It seems that Mercedes’ parent company Daimler is looking at India with new vigor. Following its relaunch of the Maybach ultraluxury brand and the introduction of the G-Class with the AMG G55, Daimler has launched an excusive brand of trucks labeled BharatBenz for the Indian market. Says Dieter Zetsche, Chairman of the Board of Management of Daimler AG, “We are sending a clear message with our new truck brand: Daimler is at home in India. Our BharatBenz trucks are the right combination of Daimler’s DNA and India’s market know-how. These trucks will be developed and built in India, for India, and by specialist employees from India.”
Bharat means India in local dialects and it was chosen by Daimler to reinforce the division’s commitment to serving the local market. BharatBenz will offer customers trucks from the 6 to the 49 ton range which will serve as platforms for varied applications. Light duty trucks will be based on the proven Fuso Canter platform while the heavier duty trucks will use Mercedes’ own truck platforms.
India is now the second largest market in the world for medium to heavy duty trucks. Daimler projects that the market will double by 2020 and it is positioning itself to take advantage of this upswing.