Ashok Leyland launches Backhoe Loader targeting first-time buyers

435E BHL to cater to those looking for lower acquisition, fuel, operating and maintenance cost

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Ashok Leyland's joint venture with construction equipment manufacturer John Deere has today launched Backhoe Loader (BHL), targeting the first time users.

The new product, the 435E BHL is a cost efficient model helping the owner to save around Rs 4.16 lakh within two years, claims the company.

V Sumantran, chairman of Ashok Leyland John Deere Construction Equipment Company Pvt Ltd, said that during the down turn over the last year and a half, there has been a shift on the buyers from the large fleet operators to the independent customers who owns a few equipment and operates in a small scale.

The 435 E is a product to cater these customers who are looking for lower acquisition, fuel, operating and maintenance cost. He added that the model 435 would continue to target the fleet operators who would be looking for a higher performance, which would offer them better value for money, while the new model would suit to the needs of the first-time users or buyers in the construction industry.

The new product would offer reduction in cost of operations and delivers savings up to 20% of the EMI value, said P Ravishankar, CEO, Ashok Leyland John Deere Construction Equipment Company Pvt Ltd.

Around 1,400 units of the 435 BHL model has been sold so far in the market after it was launched by the JV in January 2012. Of this, 20% are repeat customers and some of the customers had a third and fourth acquisition of the model within the period, he added.

The cost efficiency along with the better performance would give the product an important competitive edge, said the company announcement. The product is getting manufactured in the JV's manufacturing facility in Gummudipoondi, near Chennai.