Mahindra USA, the number one selling tractor brand in the world based on volume, performed well in The North American Equipment Dealers Association (NAEDA) 2012 Dealer-Manufacturer Relations Survey. Ranking solidly among the top three manufacturers in overall dealer satisfaction, Mahindra USA also led the competition in four key categories: marketing and advertising support, product technical support, warranty payments and return privileges.

The results of this survey, along with a record-breaking year in both dealer recruitment and market share in 2011, reinforce the effectiveness of Mahindra USA’s long-term strategy of creating a partnership with its dealers. The strong rapport between dealers and Mahindra USA creates a multi-layered support system for customers leading to 98 percent brand loyalty and 97 percent customer satisfaction ratings from Mahindra tractor owners.

“Our dealer-first and customer-driven strategies are key to Mahindra USA’s strong growth since entering the North American tractor market in 1994,” said Cleo Franklin, Vice-President Marketing and Strategic Planning, Mahindra USA. “We view our dealer network as a strategic partner and value their contribution to our continued success.”

Dealer and customer feedback was also a major force behind the recent redesign of the Mahindra USA website resulting in a customer driven, web-based user experience which recently received top honors by the American Marketing Association (AMA Award full story). A dealer-centered business model stems from the Mahindra RISE philosophy which comes from Mahindra’s core purpose: to accept no limits, employ alternative thinking and drive positive change to help transform lives for our stakeholders, customers and communities across the world and help them better connect to the land they work and love.

The NAEDA Dealer-Manufacturer Relations Survey was conducted via an email survey of NAEDA-member dealers in the United States and Canada. The survey was comprised using evaluations from more than 1,900 dealers.

Mahindra became the #1 selling tractor brand in the world in 2010 by providing consumers with value-packed, high-quality tractors.  Mahindra is the only tractor manufacturer in the world to win both the Deming Application Prize and the coveted Japan Quality Medal for excellence in Total Quality Management, awarded by the Deming Prize Committee care of the Union of Japanese Scientists.

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Summary of The North American Equipment Dealers Association (NAEDA) 2012 Dealer-Manufacturer Relations Survey.

About Mahindra

Mahindra USA (MUSA) is part of the US $ 15.4 billion Mahindra Group’s Automotive and Farm Sector - the #1 selling tractor company in the world, based on volumes and the only tractor manufacturer in the world to win the industry’s top two quality awards – the Deming Application Prize and the Japan Quality Medal, care of Union of Japanese Scientists and Engineers. 

Houston, Texas based Mahindra USA (MUSA) is a wholly owned subsidiary of Mahindra & Mahindra Ltd. and began selling tractors in the USA in 1994. MUSA has since grown rapidly due to high customer satisfaction levels and strong customer referrals. Mahindra USA has three distribution points in the USA to help meet the needs of its customers and the growing demand for its products.

Mahindra’s professional-grade tractors range from 22 HP – 83HP – and include the revolutionary new Max series tractors.  The Mahindra Max 22 and Max 25 are the first real tractors in the sub-compact market and feature true tractor performance and capabilities. The Mahindra Max 22 and Max 25 are joined by the industry’s first mid-compact tractor, the Mahindra Max 28 XL, which has compact tractor performance and versatility in a near compact tractor size. All Mahindra Tractors are built with heavy-duty components that allow them to outperform other tractors in their class and are designed to provide consumers with the ability to push more, pull more and lift more, so they can do more, in less time.  To learn more about Mahindra USA’s Farm Equipment Sector, please visit