A Project Report

On

MARKET RESEARCH ON STEERING SYSTEMS IN

PASEENGER CARS & LIGHT COMMERCIAL
VEHICLES

FOR

Z F INDIA LIMITED (ZFI)

SUBMITTED AS PARTIAL FULFILLMENT OF

M.B.A PROGRAMME (MARKETING & FINANCE)

BY

MUZAMMIL POONAWALA

INDIAN INSTITUTE OF PLANNING & MANAGEMENT

PUNE
 2

ACKNOWLEDGEMENT

The summer project at ZF India ltd, offered me both a learning experience as well as
a glimpse into the daily management functions of an organization. During the tenure
of the project, I was fortunate to have interacted with people, who in their own
capacities encouraged and guided me.

For his unstinted and invaluable guidance, I wish to express my heartfelt gratitude to
my project owner Mr. Chandrakant Dange, President (Works) and his team, without
whom this project could not have been realized and also for giving me an opportunity
to be associated with such a premier organization.

I would like to express my appreciation to Mr. S.S.Joshi, Sr. Manager (Kaizen) for his
guidance, sharing of fundamentals and concepts, imparted to me during my training
in the organization and also helping me through the training period comfortably and
successfully.

I would also like to express my special thanks to Mr. Anant Kesari, Dy. Manager
(Marketing) for his guidance, clarity of thought, technical and market knowledge,
imparted to me during my training. Sir has been a great help in guiding me through
the entire project.

Last but not the least the , I would give my sincere thanks and gratitude to the
management and staff at ZF India ltd, Pune who supported and encouraged me
during my internship and made it a great experience.
 3

INDEX
PAGE
SR NO. CHAPTER
NO.
Executive Summary
1 4
……………………………………………………
Scope & Objective
2 5
………………………………………………………
Introduction
3 6
……………………………………………………………….
Company Overview
4 7
…………………………………………………….
Product Overview
5 8
……………………………………………………….
Data Source
6 12
………………………………………………………………..
Research Methodology
7 13
……………………………………………….
Passenger Cars
8 14
……………………………………………………………
Annual Sales
(a) 15
……………………………………………………………….
Market Share
(b) 16
………………………………………………………………
Segment Wise
(c) 17
………………………………………………………………
Findings & Recommendations
9 23
………………………………………
Light Commercial Vehicles (Passenger
10 24
Carrier) ………………
Annual Sales
(a) 25
………………………………………………………………….
Market Share
(b) 26
………………………………………………………………..
Segment Wise
(c) 27
……………………………………………………………….
Light Commercial Vehicles (Goods Carrier)
11 29
…………………….
Annual Sales
(a) 30
………………………………………………………………….
Market Share
(b) 31
…………………………………………………………………
Segment Wise
(c) 32
………………………………………………………………..
Findings & Recommendations
12 35
………………………………………..
Limitations
13 36
……………………………………………………………………..
Bibliography
14 37
…………………………………………………………………...
 4

Executive summary

In this era of hyper competition, it is imperative for any company to have updated
knowledge of the current market trends and its competitors. India being a huge
automotive manufacturing and consuming market, this project centers around the
prevalent trends on steering systems being used by different automobile
manufacturers across the globe.

The project “Research on Current Steering Systems ” was focused on

identifying the current systems being used in different vehicles both in passenger
cars as well as commercial vehicles. Also the project focused on avenues of product
development for the organization and also to improve on their current service being
offered to their existing customers.

For this purpose inputs were taken from different dealers of the automobile OEM’s
across Pune. The feedback that was collected focused on the different systems that
are being used and what is preferred. The survey also revealed future areas of
development

The findings were analyzed and certain recommendations were proposed to the
organization in order to make them more knowledgeable about the current market
trends and also for them to provide the future areas for their developmental work.
 5

Scope

“ Research on the power steering systems used across the automobile industry
with special emphasis on the Passenger Car market & Light Commercial Vehicle
market “

Objective

1. Find out about the different kinds of Steering Systems being

used in the automotive industry

2. Identify the new avenues for development of steering systems

3. Identify gaps in the existing service delivery process and

suggest areas of improvement.
 6

INTRODUCTION

The steering of a four wheeled vehicle is arranged in such a manner so that

the front wheels roll truly without any lateral slip. This movement is produced
by gearing and linkage between the steering wheel in front of the driver and
the steering knuckle or wheel. The complete arrangement is called the
Steering System.
The steering system essentially consist of 2 elements:-
1. Steering Gear
2. Linkage System
We will be concentrating on the Steering Gear system in this Report.

