Auto monitor 1 july 2013 by Infomedia18

I N D I A ’ S N O . 1 M A G A Z I N E F O R A U T O M O T I V E N E W S , V I E W S & A N A LY S I S

Auto Monitor

Vol. 13 No. 23

www. a m o n l i n e.i n

1 July 2013

INTERVIEW

Pg 08

26 Pages

`50

Pg 18

INTERVIEW

Riding with the Duke

Equipped for growth

Amit Nandi, Vice President - Probiking, Bajaj Auto

Joginder Singh, President & MD, Ford India

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Upward Mobility Made-in-Chennai EcoSport to be exported to Australia, Europe and other world markets. Nabeel A Khan New Delhi

he newly launched Ford EcoSport might be made in Chennai, but the company has some global plans for the compact SUV. Ford India will also export EcoSport to Australia, New Zealand, Taiwan and Europe. These countries would be new markets for Ford India, in addition to the 37 countries where it exports the hatchback, Ford Figo. “Of course, catering to the domestic market is our priority. But our Chennai factory is equipped to supply to both Indian and international market. We expect to sell more than the Figo. The new markets where we will export EcoSport are mature, so it is gratifying,” said Joginder Singh, President and MD, Ford India. The American automobile major launched EcoSport at a starting price of `5.59 going up to `8.44 lakh (ex-showroom, New Delhi). Indian consumers will have the power of choice with a wide selection of 10 variants across four trims, three fuel efficient engine options in manual and petrol automatic, and seven colours. The

price of the compact SUVs are: Ford EcoSport Ambiente 1.5L Ti-VCT: `559,000; Ford EcoSport Ambiente 1.5 TDCi: `669,000; Ford EcoSport Titanium 1.0L EcoBoost: `789,990; and Ford EcoSport Titanium 1.5L Ti-VCT (automatic): `844,990. Analysts feel the EcoSport price will not only strengthen Ford India’s position, but also create a positive sentiment in the automobile industry as a whole. At the same time the price of the so called ‘urban SUV’ is expected to give a tough run to OEMs who are planning to enter the one of the fastest growing segment in the country. Simultaneously, it will also likely injure premium hatches and compact sedans such as i10, Swift, Swift Dzire and the newly launched Honda Amaze. But the ones to be most affected would be the Quanto and Duster. Singh said, “EcoSport sets new standards in India’s SUV industry classiﬁcation through its design, development and sensible value proposition. With the EcoSport, we stand true to our commitment to offer India the best of Ford. Its competitive pricing and market positioning underscores our respect and commitment to Indian consumers.”

L-R: Joginder Singh, President and MD, and Vinay Piparsania, Executive Director - Marketing & Sales, Ford India.

The carmaker in its global target to increase sales by 50 percent by 2015 to eight million units is expecting a major contribution from India. In all, Africa and Asia-Pacific region (including India and China) are expected to contribute 60-70 percent volumes to this global target. With the EcoSport, Ford has aggres-

Interview on Pg 18

sively positioned itself in the compact utility segment expected to grow ﬁve-fold by 2020. Ford is also banking on high demand for the EcoSport considering that it saw a 40 percent

fall in sales in April and May. Its market share in India for FY2013 was a dismal 2.87 percent, which further slipped to 1.95 percent in April-May. Ford India sold 140 units of its UV in May 2012 which slipped to a mere 67 units in May 2013. Hopefully, the new launch is expected to change a few things.

Tata waltzes in with new strategy Nabeel A Khan Pune

or some time Tata Motors has been in the news for all the wrong reasons. Its ranking fell to No 5 this year from No 4 in Q3 2012, while its sales have been continuously plummeting. While such situations might have pushed other companies to the wall, Tata Motors has preferred to overhaul existing products and create a marketing strategy to rebuild its image. Leading this move is Managing Director, Karl Slym, who has aptly christened this strategy, Horizonext.

For some time, the company has been working at infusing conﬁdence in the market. It also made a veiled admission of being unable to offer the right products to the market in the past. Slym said, “We are looking at our competitor’s product and analyzing them. Soon, we should be able to come up with better products.” In another ‘never before’, the indigenous car manufacturer announced that it would launch eight new vehicles which include minor refreshments and CNG variants.

Contd. on Pg 12

Horizonext is the code name for the company’s strategy to innovate and regain market share.

EDITORIAL On a war footing

t this point in time, the only wish on the top of every manufacturer’s mind is to increase sales. They wish that the slowdown would go away. Obviously, the recession is causing buyers to tighten their belts and delaying any new (or old) car purchases. But there’s another interesting reason. The adoption of better technology is also enabling manufacturers to make better cars which mean that cars are lasting more years on roads than they did earlier. This of course implies that a consumer will not get rid of his car sooner. Possibly, this trend might not hold true for plenty of people. However, with the economy playing havoc with emotions, the increasing number of new drivers on the roads, and the variety of new models on offer – one might see an increase in car sales, soon. Meanwhile, taking advantage of the lull, auto manufacturers are increasing spend on expanding capacities at their plant. India is becoming a production hub particularly for small cars and compact sport-utility vehicles. Renault and its partner Nissan Motor Co. are expanding capacity at their joint venture factory outside Chennai to 480,000 units by December from 360,000 now. From next year, Nissan is also bringing its resurrected Datsun brand to India, as well as Indonesia and

Russia. Renault plans to introduce a small car in India in 2015 that will be developed and manufactured solely in country, with the potential to export worldwide. Ford plans to open a second factory in Gujarat state in 2014. The company has invested $1 billion in the facility. General Motors already has a plant in Gujarat and Suzuki is expected to start building one there soon. Recently when Ford Chief Executive Alan Mulally was in India he had said that the company would continue to export more vehicles from India because India is so competitive and the vehicles here are so representative of the vehicles that people want around the world. Recession or no, companies are looking beyond the hazy horizon to prepare for some not very small war.

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Synergies and greater economies of scale allow Renault and Nissan to compete in an elite tier of the world’s top automakers. We expect to generate even more synergies going forward, particularly in emerging markets.

