Jan 10, 2000|
New launches on the anvil in commercial vehicle segment
Ashok Leyland and Tata Engineering & Locomotive Company (TELCO) have planned new launches in the commercial vehicle (CV) segment in view of the demand pick-up in the industry.
Ashok Leyland Ltd. (ALL) has launched the Exuba - a luxury vehicle. Priced at Rs 3 m, it is targeted at the tourism and corporate sectors.
According to a leading business daily, the Exuba will have several facilities like the refrigerator, microwave oven, CD system, a computer, chemical toilet, storage, overhead and beneath seats. Amol Sandil, executive director of marketing revealed that the vehicle will cater to the film industry, adventure seekers and firms involved in projects that require extensive travelling.
The company will manufacture 500 vehicles annually and has set a sales target of 100 units for FY2001.
As ALL plans new launches, can TELCO be far behind? The latter has plans to introduce at least 12-13 different types of vehicles including a new 11-tonner truck. All these vehicles will be on display at the Auto Expo in New Delhi. This was revealed by a leading financial daily. The company is also open to entering into technical tie-ups with other companies.
These launches (by ALL and TELCO) are prompted by robust demand in the CV segment. While ALL's luxury vehicle is targeted at a niche market, TELCO's launches are more conventional in nature. Both these companies are riding the economic upturn.
From the facts available at present, it appears that TELCO is employing a far more ambitious strategy than ALL and is making a concerted bid to grab market share. However, given the fact that ALL will be operating in a niche segment, growth will be slow initially. A demand pickup later could see other players (TELCO??) making a beeline for this market.
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