INTRODUCTION TO STEERING GEARS

If the Steering Wheel is connected directly to the Steering linkage it would
require a great effort to move the front wheels. Therefore, to assist the driver,
a reduction system is used (movement ratio between 10:1 – 22:1) depending
upon the type and weight of the vehicle.
The Steering Gear is a device for converting the rotary motion of the steering
wheel into straight line motion (Linear) of the linkage with a mechanical
advantage.

REQUIREMENTS OF STEERING GEARS

1. It should multiply the turning effort applied on the steering wheel by the
driver.
2. It should be to a certain degree irreversible so that the shocks of the
road surface encountered by the wheels are not transmitted to the
driver’s hands.
3. The mechanism should have self – rightening effect so that when the
driver releases the steering wheel after negotiating the turn, the wheel
should try achieve straight ahead position.
TYPES OF STEERING GEARBOXES
The steering gears are enclosed in a box, called the steering gearbox.
There are many different designs of steering gearboxes, some are as
follows :-
1. Worm & Sector Steering Gear
2. Worm & Roller Steering Gear
 7

3. Worm & Ball Bearing Nut Steering Gear

4. Recirculating Ball Type Steering Gear
5. Rack & Pinion Steering Gear

COMPANY OVERVIEW

ZF STEERING GEAR (INDIA) LIMITED started in 1981 to manufacture

Mechanical - Worm & Roller and Integral Hydraulic Power Steering Gears in
financial and technical collaboration with M/s.ZF Friedrichafen AG Germany,
World's largest independent Steering Gears Manufacturer.

The factory has workforce of 700 persons out of which more than 500 are
qualified and experienced Engineers working in various departments such as
Production, Quality Control, Product Development, Design, Heat Treatment,
Marketing etc. for meeting the quality standard of manufacturing.

The factory is equipped with advanced and specially designed machinery from
ZF Germany for manufacturing critical components and includes systematic
cluster of wide range of CNC machines and Special Purpose machines.

The factory has its own in-house Heat Treatment facility consisting of Sealed
Quench Furnaces,Pit Carburised Furnaces for case Carburising, nitriding etc.
and a well equipped Metallurgical Laboratory for material testing.

The Present installed capacity is 1,40,000 units of Mechanical Steering Gears

and 2,70,000 units of Power Steering Gears per annum, and the sales-
turnover of ZF INDIA for the year 2007-2008 was Rs. 258 Crores.

In view of the encouraging response from the automobile manufacturers of

repute, expansion plans are in progress, for expanding the production
capacity well in advance of Mechanical Steering Gears to the level of 1,50,000
units and Power Steering Gears 3,00,000 units.

ZF India is all for road safety. High priority is given for customer service and
utmost care is taken to maintain quality standards. This is proven by all ZF
Steering Gear Construction.

COMPANY PRODUCTS

1. Mechanical Steering Box 3. Rack & Pinion Steering

Box
2. Hydraulic Power Steering
Box
 8

PRODUCT OVERVIEW
MECHANICAL STEERING BOX (WORM & ROLLER TYPE)
In this type a two toothed roller is fastened to the sector or
roller shaft so that it meshes with the threads of the worm
gear or shaft at the end of the steering shaft. When the worm
shaft is turned it causes the roller to move in an arc so as to
rotate the roller shaft, and at the same time turn on the pin
connecting it to the shaft. The roller is mounted on ball
bearings. The worm shaft is mounted on bearings designed to
resist both radial and end thrust.

MAIN COMPONENTS
1. Gear Housing
2. Worm & Steering Shaft
3. Roller
4. Sector Shaft
5. Drop Arm

MANUFACTURING PROCESS

Initial operations done on the Housing, Sector Shaft, Roller &

Worm

Sub Assemblies done for the worm & steering column, sector
shaft & roller.

