Eicher has always championed new thinking and inventiveness with new benchmarks in the commercial vehicle industry. Through innovations such as the Canter, first twelve-tire fully built truck or even BSVI engine technology and advanced telematics (Eicher LIVE) Eicher’s approach has always embodied a progressive mindset.
Its new philosophy #EicherNayiSoch is aimed at building a strong emotional connect and strengthen Eicher’s image as a premium and modern brand in the commercial vehicle industry. The company wants to use this platform to showcase this new brand philosophy, and inspire all its stakeholders to embrace this progressive outlook. Eicher would like to recognise all the partners and stakeholders who have taken the industry towards a forward looking path.
In keeping with the brand promise of ‘Partnering Prosperity’ and developing a strong connect with the next generation fleet owners and stakeholders, Eicher Trucks & Buses has conceptualized #EicherNayiSoch 360 degree brand initiative. It is a comprehensive and collaborative multi-stakeholder initiative to highlight select people and situations that are driven by ‘progressive thinking’ and connect with the power of ‘nayi soch’.
Today’s trucking industry is rapidly evolving and all the key stakeholders – fleet owners, mechanics and drivers want to approach business very differently, inculcating new dimensions and systems to create new levels of efficiency, growth and rewards. Eicher has developed its entire range of next-gen Pro Series of Heavy Duty trucks and innovative support solutions to complement and enhance ‘nayi soch’ in the industry.
With this brand new initiative, Eicher plans to commemorate the real heroes of the Indian growth story, who think differently and have brought a societal change and empowered lives with their ‘Soch’. Through this philosophy, the company aims at forging long-term relationships with not just its customers, but all the relevant stakeholders of the trucking community.
Background:
Currently the B2B business is vastly transaction driven. However, in the past 70 years, there has been an evolution of the transport business in terms of customer needs. Eicher’s brand promise of Partnering Prosperity is all about going beyond transactions and being empathic and people-centric, to forge lifelong partnerships with customers & all stakeholders in the ecosystem. The intent is to question the norm and relook the traditional practices in a fast evolving business environment.
Business Objective:
Growing economic activity and government’s strong push to infrastructure has increased business prospects for companies in the industry. Eicher aims at becoming one of the leading players in the industry, catering to the country’s growing heavy duty requirements, from construction to e-commerce.
The Roll-Out: In the multi-phased execution plan, Eicher plans to reach out to:
Fleet Operators: Felicitate people who make a difference for the community through their ‘nayi soch’.
Driver Community: Proliferate #EicherNayiSoch through value-added content including:
Entertainment (Music, Videos & Humour), Edutainment (Driving Tips. Road Safety etc) and Eicher Branded information.
Mechanics: Inculcate ‘nayi soch’ through a Competency Development Program, linked to the existing ‘ProXcellence’ Academy & other short-term training programs. Also, the company will undertake training of sales people with the arsenal of this ideology, which they can utilise to get the customer to connect with the philosophy.
Eicher is reaching out to the transport industry to capture its idea of ‘nayi soch’ and stories of innovative thinking to help modernize the commercial vehicle industry in India.