Tractor manufacturer Escorts Limited has signed a partnership agreement with Italy’s BCS SpA to sell the speciality Ferrari brand of tractors in India. The first product to be launched in the country would be a 26 HP tractor initially directed at the grape farming activity in the Nashik belt of Maharashtra. The product will carry an introductory price tag of Rs 8 lakh and Escorts plans to expand the range of products as per the market response. The Ferrari brand’s features include the all four equal-sized wheels, oscillating chassis system, all-time four-wheel drive, front engine mounting for super-low turning radius and an ideal weight distribution.
“The product is new to the country and we hope the fruit growers will find it relevant as a tool of efficiency. India’s interest in high-end products has been proved by the luxury car segment and these tractors will catch the imagination of the farming community like luxury cars,” said S Sridhar, Chief Executive Officer, Escorts Agri Machinery. He, however, said that it is difficult to project sales number of the product as of now. Escorts will import Ferrari tractors as complete built units and has created a special team of technical staff to service them. According to Sridhar, the range of Ferrari products will be expanded over the next few years and if the volumes justify, Escorts will consider manufacturing them in India.
The company also launched a newly designed Farmtrac Executive series of tractors aimed at the young Indian farmers. The new series has features such as car-like driving comfort due to a new scissor seat with recliner, stylish fenders for elegant looks, suspended clutch and brake pedals, a digital speedometer and LED headlamps. Commenting on the collaborative venture, Benso Marelli, Managing Director, BCS SpA, Italy, said, “While we are a leading speciality tractor brand in Europe, it is the deep understanding of the Indian market and strong distribution capabilities that makes Escorts our ideal partner.”
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