The housing is fitted with bush rings, oil ring & bearing ring

Steering jacket press fitted to the housing

 9

Worm & steering assembly along with bearings fitted inside

the housing

Shims along with end caps bolted to housing

Testing carried out for shim torque (0.06 – 0.12 mm) at 6.5
turns of the steering wheel & Central torque (0.22 – 0.28 mm)
at 3.25 turns of the steering wheel. Also testing is carried out
in loaded condition (10 kN)

POWER STEERING GEARBOX

INTRODUCTION
The increase use of large section low pressure balloon tires has
aggravated the steering problem due to the greater contact area
between the tyre & ground. The driver requires a greater force to
be exerted on the steering wheel for steering the vehicle,
especially while taking a sharp turn.
Power steering makes it easier to turn sharp corners. It is usually
arranged to be operative when the effort at the steering wheel
exceeds a pre-determined value. When this effort is excluded, a
valve directs the working fluid to the appropriate side of the power
cylinder , and this results in the wheels being turned in the desired
direction. The working fluid is a high quality lubricant. There are
usually two types of systems :-
1. Integral Power Steering (Power operating assembly is
part of the steering gear)
2. Linkage Power Steering (Power operating is part of the
Linkage)

MAIN COMPONENTS OF POWER STEERING

1. Steering Box
2. Pump
3. Oil Reservoir
 10

1. STEERING BOX

a) RECIRCULATING BALL TYPE STEERING

A ball nut is mounted on the worm of the steering shaft. The worm
& nut have mating spiral grooves in which steel balls circulate to
provide a frictionless drive between the worm & nut. The balls are
contained in a half nut & transfer tube. As the worm rotates, the
ball pass from one side of the nut through the transfer tube to the
opposite side. As the nut cannot turn, the movement of the balls
along the track of the worm carries the nut along with it and
rotates the sector shaft.

MANUFACTURING PROCESS

End Cover fitted with bearing cover

Worm shaft fitted inside end cover along with bearing

Nut along with recirculating balls is fitted on the worm shaft

 11

The worm shaft assembly is then assembled with piston

The piston shaft assembly is then tested for self centering & also
valve spool testing is done

After testing it is sent for final assembly. Simultaneously the

housing cover sub assembly along with bearing is done

Sector shaft is assembled

All the sub assemblies are then finally assembled with the housing
& the steering gear is then tested for internal leakages and self
centering

b) RACK & PINION TYPE STEERING

A pinion is mounted on the end of the steering shaft. It engages with a

rack which has ball joints at each end to allow for the rise & fall of the
wheels. The rods connect the ball joints to the stub axels. The rotary
movement of the steering wheel turns the pinion which moves the rack
sideways. This movement of the rack is converted to the wheels.

MANUFACTURING PROCESS

Assembly of jacket tube

Assembly of Rack Housing

Assembly of Rack and Jacket tube

 12

Assembly of Pinion Housing with Rack Housing

Check carried out for Air Leakage (at 4 Bar Pressure) & for Vacuum

Hydraulic testing at 70 – 75 Bar Pressure done

Assembly of Drop Arm to Steering Gear assembly done

Bellows attached to the final assembly

Data Source

There were two types of data used in this research.

Primary data

This was obtained by meeting the various dealers and asking them about
the different type of steering systems & the suppliers of the same used
by the respective Automotive Manufacturers

Secondary data

This was obtained from the company’s internal database. These were
names of some of the customers they were catering to. Also information
regarding the market share details of large OEM’s
13
 14

Research Methodology

The approach was of Qualitative nature.

Qualitative research was used while interviewing the dealers on certain

questions based on the steering systems being used by their respective
OEM’s .

Sample Size

The sample size was divided into two basic divisions :-

a) Passenger Car :- 10 Dealers across Pune
b) Light Commercial Vehicles :- 7 Dealers across Pune

The contact method was by Personal Interviews.

