Mr. Ajay Aneja – Chief Marketing Officer – AJAX Engineering.

What are the benefits of CEV-IV compliant equipment and how are you creating awareness of this with your customers?

AJAX, the pioneer in SLCM takes pride in announcing that we are the first-to-market in launching future-ready new series of ARGO machines that come with CEV Stage -IV compliant engines. These engines are more environment friendly with well proven CRDi technology and After Treatment System (ATS) that reduces emission levels. These machines are also equipped with several advanced technological features viz. Electronic Engine Control unit (ECU), Turbocharger and its patented Load cell Weighing system that stands out in the market and gives value added benefits to its customers. We have fine-tuned our hydraulics to make it more efficient and have increased the frequency of hydraulic oil change to 1500 hours thus lowering the maintenance cost for the customer. Keeping our customers in mind, we have also increased the drum capacities of certain models so that customers now get higher productivity. With the new AJAX Smart Fleet Telematics, customers will have a host of new features and alerts available on their mobile phones.
We have already launched the new AJAX CEV Stage-IV SLCMs over the digital platforms (Facebook, Instagram, Twitter, LinkedIn, and WhatsApp) and is being circulated to all connected customers. We have also trained our entire team of AJAX and our Dealership Team over the benefits of the new ARGO Series. The AJAX Service and Dealers Service teams of over 500+ people have been trained on CEV Stage-IV compliant ARGO machines to ensure uninterrupted support to our customers.

The implementation of BS IV emission norms is posing certain challenges for both sellers and buyers. How do you see it impacting demand and the selling challenges of equipment with BS IV compliance?

We at AJAX believe that every challenge brings an opportunity. AJAX Product Development team has used feedback and insights from our customers to develop the new ARGO series. All the new products are loaded with advanced features, using the latest technologies. We have rigorously tested each model under different Applications and in difficult terrains and then fine-tuned based on feedback received from these tests and validations. We have also validated these on all performance, safety, and reliability parameters and then started manufacturing these for the market. To ensure seamless production, we have also upgraded our entire manufacturing ecosystem.
This New CEV Stage-IV Engine comes with ECU and depending on horsepower are provided with CRDi engines. Being ECU controlled engines, all engine parameters are monitored and in case of any issues, Error Codes are displayed for ease of fault finding. This has resulted in a huge increase in cost. Coupled with the increase in commodity prices especially in steel and other metals the end prices of new CEV Stage-IV products will be much higher. This may impact demand in the short term due to the transition, but we are confident that demand will come back as all prices of all other CE industry products impacted by this emission norms will increase by similar price.
Training programmes are being organized exclusively for the new CEV Stage-IV compliant ARGO machines since this will require specialized knowledge to learn trouble shooting tip for diagnostics & maintenance, especially on these engines.

Have you crafted any special schemes (financing, AMC, Buy-back etc) for buyers of your BS-IV machines?

At AJAX takes up pro-active role in improving the availability of financing for their customers by means of long-term tie-ups with banks and non-banking financial corporations (NBFCs) routed through our dealerships pan India. AJAX has been very active in this space through exclusive contracts with NBFCs and by launching dealer-run financing schemes to improve penetration for their complete range of products.
AJAX through its Dealers has been offering attractive buy-back schemes, AMCs and extended Warranty and will continue these for ARGO CEV Stage-IV models as well.