Mahindra is making fast strides in South Africa to widen its reach and penetrate deeper into the farm equipment market.
Its first dealer, DBS Auto Clinic, was ready with signage, branding and product display in Strand, Cape Town. In addition, 13 other dealers have been appointed and are at different stages of marketing activity. A few demos were also conducted to give farmers a clear understanding of the working of the farm equipment. The company is very positive about its presence in the South African market and with the right partners a lot will be achieved in the time to come.
After grappling with the adverse effects of a spate of natural calamities like drought, flood and
bushfires, the dealers participated in Field Days to promote the power and utility of Mahindra
tractors. The field days took place across different regions of the Australian state of Victoria like
Seymour, Wimmera and Warnambool during February and March Claas Harvest Centre in Colac
participated in the Sungold Field Day at Warnambool, which was held from 12th – 14th February 2020. One of Victoria’s premier agricultural events, the Sungold Field Days sees active participation, year after year. Amidst an extensive range of agricultural machinery showcased, Mahindra tractors made their presence felt strongly Mahindra tractors were also spotted at the Seymour Alternative Lifestyle Expo which was held between 14th – 16th February 2020. Held at Kings Park, Seymour, the event drew a lot of visitors and Mahindra made the most of this event through its dealer, North East Ag and Industrial in Wangaratta.
Another iconic and the largest annual trade event of the Victorian region is the Wimmera Machinery Field Days. Held between 3rd – 5th March 2020, it attracted over 15,000 people. The exhibitors included Australian as well as international companies and Mahindra tractors were showcased splendidly by its dealer, Ballarat Mahindra. The different Field Days provided an unmissable opportunity to connect with consumers and convince them about the brand’s superior quality tractors.
An engaging presence at trade shows is a proven way to reach out to more members of the farming community. By being part of two expos during February, Mahindra Mexico made its move to strengthen its consumer connect in Latin America.It collaborated with its dealer, Group Quimia and participated in Expo Agro 2020 in Culiacan,Sinaloa. The event took place from 5th – 7th February and was well-attended. The attractive display of tractors and friendly approach impressed the visitors.As Mahindra Mexico had already participated in this expo since the last two years, being present this year too reinforced the brand’s presence in the trade.
Later in February, Mahindra Mexico made the most of a new opportunity which arose with the launch of the Aguascalientes Farm Show. It teamed up with its dealer, Magritep and exhibited its impressive range of tractors at this event which was held on 25th February. The intent to launch this Farm Show was to offer subsidies to local farmers and hence it attracted a lot of footfalls and there was a substantial interest in the event.
Mahindra made a high impact from the beginning of 2020 by being part of three important agribusiness events in Brazil
The 22nd edition of the Itaipu Rural Show was held between 29th January and 1st February 2020, and Mahindra’s dealer, Agronomica displayed its range of tractors in full glory. During these three days, all efforts were put in to showcase how Mahindra tractors best met the needs of the farmers of this region, especially those of the dairy farmers. More than 65,000 visitors attended the Itaipu Rural Show and made it a roaring success. All the farmers who took a test drive at the event instantly fell in love with the tractors
On 29th and 30th January, Mahindra was represented by its dealer, Nova Tratores, at the 16th edition of AgroFerrari in Santa Cruz do Rio Pardo/SP. The farmers got a chance to see the tractors that are winning over Brazil up close and appreciate their unique advantages such as fuel saving, robustness, ease of operation and low maintenance. In addition to the exhibition of agricultural brands, there were sessions on family management and the growing influence of women in developing the business on the property. As the fair was well-attended, it was a great opportunity for Mahindra to bring the best solution to the farmers in Santa Cruz and ensure new business in the region.
In February, Mahindra tractors grabbed attention at the Rural Coopavel Show, one of Brazil’s biggest trade fair, which was held between 3rd and 7th February 2020. Mahindra registered a 15% growth over 2019, which provided an encouraging outlook for the brand. Mr. Jak Torretta Jr. (General Operations Director, Mahindra Brazil) said, “Our growth shows that we are on the right track. We have tractors that the Brazilian producer needs, and we will grow even more in 2020.” The highlight of this event was the launch of the 6075E model, which has been specifically developed for owners who want orchard tractors but do not want to compromise on comfort and high operational performance. This new model has a maximum width of 1.67 m, which is perfect for the cultivation of apples, citrus fruits and stone fruits such as peach and plum.
