ACE Tractors launched the Veer series of compact tractors. Sumesh Soman brings out key product differentiators aimed at helping small farm landholders mechanise.
Action Construction Equipment Ltd. (ACE) launched the Veer series of compact tractors. Aimed at the small farming segment, sub-one-acreage, under the series, the company launched its first model. The ACE Veer 20, in the 35 hp segment shows India’s efforts to gain ground in the sub 35 hp compact tractor segment. A leading market barring this category, globally, the sub 20 hp segment was driven by China make tractors until a few years ago. Till February 2022, the Indian tractor industry produced 133,800 tractors and sold 125,595 tractors including exports at 20,875 units. Developed based on the feedback of its customers, the new addition from ACE is claimed to cater to the demand for a compact tractor range that is affordable. At the launch, while handing over the tractor to the first set of customers, Ashok Anantharaman, the Chief Operating Officer, ACE stated that the product’s USP is its high power and torque and low Total Cost of Ownership (TCO). The company has kept the price under the sub-three lakh range to appeal to this segment.
Addressing market gaps
The ACE Veer 20 comes loaded with side shift levers, a clear lens headlamp, a mobile charging point, a digital instrument cluster, a disc brake, and an extra port for the tipping trolly. It also comes with Pc Do side levers on fenders enabling extra comfort, heavy-duty S.G from front axle support, oil bath air-cleaner, 90-degree adjustable silencer for an orchard and inter-row cultivation, Automatic Draft and Depth Control (ADDC) hydraulics for quick turnaround, a factory-fitted bumper, comfortable driver seat with ergonomically designed levers, footboard and pedals as noteworthy inclusions. The company with this launch has taken the first step in the direction of addressing the market gaps in the farm equipment sector. The ACE Veer 20 launched with the tagline “Kam Lagat, Zayada Takat”, signifies a value for money proposition. Veer 20, the first product offering in the range as per the company claims is high on performance metrics in addition to a host of technical and aesthetic enhancements making it an attractive bundled offering. With applications in orchards and vineyards and compatibility with multiple implements, the tractor also extends to haulage and other sectoral applications. The company is backing up the product with a well-oiled aftersales and service network that includes 250 touchpoints and 15 regional offices to the last count.
Market penetration
The company aims to focus on Gujarat, Karnataka, Uttar Pradesh, Maharashtra, and Bihar. Given that the regions are expected to require and demand the product more than any other states in the country, the company is also upskilling its stakeholders in these regions. For example, ACE has also built a dedicated training centre in Faridabad. The company is IS0 certified and will leverage its contribution to the ‘Make in India’ and ‘Skill India‘ programs as it aligns with the ‘AtmaNirbhar Bharat’ vision. One hears that an air-conditioned cabin tractor is also on the cards. The company hopes to be a direct beneficiary of the government’s vision to double farm mechanisation over the next decade. A crucial part is to help farmers with small landholdings transition to farm mechanisation with products like the ACE Veer range.