 15

PASENGER CARS
 16

ANNUAL SALES

MANUFACTURERS SALES IN NOS. (APRIL – MARCH)

2007 2008
BMW INDIA LTD 285 2048
FIAT INDIA AUTOMOBILES 2234 3379
FORD INDIA PVT LTD 39820 30962
GENERAL MOTORS LTD 16986 45265
 17

HINDUSTAN MOTORS LTD 12329 10999

HONDA SIEL CARS INDIA LTD 59452 59373
HYUNDAI MOTOR INDIA LTD 194870 216307
MAHINDRA RENAULT LTD 0 25891
MARUTI SUZUKI INDIA LTD 549317 618168
MERCEDES BENZ INDIA LTD 2054 2693
SKODA AUTO INDIA LTD 12444 14187
TATA MOTORS INDIA LTD 179007 167058
TOYOTA KIRLOSKAR INDIA LTD 7784 7201
TOTAL 10,76,582 12,03,531

MARKET SHARE
MANUFACTURER MARKET SHARE (%) REMARKS
(APRIL – MARCH)
2007 2008
BMW INDIA LTD 0.03 0.17
FIAT INDIA AUTOMOBILES 0.21 0.28
FORD INDIA PVT LTD 3.70 2.57
GENERAL MOTORS LTD 1.58 3.76
HINDUSTAN MOTORS LTD 1.15 0.91
 18

HONDA SIEL CARS INDIA LTD 5.52 4.93

HYUNDAI MOTOR INDIA LTD 18.10 17.97
MAHINDRA RENAULT LTD 0 2.15
MARUTI SUZUKI INDIA LTD 51.02 51.36
MERCEDES BENZ INDIA LTD 0.19 0.22
SKODA AUTO INDIA LTD 1.16 1.18
TATA MOTORS INDIA LTD 16.63 13.88
TOYOTA KIRLOSKAR INDIA LTD 0.72 0.60
TOTAL 100 100

A1 MINI SEGMENT - UPTO 3400 MM

MODE STGR STGR

SR NO OEM STGR BOX
L TYPE SUPPLIER
RACK &
1 MARUTI SUZUKI INDIA M 800 MECH RANE
PINION
 19

A2 COMPACT SEGMENT 3401 – 4000 MM

SR STGR STGR PUMP

OEM MODEL STGR TYPE
NO BOX SUPPLIER SUPPLIER

RACK &
1 FIAT INDIA PALIO HYDRAULIC RANE TRW RANE
PINION
RACK &
2 FORD INDIA FUSION HYDRAULIC RANE TRW RANE
PINION
GENERAL RACK &
3 SPARK HYDRAULIC RANE TRW
MOTORS PINION DELPHI,
RACK & UJKC
UVA HYDRAULIC RANE TRW
PINION
 20

HYUNDAI RACK &

4 SANTRO HYDRAULIC
MOTORS PINION YOUNG
RACK & RANE TRW , SHIN
GETZ HYDRAULIC
PINION SONA KOYO
RACK & DELPHI ,
I 10 ELECTRONIC
PINION LUCAS
MARUTI RACK &
5 ALTO ELECTRONIC
SUZUKI PINION
RACK & SONA
ZEN ELECTRONIC
PINION KOYO , DENSO
WAGON RACK & RANE TRW (NIPPON)
ELECTRONIC (MECH)
R PINION
RACK &
SWIFT ELECTRONIC
PINION
ELECTRO - RACK &
6 SKODA AUTO FABIA
HYDRAULIC PINION
TATA RACK & RANE TRW ,
7 INDICA HYDRAULIC RANE , ZFI
MOTORS PINION (ZFI )

A3 MID SIZE SEGMENT 4001 – 4500 MM

SR STGR STGR PUMP

OEM MODEL STGR TYPE
NO BOX SUPPLIER SUPPLIER
RACK &
1 FORD INDIA IKON HYDRAULIC
PINION
RANE TRW RANE
RACK &
FIESTA HYDRAULIC
PINION
GENERAL RACK & DELPHI,
2 AVEO HYDRAULIC RANE TRW
MOTORS PINION UJKC
RACK & SONA KOYO KYB
3 MITSUBISHI LANCER HYDRAULIC
PINION
CEDIA HYDRAULIC RACK &
 21

