With new BS IV norms in place, Bharat Benz puts price before premium

Company gets aggressive with pricing and positioning, and looks to close the gap with rivals

Early this month when Erich Nesselhauf, managing director and CEO, Bharat India Commercial Vehicles launched his company’s BS IV compliant trucks at the same price as the BS III vehicles he phased out, his intent was clear. The company that has steadfastly stayed away from discounting would no longer shy away from a price war with rivals Tata Motors and Ashok Leyland. Also the company has become more aggressive with its positioning; by pitching its vehicles with a ‘profit technology’ tagline and turning the focus on driver comfort, road safety and long term maintenance, it is hoping to keep the