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Ashok Leyland is the second largest manufacturer of commercial vehicles in India, the 4th largest manufacturer of buses in the world, and the 16th largest manufacturer of trucks globally. Headquartered in Chennai, India, the company has a turnover in excess of US $ 2.3 billion (2012-13)
and a footprint that extends across 50 countries, including several joint ventures with other leading global manufacturers such as Nissan Motor Company (Japan), John Deere (USA).
The commercial vehicle business in India has become highly competitive over the years. While there were only two players in the market just a decade ago, today, there are ten players scrambling to get a foothold. In order to maintain—or, better, improve—its market position Ashok Leyland needed to continue to reduce costs and improve differentiation.
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