Boosting tractor profits with insightful finance solutions

Since 2011, the Mahindra USA tractor company has grown an astonishing 27% annually versus the 6% industry average. How is this 20-year young-company winning against iconic veterans like John Deere and Kubota?

Power to increase competitiveness
“Mahindra Finance has done far more than just put us on a level playing field,” says Cleo Franklin, VP Marketing, Product Development and Strategic Planning for Mahindra USA, referring to the joint venture between DLL and Mahindra. “Their innovative and insightful programs have given us the power to increase our competitiveness and meet our customer’s needs for financing options.”

#1 in customer satisfaction & loyalty

The joint venture was established in 2011 to provide wholesale and retail finance solutions for Mahindra USA, a wholly-owned subsidiary of India-based Mahindra Group, a $16.7 billion corporation. Since then, Mahindra USA has grown rapidly in the compact tractor segment due to high customer satisfaction (97%, the industry’s highest) and strong customer loyalty (98%, also the industry’s highest).

Going against the trend
To achieve these gains, Mahindra USA has gone against the consolidation trend of its major competitors by investing heavily in its dealer network, new products and support and manufacturing capabilities.  

“Our president, Mani Iyer, believes in providing our customers with a 360 degree perspective,” Franklin says. “Our Product Development team creates the product to meet the customer’s needs. Our Sales Department puts the product in front of the customer. Our Service Department helps support the product after the sale. And Mahindra Finance USA rounds out the offering for a complete customer experience at every touchpoint.”