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Alan Mulally, Ford Chief Executive on perceived currency manipulation by Japan to Bloomberg

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CONTENTS CORPORATE “We expect the metros to bring in majority sales”

Bajaj Auto has launched the most awaited motorcycle of the year, the KTM 390 Duke, at an attractive price of `1.8 lakh. Amit Nandi, VP – Probiking, Bajaj Auto speaks.

Particle filter differential pressure sensors from Continental

Continental Powertrain Business Unit Sensors & Actuators has launched a low pressure differential pressure sensors for commercial vehicle OEMs.

12 A bigger KTM arrives

Apart from the unexpectedly aggressive price tag, the 390 Duke’s features make it an attractive proposition for premium performance motorcycle enthusiasts.

RSB signs agreement with Fontaine

RSB Transmissions (I) Ltd has signed a technical knowhow agreement with Fontaine 5th Wheel, UK, to manufacture and sell 5th Wheel coupling in the domestic market.

Honda CBR 250R 2013 Edition launched

Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) has launched the 2013 Edition of its popular global sports performance bike CBR 250R.

Sales analysis

We analyse the sales data of some of the top manufacturers across all segments. The results are interesting.

THE OTHER SIDE

18 Equipped for growth

Joginder Singh, President & MD, Ford India explains how and why the company has priced the EcoSport aggressively and what it expects from the urban MPV.

Corrigendum In the North India Special June 17 issue we have wrongly quoted 9,000 engineers passing out every year from North Indian institutes in place of 9 lakh engineers. The error is deeply regretted.

Anuj Guglani, Founding Member, Ace@Work!

Anuj Guglani started Ace Associates in 2007 and Ace at Work in 2011. They work with global auto companies on strategy, product, productivity, SOPs and training.

Auto Monitor

INTERVIEW

1 JULY 2013

“We expect the metros to bring in majority sales” Deplorable market conditions and reports of sales dropping month after month is compelling auto manufacturers to launch new products to create interest and stir up sales. Pune-based Bajaj Auto has launched the most awaited motorcycle of the year, the KTM 390 Duke, at an attractive price of `1.8 lakhs (ex-showroom Delhi). KTM aims to become the number one motorcycle maker globally by 2017 selling 200,000 units a year, which is what Harley Davidson currently sells annually. Pradeb Biswas involves Amit Nandi, Vice President – Probiking, Bajaj Auto Ltd, in a tete-a-tete to find out about KTM’s plans for its latest offering in India. What is the strategy for launching the KTM Duke 390 with an aggressive price tag? Our objective is to develop the brand in India. This can happen only if more people have access to the brand. With this in mind, we have tried to keep the price as accessible as possible.

the Indian market towards this number? The Indian market already contributes to 6-7 percent of KTM sales globally and going forward this number is going to increase. Whether it is the KTM 125 or 200 or 390 Duke, it is jointly developed by KTM R&D and Bajaj R&D at Pune.

By 2017, KTM wants to sell 200,000 motorcycles. How much contribution do you expect from

What is your marketing strategy for the KTM 390? We already have the Orange

Day celebrations happening. We plan to take such activities forward in terms of racing, rallying sports involving customer participation along with a focus on digital media and advertisements. We have plans to utilize the digital media more this time for the Duke 390. Even last year for the 200 Duke, Digital Media was a core component of our advertising strategy. Globally KTM has a strong association with motorsports. Can we expect an interest from KTM in Indian motorsports going forward? We have already started that in a small way. We are supporting KTM riders who participate in rallies. In last year’s Raid de Himalaya all three top spots were won by KTM riders. In last year’s Desert Storm rally the ﬁrst and second place were won by KTM riders. With each passing year our involvement in motorsports is only going to increase.

The market for motorcycles above `1 lakh is not seeing any slowdown and is only growing. In the premium motorcycle segment we aim to have a dominant position. Owing to new launches the market is growing and we do not expect any slowdown or stagnation. Our priority is to make KTM a household name. How have you trained your salespeople at the showrooms to attract customers for the KTM 390 Duke? We have trained each and every showroom manager about the KTM 390 Duke on its technical speciﬁcations and other aspects. We recruit people who have an understanding of motorcycles and who can relate to motorcycle riders. KTM is no longer a new entrant in the market. We have been here for over a year and a half now and in this time period a lot of knowledge has been built into the system by people across the company. Taking this into consideration we are conﬁdent of managing ourselves well in the market. With respect to aftersales and service also we have completely trained all our dealer partners in every aspect and they are ready to face any eventuality. The automobile industry is going through its worst decade in terms of sales. How do you expect the KTM 390 to perform considering that it is one of the most eagerly awaited motorcycle launches in recent history? The market for motorcycles above `1 lakh is not seeing any slowdown and is only growing. In the premium motorcycle segment we aim to have a dominant position. Owing to new launches the market is growing and we do not expect any slowdown or stagnation. Our priority is to make KTM a household name. To achieve this we are going to focus on reaching out to the motorcycling enthusiasts. By and large motorcycle enthusiasts are already aware about KTM. But we intend to reach out with the KTM brand to all of these enthusiasts. These enthusiasts will understand the brand only when they experience our motorcycles. This is our only big priority at this point of time. With the Duke 200 we have not seen any trend of one region raking in more sales than another. For the KTM 200 Duke and the premium motorcycle segment, majority customers are the ones living in the metro cities across India. With the KTM 390 Duke too we expect the metros to bring in the majority sales.

