How Volvo CE India created the EC210 hydraulic excavator for Bharat and beyond

Kamel Sid, Global Operations Director, Volvo CE and Dimitrov Krishnan, Managing Director, Volvo CE India, express their unwavering confidence in the newly launched EC210 hydraulic excavator “made for Bharat”.

Their optimism stems not only from the machine’s versatility across a wide range of applications – from road construction and rock breaking to general construction, waste management, quarrying and sand extraction – but also from its modular platform, which enables tailored solutions to meet a variety of customer needs. The EC210 stands out for its fuel efficiency, delivering up to 15% improvement, and up to 20% lower maintenance costs. In addition, this robust excavator is ready for success in export markets, underlining its global reach.

Modular machine

Modularity is a global concept, and this machine is built on the same modular design principles used in China and Korea, for example. According to Sida, this approach “gives us greater flexibility in terms of our manufacturing footprint. This allows the machine to be independently manufactured and sourced in different parts of the world at the design stage, which was not possible before.”

A simple example, Krishnan says, would be to tailor a machine to a specific market by using different motors. The interfaces are designed to work seamlessly with different motors because they offer so many options. To achieve this, the electronics system must be compatible with multiple motors, and the software must support this versatility.

Similar to software-defined vehicles in passenger cars, Volvo CE has developed CAST (Common Architecture Shared Technology) systems with a deep level of integration. Additionally, the structure and hardware components are integral parts of CAST, providing comprehensive adaptability and functionality, Sid said.

Local solutions for a global market

The EC201 has been designed specifically for India, with significant development work carried out locally and in collaboration with 16 other Volvo CE plants around the world. As such, the global company sees ample opportunities to source baby parts, systems and modules from India, in addition to fully built units, to other locations to enhance product competitiveness. Sid sees this as a strategic option, considering it in terms of position. “We try to balance cost, availability and time to market. In addition, we pay attention to CO2 emissions because transport is part of the value chain. When cost-competitive solutions from India can be delivered to other markets, we will seize the opportunity,” he said.

Since this machine is designed and manufactured primarily for India, the company’s priority is the domestic market. “We have been investing here for the last 25 years and have witnessed an accelerated growth of infrastructure in recent years. We want to be a part of this growth, hence we have ambitious goals and expectations for India. The best way to achieve this was to start with the market requirements and then design a solution here, rather than adapting a design based on Europe,” he said. The company started by identifying the best possible offers for the Indian market, considering its size and potential, and this approach made perfect sense, he added.

Development strategy

For the success of construction equipment in the domestic market, Krishnan emphasizes the importance of connecting with customers. “The product is only 40% of the story,” he says. “The remaining effort is in market performance – engaging with customers and creating meaningful connections.” He strongly believes that a solid marketing strategy is the most important thing. For Krishnan, it’s important to provide something that resonates with customers. Although the product is the basis, effective communication will improve the entire process, which is why the company has launched a new campaign – “Karo Zyada Ki Umeed” (expect more), highlighting the core values ​​of the EC210 across four pillars: Zyada Performance, Zyada Value, Zyada Savings and Zyada Uptime.

The new campaign aims to make our brand more accessible and understandable to customers. Volvo is known for offering premium products to customers who focus on productivity and strive to achieve the lowest cost per tonne over the long term. These customers deal with high-productivity applications and have a sophisticated understanding of their operational needs, he explained.

In the infrastructure segment, there are a significant number of customers who use the machine less frequently, approximately 2,000 to 2,500 hours per year. For this mass market, the company’s previous solutions were insufficient because customers could not fully utilize the machine. Ultimately, customers are looking for value for money tailored to their specific needs. “With the EC210, we tried to meet the requirements of the majority of our customers. The result is a versatile product with enhanced durability, the ability to switch between applications and a competitive price that fits most budgets,” he said.

But to penetrate the market effectively, “we need to connect with more customers. Our goal for the next twelve months is to acquire a significant number of new customers using word of mouth, which is key in this industry. Building a strong reference customer base is essential because Volvo customers remain loyal once they encounter our products. Our goal is to overcome this initial barrier, and this campaign aims to achieve that,” he explained. Therefore, the company plans to organize 210 different launch events across the country on the lines of model number EC210 to aggressively reach out to every potential customer, Krishnan said.

According to him, the CE manufacturer’s dealer partners are equally enthusiastic, investing in additional branches, parts, components and staff training. The company has been preparing for the launch for over twelve months, in parallel with product development. The foundations are ready and now it’s time to finish the structure. The company also works with a number of financial partners to provide its customers with a comprehensive package, including end-of-life disposal options, Krishnan added.

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