Bharat Benz and Mercedes Benz
belongs to the German multinational vehicle maker Daimler AG. They are same
company in the same sense as to how Jio and Reliance Digital are the same
company.
Mercedes Benz is a globally recognized luxury car brand owned by Daimler
AG which in 2018 sold the higher luxury car globally. Mercedes Benz cars are
also visible across several cities globally. But many people may not know that
Daimler AG also sells Mercedes Benz branded trucks and buses too.
Bharat Benz is a solo truck brand
which sells trucks only in India. A little background on Bharat Benz.
India is one of the largest
growing economies globally and happens to be one of the largest heavy truck
markets, but globally- behind China. Daimler AG is one of the largest truck
manufacturers selling its trucks almost all the major market. However, the
company wasn’t present in India- which is one of the large truck markets. In
2008, the company announced over Rs 4500 crore investments in India to enter
India’s truck market and set-up a manufacturing plant at the outskirts of
Chennai.
While the company talked to all
the stakeholders, it realized that the truck market in India is tough to crack-
to command the customer respect and show its commitment to the Indian market,
the company decided to build a local brand instead of bringing its established
international brand to India. As part of this strategy, Bharat Benz- a new
truck brand first of its kind was unveiled for the first time for any single
market globally by Daimler AG.
At the same time, some other
global brands such as MAN Trucks- which has shut shop in 2018 and Scania is
finding it hard to stay put in India. Gradually, Daimler has been able to make
a mark in the market with a reasonable market share, which is growing well. In
2014, the company has introduced Bharat Benz buses too in India.
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