Mahindra unveils seven new tractors, Harrison Hunkin reports
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Mahindra tractors from the 60-92hp utility range
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Mahindra Australia has treated its dealer-network to seven brand-new tractors at a company conference held recently on the Gold Coast.
Mahindra’s top dogs were in force to unveil the all-new Mahindra Jivo sub-compact, the Max 28 HST and Max3 6 HST, the 3650PST, the 6075 with creeper and the 7580 and 7590 tractors.
Designed for vineyard or inter-cultural operations, the Jivo compact tractor is the company’s answer to growing competition from lower-priced Chinese product.
The Jivo features a 24hp engine, 750kg lift capacity and a 1500 hour per annum duty cycle.
Fitted with loaders, the Max 28 and Max 36 tractors are built in Japan by Mitsubishi-Mahindra Agricultural Machinery Co to provide a wider coverage of the 0 to 50hp tractor range.
With a starting price of $26,990, the Max 28 and Max 36 both feature three-speed transmissions with hydrostatic foot control and Australian-built 4-in-1 buckets.
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Mahindra dealers and industry partners with management and Matt Hayden
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3650 PST
Mahindra’s new 3650 with power shuttle tractor features an ‘eco-friendly’ Tier IV direct-injection engine with no DPF.
With 1402kg of linkage lift capacity and a starting price from $35,990 with a loader and 4-in-1 bucket, the 3650 PST is a tractor to excite Mahindra fans.
6075 20/20 CREEPER
The 6075 with creeper is an attempt to gain marketshare in the higher horsepower range, offering 75hp, 80hp and 90hp models.
Customers also get the option of a 15/15 synchro shuttle or 20/20 variant, the latter with a top speed of 47km/h.
Other features include a new easy-access hood, and an increased overall weight to 2650kg for heightened traction.
Ideal for primary and secondary tillage, livestock operations, crop protection and haulage, the new 7580 will replace the popular 8000 model and the 7590 will replace the 9500 model.
The 7580 and 7590 both feature twin remotes, twin-speed PTOs and a turbocharged intercooled 4-cylinder in-line diesel engine.
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CMO and Vice President of brand and strategic planning North America Cleo Franklin
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MAHINDRA IN AUSTRALIA
It may be a surprise to many Australian farmers, but Mahindra is the biggest-selling tractor brand in the world by volume, and the company is keen to spread this message in Oz.
“The objective here in Australia is to build the Mahindra brand,” Mahindra international operations chief Arvind Mathew says.
“I think we have great product, but Australia is a huge company and not everybody has heard of our brand, so we need to get the brand recognised around the country as being dependable and affordable.”
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The highly anticipated Mahindra Jivo
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Australia in some ways is a testing ground to the rest of the world for Mahindra, making the objective of brand awareness a priority for Mahindra.
“It’s been a couple of huge days for Mahindra,” Mathew admits.
“Australia is a very important market, it keeps us on the cutting edge in terms of what consumers require and in terms of what government regulations require of us on the automotive side.
“For us (Mahindra), Australia is a market with no entry barriers, so the best of the best will come and fight it out, so it’s very important for Mahindra to compete in this market.
“Because if we can compete in the Australian market we can compete anywhere.”
So what are some of the challenges Mahindra face in its attempt to grow down under?
“Obviously, Australia is a very, very competitive market – you have everybody in terms of auto brands (close to 64 he reminds me), you have some of the toughest regulations in terms of emissions and safety, so it’s a bit of a slug fest,” Mathew jokes.
“The farm side is not too dissimilar to the automotive space, you get a lot of new entrants coming in trying to take space in the market.
“So as long as Mahindra stick to our core competency we don’t see any issue.
“In the tractor range we compete from the 50-110hp and that’s what we do well, we like to stick to what we do best – there is no point pretending to be something we are not.”
Mahindra plan to roll out its unveiled range of products over the coming months.