PINION

RACK & MUNJAL

4 HONDA SIEL CITY ELECTRONIC
PINION SHOWA
HYUNDAI RACK &
5 ACCENT HYDRAULIC
MOTORS PINION RANE & YOUNG
RACK & SONA KOYO SHIN
VERNA HYDRAULIC
PINION
MAHINDRA RACK &
6 LOGAN P HYDRAULIC KYB
RENAULT PINION
RANE
ELECTRO - RACK & SONA
LOGAN D
HYDRAULIC PINION KOYO
MARUTI RACK &
7 SX 4 ELECTRONIC
SUZUKI PINION DENSO
SONA KOYO
RACK & (NIPPON)
DESIRE ELECTRONIC
PINION
TATA RACK &
8 INDIGO HYDRAULIC
MOTORS PINION
RANE TRW RANE
RACK &
MARINA HYDRAULIC
PINION

A 4 EXECUTIVE SEGMENT 4501 – 4700 MM

SR STGR STGR PUMP

OEM MODEL STGR TYPE
NO BOX SUPPLIER SUPPLIER

RACK &
1 BMW 3 SERIES HYDRAULIC ZF ZF
PINION

GENERAL RACK &

2 OPTRA HYDRAULIC
MOTORS PINION DELPHI
RANE TRW
OPTRA RACK & UJKC
HYDRAULIC
MAGNUM PINION

RACK & MUNJAL SONA

3 HONDA SIEL CIVIC HYDRAULIC
PINION SHOWA KOYO

RACK & RANE & YOUNG

4 HYUNDAI ELANTRA HYDRAULIC
PINION SONA KOYO SHIN
 22

MERCEDES
5 C CLASS HYDRAULIC RCB
BENZ ZF ZF
C CLASS RACK & GERMANY GERMANY
HYDRAULIC
(CDI 220) PINION

RACK &
6 SKODA LAURA ELECTRONIC
PINION

RACK &
OCTAVIA HYDRAULIC
PINION

TOYOTA RACK &

7 COROLLA HYDRAULIC SONA KOYO KYB
KIRLOSKAR PINION

A 5 PREMIUM SEGMENT 4701 – 5000 MM

SR STGR STGR PUMP

OEM MODEL STGR TYPE
NO BOX SUPPLIER SUPPLIER

5&6 RACK &

1 BMW HYDRAULIC ZF ZF
SERIES PINION

MUNJAL
RACK & SONA
2 HONDA SIEL ACCORD HYDRAULIC SHOWA &
PINION KOYO
SONA KOYO
RACK & YOUNG
3 HYUNDAI SONATA HYDRAULIC SONA
PINION SHIN

MERCEDES ZF ZF
4 E CLASS HYDRAULIC RCB
BENZ GERMANY GERMANY
 23

RACK &
5 SKODA AUTO SUPERB ELECTRONIC
PINION

TOYOTA RACK &

6 CAMRY HYDRAULIC SONA KOYO KYB
KIRLOSKAR PINION

A 6 LUXURY SEGMENT 5001 & ABOVE

STGR PUMP
SR NO OEM MODEL STGR TYPE STGR BOX
SUPPLIER SUPPLIER
7 RACK &
1 BMW HYDRAULIC ZF ZF
SERIES PINION
MERCEDES
2 S CLASS HYDRAULIC RCB ZF ZF
BENZ
 24

RESEARCH FINDINGS

• Major OEM’s using Hydraulic Rack & Pinion Power

Steering
• Electro – Hydraulic Power Steering also being used in
certain models
• Electronic Power Steering is the Future
– Latest Models being Developed with EPS like
i10, City
– EPS is “ Zero Maintenance “ & Less Power
Consuming

RECOMMENDATIONS

• Development in the area of Electro –Hydraulic

Steering Box for Passenger Cars.
• Immediate concentration on development in
Electronic Power Steering Systems. This is the future
in passenger cars.
• Approach to OEM’s already using ZF Intl Systems
like Mercedes Benz, BMW, Audi etc
• Market Awareness of ZF Components – To Dealers
whom they have started their supplies
 25

