New-gen trucks go way beyond 'steel on wheel'

Trucks, arguably the most non-glamorous vehicles, are undergoing an image makeover

Trucks, arguably the most non-glamorous vehicles in the automobile industry, are undergoing an image makeover.

Anti-lock braking systems, cruise control and automated manual transmission, beside air-conditioned and comfortable cabins, are the features a number of manufacturers want to drive home. Backed by assurance of reliable and efficient performance that makes a business case for an owner, many of whom are now willing to pay more.

Volvo Eicher Commercial Vehicles (VECV) and Daimler India Commercial Vehicles (DICV) are trying to position their products on a life-cycle value concept. “Fuel is half of the operating cost for a vehicle owner; vehicle cost