Eicher Polaris Pvt. Ltd. (EPPL), a 50:50 joint venture between Eicher Motors Ltd. and Polaris Industries Inc., which created a new category in the automotive segment with the launch of the Multix, has affirmed the phenomenal success of India’s first personal utility vehicle. Launched more than a year ago in select Tier-II and Tier-III cities (BS-III cities), the company is now gearing up to sell the vehicle in BS-IV markets, making it widely available by April’17.
Purpose-built, specially designed and powered by a reliable diesel engine, Multix is available in two variants (AX+ and MX) and four colours, at a price of Rs. 3.49 lakhs (ex-showroom Jaipur). The adaptable 3-in-1– Family | Business | Power – vehicle is designed to meet the requirements of independent businessmen, and nearly 5-8 crore such entrepreneurs are now present in the country.
In an exclusive interaction with MOTORINDIA, Mr. Pankaj Dubey, CEO & Director, Eicher Polaris Private Ltd., stated: “With Multix, we have created a new category of products because of the kind of features that are offered is very unique. The best thing about this product is its flexibility, and it doesn’t compete with any other vehicle. What smartphones have done for phones, this vehicle should do for automobiles. It is a multi-purpose smart vehicle which is equipped with a generator, PTO and water pumping solutions. It can be used as a personal-cum-business vehicle. The initial response of the Multix has been rewarding, and we will continue to equip our consumers with the Multix ecosystem and enable them to unlock their potential by accessing a world of new opportunities. We are committed to bringing the most eco-friendly mobility solutions in the future.”
It is to be mentioned that Multix is a differentiated vehicle, built ground-up through extensive consumer study and is equipped with first-of-its-kind Pro Ride – Independent suspension system, which, coupled with its best-in-class ground clearance of 225mm, delivers unmatched riding experience on all kinds of roads. Multix has a unique tubular frame structure and Roll-Over Protection System (ROPS) that provides structural stability and reinforced safety. The vehicle delivers superior energy efficiency and durability through its Flexituff body. It has undergone over 18,00,000 km equivalent of rigorous testing for off-road reliability, safety and durability and has been tested on one of the world’s toughest testing tracks in the US as well as in India on specially-built test tracks before offering to customers.
Talking about Mutix’s target customers, Mr. Dubey revealed: “We are ready to meet the growing interest in Multix, which is a ground up innovation, designed and engineered for small independent businessmen who are either producing something or running a shop. We are tapping those people who are looking at utilizing this vehicle to improve business by increasing efficiencies. We are specifically targeting two-wheeler owners because we made sure that this vehicle should be as fuel efficient as a two-wheeler. Therefore, we have designed the vehicle in such a way that it delivers a mileage of 28.45 km/l of diesel. Furthermore, it is the first vehicle in the country that has an independent suspension that helps it to manoeuvre on uneven terrains. The feedback received from customers has also been very good and we feel it’s time to expand our distribution base.”
With versatility at its heart, Multix offers the unique power of extreme adaptability to the consumer. Multix has a generous cabin space that can comfortably seat a family of five along with luggage and can be adapted to create large storage space of 1,918 litres. In just three minutes, the vehicle can be configured from seating a family to one with a larger boot space in order to cater to the business needs of the consumer. It is equipped with X-PORT, a unique power-take-off point which can generate power of up to 3 KW that can be used for lighting homes and powering professional equipment such as drilling machines, DJ systems, water pumps, etc.
“We have looked at every aspect of value proposition delivery, whether it is the vehicle, its accessory system or the retail experience or service thereafter, and have challenged the set norms. We have a solution which resonates very well with consumers and we are certain of driving disruptive growth,” Mr. Dubey added.
When queried whether the company is keen to explore other fuel options in the future, he maintained: “We have deliberated on multiple fuel options during the development phase. We came to the conclusion that diesel powertrain is the ideal fit as the vehicle will be plying on rough and uneven terrains. In the medium term, we will continue with this option because of its compatibility. We are unlikely to bring in CNG, hybrid or electric versions in the foreseeable future.”
Eicher-Polaris JV pact
It may be recalled that Eicher and Polaris had signed a strategic joint venture agreement in July 2012 and have jointly made an investment of Rs. 350 crores towards product development and setting up a world-class manufacturing facility with an in-house R&D Centre at Kukas, near Jaipur. The plant, spread over 25 acres, has an annual capacity of 60,000 units which can be scaled up to 120,000 units. The facility is also equipped with robotic weld lines and in-house paint system.
EPPL combines Eicher’s proven expertise in frugal engineering, lean business model and in-depth understanding of emerging markets with the excellent product development capabilities and world-class reliability of Polaris.
As Mr. Dubey pointed out: “We have been making the product in India even before commercially launching it. It is 100% localised with all the key aggregates, including the powertrain, being locally made. This will be our strategy for all the existing and upcoming product lines.”
Asked about export plans for the product, he shared: “We have received a lot of enquiries from neighbouring countries. At some stage, we will take a call in entering India-like markets such as Sri Lanka, Bangladesh, South Africa, etc. Having said that, we want to first focus on the domestic market.”
In an endeavour to serve its prospective consumers better, EPPL has entered into a strategic tie-up with IndusInd Bank, Cholamandalam Investment and Finance Company Ltd. (Chola), Punjab and Sind Bank, Hinduja Leyland Finance Ltd., Shriram Finance and Bank of India to extend auto retail finance options upto 90 per cent of the vehicle’s price. Furthermore, consumers can also avail a special advance booking package at Rs. 2,999/-.
Spelling out the long-term vision for the company, Mr. Dubey concluded by stating: “When we came together to form the JV, we wanted to build on the synergies of our core competencies in order to bring a valuable and effective automotive solution to India. With Eicher Motors Ltd.’s understanding of the Indian market, their expertise in lean engineering platforms and Polaris Industries Inc.’s capabilities in product innovation and category creation, we believe that EPPL is most uniquely positioned to achieve this and bring about a paradigm shift in automobiles for India.”