Light commercial vehicles

Passenger Carrier
 26

Annual sales

MANUFACTURERS SALES IN NOS. (APRIL – MARCH)

2007 2008
ASHOK LEYLAND LTD 332 616

EICHER MOTORS LTD 1637 1853

FORCE MOTORS LTD 3698 4330

HINDUSTAN MOTORS LTD 156 49

MAHINDRA & MAHINDRA LTD 3535 5284

SWARAJ MAZDA LTD 2492 2234

TATA MOTORS LTD 11892 13317

TOTAL 23742 27638

 27

Market share

MARKET SHARE (%)

MANUFACTURER REMARKS
(APRIL – MARCH)

2007 2008

ASHOK LEYLAND LTD 1.40 2.23

EICHER MOTORS LTD 6.89 6.69

FORCE MOTORS LTD 15.58 15.64

HINDUSTAN MOTORS LTD 0.66 0.18

MAHINDRA & MAHINDRA LTD 14.89 19.09

SWARAJ MAZDA LTD 10.50 8.07

TATA MOTORS LTD 50.09 48.11

TOTAL 100 100

 28

<= 5 ton M2 (A2)

(NO. OF SEATS INCLUDING DRIVER
EXCEEDING 13)

STGR PUMP
SR NO OEM STGR TYPE STGR SUPPLIER
BOX SUPPLIER

RACK &
1 FORCE MOTORS MANUAL RANE
PINION

HINDUSTAN
2 MANUAL RCB RANE
MOTORS

MAHINDRA &
3 MANUAL RCB RANE
MAHINDRA

4 TATA MOTORS MANUAL RCB INHOUSE

ZFI, RANE,
ZFI , RANE,
HYDRAULIC RCB CHINA
CJHINA (FORNI)
(FORNI)
 29

> 5 ton M3 (A2)

(NO. OF SEATS INCLUDING DRIVER
EXCEEDING 13)

SR STGR STGR
OEM STGR SUPPLIER PUMP SUPPLIER
NO TYPE BOX

HYDRAU VARIABLE ZFI , RANE, CHINA ZFI , RANE, CHINA

1 ASHOK LEYLAND
LIC RCB (FORNI) (FORNI)

VARIABLE
2 EICHER MOTORS MANUAL RANE , SONA
RCB

HYDRAU
RCB ZFI ZFI
LIC

3 FORCE MOTORS POWER RCB ZFI ZFI

MAHINDRA &
4 MANUAL RCB RANE
MAHINDRA
VARIABLE
5 SWARAJ MAZDA MANUAL RANE , SONA
RCB
HYDRAU
RCB ZFI ZFI
LIC
VARIABLE
6 TATA MOTORS MANUAL INHOUSE
RCB

HYDRAU ZFI , RANE, CHINA ZFI, RANE, CHINA

RCB
LIC (FORNI) (FORNI)
 30

Light commercial vehicles

Goods carrier
 31

Annual sales

MANUFACTURERS SALES IN NOS. (APRIL – MARCH)

2007 2008

ASHOK LEYLAND LTD 0 1

EICHER MOTORS LTD 5677 3288

FORCE MOTORS LTD 3583 6572

HINDUSTAN MOTORS LTD 74 8

MAHINDRA & MAHINDRA LTD 43186 49860

PIAGGIO MOTORS LTD 0 4945

SWARAJ MAZDA LTD 2047 2610

TATA MOTORS LTD 113900 120856

TOTAL 168467 188140

 32

Market share

MARKET SHARE (%)

MANUFACTURER REMARKS
(APRIL – MARCH)

