Mahindra opens first dedicated tractor dealership in PH

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Mahindra executives during the inauguration of the of the brand’s first dedicated tractor dealership in the country (from left) GMCI president Markane Goho, AMC executive director Mard de Joya, M&M deputy general manager Manoj Dalvi, M&M vice president Pradeep Kumar, GMCI chairman Martin Goho and GMCI vice president Martin Goho.

Mahindra executives during the inauguration of the of the brand’s first dedicated tractor dealership in the country (from left) GMCI president Markane Goho, AMC executive director Mard de Joya, M&M deputy general manager Manoj Dalvi, M&M vice president Pradeep Kumar, GMCI chairman Martin Goho and GMCI vice president Martin Goho.

Asianbrands Motors Corporation (AMC), the authorized distributor of Mahindra vehicles in the country, opened its first dedicated tractor dealership in Mandaue City, Cebu last month. Mahindra is the largest manufacturer of tractors and farm equipment in the world.

Gracing the official opening were AMC president Felix Mabilog Jr. who was represented in the event by AMC Executive Director Marc de Joya, Mahindra & Mahindra Vice President and head for International Operations Pradeep Kumar and Deputy General Manager for International Operations Manoj Dalvi. Also in attendance were the dealer-principals, Gateway Motors Cebu Inc. (GMCI) Chairman Martin Goho, GMCI president Markane Goho and GMCI Vice President Michael Goho.

“We are now only beginning to explore the vast agricultural potential and market waiting for us in the Philippines,” said Kumar. “We have done it with great success in India, Bangladesh, Nepal and Sri Lanka along with Indonesia, Vietnam and Malaysia. I don’t see why we should not reap equally gratifying results here,” he added.

Mabilog, for his part, sees the Mandaue City opening as a preview of larger things to come. “We look at Cebu as the pivot to our trajectory in the Central Philippines and the whole of Mindanao,” said Mabilog. “The vast tracts of agricultural land in the Panay Islands, Bacolod, Cotabato, Davao and Cagayan represent a vast market for Mahindra tractors,” he added.


Mahindra is not only the world’s largest selling tractor brand by volume. It is also India’s largest tractor manufacturer for more than three decades. It is the only tractor company that has won the Deming Prize and the Japan Quality Medal, a global distinction that recognizes excellence in Total Quality Management (TQM). It is only to be expected that its high quality, tough and durable tractors and implements raise productivity in farms on all continents. Through a string of global tie-ups, most notably with Jiangsu Yueda Group in China and the Mitsubishi Agricultural Machinery of Japan, Mahindra is poised to lead the industry in the years to come.

A $16.9-billion multinational group based in Mumbai, India, Mahindra is a $16.9-billion multinational group based in Mumbai, India, that provides employment opportunities to over 200,000 people in over 100 countries. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology, financial services and vacation ownership. In addition, Mahindra enjoys a strong presence in the agribusiness, aerospace, components, consulting services, defense, energy, industrial equipment, logistics, real estate, retail, steel, commercial vehicles and two wheeler industries.

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