Mahindra eyes No. 3 slot in HCVs, offers new benefits to customers

Total Cost of Ownership, or TCO as is commonly referred to, is what truck buyers swear by while buying a new truck. Mahindra, a 'challenger' brand in the heavy truck market in India, is taking the strategy of guaranteeing lowest TCO to woo customers. A strategy that is also designed to help the OEM realise its goal of climbing a rung and be the number three player in the heavy commercial vehicle market.

After offering guarantees of fuel efficiency, breakdown assistance, parts availability and repair, the OEM has now added what it claims as lowest cost of ownership to its list of guarantees. Offered in the Blazo range of heavy trucks, the benefits include:

- Increased oil change intervals that are class leading or comparable to best-in-class, leading to significant saving of 9 percent per annum for transporters.

- Reduced lubricant oil prices and a claimed overall 18 percent savings per annum for transporters.

- A class-leading 6 years/ 600,000 kilometres warranty.

Speaking on the occasion of the introduction of these new offerings in Mumai today, Vinod Sahay, CEO – Mahindra Truck and Bus Division (MTBD), says, “Today, as we roll out a never-before package of customer benefits, we are confident of significantly bringing down the cost of ownership and operation thereby ensuring that our trucks are far more affordable.  For the transporter, this directly translates into better earnings due to savings of up to 20 percent in servicing cost per annum for every Mahindra Blazo truck.” 

Looking to further increase customer confidence
The new set of benefits is aimed at further increasing the customer confidence in the Mahindra Blazo, which has sold around 10,000 units so far. The sales performance is attributed to initiatives such as mileage guarantee, various guarantees for prompt service and guaranteed availability of parts from parts plazas and dealerships.

With rising oil prices and stagnant freight rates, such offerings could make a difference. The Blazo range has been leading Mahindra's charge in the heavy commercial vehicle market. The Blazo was launched at the 2016 Auto Expo.

MTBD, a growing contender, is yet to clock profits, claims to have scaled the No. 3 position in certain segments and an overall fourth position in the Indian HCV industry. With the launch of its Intermediate Commercial Vehicles (ICVs) in 2018-19, the OEM wants to strengthen its foothold in the highly competitive CV market.