New Mahindra Compacts, Subcompacts

LOUISVILLE, Ky. (DTN) -- Mahindra introduced a pair of new tractors this week at the National Farm Machinery Show -- subcompact, 1100 models with 20- to 26-horsepower engines and compact, 2100 models, mounting 23-26 hp engines.

The new Mahindra design, engineering and technology platform on which its new tractor models are built has been dubbed "Powered by OJA," from the Sanskrit word "Ojas," which symbolizes energy and strength, the company said.

"This launch represents a milestone for Mahindra Tractors," said Viren Popli, president and CEO of Mahindra Ag North America. "Every one of our upgraded capabilities are designed to improve the customer experience. The power, comfort and advanced features cater precisely to the needs of acreage owners, farmers and ranchers."

Constructed on two different chassis sizes, the new Mahindra compacts offer both cab and open station configurations. Air conditioning, with rear defrost, are features offered with the 2126 compact cab.

Lift capacity has been enhanced with an 11-gallon-per-minute hydraulic pump. Operators can do more work with both models' front loaders, and owners can add an optional backhoe to both the 1100 (first time) and 2100 models. "You don't see (backhoes) in the 20-horsepower segment," Popli said.

This launch includes seven models.

Mahindra caters to a different customer base than the manufacturers selling the largest pieces of commercial farming equipment. Almost 50% of the U.S. tractor market is below 20 hp, and 70% of buyers for those tractors are first-time buyers.

Mahindra has found it is selling equipment to two buyer groups. One group is in their 50s and 60s (kids have left home, higher disposable income, fairly comfortable economically). The other group is in their 30s and 40s (they have "connected" employment, can work from a rural setting for an urban-based employer, seek rural values and lifestyle, human interaction -- close neighbors, an accepting church, a local barber and a fresh meat counter).

Both groups want convenience, comfort and reliability in their equipment -- if they operate the backhoe today, they want it to work the same way, with the same control functions tomorrow. "If the tractor works repeatedly in the same way, then they are good to go," Popli said.

Both groups often underbuy horsepower, Mahindra finds. Operators of compact and subcompact tractors are often ready to buy up after only a short time, to purchase a tractor with more horsepower. "Many of our buyers will say they bought and realized 'I bought too light, I need to buy a bigger tractor," Popli said. "Everyone underestimates (what they need). In the beginning, you're not sure what all you'll want to do with the tractor. Within two years, you (realize) you can do other things and you go back and trade up. We try to give you more disposable power at every level so you can do more with it." And attachments and implements to do more work, he added.

For both groups, that first-time dealer experience is critical to the sale. "So, when they go into the dealer, it is like we buy a car. You sit in the seat and grab the steering wheel. But for some reason, the tractor industry doesn't give you good seats. We're giving stitched, contoured seats with adjustable armrests, and adjustable seats, tilt and telescopic steering (important to both male and female operators). These are the starting points for comfort," Popli said.

Mahindra includes technology packages convenient for new operators. For example, telematics are standard in all models.

It's a unique package perhaps, for operators splitting time between work and lifestyle, between city and rural settings. For example, the telematics package relays fuel levels to remote owners. Operators can see the fuel level of their machine from their weekday locations and buy fuel, if they need it, on the trip to their rural property instead of having to make an unexpected Saturday morning trip. Operators also can get up a geofence around their property. They will be alerted remotely that their tractor is moving around the property, or even moved off the property.

These Mahindra tractors have other equipment alerts for service needs, critical functions and diesel usage. There is a productivity calculator.

Mahindra tractors were designed with ease-of-use in mind, it said. One feature overcomes a first-time owner quandary.

Mahindra dealers have found that first-time buyers sometimes have difficulties starting their tractors. "They don't start because they've never used a tractor before," Popli explained. "You have to be sitting on the seat. You have to have your foot on the brake. The PTO has to be off, and the tractor has to be in neutral. But (operators) don't do that, because they've never done it before."

To overcome operator confusion, these Mahindra tractors feature a light tree. When all four lights are green (operator in the seat, PTO off, tractor in neutral and foot on the brake), operators get the "green light" to start the tractor. "It's a very simple tool, but it makes it so much easier for the customer," Popli said.

These new Mahindra compact tractors powered by OJA will be available for the spring growing season.

Dan Miller can be reached at dan.miller@dtn.com

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