Mahindra & Mahindra, the world’s largest tractor manufacturer by volume, has formally announced its plan to enter the ASEAN market, beginning with Thailand. ASEAN, a significant agricultural hub, sees around 80,000 tractors sold annually, making it one of the top six potential markets globally.
Mahindra & Mahindra reports that Thailand sells approximately 50,000 tractors each year, representing over half of the total tractor sales in the ASEAN region. In addition to its market size, Thailand’s high level of agricultural mechanization means tractors and other machinery are used extensively throughout the farming process, from land preparation to planting, crop care, and harvesting.
With over five decades of experience in agricultural technology, Mahindra & Mahindra recognizes that the agricultural context in ASEAN differs from that of Europe and America in terms of scale and methods. Consequently, the company has spent the past few years developing tractors tailored for the ASEAN market.
This initiative led to a collaboration between Mitsubishi Mahindra Agriculture Machinery’s engineering teams in Japan and the Mahindra Research Valley in India, Mahindra FES’s research and development center, resulting in the creation of the OJA tractor model. The Mahindra OJA, the company’s most ambitious global tractor program, features new lightweight 4-wheel-drive Compact Utility tractor platforms. With over 40 models, these tractors range in horsepower from 20hp to 70hp and are built on four distinct sub-platforms weighing from 700 kg to 2,050 kg.
Founded in 1945, the Mahindra Group is one of the world’s largest multinational conglomerates, employing 260,000 people across 100 countries.
(Source: The Nation)