2007 2008

ASHOK LEYLAND LTD 0 0

EICHER MOTORS LTD 3.37 1.75

FORCE MOTORS LTD 2.13 3.49

HINDUSTAN MOTORS LTD 0.04 0

MAHINDRA & MAHINDRA

25.63 26.50
LTD

PIAGGIO MOTORS LTD 0 2.63

SWARAJ MAZDA LTD 1.22 1.39

TATA MOTORS LTD 67.61 64.24

TOTAL 100 100

 33

Light commercial vehicles

SR STGR STGR PUMP

SEGMENT OEM STGR TYPE
NO BOX SUPPLIER SUPPLIER

VARIABL
TATA E
1 MANUAL RANE
MOTORS
SUB 1 & 1 RCB
TONNE
FORCE
2 MANUAL RCB RANE
MOTORS

FORCE RACK &

1 MECHANICAL INHOUSE
MOTORS PINION

HINDUSTAN
2 MANUAL RCB INHOUSE
MOTORS

MAHINDRA &
3 MANUAL RCB RANE
<= 3.5 MAHINDRA
TON

4 TATA MTORS MANUAL RCB INHOUSE

ZFI , RANE, ZFI , RANE,

HYDRAULIC RCB CHINA CHINA
(FORNI) (FORNI)
 34

Light commercial vehicles

SR STGR STGR PUMP

SEGMENT OEM STGR TYPE
NO BOX SUPPLIER SUPPLIER

FORCE WORM &

1 MANUAL ZFI
MOTORS ROLLER

HYDRAULIC RCB ZFI ZFI

>3.5 - <= MAHINDRA &

2 MANUAL RCB RANE
5 TON MAHINDRA

TATA
3 MANUAL RCB INHOUSE
MOTORS

ZFI , RANE, ZFI , RANE,

HYDRAULIC RCB CHINA CHINA
(FORNI) (FORNI)
 35

Light commercial vehicles

STGR
SR STGR PUMP
SEGMENT OEM STGR TYPE SUPPLIE
NO BOX SUPPLIER
R

FORCE
1 MANUAL RCB RANE
MOTORS

HYDRAULIC RCB ZFI ZFI

VARIABLE RANE ,
2 EICHER MANUAL
RCB SONA

VARIABLE
HYDRAULIC ZFI ZFI
RCB

MAHINDRA &
3 MANUAL RCB RANE
MAHINDRA
> 5 TON
SWARAJ
4 MANUAL RCB
MAZDA

POWER RCB ZFI ZFI

TATA
3 MANUAL RCB INHOUSE
MOTORS

ZFI ,
ZFI , RANE,
RANE,
HYDRAULIC RCB CHINA
CHINA
(FORNI)
(FORNI)
 36

Findings

• Manual Steering system is used for most of the

LCV’s
• ZF & Rane are the most widely used steering
systems
• Rane has a hold in the Manual RCB type Steering
Box
• Regulation for Power Steering in LCV’s soon to be
implemented by the Government.

Recommendations

• Entry into the Manual ReCirculating Ball

Steering System segment can be looked into :-
This market is dominated by their competitor Rane
Steering. Since ZF is a known product in the LCV the
can make use of their technology to enter into this
market
• Commonization of Steering Box in Tata Vehicles
for increase in sales: - At times their competitors
products are interchangeable due to certain
problems, eg Forni’s steering system can be replaced
with Rane Steering. Due to commonization and better
products the dealers can also look to fit ZF
components
• Concentration on Dealership Network for
Customers:- At present ZF does not have any local
dealers, which at times hampers the availability of
their products to the OEM’s dealers. Hence having a
dealer in the city premises will eliminate this. ZF
 37

should consider coming up with at least 2 dealers in

locations where the OEM dealers are located like
Wakad & Katraj.
• Better Service Response to Customers: - this is in
conjunction with the previous point. With availability
of a dealer the turn around time for service and repair
will be considerably reduced.
• Training to OEM’s Dealers on ZF products :-
probably the company can provide a check sheet to
the dealers service team so that in case of repairs
they can describe the exact problem at hand to the
service department of the company as well as to their
customer

Limitations

Since this project involved interviews the limitations were :

1. Some of the customers were not available for an interview, thus

losing out on valuable feedback.
2. Sometimes customers seemed to be in a hurry, therefore their
views that were captured through the interview, may not reflect
their real view.
3. Customers, even though probed for more information, were
sometimes reluctant to share information.
 38

Bibliography

1. ZF India website (www.zfindia.com)

2. Search Engine (www.google.com)

3. Brouchers of Different Automobile Manufacturers