Examining satisfaction with tractor performance among owners of 12- to 24- month old tractors, the studies took into account operator profiles like owner-operator and rental, as well as national and international manufacturers. Measuring overall product performance satisfaction in two indices – machine performance, quality and reliability on a 1,000 point scale, the results were reported across four hp segments. In the under 31 hp category, the Mahindra Swaraj took the lead. While Eicher came out on top in the 31 to 40 hp category, in the 41 to 50 hp category, it was John Deere. In the above 50 hp category, Mahindra led, accruing 856 points.

In all seven tractor brands were enlisted, and issues like agricultural and consumer use of the tractors were examined. Certain regional trends emerged, like Bihar, West Bengal and Odisha, for instance scored high in rentals. It was also revealed that certain elements like tyres were found to be of critical importance, “Overloading is an issue, apart from the diesel tank size. Tractor buyers (operators) also looked at issues like engine overheating and hydraulics failure,” said Dr. Sheilds.

The study measured problems owners experienced with their tractors across 88 areas. The average in the inaugural study was 203 problems per 100 tractors. The sample size was 4,789 tractors across 14 states. Nearly three-fourths (74 per cent) of all problems reported were in the categories of engine and transmission, driving and operation, electrical and hydraulics, as well as couplings. Those frequently cited were; excessive or uneven tyre wear, hard to operate hydraulic system, engine overheating and wiring problems in the electrical circuit. The nature of the issues seemed to highlight that the dealer-buyer relationship plays an important role in the brand sections and buying decision. This relationship, said Dr Sheilds, gains more significance when there is a need to avail a service. “OEMs should spend time in training tractor buyers to use the right attachments, refrain from overloading, and also about crop yield,” he said. As per the CSI study’ measure of customer satisfaction and aftersales process at authorised dealerships, New Holland came out at the top with 794 index points. More than the industry average of 774 points. Issues faced at dealerships included, extended wait-times for servicing, sketchy examination of the completed work, active outreach for maintenance or repair work and the lack of payment options. The study also underscored the competitiveness of the Indian tractor market. “Customers have a wider choice,” averred Dr. Sheilds. He concluded, “We have been in India for over 15 years, and conducted this study with the aim to inspire transparency. Our endeavour to focus on quality and reliability could be carried over to tractors.”