Tata International Africa steadily grows relationship with John Deere

September 02, 2021

John Deere is one of the world’s leading manufacturers of construction and farming equipment. Understanding the needs of the agriculture chain, Tata International has been providing sales, service and spares of John Deere tractors and implements in several countries across the African continent. Two-and-half years ago, Tata International signed an agreement with Afgri Ghana to buy the distribution rights for John Deere agricultural equipment.

The team has met with creditable success in selling and supporting the full line of JD products in the country. In fact, our company’s commitment to the brand and its customers was recently recognised by John Deere Africa Middle East, when our Ghana operation was awarded John Deere Africa’s prestigious 2020 Dealer of the Year Award for the category of dealers outside the SADC region.

Speaking about the award, Mr Len Brand, Head Distribution & Managing Director Tata Africa Holdings, shared: “In addition to this award, which means a great deal to us, we have made successful inroads in winning market share as a new player in the industry, which is extremely encouraging. Our commitment to customer support through our Uptime strategy has benefited John Deere owners in Ghana and other countries in which we operate.”

The success of the team in Ghana as well as in other African countries resulted in the strategic decision to invest in Zambia. Earlier this year, Tata Zambia acquired the full distribution rights of John Deere products from Afgri Equipment and began operations on June 1, 2021.

“We are very proud to have been given this opportunity and thank Afgri Equipment for this. We are also grateful to John Deere for showing confidence in us to represent the brand in another country on the continent,” shares Mr Brand.

Tata International Africa in Zambia will sell, support and distribute Tata trucks and buses, Daewoo trucks, Jaguar Land Rover vehicles and now John Deere Agriculture Equipment. The team will also introduce John Deere construction equipment to the Zambian market in the third quarter of 2021.

Just a couple of months in and congratulations are already in order. The sales team made their very first sale in Zambia, delivering two tractors – a JD 5065E MWFD and JD 3045B MFWD. The first was delivered to Mr Andrew Chance, Managing Director of Brimagoba Investments. The other was delivered to AJ Moffat, who is a founding partner of AJ Moffat Farms. It is a mixed farming enterprise in Mkushi, Zambia where they grow beef, crops and seed maize for the local market, as well as grenadilla and macadamias for export.

The Zambia team will initially focus on parts availability and swift delivery to customers. Another focus area will be products fit for purpose, based on their deep understanding of customer needs and commitment to delivering customer value.

“Tata International Africa has proven time and again that it is a leading company to be aligned to, not only as a distributor or dealer for OEMs, but also as a premium supplier and dedicated aftermarket support and service to our retail customers in Africa. We are committed to the company’s vision of building and sustaining relationships with cooperation and trust,” concludes Mr Brand.

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