Mahindra & Mahindra (M&M), the tractors and utility vehicles major, is jointly developing a series of high performance tractors, with Tong Yang Mulsan, its South Korean partner. The new tractors have been termed Horizon IV.
The new generation tractors will deliver between 85 and 100 horsepower, the move being a pre-emptive one to take on multinational tractor companies such as John Deere and Case New Holland in the Indian and global markets.
This is the first time that M&M, which is the world's largest manufacturer in low-end tractors, is developing such high performance tractors, and takes M&M's relationship with Tong Yang beyond marketing the latter's products through its distribution network.
M&M markets Tong Yang's tractors in the US under its own brand name. The marketing alliance has now been extended to Europe as well.
Anand Mahindra, vice chairman and managing director of Mahindra & Mahindra said, "The relationship with Tong Yang is expanding to beyond marketing their tractors. We are now jointly developing a higher range of tractors with them which will position us to compete with the best in the world."
Products from the Horizon IV and Horizon III series, which is also currently under development, are primarily meant to boost its exports. M&M is planning to introduce about 20 new models, including four-wheel tractors from the Arjun range (which is part of Horizon II series), by 2003.
According to industry experts, high performance tractors do not have a big market in the country, due to the country's soil and crop patterns, in addition to the constraints on purchasing power of Indian farmers.
Of M&M's product portfolio, Horizon I comprises of upgraded products from its existing range of low-end tractors. Sarpanch and Bhoomiputra are the two models from Horizon I series.
While Horizon II was developed to cater to the "evolving needs of the customer", Horizon III was conceptualised about a couple of years ago, to cater to customer requirements after a 4-5 years.
