Mahindra Tractors has reached a historic milestone in March 2024 by selling its 40 lakh unit tractor, demonstrating its longstanding leadership in the global tractor market. This remarkable achievement coincides with the 60th anniversary of the brand, which first rolled out its tractors in 1963 in collaboration with International Harvester Inc of the US.
The 40 lakh unit, a Mahindra Yuvo Tech Plus, emerged from Mahindra’s Zaheerabad facility, which not only stands as Mahindra’s newest tractor facility but also a pivotal global production hub. This milestone model epitomises the advanced technology and robust performance that have become synonymous with the Mahindra tractor brand over the decades.
Mahindra Tractors first surpassed the production milestone of 1 million units in 2004 and became the world's highest-selling farm tractor manufacturer by volume in 2009. Subsequent milestones were achieved rapidly with the 2-million mark in 2013 and the 3-million mark in 2019. This latest milestone of 40 lakh units sold is particularly significant as it reflects not only consistent growth but also the brand’s rapid acceleration in production and sales.
In celebration of this milestone and to honour its 60 years of operation, Mahindra Tractors has launched a special campaign that includes a Digital Video Commercial (DVC) titled ‘40 lakh happy customers and 60 years of brand trust.’ The campaign, highlighting the colour red to symbolise prosperity and the essence of Mahindra Tractors, also introduces promotional offers across the brand’s extensive range of products and services throughout India.
Hemant Sikka, President of the Farm Equipment Sector at Mahindra & Mahindra Ltd., expressed deep gratitude towards customers and partners, stating, “Driven by our purpose to transform farming and enrich lives, we take great pride in this significant achievement. This milestone not only celebrates our leadership over six decades but also honours every farmer who has been part of our journey.”
Mahindra Tractors’ global footprint spans over 50 countries across six continents, with the United States being the largest market outside India. The brand has recently introduced the Global Light Weight tractor platform, the OJA, developed in collaboration with Mitsubishi Mahindra Agriculture Machinery of Japan.
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