Auto Monitor

1 JULY 2013

NEWS

A bigger KTM arrives Bookings are now open for the 390 Duke with its highly localised parts bin.

he KTM 390 Duke was one of the most awaited motorcycles of 2013. Bajaj Auto ﬁnally brought an end to the waiting game last week by launching it at an attractive price of `1.8 lakh (ex-showroom Delhi). The competitive price tag is possible owing to the high percentage of localized parts. The Pune based manufacturer is conﬁdent of achieving economies-of-scale from sales of its Pulsar units based on KTM technology. Bajaj Auto is aiming to sell around 12,000 Duke 390s in India this year. Apart from the unexpectedly aggressive price tag, the 390 Duke’s features make it an attractive proposition for premium performance motorcycle enthusiasts. The motorcycle is powered by a 373.2cc single cylinder and liquid cooled 4-stroke engine, producing a maximum power and torque output of 43.5PS @9000 RPM and

35NM@7000 RPM respectively. Unlike its younger sibling the 200 Duke, which had MRF tyres, the 390 Duke gets Metzeler tyres. According to a company ofﬁcial, a decision was taken to offer Metzeler rubber as standard ﬁtment after a mixed feedback from 200 Duke owners about the performance of the MRF tyres. The KTM 390 Duke also gets fuel injection, two overhead camshafts, four valves, forged piston (instead of a cast one), Nikasil coated cylinder, steel trellis frame, upside down 43mm front shock absorbers, monoshock at the rear, aluminum swing arm, aluminum alloy wheels, and ABS as standard, which can be disengaged by the rider. The electronic fuel injection system has been developed by Bosch, suspension is from WP and front and rear disc brakes from Bybre. A dry weight of just 145 kgs means the 390 Duke gets a power to weight ratio of 300PS per tonne

ensuring strong acceleration. Top speed is pegged at 160 kmph. The six speed transmission comes with a tall sixth gear. According to Bajaj Auto, target customers include owners upgrading from a Duke 200 and mass-manufactured entry-level performance motorcycles like R15, also those looking to purchase entry-level premium motorcycle like the Hyosung 250 and touring motorcycles like the Royal Enﬁeld Thunderbird. “With our wide range of accessory options that include windshield, tank bag, fuel cap stickers, bike cover and scratch guards it is possible to convert this motorcycle for touring purposes. This motorcycle is very versatile and can be practically utilized for various purposes, be it street riding or touring or for track days.” said Amit Nandi, Vice President of Bajaj Probiking. “The 390 Duke is catering to a new segment which was earlier

nonexistent, which means that we are essentially creating a category not only for India but for the world. There is no motorcycle currently of this displacement and power across the globe. This is a motorcycle which has been conceived, developed and produced at the Baja Auto R&D facility in Akurdi and will be produced ground up at our Chakan plant. As far as the components are concerned, a very large part of it is sourced from India and a small percentage like the Nikasil

cylinder is imported from abroad.” The KTM 390 Duke can be booked by prospective buyers at any of the 71 exclusive KTM showrooms and service centres in the country. The initial booking amount for this motorcycle is `30,000. Dealers tell us there is already a 90 day waiting period for the bike.

Contd. from pg 1

Tata’s waltzes in... “While the Indian automobile market has become intensely competitive, our goal is to enhance our market leadership in commercial vehicles and move to a strong podium ﬁnish in the passenger vehicles market. Horizonext is the next step in line with the company’s mission to be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally. We are igniting that passion through what we offer in our products, in the manner we engage with them at our dealerships, and in the processes we have adopted in servicing their vehicles,” Slym added. The car manufacturer has introduced inhouse produced 1.4L four-cylinder diesel engine in Indica and Indigo eCS. It has also launched CNG versions of Indigo eCS, Indica and the Nano. Indica and Indigo CNG variants have already been dispatched to the dealers, while the Nano CNG will be available for sale from the next months. Select variants will be phased out in the next 90 days. The CNG range of vehicles has been named Emax. Tata Motors said that it has also brought about some changes in the Tata Sumo Gold and the Tata Safari Storm. The new variant of the Safari will be known as Safari Storm Explorers. The car manufacturer called the event as an ‘inﬂexion point’ and said that it will have four major products, world-class manufacturing practices, customer purchase experience and consistent quality of service. All the eight products are expected to be unveiled in the next three months. Tata Motors expects that the launch of the new Nano should better utilise the idle capacity at Sanand in Gujarat. Slym also added that the Gujarat plant may also be used to manufacture other small cars. In order to improve customer experience, Tata Motors has introduced ‘brand centre’ in some metro cities to provide world class experience. The company will expand this to 150 facilities across 100 cities. In May 2012, Tata Motors sold 20,115 units which shrunk 45 percent to 10,973 units in the same month this year. Sales of passenger vehicle fell 35 percent in 2012-13. The company’s market share eroded to 6.23 percent from 10.64 percent last year. This seems to have jolted the company into doing something and it has now set its sights on becoming a major volume player and launch products in the volume segment where it is not currently present by 2020. It also has plans to introduce a product in the fastest growing compact SUV segment. It would be interesting to see how their big bang recovery transpires but as of now they have little to offer. Going forward, Tata Motors is talking about focusing on safety while designing new products.

Auto Monitor

1 JULY 2013

S A L E S A N A LYS I S

Passenger Vehicles

Passenger Cars

Cars aren’t going to roll out of showrooms as easily as they used to. Every manufacturer now considers that a fact. And so, although sales have dipped considerably, manufacturers aren’t bleeding as badly as a few years ago. Manufacturing is leaner now. For the few companies that have managed to stay in the green, it feels like an achievement in itself. Passenger car sales fell 11 percent from 3.31 lakh units in 2011-12 to 2.94 lakh units in 2012-13. Honda is now the third largest car manufacturer in India after Maruti and Hyundai. The two giants have seen a marginal drop in sales. A large marketing spend boosted Renault’s car sales, almost doubling it from the previous year. The Renault Duster continues to do well In the SUV segment. Actual growth from the previous year will become clear once it completes 12 months. The SUV segment on the whole has stabilized to what appears to be a rate that can be sustained for a long period. The phenomenal growth seen last year can be attributed to the introduction of new models, and the acceptance of the SUV segment as a alternative to cars. Honda’s CR-V, despite being a petrol SUV, is doing ﬁne for the Japanese car manufacturer. General Motors has seen good success with the Enjoy and the Tavera Neo. Maruti’s dip in sales in each segment in the passenger vehicle market is alarming. Being the largest car manufacturer in India, the company is bound to take a hit with others increasing their presence. MPV sales have fallen considerably at 11 percent. Tata and M&M are the only ones in the green.

