Mahindra & Mahindra (M &M), on Wednesday, launched its all-new Arjun range of tractors.
It is built on company’s locally-developed high HP (horse power) platform, and incorporates several industry-first features.
The objective is to offer solutions for a range of farming applications under one product.
The new Arjun Novo range of tractors, which will be available in 52 HP and 57 HP variants, will be priced at Rs.7.15 lakh and Rs.7.35 lakh (ex-showroom, Pune), about Rs.15,000 higher than its existing Arjun 605Di. The new model also offers A/C cabin version at a price of Rs.9.5 lakh.
Arjun Novowill replace the existing range. It will be formally launched first in Maharashtra next month. The company plans to roll out in other states, mostly in high HP tractor markets, in a phased manner.
The new platform has been developed at an investment of Rs. 250-300 crore.
“As a leader, we want to drive benchmarks in high HP category. With the new HP platform, which comprises new transmission and new hydraulics, the company will be able to develop tractors in the range between 48HP and 75 HP though the present highest category in the country is 60 HP,” Pawan Goenka, Executive Director, M & M, said during the launch at the Mahindra Research Valley, a modern product development facility of company that designed and developed the new tractor platform, here.
“We can also make tractors below 48 HP, depending on the demand in the market,” he said adding,” we will also start exporting this new range in the next six months.”
The new launch comes close on the heels of boosting its volumes and market share in the high HP segment i.e. above 50 HP segment, which is forecast to grow faster than other categories besides providing higher margins. In 2013-14, the above 50 HP segment clocked a total volume of 31,219 units (28,554 units in 2012-13), accounting for five per cent of total domestic tractor volume.
The company said Arjun Novo would offer higher torque, better fuel efficiency, and higher lift capacity when compared with tractors of competition such as John Deere and New Holland in that category.
Mr. Goenka said the company was keen to grow its `adjacent businesses’ such as agriculture implements (which is presently dominated by unorganised players), seeds, crop care and micro-irrigation.
