Aiming to triple its market share in the 20-tonne excavator segment soon, from the current 4%, Volvo Construction Equipment (Volvo CE India) has unveiled the new EC210, a 'Built for Bharat' 20-tonne class hydraulic excavator. The market size for this segment is approximately 20,000 units, comprising nearly three-fourths of the construction equipment sector. The OEM also plans to introduce an electric excavator in India in the near future.
Unveiled by Kamel Sid, Global Head of Operations at Volvo CE and Dimitrov Krishnan, Managing Director of Volvo CE India, the machine is suitable for light, medium, and heavy-duty applications, including road building, rock breaking, general construction, waste management, quarries, and sand mining. The new machine boasts improved performance - fuel efficiency improvement by up to 15%, and up to 20% lower maintenance costs.
Key Strategies
To accomplish its objectives in enhancing its market share, the CE maker is aiming to establish an emotional connection with the end customers with its new brand campaign ‘Karo Zyada Ki Umeed’ (expect more), emphasising the EC210’s core values under the four pillars of Zyada Performance, Zyada Value, Zyada Savings, and Zyada Uptime. Calling it “revolution in the making,” Krishnan said that the campaign is akin to the inspiration from what everyone in India wants to do.
For the first time, the company is implementing a new marketing strategy by launching the new machine closer to customers in five additional cities: Kolkata, Ahmedabad, Hyderabad, Delhi, and Pune, alongside Bangalore. In addition, the company will launch in 19 cities and conduct 185 roadshows in the country. As indicated by the model number EC210, the OEM plans to conduct 210 different launch events across the country to aggressively reach out to every possible customer. According to Krishnan, establishing an initial connection with customers in this segment, which constitutes about 70% of the total CE market, is crucial. He believes that “once they are in, they will stick with this brand forever.”
Enabling Sales
Volvo CE has partnered with Shriram AutoMall (SAMIL), India's largest 'phygital' marketplace for pre-owned vehicles and construction equipment. This collaboration aims to establish a robust ecosystem for machine exchange and disposal, catering to customers interested in purchasing new Volvo machines by replacing their existing fleet. This initiative aligns with the company’s strategic ambition of promoting circularity in equipment lifecycle management, supporting sustainable practices for second-life and end-of-life disposal.
Krishnan stated, “As India embarks on its remarkable infrastructure growth journey driven by the government's vision and commitment, we foresee exponential demand for construction and mining equipment across sectors such as rail, road, ports, airports, and power projects. At Volvo CE, we are committed to leading this transformation by offering India-centric solutions through our latest technological innovations. The all-new EC210 exemplifies our dedication to delivering products that offer ‘Zyada’ performance and reduced cost of ownership to the value-conscious Indian customer. With this launch, we have also enhanced our ecosystem by expanding our sales network, investing in digital technologies for 48-hour service assurance.”
Unique Features
Manufactured by Volvo Eicher Commercial Vehicles and customised for Volvo Construction Equipment, the engine powering the new EC201 uses advanced technology and robust hydraulics to deliver optimal power and high torque at low RPM, improving performance and fuel efficiency. It is designed for tough conditions, including altitudes up to 2,500 meters and temperatures as low as -15°C with an optional cold start kit.
Cabin
The new excavator is equipped with a spacious and safe operator environment that offers enhanced all-around visibility, an adjustable seat, and ergonomic controls. For instance, the viscous mounts for cabin prevents vibration affecting the operator, eventually reducing his fatigue. The improved cab interior features a new I-ECU monitor displaying a range of information for efficient operation. This ergonomic design minimises stress and fatigue, promoting safety and maximizing productivity.
Working Modes
The new construction equipment features ten unique working modes designed to optimise cycle time and fuel efficiency. Operators can easily select the most suitable mode for each application, enhancing precision and fuel efficiency based on working conditions. For example, the innovative ECO mode maximises fuel efficiency without compromising performance.
Additionally, the EC210 can be fitted with a selection of buckets and breakers designed to work in harmony with the machine, ensuring optimal performance and profitability in various applications.
Servicing the machine is safe, quick, and easy, thanks to grouped filters, ground-level service access, anti-slip plates, and centralized lubrication points. Users can conveniently book a service through a user-friendly mobile app, ensuring service within 48 hours to maximise machine uptime.
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