LCVs (PC+GC)

OEMs

2011-12

2012-13

UV Growth

OEMs

2011-12

2012-13

2011-12

2012-13

Growth -100.00%

2,007

1,011

-49.63%

Force

711

507

-28.69%

Force

12,915

7,879

-38.99%

Ford

322

126

-60.87%

M&M

4796

4873

1.61%

11,045

10,768

-2.51%

2,933

5,924

101.98%

Maruti

21,158

15,868

-25.00%

150

632

321.33%

321

257

-19.94%

Tata

10,988

12,184

10.88%

Honda

17,371

19,704

13.43%

Honda

126

231.58%

Total

36,946

32,925

-10.88%

Hyundai

66,939

64,416

-3.77%

Hyundai

141

-36.88%

M&M

2,440

1,025

-57.99%

ICML

102

Maruti

1,45,248

1,42,851

-1.65%

M&M

39,268

41,053

4.55%

Nissan

6,585

3,180

-51.71%

Maruti

13,327

9,625

-27.78%

Renault

1,054

2,093

98.58%

Nissan

139

595.00%

Skoda

5,780

3,770

-34.78%

Renault

10,521

24367.44%

Tata

35,981

17,845

-50.40%

Skoda

157

-49.04%

Toyota

13,886

9,149

-34.11%

Tata

6,267

4,565

-27.16%

10,175

9,682

-4.85%

Toyota

15,993

9,881

-38.22%

Total

3,31,576

2,94,005

-11.33%

Total

79,643

82,893

4.08%

Commercial Vehicles

3 Wheelers (PC+GC)

2011-12

2012-13

Growth

OEMs

2011-12

2012-13

Growth

OEMs

2011-12

2012-13

Growth

ALL

4,522

4,013

-11.26%

ALL

10,914

8,901

-18.44%

Atul

4,286

4,726

10.27%

Force

3,528

0.00%

AMW

1,256

1,039

-17.28%

Bajaj

27,247

29,395

7.88%

-26.32%

MNAL

785

645

-17.83%

M&M

8,979

8,064

-10.19%

M&M

21,512

24,389

13.37%

Swaraj

1,314

1,074

-18.26%

Piaggio

24,490

24,740

1.02%

22,280

20,125

-9.67%

Scooters

1,951

1,918

-1.69%

TVS

2,217

1,346

-39.29%

Total

69,170

70,189

1.47%

MNAL

1,453

1,043

-28.22%

Tata

Piaggio

757

833

10.04%

VECV - Eicher

5,492

5,146

-6.30%

Swaraj

412

759

84.22%

VECV - Volvo

10.13%

Tata

41,917

38,306

-8.61%

Volvo Buses

127

112

-11.81%

VECV - Eicher

1,903

2,108

10.77% Total

42,247

37,129

-12.11%

Total

76,042

-1.36%

Two-Wheelers

OEMs

Fiat

M&HCVs (PC+GC)

The scooter market continues to grow at a fast pace. There are no signs of any slowdown and every manufacturer is aiming to capitalise on this with new model launches. Honda recently inaugurated ints new plant near Bangalore to meet the rising demand from the market. Scooter sales are up 12 percent from 2.39 lakh units in 2011-12 to 2.68 lakh units in 2012-13. Hero MotoCorp has left Suzuki and TVS in the dust for the second place in the scooters segment, moving up 45 percent in the first two months of the year. Large gains by the top two have affected the rest of the market, except niche scooter manufacturer Piaggio. The Vespa is consistently clocking good numbers of roughly 4,000 units per month for the premium scooter manufacturer. Honda 2-wheelers continue to surprise other manufacturers with its growth rate. The Japanese bike manufacturer is consistently taking large chunks out of Hero’s market share. Bajaj is just managing to keep in the green. Honda sales are up 21 percent, at 2 lakh units in 2012-13 from 1.66 lakh units in 2011-12. Bajaj’s 200NS hasn’t set the sales charts on fire so until more iterations of the popular Pulsar range are launched/upgraded, sales figures will likely show a similar trend. The sales of mopeds have had a dream run in the past but that is starting to change. Segment monopoly for TVS also means that the company is the only one to get the 11.5 percent hit in sales.

Growth

Ford

OEMs

75,007

MPV

Scooters/Scooterettees

At this point in time, a lull in the commercial vehicle segment was anything but unexpected. LCVs were doing well till the last fiscal but sales have stabilized now to about 32,000 units per month. Ashok Leyland’s Dost isn’t yet sold in every market in India so sales haven’t picked up as expected. The Maxximo is doing well for Mahindra. Sales are up 13 percent to 24,389 units in 2012-13 from 21,512 units in 2011-12. Tata LCV sales have fallen 4 percent but it continues to be the largest LCV manufacturer by a fair margin. Piaggio Swaraj and VECV-Eicher are the other LCV makers in the green. It’s been a bad few months for India’s second largest heavy truck manufacturer, Ashok Leyland, falling 18.5 percent in the M&HCV space. The market in general is facing very tough times, reduced to just 37,129 units in the first two months of this fiscal, down 12 percent from the same period last year. Tata Motors continues to lose market share, which now stands at 54 percent of the M&HCV segment. Licenses released by the government have kept 3-wheeler sales afloat in addition to replacements. Bajaj sales are up 8 percent and Atul continues to grow at an impressive 10+ percent. The Gemini launch is likely to further boost growth for the Rajkot-based manufacturer in coming months. All in all, only gloomy days seem to be in store for the commercial vehicle segment.

