Anderson Melo, from Mahindra, highlights challenges during the SAE Brasil Agricultural Machinery Symposium

Anderson Melo, Industrial Director at Mahindra Brasil, spoke at the 16th SAE Brasil Agricultural Machinery Symposium, held today in Porto Alegre. During his presentation, he highlighted the challenges faced by the company in the agricultural machinery market, especially regarding technology and producers' purchasing decisions.

Melo highlighted that technology plays a crucial role in the sector, but that Mahindra Brasil seeks to balance product offerings between different levels of technology. According to him, the company aims to develop less-technified tractors, aimed at a specific segment of producers. On the other hand, other companies such as John Deere, AGCO and CNH focus on highly technological products, aimed at another type of audience.

The executive highlighted the importance of working with different technologies simultaneously. He emphasized that although technology is an influential factor, it is not the only determinant of the purchasing decision. For Mahindra, the main strategy has been to help producers choose the ideal product, offering solutions in terms of both products and technology.

However, Melo pointed out that external factors, such as purchasing power, interest rates and the situation of commodities, have a significant impact on purchasing decisions. He highlighted that despite Mahindra's internal efforts to develop innovative solutions, external obstacles can limit producers' access to these technologies.

The director also drew attention to the need to discuss and seek to reduce interest rates, which, according to him, have a cyclical effect, but which need to be adjusted to benefit the niche market in which Mahindra operates. He concluded by highlighting that, despite the challenges, the company remains committed to expanding its market and offering products that meet the needs of Brazilian producers.