Escorts launches Farmtrac Heritage tractors in South African market

Escorts Ltd has launched its Farmtrac Heritage tractor range at South Africa’s NAMPO 2014 agriculture show. The Heritage series, which comprises tractors in the 50-75hp range, received a good response at last year’s Agritechnica Show in Hanover.

The ergonomically engineered Farmtrac Heritage series (6050, 6060, 6075), available both in 2WD as well as 4WD variants, are claimed to be the most fuel efficient tractors in their class.

The South African tractor industry is estimated at 6,000 units a year which includes tractors up to 450hp. 

Escorts says it plans to leverage this segment by its new Farmtrac Heritage product line which is classic, simple and highly efficient, making it ideal equipment for small farmers who seek maximum productivity along with harvest benefits. This sub-80hp segment has a market of around 70,000 tractors annually. With Farmtrac, Escorts is targeting a 10 percent market share by 2020.

Speaking on the launch, Rajesh Kumar, chief (International Business), Escorts Agri Machinery, said, “We aspire to become the leaders in designing tractors in the sub-80hp segment. South Africa is poised to be a trend setter for other African countries and it is a key market area for us. The new-age farmer in South Africa will find the Heritage line extremely alluring”.

Sanjay Kapote, chief (Strategy - International Business), Escorts Agri Machinery, added: “By launching the Farmtrac Heritage range, Escorts is showcasing its strong footprint in this segment in South Africa. Looking at the evolving market and customer inclination towards auxiliary category, we are confident that the potential buyers will invest in our tractor. Our machines are a perfect mix of advanced technology and affordable pricing. Going forward we would continue to bring more market apt products that will ensure greater prosperity for farmers in the African region.”