Motorcycles

Mopeds

OEMs

2011-12

2012-13

Growth

OEMs

2011-12

2012-13

Growth

OEMs

2011-12

2012-13

HML

76,666

1,11,122

44.94%

Bajaj

4,06,979

4,11,967

1.23%

TVS

1,37,451

1,21,709

-11.45%

HMSI

2,39,969

2,68,519

11.90%

HDMC

236

292

23.73%

Total

1,37,451

1,21,709

-11.45%

Yamaha

21,716

HML

9,97,149

9,24,701

-7.27%

M&M 2W

19,286

10,006

-48.12%

HMSI

1,65,999

2,01,402

21.33% -9.39%

Piaggio

2,386

8,280

247.02%

Yamaha

53,231

48,232

Suzuki

57,130

46,264

-19.02%

M&M 2W

2,208

TVS

67,672

61,460

-9.18%

17,395

25,391

45.97%

Total

4,63,109

5,27,367

13.88%

Suzuki

10,248

11,303

10.29%

TVS

98,017

99,681

1.70%

Total

17,49,254

17,25,177

-1.38%

Growth

Auto Monitor

1 JULY 2013

NEWS

Sahara Force India welcomes multi-year partnership with Varlion

Equipped for growth

Going forward, what kind of market share do you expect in India? We don’t project. We think the customer demand is going to be strong. That depends on the demand. If the demand grows, we grow. We have invested $142 million to our factory to equip it for satisfactory production.

he Sahara Force India Formula One Team recently announced that Varlion, the Madridbased fashion brand, has joined the team as Ofﬁcial Lifestyle Partner as part of a multi-year deal. The partnership will see Varlion produce a licensed range of leisure products to be available through the team’s recently launched e-shop. Varlion will also focus on developing a fresh concept for the team’s trackside clothing to be introduced from the 2014 season onwards. The Varlion logo will be visible from this weekend’s British Grand Prix with branding on the garage panels, transporters and marketing materials. From 2014 the logo will be on team’s race cars, as well as on the uniforms of team personnel. Vijay Mallya, Team Principal and Managing Director of Sahara Force India said, “It’s great news to welcome such a fresh and exciting brand to the team. The Varlion clothing range mixes style with practicality and

Formula One is the perfect stage to showcase their products. The relationship with Sahara Force India clearly demonstrates Varlion’s ambition to expand into international markets, including India, and beneﬁt from the sport’s global footprint.” Felix Regalia, Managing Director of Varlion, said, “We are delighted and proud to have agreed a long-term partnership with Sahara Force India. Formula One is the perfect environment to test our products and we plan to design and develop new materials to suit the requirements of the trackside team. We pride ourselves on developing elegant, high quality products by drawing on our strong tradition in design and it is our mission to help make Sahara Force India the best dressed team in the pit lane. This far-reaching partnership with such a competitive Formula One team is a clear indication of our determination to establish our brand within the world of motorsport in the years ahead.”

Joginder Singh, President and MD, Ford India of localization which helps us to offer such compelling pricing.

How much of the EcoSport has been localized? Well, it’s a satisfactory level of localization which has enabled us to create such a strong price proposition. The other thing is that we have a big scale. When you have a factory which is going to satisfy domestic demand as well as international demand you get the advantage of scale and unit cost of production comes down. It helps us to take advantage of such scale. We also have a satisfactory level

Do you plan to export EcoSport to the neighboring countries only or go beyond? We will go beyond. In Chennai we have the capability to produce both left- and righthand drive. In terms of the Figo, we export to around 37 countries from India. With the EcoSport, we are adding new markets such as Australia, New Zealand,

Europe and Taiwan. You will need to increase sales and service network. How are you looking at it? Currently we have around 260 centers and in a couple of years we plan to double it and focus on tier-II and tier-III cities. What kind of bookings you have got for EcoSport? Though we started the bookings some time back, we announced the price only now. How do you expect to handle oscillating diesel and petrol dynamics?

The EcoSport comes with 10 variants in diesel and petrol options and tries to offer value for money in each. Several factors have to be balanced when pricing is done.

Continental launches particle ﬁlter differential pressure sensors for Indian CVs

ontinental Powertrain Business Unit Sensors & Actuators has launched one of their low pressure differential pressure sensors, the particle ﬁlter differential sensor (PFD) to cater to the needs of commercial vehicle OEMs adhering to the recently introduced OBD II (On Board Diagnostic) norms for BS IV compliant commercial vehicles/engines with EGR (Exhaust Gas Recirculation) technology.

OBD II certification, as part of the BS IV regulations, is mandated by legislation for all commercial and passenger vehicles since 1 April, 2013. For truck applications with EGR systems, the Continental Particle Filter enables differential measurement and therefore allows enhanced monitoring of Diesel Oxidation Catalyst (DOC) Pa r t ia l Ox idat ion Catalyst (POC). The sensor facilitates direct measurement of delta pressure.

Viswanath Nagaraja, Head of Sensors & Actuators, Powertrain Div ision, Cont i nenta l Automotive Components India said, “With stricter monitoring legislated by the OBD II regulation, OEMs are looking for reliable diagnostic capabilities for monitoring emissions. We have started supply truck OEMs in India. We expect growth in demand with the extension of BS IV regulations to ﬁfty cities at ﬁrst and eventually to the rest of the country”.

Auto Monitor

RSB signs agreement with Fontaine

SB Transmissions (I) Ltd has signed a technical knowhow agreement with Fontaine 5th Wheel, UK, to manufacture and sell 5th Wheel coupling in the domestic market under the brand name RSB-Fontaine, and also export to Fontaine, UK.

1 JULY 2013

NEWS

SK Behera, Vice Chairman & MD, RSB, signed the agreement in the presence of Royston Cooper, President, and Ian Gough, Vice President, Fontaine, in a special ceremony held on the occasion. Speaking on the occasion, SK Behera said, “this technical knowhow venture will boost market

SK Behera, Vice Chairman & MD, RSB Group (right), with Royston Cooper, President Fontaine 5th Wheel (left) after sign-off.

Fontaine is delighted to work with RSB, who are a leading autocomp manufacturers in India. The tie-up will mutually boost the fifth wheel coupling market. growth of ﬁfth wheel coupling for RSB pan-India and overseas with use of the latest state-of-art-technology from Fontaine”. Expressing pleasure at the technical co-operation, Royston Cooper said that Fontaine is delighted to work with RSB, who are a leading auto-comp manufactures in India, with a presence in North America and Europe. The tie-up will mutually boost fifth wheel coupling market share in Europe besides India, for which RSB are already in the lead in domestic sector.

