Friday, 24 May 2019 11:45

Square-off in the tractor market

Written by  Mark Daniel

John Deere and Mahindra have squared off in the US over the latter’s advertising claims.

John Deere complained that its Indian rival had been exaggerating the number of tractors it had sold.

The National Advertising Review Board (NARB) in the US told Mahindra it should modify its claims to being “No. 1 selling tractor” and “over 2.1 million Mahindra tractors sold”, and that it should cease referring to “best warranty” and “superior oil protection”.

Deere complained to the National Advertising Division (NAD) in 2018, saying the “No. 1” claim was misleading and did not disclose the total number of tractors included as Mahindra and Mahindra-owned Swaraj branded products. It also excluded certain vehicles from the definition of ‘tractors’.

The NAD also recommended that Mahindra cease claiming “the industry’s best warranty”. But it did not preclude the company from making truthful claims for specific attributes of the warranty that made it superior to its competitors, notably the duration of the warranty. 

The NAD also recommended that Mahindra should stop claiming “superior protection with our branded oils” due to a lack of supporting evidence.

Mahindra has appealed the NAD’s recommendation to the NARB, which suggested that the “No. 1” claim be qualified with a clear disclosure of all the tractor brands involved and an indication of the time period to which the claim relates. 

Mahindra argued that its “best warranty” claims were “puffery” and even if they were not, that their powertrain warranty was indeed longer than any of its competitors’.

Mahindra has advertised that it has agreed to comply with the findings.

» Connect with Rural News

More like this

8R gets golden gong

The latest John Deere 8R series tractors, yet to be released, have already won the only gold medal at the upcoming Agtritechnica event scheduled for November.

JD’s new 6M series breaks cover

John Deere's country manager for New Zealand, Mark Hamilton-Manns, says JD’s 6M series tractors are a rugged workhorse well received by all sectors of agriculture.

Tech talk gets easier

For ten years or so, technology such as GPS, auto steering, precision seeding and variable rate fertiliser application have helped boost farmers’ profits.

JD updates 6R Series

John Deere's updated line-up of 6R Series tractors (110-250hp) includes the 6110R, 6120R, 6130R, 6145R, 6155R, 6175R, 6195R, 6215R, 6230R and 6250R.

» The RNG Weather Report

Featured

Vaccinations protect people, animals

As we struggle to fathom how we ended up in the throes of a measles outbreak again, we’re reminded of the importance of vaccinations to protect us from life-threatening diseases.

 

» Connect with Rural News

» Connect with Rural News

» The RNG Weather Report

» Latest Print Issues Online

The Hound

Chipping in

The Hound was intrigued to read an article recently, on the Newsroom website, that shows that Education Minister Chris ‘Chippy’…

I'm alright

This old mutt has been contacted by many concerned individuals about the role the former Synlait boss John Penno is…

 

» Connect with Rural News