At the previous edition of the IAA, in 2012, a red BharatBenz truck stood at the entrance of the Daimler pavilion, as it made its debut at the world\'s largest commercial vehicle fair. This year, Daimler went few notches ahead by showcasing a new BharatBenz 3143 concept vehicle along with a FUSO FJ 2528 R left-hand drive version at the show, clearly signalling its unparalleled focus on the Asian market, and India in particular, as part of its Daimler Trucks Asia strategy and also reflects its endorsement of Prime Minister Narendra Modi\'s \'Make-in-India\' vision. The BharatBenz 3143 and the FUSO FJ 2528 R LHD have been designed and developed in India with a deep understanding of the needs of target customers, tailor-made to cater to the requirements of the domestic and export markets respectively. Along with the two eye-catching trucks at the entrance of the pavilion was their bigger brother, a special edition Western Star truck, making the area one of the greatest crowd-pullers in the entire show. Inside the pavilion were showcased trucks and buses of Daimlers other key brands, including Mercedes-Benz, Setra and FUSO.
Speaking to the media, Dr. Wolfgang Bernhard, member of the Board responsible for Daimler Trucks and Daimler Buses, observed: \"India is a strategic market for Daimler Trucks globally. Its long-term market potential is intact. Our new products and our investments in new dealerships are proof of our long-term commitment to India. We will continue to expand our product line-up. By now, it should be clear that we intend to be a main player in the Indian CV market.\" The BharatBenz 3143 has been specially designed keeping in mind the extreme requirements of the Indian mining sector and is set to be launched in 2015. Developed after years of market research and with meticulously engineering, the BharatBenz 3143 will be built at Daimlers Oragadam facility and sold in India, targeting the niche deep-mining segment, which is currently being catered to by premium deep-mining trucks from global players priced on the higher side. The vehicle is also being considered for export to markets such as Middle East and Africa. What is interesting to know is that Daimler is not planning to stop with just the 3143, but is likely to unleash a whole new range of similar products, with company officials indicating that a new \"family of trucks\" will hit the market in future. Also on the cards is a series of tractors (pullers) from the same platform, likely to be launched by the end of 2015.
Sharing his views on the new products, Mr. Marc Llistosella, Senior Vice President, Marketing, Sales and Aftersales, Trucks Asia & DICV, also the main man behind the establishment of DICV and its strategy for the market, said: \"It is highly imperative to have products suiting every requirement of every customer. We have established a solid base in India and Japan, and we are witnessing the change that it has made for Daimler in Asian and African markets. The new product from BharatBenz, the 3143 (Concept), will reinforce our commitment to the Indian truck market, and the new FUSO truck has been a great success in other markets since we rolled out. The company will continue to re-invent and address the markets innovatively.\" With the 3143, DICV is targeting a major share of the so-called premium mining segment in India, in which it also offers the high-end Mercedes Actros tipper, which would continue to be available for interested customers. With high levels of localisation, the BharatBenz 3143 will offer the Indian mining truck owners a fantastic value proposition and higher return on investments. Developed on the existing HDT platform - the Mercedes-Benz Axor platform -it is the first 430 hp truck made in India, optimally engineered to meet the most demanding operating conditions at the mining sites. The 3143, internally named \'Thunderbolt\' by DICV, has been built using aggregates and components such as transmissions, axles, frames and suspensions that have been carefully hand-picked to ensure the right performance to suit the intensive usage in mining applications.