Honda CBR 250R 2013 Edition launched

onda Motorcycle & Scooter India Pvt. Ltd (HMSI) has launched the 2013 Edition of its popular global sports performance bike CBR 250R. The 2013 edition of CBR 250R comes in four new colours. This includes Sports Red, Black, Pearl Sunbeam White and a Limited Edition – Repsol colour. The limited edition Repsol colour is intended to evoke the racing feel of Honda Repsol team’s MotoGP bike RC 213V. The 2013 edition CBR 250R will be available for sale across all Honda exclusive authorized dealerships starting June’13 end. The Limited Edition Repsol is priced at `1.92 lakh (ex-showroom, Delhi) and comes with Combined Anti-lock Braking System (C-ABS). It will be available for sale only till October 2013. The other colours are priced at `1.56 lakh, with the C-ABS variation priced at `1.85 lakh.

The Honda CBR 250R features a liquid-cooled 250cc, 4-stroke, 4-valve single-cylinder DOHC engine delivering 19.5 Kw (26 BHP) power and 22.9 Nm torque. It features a low seat height, light weight and slim styling. “CBR250R is one of India’s most awarded sports bike. Now, continuing this legacy in 2013,

we have enhanced the aesthetic appeal of CBR250R by introducing four new colours. The Limited Repsol Edition shall bring the racing DNA of Honda Repsol team’s MotoGP bike for young racing enthusiasts and we are conﬁdent it will be well received by them”, said Mr. Y. S. Guleria, VP – Sales & Marketing, HMSI.

Tata Motors new Emax range

ata Motors is actively developing a range of low-carbon vehicle technologies ranging across the spectrum, from passenger cars to trucks. These vehicles run on alternate fuels, including CNG, bio-fuels, electric and hybrid, for both personal and commercial transportation. In the passenger vehicle segment, the company unveiled its emax range of green vehicles. The emax range is powered by fuel efficient engines, which run on eco-friendly alternate fuels, with the lowest carbon footprint in their respective segments. The company unveiled 3 CNG powered vehicles – new Tata Nano emax – CNG, new Tata Indigo emax – CNG and new Tata Indigo eCS emax – CNG. The emax – CNG range improves the efficiency of these vehicles. A CNG-and-petrol bi-drive system supplements the standard petrol engine, with the range-extending capabilities of compressed natural gas. With the CNG stored in cleverly-packaged tanks tucked neatly out of sight, CNG technology stretches the vehicles range by approximately 200 kilometres. Switching between CNG and petrol driving modes on-the-fly is effortless, thanks to a pushbutton fuel type selector. The new emax – CNG range also comes with best-in-class air conditioning, turning radius, passenger space and comfort, handsomely and stylishly appointed interiors, with a warranty of upto 75,000 km or 4 years (whichever is earlier) on the new Tata Indigo and Tata Indica emax – CNG, and upto 60,000 or 4 years (whichever is earlier) on the new Tata Nano emax – CNG The new Tata Nano emax – CNG is touted by Tata as India’s most fuel-efficient car. CNG kit components have been installed in the robust and reliable new Tata Nano emax – CNG. The sequential gas injection system of the Tata Nano emax – CNG has been calibrated with an intelligent EMS system for smart switching between CNG and gasoline fuel systems. The car comes with software related to safety strategies like automatic cut-off of CNG supply and automatic fuel quality checks. The CNG fuel system has been packaged for maximum luggage space. The new Tata Nano emax – CNG comes with a touring range of more than 150 km (in CNG), in addition to the existing touring range of 375 km (in petrol), best-in-class fuel economy, improved emissions with low CO2, resulting in low running cost. The new Tata Indigo eCS emax – CNG and Tata Indica emax – CNG also provide a similar range of features emphasising eco-friendliness, fuel efficiency and economy.

1 JULY 2013

Automakers unperturbed by India slowdown Santanu Choudhury

ord Motor Co., General Motors Co., Suzuki Motor Corp, Renault S.A., and other global car makers are pumping billions of dollars into India in the hope that a revival in sales here will offset falling demand in Europe. Vehicle sales have slowed in India, falling for the seventh straight month in May, but analysts expect a rebound later this year. Automakers appear to share this optimism, with many also looking to use India as a manufacturing hub as production costs are much lower than in the U.S. and Western Europe. “We are going to be continuing to export more and more vehicles from India because India is so competitive and the vehicles here are so representative of the

vehicles that people want around the world,” Ford Chief Executive Alan Mulally said recently in the southern city of Chennai. India is becoming a production hub particularly for small cars and compact sport-utility vehicles. In the case of Ford, the company produces its Figo subcompact hatchback, Fiesta and Classic compact, and Endeavour SUV in Chennai, the capital of the southern state of Tamil Nadu. Ford plans to open a second factory in Gujarat state in 2014. The company has invested $1 billion in the facility. General Motors already has a plant in Gujarat and Suzuki is expected to start building one there soon. Tata Motors Ltd also has a plant in Gujarat where it produces the Nano, the world’s cheapest car. Vishnu Mathur, the director general of the Society of Indian Automobile Manufacturers, an

Hindustan Motors signs MoA with Isuzu HML to contract manufacture SUVs and Pickup Trucks for Isuzu Motors in India

