Mitsubishi Mahindra Agri Machinery and CNH sign pact to sell Case IH products in Japan

Mitsubishi Mahindra Agricultural Machinery Co (MAM), represented by Toru Saito, Chief Executive Officer of MAM, has signed a distributor agreement with CNH, a global equipment and services company, for its Case IH agricultural machinery in Japan. The pact was signed on June 1, 2024 in Bangkok, Thailand.

MAM currently sells and services Case IH products in Hokkaido. By becoming the distributor for Case IH agricultural machinery in Japan, MAM is poised to expand sales nationwide, including in the Honshu and Kyushu regions where farmland sizes are becoming larger.

Upon signing the agreement, MAM CEO Toru Saito said, "We have been involved in sales and service of Case IH agricultural products for many years, and this distributor agreement is a recognition of our long relationship and MAM’s performance. Being able to distribute one of the world's most recognized brands across Japan will enhance our market presence and support our long-term business strategy. We will endeavour to meet CNH's expectations.”

“We are honoured to mark this significant milestone with MAM, one of our longest-standing partners in Japan. This expanded distributorship will unlock new growth opportunities and bring best-in-class machinery and precision farming solutions that can enhance efficiency, sustainability, and productivity for farmer communities across Japan,” said Mark Brinn, Managing Director of CNH for Southeast Asia and Japan.

While the domestic agricultural machinery market is gradually shrinking, there is a shift toward larger machines due to consolidation of farmlands; and market demand for tractors of 100 horsepower or more is growing steadily. Currently, the main Case IH agricultural products offered in Japan are the 100 - 200 horsepower tractors. MAM states that it will continue to collaborate closely with CNH to enhance its product lineup to meet the needs of Japanese farmers.