The launch drew the attention of more than 2,00,000 visitors who attended the event. The innovative Mahindra stand was styled as an orange orchard and was very attractive, as it gave the visitors a feel of the actual environment. Participating in trade fairs offered an undeniable advantage as it provided a good platform for interacting directly with consumers and sowing the seeds of future business expansion
Having a training ground plays a vital part in staying smarter and sharper than the competition. Mahindra Ag North America stands by that fact.
Mahindra Ag North America’s Training Centre was inaugurated in Houston by Mr. Viren Popli (President & CEO Designate, Mahindra USA), Mr. Vinay Khanolkar (Sr. Vice President – Global Manufacturing), Mr. Madhav Kelkar (General Manager – Customer Care, International Operations) and Mr. Andrew Conville (Director After Sales Dealers, Mahindra Ag North America).
It has an advanced set up and training module which has been developed with valuable inputs from the IO Customer Care and Mahindra Excellence Centre teams. It covers the 6000, 7000 and 8000 series tractor models with a major focus on electrical, PST and SCR related diagnosis.
With the opening of this centre, members connected with Mahindra Ag North America, including their own team as well as that of the distributors, dealers and after sales service will benefit tremendously in terms of knowledge and skill upgradation.
In the year gone by, Mahindra was the fastest growing tractor brand in Brazil. According to ANFAVEA (Brazilian Association of Motor Vehicles Manufacturers and Independent Manufacturers), Mahindra registered a growth of more than 52.5% compared to 2018. There are a lot of factors which have worked in favour of Mahindra and contributed to this great success story. The amazing features of the tractor that meet the specific needs of Brazilian farmers, 5-year warranty and the fuel saving advantage are the best in class. The expansion of product portfolio and dealer network are Mahindra’s other plus points. The brand’s on ground presence with regular demos and its ‘Love at first test drive’ campaign added to its appeal. The numbers prove its stronghold in the Brazilian agricultural market, and there’s a vision and strategy to take this success further in this year.
Important trade events offer the best platform to reinforce the brand’s might. Mahindra Ag North America made the most of the two biggest opportunities that February had to offer. In fully branded booths, Mahindra Ag North America exhibited a full line of tractors, UTVs and implements at the two major farm shows in the U.S., National Farm Machinery Show in Louisville, Kentucky, and World Ag Expo in Tulare, California.
World Ag Expo, the world’s largest annual outdoor agricultural exposition, boasted of 1,442 exhibitors on 2.6 million sq. ft. of exhibit space. The 3-day show hosted 1,06,357 attendees representing 46 states, the District of Columbia and 56 countries. Attendees from all over the world networked and learnt about the newest agricultural equipment, services and technology. More than 130 educational seminars, demonstrations and workshops were held over the three days and covered a variety of topics ranging from irrigation to hemp, livestock to international trade. The event began with a speech by the American Farm Bureau Federation President, Mr. Zippy Duvall.
From seed to harvest, the National Farm Machinery Show, the largest indoor show in the U.S., displayed the latest equipment as well as the most innovative technology and offered educational seminars to help farmers prepare for the upcoming planting season. Farmers and agribusiness professionals packed the halls of the Kentucky Exposition Center for industry updates and exciting tractor pull action. Spanning 1.2 million sq. ft., the exhibit space was packed with more than 860 booths of the industry’s latest and most comprehensive display of equipment, services and technology. Other highlights included 24 free seminars which covered topics ranging from market strategies, drones to farm technology.
Mahindra Ag North America made an impact with an impressive presence and formed new business connections while nurturing existing ones.
Agritechnica attracted visitors from all over the world, and the ArmaTrac tractors were well-received and appreciated.