Auto Monitor

COLUMN

suzu Motors India Private Limited, a subsidiary of Isuzu Motors Limited, Japan, has signed an agreement with Hindustan Motors Limited (HML) for contract manufacturing of Isuzu SUVs and pickup trucks in India. The components for producing these vehicles will be imported by Isuzu Motors from Thailand and assembled in HML’s factory at Thiruvallur, near Chennai, Tamil Nadu. Mr. Takashi Kikuchi, President, Isuzu Motors India Private Limited, said, “We are very conﬁdent about the growth prospects of the SUV and LCV market in India, notwithstanding the current slowdown. We are also very happy with the positive feedback of the market to our MU7 SUV and DMAX pickup truck, which we launched in Coimbatore and Hyderabad in March this year by importing these as CBUs from Thailand. We would now like to accelerate and carry forward this positive momentum and expand our sales operations in other parts of India, starting with the Southern region. The collaboration with Hindustan Motors will support us by carrying out assembly of our products at Thiruvallur which is about 70 kms from Sri City, Andhra Pradesh, where our own local manufacturing facility is planned to come up. We can thereby advance the scope of our sales operations and increase the scale of supply volumes without waiting for our local manufacturing facility to be ready. “Hindustan Motors Limited and Isuzu Motors have enjoyed good historical relationship, and know each other as business partners very well. The Thiruvallur facility is one of the best automotive manufacturing facilities in India, and can meet the high quality standards of Isuzu Motors,” Mr Kikuchi added. Commenting on the development, Mr.Uttam Bose, Managing Director & CEO, Hindustan Motors Ltd., f lagship of the C K Birla Group, stated, “Our agreement for contract manufacturing of Isuzu’s globally renowned vehicles is a testimony to the state-of-the-art manufacturing facilities at our Thiruvallur plant. The operations will enable HML to optimally utilize its spare capacity at Thiruvallur and make eminent business sense at a time when the Indian economy and the automobile industry, in particular, are passing through testing times. Today’s agreement with Isuzu is a strategic move to keep Hindustan Motors on the growth path.”

industry lobby group, said he believes “the long-term story of India remains intact,” which is leading companies to either expand or build new factories in the country. “We expect interest rates to come down during the second half of fiscal 2013-14, and improved economic growth will result in vehicle sales picking up momentum resulting in a moderate forecast growth for passenger vehicles of around 1%-3% for this fiscal year,” Rakesh Batra, who heads the automotive practice at Ernst & Young in India, said recently. He said SUV sales are likely to grow 15%-18% this fiscal year. Many international car, motorcycle and truck makers have a presence in Chennai, which is sometimes referred to as the Detroit of India Daimler AG last year opened a 700 million factory in the city. Initially the company used the

Vehicle sales have slowed in India, but analysts expect a rebound later this year. Many are looking to use India as a manufacturing hub as production costs are much lower than in the U.S. and Western Europe. facility to make its BharatBenz range of trucks, developed exclusively for the Indian market, but this week it also started exporting the Fuso brand of trucks from the plant to Sri Lanka. The Fuso brand is owned by Japan’s Mitsubishi Fuso and Truck Corp., which is majority-owned by Daimler. Marc Llistosella, managing director and chief executive of Daimler India Commercial Vehicles Pvt., said more trucks from the Fuso brand will be exported from the Chennai factory to other Asian and African markets. He didn’t elaborate. Renault and its partner Nissan Motor Co. are expanding capac-

ity at their joint venture factory outside Chennai to 480,000 units by December from 360,000 now. From next year, Nissan is also bringing its resurrected Datsun brand to India, as well as Indonesia and Russia. Renault plans to introduce a small car in India in 2015 that will be developed and manufactured solely in country, with the potential to export worldwide. “There was no doubt in the headquarters that India has potential,” Marc Nassif, managing director of Renault’s India unit, said in a recent interview. Ford’s investment in Gujarat has increased its total investment in India to $2 billion. When asked about the slowdown in the Indian market and Ford’s plan to open a new plant next year, Mr. Mulally said the company makes its investment decisions based on the long-term demand potential. “We really don’t think whether one country or world is in a recession or whether it is growing. We look longer term and make our investments accordingly,” he said. The article appeared in blogs. wsj.com

Auto Monitor

1 JULY 2013

G L O B A L WAT C H

Hydrogen fuel cell that’s as durable as a conventional engine

CAL Energy Ltd, the British chemical engineering company, has announced today that its “FlowCath” chemistry and engineering has enabled a PEM hydrogen fuel cell to reach 10,000 hours runtime in a third-party automotive industry durability test without any signiﬁcant signs of degradation. ACAL Energy’s breakthrough approach is also signiﬁcantly cheaper than conventional fuel cell technology. 10,000 hours, the equivalent of 300,000 driven miles, is the point at which hydrogen fuel cell endurance is comparable to the best light-weight diesel engines under such test conditions. This endurance far exceeds the current 2017 US Department of Energy (DoE) industry target for fuel cell powered vehicles to last 5,000 hours, equivalent to 150,000 road miles, with an expected degradation threshold of approximately 10%.

Over the last 16 months, ACAL Energy has put its proprietary design fuel cell through an industry standard automotive stress test protocol that simulates a 40-minute car journey with a start-stop at the end of each cycle. The cycle, which was repeated 24 hours a day, seven days a week, mimics a vehicle journey with frequent stops, starts and a highway cruise. This particular test is employed to accelerate aging and to stress wear on car engines and fuel cell systems over time. Unlike a conventional PEM hydrogen fuel cell design, ACAL Energy’s technology does not rely on platinum as the catalyst for the reaction between oxygen and hydrogen. The platinum and gas have been replaced with a patented liquid catalyst, which ACAL Energy calls “FlowCath”. This revolutionary approach dramatically improves a PEM fuel cell’s durability and at the same time reduces the cost of a

With our technology, hydrogen fuel cell vehicles can drive over 500 miles per tank of fuel, and can be refuelled in less than five minutes, emitting only water. For a driver, there is no difference from driving an internal combustion engine. system. The liquid acts as both a coolant and catalyst for the cells, ensuring that they last longer by removing most of the known decay mechanisms. Importantly, ACAL Energy’s technology reduces signiﬁcantly the total cost and weight of a fuel cell and enables a competitive fuel cell drive-train with a power output of 100kW. This is equivalent to that of a 2 litre die-

sel engine. Many of the world’s largest auto makers including Hyundai, Honda and Toyota have announced plans to launch fuel cell vehicles by 2015. Greg McCray, CEO of ACAL Energy, said, “Degradation has long held back the potential for the widespread use of hydrogen fuel cells in the automotive sector. Breaking the 10,000 hour threshold during rigorous automotive testing is a key reason our hydrogen fuel cell design

and chemistry has been selected for trial by a number of the six top automotive OEMs. With our technology, hydrogen fuel cell vehicles can drive over 500 miles per tank of fuel, and can be refuelled in less than ﬁve minutes, emitting only water. For a driver, the only difference from driving an internal combustion engine car is what’s going in the tank but for the environment the signiﬁcance of zero carbon emissions is enormous”.

