Not enough time left for electrification: SML Isuzu

Bus and truck makers are caught in the midst of changing emission norms like Bharat Stage (BS) VI, which include certain technology modifications to align India with Euro VI norms by 2020. The government is also ready to finalise the second phase of FAME (Faster Adoption and Manufacturing of (Hybrid &) Electric Vehicles) India, its push towards clean mobility.

SML Isuzu, a joint venture between Japanese multi-national Sumitomo Corporation and Isuzu Motors, is gearing up for the changing face of mobility in India. At the Auto Expo in February this year, the company unveiled its new range of truck models called ‘global series’—a makeover of its mid-1980s Mazda cab design. In an interview with Fortune India, Yugo Hashimoto, managing director and CEO, SML Isuzu explains the industry’s concerns and preparations for the future.

Edited excerpts:

What has worked well for SML Isuzu in India so far?

We have more than 30 years experience in making trucks and buses in India. We work together with our dealers, and with our development and marketing teams which know the Indian market very well. Also, we have a trusted relationship with the customer. This is all about our success in India. It’s that simple.

You operate in a very niche market. What are the things that keep you on your toes?

It is a case of trust. Our target range is mid-size. At this moment, that is the area we want to fully focus on. That is a good market for us. Also, the Indian market itself is expanding. So, even if it’s a niche market but it is not small. We are improving our product, quality and the product variations to improve our market share. At this point, the biggest challenge is to meet with the new norms like BS VI.

What is your stance on electric mobility?

We have to aim to develop electric vehicles. It is an official announcement in India to move towards electric mobility. So, as a manufacturer, we have to prepare for the future but that is really coming step by step, and not immediately. But it’s not like we have a lot of time. So, we have to rush to meet with the new norms. We have to wait for the government to direct us.

What was the idea behind your new global series?

Now we have introduced the new truck, the global series. We would like to introduce that successfully in India in the coming months. It is a fresh design based on customer requirement. But we now have to definitely concentrate on engine improvement. Our basic thing is to listen to market needs, customer requirements, and then try to develop a product aligned with that. That is what global series was all about.

What can we expect in forthcoming months?

Light-weighting is the need of the hour. Of course, the lighter the better, and it is better also for keeping the pollution in check. But when it comes to the strength of the body, there is a limit how far we can stretch. We will be concentrating on light weighting and keep everything based on the latest BS VI norms. We are currently concentrating on our range, but we will also be looking at expanding in future.