Asia Motor Works (AMW), an emerging commercial vehicles major, is all set to take on biggies such as Tata Motors, Ashok Leyland (ALL) not only with a slew of new products, but also by bringing changes in the truck industry with feature-rich products at a strategic price positioning, according to Anirudh Bhuwalka, managing director and CEO.

?AMW would become a prominent player in the Indian commercial vehicle industry in the near future. We want to change the rule of the game in the decades-old traditional Indian truck industry with a slew of products which will be global in nature and will come with an Indian price tag. We are confident that the customers will give us a level-playing field, which would see no single Indian commercial vehicle maker have more than 30-40% market share in the next few years. This is proved with a point that AMW could replace ALL as the second largest manufacturer in 25 tonne tipper segment (size is 45,000 units per annum and is growing at 13% CAGR),? he said.

?We see the entry of Bharat Benz to not only open market further, but also see a sharp shift from customers towards advanced tech products like us,? he added.

The company says it is strong in mining and construction segments in India and has sold more than 22,000 units since they became commercial in late 2008. ?We are currently addressing the market size of 220,000 units per annum tippers, tractor/trailers and haulage segments, which is growing at 23%, 9% and 10%, respectively. We would further exploit and increase our market share with our entry into 16 tonne tipper category in the next few days,? Bhuwalka said. He added that the company would be launching four products in the Auto Expo 2012 in Delhi which would help them take on Tata Motors and ALL.

A Ramasubramanian, president, said, ?We now have 17 products with 60 variants and the number of products will touch 22 by January. We want to A to Z for the CV industry in India and our focus will be on increasing our market in the mining and construction segments, which are growing faster than other segments in India.?

The president said the company has have decided to enter the highway truck segment, which is currently dominated by Tata Motors and ALL. ?We want to replicate our success in tipper segment in highway truck segments and would see products in the next six months. We see great opportunity for better products in India and AMW poised to take advantage of the changing dynamics of Indian CV industry,? Ramasubramanian said.

The company said it is growing at 120% quarter-on-quarter and the current market share is 5%, which would grow substantially going forward with slew of launches.

AMW has also started exporting to Bhutan in a small way and has plans to expand the same to African and other countries.

?We are in the process of developing left-hand drive vehicles for export purpose. The company is also working on passenger vehicles side. We will put up a prototype passenger vehicle at the Auto Expo and based on the response the company will decide on entering into passenger vehicles segment,? Ramasubramanian added.