SML Isuzu’s strong presence in luxury inter-city bus segment

The next time you see a swanky luxury bus on the highway, take a minute to identify the brand. It could well be the new Isuzu inter-city, top-end luxury bus. With more than 150 buses on roads, SML Isuzu (earlier Swaraj Mazda) has silently made deep in roads into in the luxury bus segment. With over 100 buses sold during 2010-11 alone, SML Isuzu is the second highest selling luxury bus brand in India, next only to Volvo.

SML Isuzu launched its LT 134 luxury bus in 2008, built at its state-of-the-art manufacturing facility at Ropar. The company initially seeded a few vehicles in the market and in 2009-10 sold 50 buses. Initially it offered an 11.4 metre chassis bus with 45 seats as a standard configuration. Based on the market feedback and customer demand it is now offering 12 metre chassis fitted with 230 hp Isuzu powertrain.

True to the style of Swaraj Mazda, SML Isuzu has been working silently but very closely with individual customers, offering them the new vehicle and backing it up with strong service and spares support. Initially, it sold a few vehicles to Kaleswari Travels in Andhra Pradesh, and today the SML Isuzu buses are part of most fleets, including those of VRL, Parveen, Conti, SathyaSai, Panicker and many others.Mr. L.M. Sharma, Chief Manager – Marketing, SML Isuzu Ltd., says: “Our initial focus was on private fleet operators. Having established strong presence in this segment, we are now in advanced stages of discussion with State Transport Corporations. The first major order from an STC is expected shortly”.

SML Isuzu initially launched the LT 134 with seating version. With increasing demand for sleeper buses, particularly in the southern part of India, the company recently launched a second model on the same platform. The sleeper bus model has been designed like a 2-tier coupe with capacity to accommodate 24 passengers. The company has sold 15 buses of its sleeper version so far.

The LT 134 is a rear engine bus fitted with 230 engine and transmission from Isuzu. It comes with factory-fitted air-conditioning system, Denso or Eberspacher, axles sourced locally from Meritor and air suspension systems from Saf Holland. The bus is priced at Rs. 62 lakhs.

One of the important factors that contributed for the success of SML Isuzu has been its strong service network across India and availability of spares. This has helped build customer confidence, according Mr. Sharma.

Having established its presence in the luxury bus segment, the company is now exploring other options like city buses and multi-axle inter-city buses. “We are working on certain other options and the outcome will be known in the next 6 months”, adds Mr. Sharma.
Interestingly, Isuzu has acquired a four per cent stake in SML and the name of the company has also been changed to SML Isuzu Ltd. This clearly shows Isuzu’s interest in the Indian market. The company has already indicated its plans to enter the truck segment, and first vehicle, a 12 tonner truck, is already undergoing field test and trial.

Globally Isuzu is a leading manufacturer of commercial vehicles and diesel engines, offering heavy, medium and light-duty trucks, buses, pick-up trucks and sports utility vehicles.

Mr. Sharma further says the company success is also attributed to the low cost of maintenance, better fuel efficiency, easy availability of spares and strong service back-up. Having established a strong presence in the luxury bus segment combined with its traditionally strong light and medium truck and bus segment, SML Isuzu will soon be a formidable player in the Indian commercial vehicle segment.