M&M Makes a U-Turn to Africa

Wednesday 24 June 2009, 00:00 AM by Rishi

Mahindra and Mahindra is focusing its sales strategies towards the African market. The US market is still severely hit by the recessionary trends and the automobile sales have failed to pick up in recent past. The company now aims to sell its model more rigorously in the upcoming markets including those in Africa.

M&M is also setting up small manufacturing units in Africa and will export semi-knock down units from India. It is mainly aiming at markets like Ghana, Nigeria and Zambia and intends to sell utility vehicles and tractors as nearly one-third of the tractors sold in Africa are imported. There is a propensity among buyers in Africa to be brand loyal and that works in our favour,” said Anjanikumar Choudhari, president of M&M’s farm equipment business.

Tractors from M&M are more technically sound and the company has managed to sell nearly 1600 tractors so far in these markets. It now aims to gear up its strategies to market its products more competitively in these markets.

M&M already marks a strong presence in India in tractor and utility vehicle segment. It is not strengthening its positions in the Australian, American and the African nations. It is also increasing its presence in China where it has two ventures with ancheng Tractors and Mahindra China Tractor.

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