Titan – The new sub 9Tonner from Bharat Benz

After tasting modest success in the medium and heavy duty trucks trucks, Daimler India Commercial Vehicles (DICV) Pvt Ltd., will roll out Bharat Benz-branded medium-duty sub-9 tonne truck from its Oragadam plant near Chennai. The project is code named as Titan and we may see products getting launched from early next year.  The products will be in the segments from 6T to 9T making Bharat Benz a full range commercial vehicle player next to Ashokleyland, Tata Motors and Eicher.

We may see a new power trains for this category may be a detuned current 4 cylinder version with matching power train. The segment between 6T to 9T is more of a distribution truck segment and Eicher is more popular and is current market leader. Bharat Benz may need to adopt a different strategy not just in products but in marketing as well. Pricing will be a key factor here over and above certain requirements like products for rated load application etc. With this Bharat Benz will be able to fulfil the major product requirements and may concentrate in the sub-segments which will expand with various wheel bases, driveline and fully built options.