Terex Equipment to Launch New Backhoe & Wheel Loader at bC India
"Terex is launching new Backhoe & Wheel loaders at bC India show," reveals Mr. Vijay Sharma, Executive Director Terex Equipment during an interaction with S.A.Faridi. Going ahead he says, "The new BL is an engineering marvel incorporating the best on all aspects of the backhoe loader evolution cycle. For wheel loader, we have partnered with one of the world's largest Wheel loaders manufacturers, Longking (Fujian) & Co-brand their 5 & 3 Mt. We will also introduce wheel loaders for the Indian market during the show and welcome all to visit and see for themselves our new offerings in the CE segment. My team will be present in full strength to showcase the product and explain its features & benefits."
What is the technology trends being witnessed in backhoe loader market? What about the status of Terex plan to introduce a game changing model of Backhoe?
In the past, Backhoe technology used to revolve around reliability of its structure and ability to perform, as a machine, in different types of soil strata and working conditions. Therefore, issues like machining, fabrication, welding, selection & assembly of power train components like engine, axle, transmission, & hydraulic components, viz pumps, valves, hoses etc, were the topics of discussion at engineering shop floor. Nowadays, the trend is to focus on business-centric issues related to productivity, performance, and price–value equation. All available technology, in-house & vendor based is being put to good use to address all such challenges. Our New backhoe loader, being launched at the bC India show is a marvel and incorporates the best on all aspects of the backhoe loader evolution cycle.
Terex started its operation in India with backhoe and of late has introduced wheel loader and light tower. What has the market response been so far to these products?
The Wheel loaders market has been struggling for the last few years. However, after the new Govt took some steps to clean up the mining and environmental policy mess, that it inherited from the previous Govt, things have started looking up and bright. We have partnered with one of the world's largest Wheel loaders manufacturers, Longking (Fujian) & Co-brand their 5 & 3 Mt Wheel loaders for the Indian market. We expect a good response from the market, after we launch these machines at bC India. We have big plans to develop and strengthen this partnership with Longking with the ultimate goal to localize the product.
Terex was looking to enter into the tracked excavators and compactor segment. What is the progress in this regard?
This is an on-going project with our group company in Germany. We are partnering to develop various options on the tracked excavator models. Key fabrication items have already been developed and engineering work on other sub assemblies is in progress. My business team is carefully watching this space and working towards striking the best possible cost-value-customer equation.
Apart from major infra or urban development projects, there seems to be good demand coming in from Rural roads and irrigation projects. What product placement and marketing strategies are you crafting to tap this new fast growing segment?
With the new Govt's major infra related push, the road sector is picking up steam. It is unfortunate that irrigation has never received the attention it deserves. Irrigation works can give a lot of fillip to CE demand. Anyway, the sunrise sector is roads & urban development and in order to tap into good demand from these two sectors, we have put forward for backhoe with host of high productivity attachments. Skid Steer Laoders are now like a necessity at most urban working sites, be in metro, housing projects or civic works. Terex Skid Steer loader is one of the most accepted and fully localized Skid Steers available in India. It has earned the trust of all major project developers, now we are targeting the plant hiring segment. Here also productivity enhancing attachments play a vital role and my design team is doing a lot of good work in this area.
Fuel quality is a big issue in rural areas which directly affects the machine's productivity and life cycle. How are your machines equipped to overcome this fuel adulteration problem?
Yes, these are challenges faced in our country and people do try and find ways & means to address such issues. I have personally seen a lot of improvement in the fuel quality over the past 5-10 yrs. Engines on Terex machines are well suited to handle such conditions. The rugged and well accepted Kirloskar engines are doing a good job in the field.
What initiatives are you taking to strengthen your after sales service, parts availability, and after market, as these factors play a big role while selecting equipment?
As part of a major channel overhaul exercise in 2014, we revamped our Dealer network in line with our objective to make the distribution network more responsive to the needs of our customers. We have added 6 dealer sales, service points to serve our customers across the country. Terex has appointed new Dealers in Jammu & Kashmir, Himachal Pradesh, Uttrakhand, Bihar, Arunachal Pradesh, and Chhattisgarh. Our energies are now focused on South India and Orissa. We will strengthen our network for this high potential belt which includes Talengana, and Costal Andhra Pradesh besides Kerela and Karnataka.
This is the third consecutive year when backhoe market is contracting. How did you see Terex's performance in the last two-three years?
We at Terex have beaten this trend. While the Industry has declined Terex BHL sales have grown by 4.3% over our 2013 YTD Oct volume. With a new addition to our backhoe loader range, we expect our performance in terms of growth to outshine our industry rivals.
What has been your top priority in this slowdown to keep your customer stuck with Terex for inching towards your 10% market share as brand substitution has been a major issue in recent years?
RELATIONSHIP, stick with them as family through thick & thin.
Published on:
08 December 2014
Published in: NBM&CW December 2014
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