STRONG BY YOUR SIDE FORTE AO SEU LADO

07 April 2021

To meet the needs of a wider group of farmers, Mahindra launched tractors of different horsepower and widened its offering in the Brazilian market. With the launch of these powerful tractors, Mahindra aims to stay strong by the farmer’s side. On 4th February, Mahindra launched the 86-110 Premium tractor, which belongs to the 110 HP range. It is the most complete tractor in its category, has a Turkish origin and is already well established in the European marketIts launch was done with full fervour through a live event themed ‘Growing with Mahindra Brazil’, which was broadcasted on Mahindra's YouTube channel. The company organised two exclusive events, one for the dealers and the press respectively. Mr. Jak Torretta Jr. (General Operations Director, Mahindra Brazil) made an in-depth presentation covering the legacy of brand Mahindra and current company statistics. In Brazil, in the current fiscal year, from April 2020 to March 2021, Mahindra grew at 34% compared to the same period in the previous fiscal year, while the industry has grown by 10.3%. The numbers in Brazil justified the live event’s theme. Mr. Torretta Jr. said, “Amongst the 4 official years in Brazil, 2020 was considered the best year in our history, even though it was a pandemic year and very hard for everyone. Mahindra, however, has advanced.” During the live event, Mahindra also announced the nationalisation of the 6000 line, offering 3 model options, namely 6060 (57 HP), 6065 (65 HP) and 6075 (80 HP). From now on, these models will be part of the BNDES financing program known as Pronaf Mais Alimentos. Mr. Anderson Melo (Manager, Manufacturing, Quality and Engineering, Mahindra Brazil) explained the nationalisation process, "We followed 100% of the steps of the Country Localisation process that is applied by Mahindra in all the countries that have Mahindra & Mahindra products.” The nationalisation process involves 1.200 worked hours of field tests before achieving the final validation. He also pointed out that the main characteristics of the brand such as strength, simplicity of operation and fuel economy are maintained, both in the imported model and in the national one. He concluded by mentioning about the investments made in the Brazilian plant towards ergonomic improvements, safety process and production capacity. With this, the plant has the capacity to meet the growth in demand for at least 2 years, thereby fulfilling the Brazilian farmer needs, mainly the producers linked to family farming. The launch event garnered sizeable traction on social media channels like Instagram and YouTube with good number of views, an increase in Facebook followers and published articles. With this launch, Mahindra Brazil is strengthening its foothold in the Brazilian agri sector.