The biggest stage undoubtedly makes for the best launch pad. To introduce the world to its new tractors, ArmaTrac chose Agritechnica 2019, one of the foremost agricultural fairs of Europe, whichtook place between 10th – 16th November 2019 at Hannover. In one of the most impressive standsever, it unveiled ArmaTrac 1254 Lux CRD4 and ArmaTrac 804 Cabin Fruit Garden at the event. The new models, like their earlier tractors, have been designed keeping in mind the needs of farmers.
At the exhibition, ArmaTrac showcased 11 tractors and 6 farm machinery equipment specifically designed for Europe as well. Agritechnica attracted visitors from all over the world, and the ArmaTrac tractors were well-received and appreciated.
Farmers felt a great sense of reassurance and their trust in the brand got reinforced.
In a move to reach out to farmers and make the maintenance of their tractors easy, a mega service camp was organised by Mahindra’s farm division across 17 major locations in Bangladesh.
The camp saw an enthusiastic participation by approximately 2,100 people including customers, drivers and local mechanics. More than 1,000 tractors were serviced. To enhance the customer experience, games and competitions for drivers and raffle draw for customers was organised. Not just the tractors, even the participants were taken care of. An assured free health check-up camp was conducted for them. With their tractors being put back into top form, the farmers felt a great sense of reassurance and their trust in the brand got reinforced.
Success that exceeds expectations is the best ever. Mahindra had the best show in Expointer as it surpassed its sales by 35% than the previous year. That too, at a time when other brands announced a 5% reduction. The expansion of the tractor portfolio and dealer network played an important role in this record-making achievement.
Held between 24th August and 1st September 2019, the event attracted a large number of visitors. Mahindra’s exhibition area was branded stylishly, and was spacious as well as comfortable which made the visitors feel welcome. The interactions were informative, as representatives offered visitors technical support, answered their queries and let them know about the tractor highlights.
"I had no intention of buying the tractor this year, but I changed my mind while I was testing the tractor on my property."
– A grap e producer from Monte Belo do Sui
During this event, two new models 2025 and 6075 stole the spotlight. A grape producer from Monte Belo do Sui spoke to the press about the 2025 model, “I had no intention of buying the tractor this year, but I changed my mind while I was testing the tractor on my property. The quick response on tough terrain, such as the region where I work in vineyards, helps me save time and improve productivity. Moreover, there is fuel saving.” The campaign line at the show ‘Love at First Test Drive’ resonates well with reality.
On the other hand, the 6075 model, recommended for semi-densified applications, has great versatility and power in the field with low fuel consumption. All in all, it functions with the lowest operating cost in Brazil. Visitors verified the real-time savings on a tablet at the booth and were pleasantly surprised to find the number at 15%. Participation in the Expointer was a wise move by Mahindra as it increased brand awareness and also gave people the chance to engage with the tractors personally and know about its strengths.
In a first, the prestigious G20 Summit (Summit on Financial Market and World Economy) was hosted by Japan in Osaka in June 2019. Prior to this summit, the G20 Niigata Agriculture Ministers’ Meeting was held on 11th and 12th May 2019 at Toki Messe Niigata Convention Centre, which is the largest indoor exhibition hall in Niigata city. It was the first significant ministerial meeting held in Japan and Mitsibushi Agricultural Machinery (MAM) participated in this 2-day event. ‘Towards Sustainability in the Agriculture and Food Fields – New Challenges and Good Practices’ was the theme and there was an active exchange of opinions among ministers regarding human resource development, new technologies, food value chains and other important aspects of farming.
In a first, the prestigious G20 Summit (Summit on Financial Market and World Economy) was hosted by Japan in Osaka in June 2019. Prior to this summit, the G20 Niigata Agriculture Ministers’ Meeting was held on 11th and 12th May 2019 at Toki Messe Niigata Convention Centre, which is the largest indoor exhibition hall in Niigata city. It was the first significant ministerial meeting held in Japan and Mitsibushi Agricultural Machinery (MAM) participated in this 2-day event. ‘Towards Sustainability in the Agriculture and Food Fields – New Challenges and Good Practices’ was the theme and there was an active exchange of opinions among ministers regarding human resource development, new technologies, food value chains and other important aspects of farming.
