Ashok Motors was founded by Mr. Raghunandan Saran in the year 1948 in Chennai Tamil
Raghunandan Saran died in an air crash, prior to that he had been negotiating with Leyland
Motors of England for assembly of commercial vehicles.
The company and other shareholders finalized for an investment and technology partner and
thus Leyland Motors joined in 1954 changing the name of the company to Ashok Leyland.
In 2007,Hinduja group got ownership stakes.
In India, they are the 2nd largest manufacturer of commercial vehicles with a
turnover of more than US $ 2.5 billion.
The company has great competence at international level and it stands as
the 4th largest manufacturer of buses in the world and 16th largest manufacturer of
Ashok Leyland is a market leader in the bus segment.
It has some competitors across various product segments in the business like Tata
Motors, Daimler AG, Volvo, Eicher Motors, and Maruti Suzuki etc.
The products manufactured by Ashok Leyland fall under these broad categories
Buses: Passenger buses with capacity of 19-80 seating seats. The flagship BEST buses and
double Decker buses in Mumbai and the ibus are the products of Ashok Leyland.
Trucks: main focus on 16-25 ton range of trucks, with presence in all segments from 7.5 tons
to 49 tons. Axle lorry with custom-built cabin is very popular in this segment.
Light, medium and heavy commercial vehicles for various industrial and transport utilities
are made by Ashok Leyland.
Defense: road mobile launchers, protection armored vehicles, army trucks etc are the flagship
products in this segment.
Export: The products are exported to various countries like Ghana, Bangladesh, and Sri
With various joint ventures in different countries the brand Ashok Leyland has made a
Manufacturing Units: The main manufacturing units across India are in Ennore and Hosur
(Tamil Nadu), Alwar (Rajasthan) and Pantnagar (Uttarakhand).
The units are highly specialized with well trained technicians and engineers who make sure
a flawless vehicle is delivered at the showroom and ensure proper after sales service is
provided to the customer.
As the trucks and buses have long usage life like 15-20 years minimum what gets essential
is the maintenance cost which can be minimal if the quality of product is good. So
automotive manufacturers like Ashok Leyland if have slightly higher price on the product
with respect to competitors then this assures you the quality and future savings on the
In the commercial vehicles segment the major competitor for Ashok Leyland is Tata
Example: Ashok Leyland trucks are in the price range of Rs 13 lacs and Rs 16 lacs in two
variants particular whereas similar trucks from international manufacturer Volvo are
slightly higher in price at Rs 14.25 lacs and Rs 17.85 lacs.
The brand’s image is built by years of hard work of thousands of employees delivering
quality products in the automotive industry. But in this competitive world to stay in the
market and protect market share, a brand needs some other marketing strategies.
After over six decades of their business Ashok Leyland named Mahendra Singh Dhoni as the
brand ambassador. For the first time Ashok Leyland roped in some celebrity for their
multimedia advertisement campaign across all markets addressing all the segments.
The values that the promoters have invested in the business are truly revealed by the
patronage that Ashok Leyland has and they truly reflect to be the son of the soil.
Ashok Leyland claims to carry more than 60
million passengers a day, more people than
the entire Indian rail network.
Probably the most important element of the
company is marketing mix. This is because
company know that a business cannot go
forward without the right strategy in the