1T 3T 2T 2.5T 1.5T 3.5T 0.5T Free space MM DI 3200 Payload – 2.25T but hardly appreciable sale Increasing pressure on vehicle operation at rated/lower Payload for reasons of operating economics ENCROACH With lots of load but Maxx High Brand equity 407 High brand equity Maxx SFC 407 LCV payload. Reclaim from Maxx 207 Not able to expand An interesting market game Payload Market insight on traditional PUs revealed the following usage pattern: Presented in 08-09 407-option around 2Ton !!! For PU users who were overloading excessively in absence of a branded option !! We can use this as a deterrent to PU TIV growth. Slogan coined was “ RECLAIM”. And this was the reason attributed to volume degrowth in LCV segment over the years. It was wrongly assumed to be shrinking.
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1T 3T2T 2.5T1.5T 3.5T0.5T
Free space
MM DI 3200
Payload – 2.25T but hardly appreciable sale
Increasing pressure on vehicle operation at rated/lower Payload for reasons of operating economics
ENCROACH
With lots of load but
MaxxHigh Brand
equity
407High brand
equity
Maxx SFC 407
LCV payload.Reclaim from
Maxx
207Not able to
expand
An interesting market game
Payload
Market insight on traditional PUs revealed the following usage pattern: Presented in 08-09
407-option around 2Ton !!! For PU users who were overloading excessively in absence of a branded option !! We can use this as a deterrent to PU TIV growth. Slogan coined was “ RECLAIM”.
And this was the reason attributed to volume degrowth in LCV segment over the years. It was wrongly assumed to be shrinking.
Configuration challenges addressed: One up on each feature
Plus Flat load body AND vehicle height/ Cabin-roof height same as Maxx height ( including the HD load body that is usually employed on it)
Introduced in 3 colors
407 Cab retained to use its strong brand salience
With step-jump in 407PU, (Maxx+Maxi ) combo comes under pressure. While it grew by 9% even in the year of financial crisis i.e. 08-09, it degrows by 6% in year of boom i.e. 10-11.
Maxx and Maxi Sales
200012000
22000320004200052000
6200072000
07-08 08-09 09-10 10-11
407 PU Sales
0150030004500600075009000
09-10 10-11
80%
09%
35%-06%
17%
10
-19
74
37
-3
17
-12
-18-15-11
24
58
1
-38
12 16
53
-18
-10
20
-2
35-4
-7
-60
-40
-20
0
20
40
60
80
03-04 04-05 05-06 06-07 07-08 08-09 09-10 10-11
TATA LCV LCV IND PU IND
Historically, in immediately preceding segment of LCVs i.e PU, always MM has been able to capture demand growth more than LCV segment where TML has been the Leader. The trend was reversed in 09-10 and 10-11 after launch of 407PU and when we focused with it on PU segment along with increase in rest of LCV (Non-407PU) as well.
Here LCV Trucks include TML 4T (Including 407PU) & 7T, M&M 4T, EML 1059 & 1075, Bajaj 4T, SML 4T & 7T. PU Includes TML RX/EX/Xenon & SuperAce, M&M Maxx, Maxi & Genio and Force Cargo King. AL Dost wasn’t there.
3 Yr Horizon
.
5
3
Increased in Year of
financial crisis
* 8% MS growth over last 2 yrs sustained
Enhancing Leadership
And intended LCV (3.5 to 7.5T) turnaround that surprised the industry and financing community.
Today 407PU is 35 – 40% of Total LCV Volumes
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