosphere enabling creativity and innovation..

Keep innovating the product:-

Bharat-Benz product development successes have come from a keen sense of anticipation and attentiveness. The company initiated research into alternative fuels well before legislative debate had even begun in the country. The result was the implementation of CNG technology ahead of the rest promising a breath of fresh air for polluted cities.

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CONCLUSIONCommercial vehicle have become an indispensable part of our lives, an extension of the human body that provides us faster, cheaper and more convenient mobility every passing day. Behind this betterment go the efforts of those in the industry, in the form of improvement through technological research.

What actually lie behind this betterment of the commercial vehicle are the opinions, requirements, likes and dislikes of those who use these vehicles.

These wheeled machines affect our lives in ways more than one. Numerous surveys and research are conducted throughout the world every now and then to reveal one or the other aspect of automobiles, be it about the pollution caused due to vehicle population in cities, or rising motor accidents and causes, vehicular technology, alternative medicine and so on.

This section keeps you updated on the latest and the most interesting researches conducted in the field of automobiles, and help you draw the right conclusion.

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ReferenceWebsite

www.ashokleyland.com

www.askjeeva.com

www.google.com

www.tatamotors.com

www.mahindranavistar.com

www.eicher.in

www.indiainfoline.com

Newspaper

o The Times of India

o The Hindu

Magazine

o Forbes (Bharat-Benz article)

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