Mahindra Tractors in the United States

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"Anyone who owns several acres -from a country homeowner to a school district -may need a small tractor to mow the grass and do other yardwork. The Mahindra Group wants to leverage that broad market to become the world's largest-selling tractor brand by next year."¹

- Ashok Sharma, Senior Vice President of Strategic Planning and Business Excellence for Mahindra & Mahindra's Farm Equipment Sector, in May 2008.

"[The Mahindra 5500] is by far the best for the money. It has more power and heavier steel. When you lock it into four-wheel drive, you can move 3,000 pounds like nothing. That thing's an animal."²

- Jami Lucenberg, Resident of Southern Mississippi, the US, in 2006.

Introduction

In mid-2008, Mahindra USA (MUSA), the US subsidiary of Mahindra & Mahindra Ltd. (M&M), a major India-based automobile company, was rated highest in overall satisfaction amongst tractor manufacturers in the US, according to a survey conducted by the North American Equipment Dealers Association (NAEDA)3. The survey involved 1,309 dealers and was based on 36 criteria. "The US is a very important market for M&M's Farm Equipment Sector, and to top NAEDA's survey in overall satisfaction is a great honor,"said Anjanikumar Choudhari, Chairman, MUSA.4

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1] Jenni Glen, "India Firm Aiming for Tractor Capital,"The Journal Gazette, www.journalgazette.net, May 26, 2008.
2] Pete Endangio, "Emerging Giants,"www.businessweek.com, July 31, 2006.
3] The NAEDA was founded in September 1900 in the US with the aim of protecting the interests of dealers.
4] "Mahindra USA Tops NAEDA's Survey,"http://www.expressindia.com, July 4, 2008.

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