Mahindra Achieves Big Milestone In USA: Anand Mahindra Shares Emotional Post

Mahindra has been the leader in the SUV game in India. It also has a strong presence in several international markets like Africa and Australia as well. Interestingly, Mahindra also has a farm equipment vertical which is as strong as that of the SUVs. It has a strong presence in North America, and recently achieved the milestone of selling 3 lakh tractors in the US.

Elated by the achievement, Anand Mahindra shared a heartfelt note on Twitter. The card shared with the post announces the milestone- "We recently crossed a milestone that fills us with pride and even more gratitude. With 300,000 tractors delivered across the country, this isn't just a number for us. It's 300,000 stories of trust, resilience, and partnership."- it reads.

Mahindra Agri North America was established i 1994, almost three decades ago. It has had impressive growth in this time span. It isn't easy for an Indian manufacturer to get established in a market like North America and scale to success. Anand mahindra has hinted at the same in his X post.

He says "I vividly remember when our company tentatively introduced our tractors to the USA more than 3 decades ago.

We had a legendary colleague, Rip Evans who—dressed in his trademark ironed jeans and cowboy hat & boots—would load one tractor at a time on his beat-up pickup truck and drive around Texas introducing sceptical farmers to this ‘sturdy Indian tractor!’

We’ve travelled a good distance since then to become a major player in the North American Ag Equipment market.

But we will stay humble, retain our challenger mindset and continued to focus on the needs of our customers—farmers who work tirelessly to feed a continent and who deserve the best we can offer."

This post is now amassing positive reactions from netizens. Many congratulate the Indian manufacturer for its success in a tough market like North America. Even in the domestic market, Mahindra tops the chart in tractor sales, with a 42 per cent market share.

Mahindra's Tractor Business In North America: More About It

Mahindra Agri North America has its presence in segments like tractors, utility vehicles, and other farm equipment. At present, the vertical has its focus set on improving efficiency, introducing targeted products, with a larger vision of adapting better to the North American market.

Initially, Mahindra Agri focussed on producing tractors. It established a strong presence in Texas. Later, it expanded its operations and the sales flourished. It recently inaugurated a new facility in Pontiac, Michigan.

North America has become one of Mahindra's largest overseas markets, particularly in the farm equipment sector. Mahindra Agri has been having severe headwinds in recent years. It posted a decline of 13 per cent in tractor volumes in the calendar year 2024-25. High interest rates and other macroeconomic uncertainty are cited as reasons of the degrowth. The sales recovery will depend largely on the future Federal Reserve rate cuts.

ROXOR: A Product That Put Mahindra In Trouble

In 2018, Mahindra launched the ROXOR in North America. It was based on the Thar DI which was on sale here. It thus had notable design similarities with the Jeep Wrangler. Fiat Chrysler Automobiles (FCA), now Stellantis, sued Mahindra for the same. The vehicle was soon slapped with an import ban and was later involved in a fierce legal battle.

In response, Mahindra redesigned the ROXOR completely and reintroduced it in the US market. It continues to be sold as an off-road UTV (Utility Task Vehicle) with 4x4 hardware. It is considered a work tool for farmers, and is powered by a 2.5-litre turbo-diesel engine.

In short, Mahindra did not have an overnight success in North America. It had to endure setbacks and falls before a successful scale was established. Circling back, the tractor sales are expected to make a healthy recovery soon.