Shaping the marble of the market, by André Rorato, Vice President of LS Mtron

Breaking paradigms is like molding marble to make a sculpture. It demands time, patience, design, planning and a very significant dose of inspiration and creativity. Of course, we cannot forget “ears to listen to others”. Entering a market where others already dominate and share the cake is almost like entering a cocktail party, without a designated place where the majority have already formed their conversation groups. But resilience and innovation can be a good “weapon” to gain attention.

The perception that the vast majority of Brazilian rural producers, especially those in the medium and small power range, still worked with tractors whose construction concept had been conceived in the 1980s, was the key that turned on the light for the decision to offer to Brazil, products that had “small” differences, but compared to what was available here, would seem big. And it was these differences, such as an armored front axle, greater free space, for example, that transformed a medium and long-term project of gaining market percentage points into a totally different reality, a consistent work, which today has more than 60 sales points across the country and fifth place in the ranking of tractor manufacturers. 

These small differences began to be noticed by producers and caused a subtle change in what the producer began to look for in a tractor. This probably happened because it brought to consciousness desires that were contained in this consumer and which, fortunately, began to be met through LS Tractor products.

When we talk about offering new technologies, at first and roughly speaking, it seems like we are talking about fantastic, robotic things that speak and perform tasks on their own. But it doesn't always have to be that way. See, a simple switch that turns the light on and off is fantastic technology. But it has become so common that we no longer care about it. But providing a three-speed power take-off, already from the factory, was a desire of the producer and, when we offered it, it became a competitive differentiator, to the point that consumers started to ask the competition if they also had this technology incorporated into their tractors. , without it being an accessory item.

LS Tractor has the LG Electronics Group in its original DNA. Very active in the search for new technologies, especially to keep up with today's world. At our research center in South Korea, several projects are developed, tested and placed on the market. This is where this concept of offering a series of onboard technologies that aim to improve the operational conditions of the tractor came from, so that it offers many more solutions for work in the field.

It is in this spirit that we have already included the LS Tech package in our machines, where we offer “small and simple” technologies, which solve the producer's old problems. Part of this package is telemetry, developed by a partner of ours, Colven, which allows managers to know all the tasks performed by their machines, instantly. This means that even with little time in the Brazilian market, we are already delivering solutions that are very up to date with the demands of rural entrepreneurs. This means that we are shaping marble, to increasingly deliver works of art that please the consumer and that are within the reality of our market, without major futuristic technologies, but with practical solutions for everyday life in the countryside.

André Rorato, Vice President of LS Mtron