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Escorts eyes high-end tractor segment

BS Reporter  |  Mumbai/ Pune 

With the launch of and Farmtrac 6065 tractors, is aiming at high end tractor segment in 60HP and 65HP category. The company on Tuesday launched its first range of executive tractors which are designed to cater progressive new-age Indian farmer and changing farming conditions in India. India has a huge market for 6-to-49-tonne trucks category which sells over 5.25 lakh units every year and Escorts contributes 12 per cent market share.

Speaking at the launch, S.Sridhar, Chief Executive Officer, said, " Farmtrac plans to establish itself as the leader in the premium tractor segment. The company is looking at introducing new variants and products every six months to further consolidate its position in the high end segment. These tractors are more fuel efficient and will save fuel cost marginally. Our aim is to gain leadership position in this segment and so Escorts has launched these high end tractors in the market. There are customers ready to buy such products but the manufacturers are not delivering it."

Escorts has kept the price band of Rs 7 to 10 lakh for Farmtac 6060 and Farmtac 6065, ex showroom Delhi.

He added, "In the last 10 years, with changing farming habits like land consolidation and multi farming, there is a change in tractor market segment. The customers are slowly shifting to higher power tractors of 50 HP and above. They are keen on factors like power, size, productivity, technology and fuel efficiency. These ‘executive farmers’ are exposed to innovative technologies and modern farm practices. They cultivate more acres and raise more crops every year. They need modern and efficient products that can speed and ease operations, reduce dependency on labour, and at the same time save cost both in terms of time and money."

Company's Faridabad plant has overall capacity of producing 1 lakh units per year and it will manufacture 10,000 units of Farmtac 6060 and Farmtac 6065 and selling through distribution network of 700 dealers across India and adding 20 more dealers by September this year. It has total 14 variants of 30 hp to 65 hp capacity. It will export these units to the countries like Sri Lanka, Bangladesh and Africa.

Also, Escorts have an European arm of tractor manufacturing called Farmatec Tractors in Poland which produces tractors of 100 and 125 HP to cater the European markets.

First Published: Wed, May 16 2012. 00:12 IST