FTA welcomes infrastructure sops

he Freight Transport Association of UK has welcomed the £9.5 billion earmarked for investment in infrastructure for the period starting April 2015, announced in the Chancellor’s Spending Round Statement, and the recognition that improved transport links are vital for economic recovery. James Hookham, FTA’s Managing Director Policy & Communications, said, “We welcome the additional funding for infrastructure projects announced today, and are anxious to work with the government to make sure it is invested in those projects on which economic recovery depends. The Chancellor is right to recognise that transport investment is key to the economic recovery; however it is vital that the money made available today is put to work in the right places to deliver the biggest possible beneﬁt to the country. Our list of Trade Routes, which has been supplied to the Treasury, maps where these priorities are in the country.”

In-car infotainment explosion coming?

ecent research from leading used vehicle classiﬁed site, Motors.co.uk, suggests that the future of the car could be founded on the ‘infotainment revolution’. Almost three quarters of respondents to the Motors.co.uk survey would like a digital radio in their next car, a quarter would like to play DVDs through screens in the headrests and one in ten would like a games console to entertain back-seat passengers. Head of marketing and research at Motors. co.uk, Dermot Kelleher, commented, “One of the key trends in the automotive sector this year has been the desire of carmakers to develop more innovative in-car entertainment devices and apps. Indeed, music streaming platform Spotify has announced partnerships with both Volvo and Ford which will sethe service integrated with the dashboard and steering wheel control systems of selected models.” Andy Coulthurst, managing director of Motors.co.uk, added, “Dealers are perfectly placed to understand the desires of the consumer marketplace when it comes to in-car infotainment. There are plenty of innovations within the new car marketplace and a large volume of built-in tech which is now making its way into the used sector.” The Motors.co.uk in-car technology survey took place in June 2013.

1 JULY 2013

Auto Monitor

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Pg No 1, BC

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Pg No

Igus India Pvt Ltd

T: +91-80-40200555

T: +186030001600

T: +91-80-39127800

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Pg No

Mathworks India Private Limited

T: +91-80-66326000 E: info@mathworks.in W: www.mathworks.in

Metro Tyres Ltd All India Plastics Mfrs Association

Fox Solutions

Jyoti CNC Automation Pvt. Ltd.

T: +91-22-28217324

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T: +91-120-4147414

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T: +91-20-27102000

Axalta Coating Systems India Private Limited 8

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FIC

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Harkaram Enterprises

Mahr Metrology India (P) Ltd.

18 Tata Motors Ltd.

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Auto Monitor

1 JULY 2013

OTHER SIDE

Getting Personal with Anuj Guglani, Founding Member, Ace@Work! If not in the auto industry, where would you be? I would be part of a rock band, travelling across cities and towns, spreading the message of love and peace and teachings from the Bhagavad Gita and the Upanishads, the Holy Quran and the Bible. I would focus on the youth and inspire them to never give up on their dreams. What car do you drive? What do you dream of driving? I own a few cars but they are more for utility and family chores and not really for passion. Being in the auto industry, one gets to drive the latest motown entrants, a perk this industry bestows. I dream of ﬂying a jet, and travelling into outer space! Your most recent indulgence… Six years ago, I gifted an extremely rare, precious and priceless diamond to my wife... and that’s me.

In Real Life Anuj Guglani began his career in 1998 working in his father’s business for a year. Subsequently, he worked with Honda Cars India and General Motors. He started Ace Associates in 2007 and Ace at Work in 2011. They work with global auto companies on strategy, product, productivity, SOPs and training. Anuj started the World Auto Forum in 2009 which connects auto vendors, auto OEMs and auto dealers in 128 countries worldwide. He holds a bachelors in mechanical engineering from Nagpur University, and an MBA from IIT Delhi. He has also studied law at University of Delhi.

We once holidayed in this small town above Nainital, called Nathuakhan. We stayed at a private property. It offered fantastic views of the Nanda Devi range. On a full moon night, the snow peaks shone in all their splendour and mystique. To add to the excitement, there was a maneater leopard at large in the neighbouring village! What are you currently reading? The Professional Companion by Subroto Bagchi What do you do when not talking auto? Tell us about your hobbies and other interests in life. I like collecting scale model cars, a passion that my son shares. I love surprising my loved ones. Hanging out with school and college friends, running and yoga, and promoting the NGOs we support are a few things I love doing. An outdoor activity you would miss ofﬁce for… Playing football with Arjun, my son, and making friends with his friends. Where did you go for your last holiday? Kasauli in Himachal. I go there 3-4 times in a year. You get angry when… I see violence against or disrespect of women, children or old people.. What is the one thing you would like to change about yourself? I’m at peace with myself. Change is the only thing that is constant. When I feel something needs to be changed, I work towards it. The last two months have been hectic and busy. I am waiting to return to my normal schedule again.

Illustration: Sachin Pandit Compiled by: Anand Mohan

The best thing to have happened to you… My family and their passion “to love and to serve”.

An experience I won’t forget… We did the World Auto Forum awards this year to reward and recognise the best auto professionals in India. It was a great experience identifying and felicitating the stars of the Indian auto industry. We now plan to hold the awards in other parts of the world as well on a regular basis.

Regn. No. MH/MR/WEST/20/2012-2014. RNI No. MAHENG/2000/11414 Licenced to post at Mumbai patrika channel sorting office G.P.O. Mumbai 400 001. Date Of Mailing: 1st & 2nd Fortnightly Issue. Date Of Publication: 28th of Every Month