Overloaded and underpowered trucks spewing black smoke could soon become a thing of the past as with the new emission norms kicking in, technology begins to replace price as the most important consideration for buyers, and truck makers race to woo customers with added features. The switch to stricter emission norms—from Bharat Stage (BS) III to IV—has served as an inflection point. Even as other industry segments made the transition quietly, truck makers are introducing the new range of BS IV vehicles with much fanfare. From branding their emission technology, using attractive tag lines and equipping trucks with sophisticated features so far seen only in personal vehicles, to offering convenient after-sales service, truck makers are leaving little to chance. Last week truck and bus market leader Tata Motors Ltd announced that the company was ready with its range of BS IV-compliant vehicles.