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MAHINDRA USA CELEBRATES 20 YEARS OF GROWTH IN NORTH AMERICA
Source: Mahindra news release

Since selling its first tractor in the United States in 1994, Mahindra USA has been on an upward trajectory earning its place among the top three U.S. tractor manufacturers in less than two decades.

Mahindra USA, the world's number one selling tractor brand based on volume, celebrates 20 years of growth with 13 straight record-breaking months of retail sales. Overall, annual retail North American tractor sales grew more than 40 percent in 2013.

"Outpacing the industry, MUSA has exceeded its sales goals for 2013," said Mani Iyer, President, Mahindra USA. "Mahindra USA's ability to penetrate the market so quickly is credited to delivering a quality product at a value price that reliably gives customers the power and performance they require from sub-compact to 120 HP tractors. We will continue to invest in a strong leadership team that is prepared for the future."

Implements, attachments and parts business all continue to grow at a significant pace, up more than 50 percent overall, demonstrating MUSA's across the board market strength. In 2013, brand awareness, web traffic and advertising recall continued to grow and drive customer demand.

MUSA has received awards from the American Marketing Association for best website of the year and a platinum Remi Award for its television commercial. Mahindra USA received accolades for its corporate social responsibility initiative, "Rise," by the Indo American Chamber of Commerce.

"MUSA's success in the North American market is greatly attributed to its customer first strategy and partnership with a strong, supportive and innovative dealer network," said Cleo Franklin, Mahindra USA's Vice President of Marketing and Strategic Planning.

"Mahindra dealers are an integral part of the MUSA customer-focused marketing strategy. Our brand recognition continues to build at a remarkable pace and is strengthened by a compassionate Rise philosophy along with a committed, driven and talented employee group."

MUSA also expanded its product line in 2013 offering eight new Tier IV compliant tractors including:

• the eMax, a new line of heavy-duty sub-compact tractors available at 22 HP and 25 HP, a solid workhorse in a smaller frame,
• the Max 24, joining the revolutionary sub and mid-compact Max tractor series,
• the mPower 75, expanding its larger utility tractor line-up, and
• two 50 HP tractors, the 3550 and 4550, a 55 HP tractor, 5555 in 2WD and 4WD, and a 65 HP tractor, 4565.

Each of the new tractors is Tier IV compliant while the mPower 75, 3550, 4550, 5555 and 4565 tractors all feature the diesel oxidation catalyst (DOC), unique to the Mahindra mCRD™ engine. The mCRD engine is a lower cost, low maintenance solution to meet the Tier IV emission standards. The DOC eliminates the diesel particulate filter resulting in no backpressure monitor or filter cleaning for greater protection.

"Over-achieving our goals for 2013 fuels our plans and encourages MUSA to continue its strong growth into 2014 and beyond, said Iyer. "We are pleased with our success, but we will not rest on these accomplishments. We will set our sights higher and work harder to earn our dealers' and customers' business, respect and loyalty."


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