ATS Elgi, a key player in the organized Original Equipment Manufacturer (OEM) space, is making substantial strides in the commercial vehicle servicing sector. Deep Narayan Bhattacharya, Head of Marketing at ATS Elgi, provides insights into the company’s journey and its aspirations for growth.
ATS Elgi’s premium product, the Eagle4i, is a commercial vehicle wheel alignment device, representing their commitment to quality and innovation. Bhattacharya shares, “Our product line includes this premium alignment device, along with a commercial vehicle balancer and a nitrogen tyre inflator, known as Nitro Max. These three products take center stage at our exhibitions.”
With the commercial vehicle market growing steadily, ATS Elgi sees tremendous potential in the sector. Bhattacharya notes, “The market exhibits an eight to ten percent Compound Annual Growth Rate (CAGR). Our focus is not only on the organized OEM space but also on the unorganized sector, including fleet owners.”
ATS Elgi strategically identifies key areas where the growth potential is high, targeting regions known for their concentration of trucking hubs. Bhattacharya highlights, “We participate in events in trucking hubs like Namakkal, Coimbatore, Chennai, and even Kerala. ATS Elgi manufactures approximately 80-85 percent of its products in India, ensuring competitive pricing.”
The company’s expansion extends to the multi-brand segment, catering to a broader customer base. Bhattacharya also mentions their collaboration with tyre companies to provide maintenance services. “We’re collaborating with tyre OEMs to explore this space further, directly serving the fleet owners,” he explains.
Furthermore, ATS Elgi has ventured into electric vehicle (EV) servicing, acknowledging the industry’s transition from Internal Combustion Engines (ICE) to EVs. Bhattacharya elaborates, “We’re collaborating with companies to offer battery management systems and tyre changers for tubeless tyres. We’re also focusing on Personal Protective Equipment (PPE) kits and insulation tools for EV servicing.”
Bhattacharya emphasizes ATS Elgi’s flexibility and commitment to customers, with offerings such as extended warranties and Annual Maintenance Contracts (AMCs) to ensure a smooth journey for their clients. “We’re with customers throughout the process,” he affirms.
Training is a vital component of ATS Elgi’s approach, ensuring customers are well-equipped to make the most of their products. The company’s in-house manufacturing and extensive reach have contributed to their success, and their dedication to serving the evolving automobile and EV industries reflects their adaptability and commitment to being a one-stop solution provider.
