The Heavy-Duty (HD) story in India has just begun announced an industry leader in June at the launch of two heavy-duty trucks. The following month, a CV OEM unveiled its first ever ICV platform. The unveiling ceremony brought back memories of an equally ‘sparkling’ launch ceremony of a new generation ICV platform by another CV major in the same city a few months back. Both the ceremonies felt so much like a car launch event that they signaled a significant change in how the CV industry sees, thinks and acts. Highly modular, both the ICV platforms aspire to be on par with similar class of trucks in other parts of the world without losing sight of the local market requirements. Aiming at a market that is estimated to have grown from a lakh units to one and a half lakh units in the last three years, the ICV platforms point at a changing hub and spoke arrangement, warehouse consolidation and rise in operating speeds. The ICV platforms also look at elements like design, driver and co-driver comfort and safety, which go beyond the traditional requirements of efficiency and TCO. Redefining the definition of a TCO thus, the new ICV platforms strive to bring respect to the profession.