ECE White Line Promising Value-For-Money

Abhijit R Shinde, Head – Sales & Marketing, Escorts Construction Equipment
Abhijit R Shinde, Head – Sales & Marketing, Escorts Construction Equipment, shares the advanced features of ECE’s new range of White Line products designed to meet the higher performance demands of Fleet Owners and Corporate Customers.

ECE is planning to introduce a premium White Line range despite a sluggish market. What are the advanced features of the range and how will it meet the Indian buyers’ demand for value- for-money products and their expectations of a quick RoI?
White Line is our hi-specification range of products with the latest features like additional safety, operator comfort, integrated telematics, and more. The products launched under the White Line series are currently targeted to address the higher performance demands of Fleet Owners and the Corporate Customers.

These machines are designed to offer higher lift capacities, better fuel efficiency, operator comfort and other ergonomic features. In addition, this series will have many industry-first features like anti-toppling system, outrigger sensing, human proximity sensor, integrated telematics, performance monitoring, etc.

White Line is expected to complement our existing range as well, with some of the relevant performance and additional safety features made available in our existing range. Once we switch to BS-4 engines, the entire work-cycle for the machines in terms of relevant parameters can be mapped. This again will help our customers to get enhanced performance. We are also working on a self-diagnostic tool made available on the equipment for onsite trouble shooting and fixing.

White Line brand is premium by appeal, but not by price. The value proposition and RoI offered will match or exceed what is being offered by our competitors.

Escorts Construction Equipment

What other benefits such as after-sales support, spare parts, buyback offer, servicing/maintenance contracts etc will be offered to your White Line buyers?
White Line machines will be sold through a separate dealer (3S) network. The after-sales capabilities have already been worked out with our new partners to ensure quick response time. Also, last year, we switched to a digital format for aftersales. We will continue to improvise on this digital connect (App-based) for improving our response time.

With financing by NBFCs and Banks shrinking, many OEMs are looking at options like leasing or setting up a financial arm for the benefit of their buyers. Is ECE considering any such move?
We currently have no such requirements as our products are getting funded by all NBFCs and Banks. We have running MoUs with financers and the same is reviewed as per the need-base.

What is your analysis of the CE market potential post Covid-19 in view of the Government’s focus on infra development, alongside the negative GDP growth projection for FY21?
For the CE Industry Q-1, FY21 was a complete wash out, however, Q-2 is showing recovery MoM sequentially. We expect the market to continue this growth trend with the expectation of a full recovery in Q-4 of this fiscal. But this will be highly dependent on the impact of the pandemic situation that emerges during the period.

Of the US$100 billion projected for Infrastructure projects, about 40% is under implementation and others are at various stages of award. We feel that the funding gap can be addressed by strengthening the bond market, and through public and private investments.

Escorts Construction Equipment

What kind of demand do you envisage for your products from the prestigious Bharatmala phase 1 project, for which the government is fast tracking the awards?
All our products complement the Bharatmala project and we see good demand, going forward.

NBM&CW October 2020

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