Truck

BharatBenz Truck Strategy The Road Ahead

BharatBenz Truck Strategy: The Road Ahead is the detailed report. DICV is focusing on the Heavy Duty Truck segment. Daimler India Commercial Vehicle Truck sales declined 5% in CY 2025 compared to CY 2024. The BharatBenz Medium Duty Truck segment registered 14%, the Heavy Duty Truck segment registered 4% degrowth, and the ICV truck segment registered 8.3% growth in CY 2025 compared to CY 2024.

Our Model- and Variant-wise Indian Truck Data is the source for this report. The Daimler India Commercial Vehicle Model-wise Sales Data is available separately from 2010 to 2015.

The company is focusing on the 250-horsepower-and-above truck segment. At the outset of its operations, DICV decided not to offer any discounts. However, the company is currently adjusting to the country’s culture and customer expectations. The price of the 3532CHX Tipper model in Jan 2026 is 60,79,000 INR including GST. The RTO and other taxes are excluded. DICV is offering a discount of around 8-10 lakhs.

BharatBenz launched 7 new Truck Models in 2020, including updated models to cover new applications. After 2 years of sales growth, the company launched 10 New Truck Models, including upgraded existing models.

From 2015 to 2025, around 70 DICV models were available. However, only 5 models account for the dominant share of Bharatbenz’s product portfolio in most of the years. The Sales move towards multi-axle models.

Among the truck segments, Tipper, Tractor Trailer, and Rigid Haulage market shares are moving in different directions. The Tipper segment saw 1% degrowth, while Rigid Haulage saw 9.5% degrowth, and the Tractor Trailer segment showed 7.9% degrowth in CY 2025 compared to the previous year.

Generally, all new CV OEMs target the large truck fleet owners for bulk sales. MAN, AMW, and Kamaz Trucks followed the same trend when they entered the Indian Truck Market. Daimler India Commercial Vehicles is following the same strategy. Now, BharatBenz is a well-known brand in India and has high product visibility on Indian roads. But in this strategy, the growth is limited to a certain level since Small and Individual Fleet owners are the largest segment.

To win the trust of Small and Individual Truck owners is a bit of a different game. The Dealers, workshop, and mechanics all need to train according to their expectations and understanding. ACG recently conducted the Fleet Owner Survey on factors influencing truck-buying behaviour. Based on our survey, we have developed the Truck buying framework, which OEMs can implement to win the small and individual fleet owners.

ACG conducts the customer satisfaction survey from time to time. We have compared the survey between 2015 and 2025. On many points, the DICV has improved its rating on various parameters. However, there is still a gap between customer expectations and DICV. Especially the interaction with some dealers.

The DICV adopts a highly integrated approach. The Truck features, Technical specs, Price, and Brand strategy align.

The Brand and Product positions align with the customer segment and the applications of the Tipper, Tractor Trailer, and Rigid Haulage.

Tipper Segment: “Born of Mettle”:

The Tipper segment highlights durability, climbing power, and ease of operation in hazardous environments such as deep mines and mountain construction.

Tractor-Trailer Segment: “Revenue Maximization“:

Since the per-ton charges for truck or fleet owners’ tractor-trailers are more competitive than those for rigid haulage, the company is focusing on revenue. This is also one way to communicate about the TCO.

This can be achieved by providing better mileage, commitment to safety, Tracking, and high payload.

Rigid Haulage Segment: “Designed to Deliver”

The Rigid Haulage is mainly for the delivery of goods over long and short distances. Mileage and after-sales support are also key to delivering the goods on time.