Tata Hitachi’s New Campaign for its CEV-IV Compliant Backhoe Loader, Shinrai Prime
Construction Equipment major Tata Hitachi recently flagged off its new campaign ‘Ghar Ghar Shinrai PRIME,’ to promote its CEV-IV compliant backhoe loader Shinrai Prime. The flag-off commenced at PSN, Tata Hitachi’s exclusive dealership in Bengaluru. “Our intent, as the name
Construction Equipment major Tata Hitachi recently flagged off its new campaign ‘Ghar Ghar Shinrai PRIME,’ to promote its CEV-IV compliant backhoe loader Shinrai Prime. The flag-off commenced at PSN, Tata Hitachi’s exclusive dealership in Bengaluru.
“Our intent, as the name of this campaign suggests, is to ensure that Shinrai Prime becomes a household name,” said Rahul Shorey, National Head, Construction, Tata Hitachi, who was present at the flag-off. “The campaign will travel by road to several districts of Karnataka including Tumakuru and Chitradurga, post which the campaign will be expanded to other states as well,” he added.
Shinrai, in Japanese means reliable, trustworthy and capable. True to this name, Shinrai Prime is today one of India’s most cutting-edge backhoe loaders. Shinrai Prime is equipped with a CRDI Japanese engine that provides flat torque, After Treatment Device and Automatic Fuel Priming System. These ensure exceptional performance offering best in class fuel efficiency. In addition, it is one of the smoothest and quietest of engines in this space, making it easier to work in public areas.
Operator comfort and safety is yet another hallmark of Tata Hitachi, and Shinrai Prime is no exception in this regard. With a well ventilated and spacious air-conditioned cabin, Shinrai Prime has a comfortable operator seat which can easily switch between backhoe and loader modes. Feather touch ergonomic controls, user-friendly consoles, digital display, music system, abundant storage and suspension seating ensures the comfort of the operator, thereby enhancing productivity.
Shinrai Prime is powered by Tata Hitachi’s telematics system-InSite, that provided real time data on machine location, HMR, fuel level and machine utilization. InSite enables customers to remotely monitor and manage their machines, apart from receiving reports on machine usage, fleet status and service due alerts.
“Apart from lower operating costs due to better fuel efficiency, this ensures significant reduction in downtime,” said Navdeep Budhiraja, National Head, Marketing – Compact, Tata Hitachi. “Shinrai Prime is our offering to customers as a hassle-free machine, that will lead to a virtuous cycle of productivity, higher profits and overall progress for our customers,” he added.
Given that the backhoe loader segment is largely a hirers’ market, Tata Hitachi has tied up with financers to offer longer funding tenures. This will reduce EMI burdens for customers. In addition, Tata Hitachi is also offering a moratorium for the 1st EMI to manage the lean season during the monsoon period. A lower EMI scheme is also being offered for Shinrai Prime with select financiers.
We are part of Tata Hitachi’s robust service network, that ensures industry benchmark turnaround times for customers,” said Kaushik Narayan, Managing Director of PSN, Tata Hitachi’s Bengaluru dealership.
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