Jinma picking up steam in South America

Jiangsu Yueda Yancheng Tractor Manufacturing Co. LTD who is a leading tractor OEM in Asia and Headquartered in China is successfully winning market share in South America. Mostly known for the Jinma branded Tractors, Jiangsu has put together a winning strategy in South America under both the Jinma and Green Horse brand names.

Jinma in Brazil is represented by Metade Sul LTD under the brand name Green Horse Tractors. Green Horse which began in 2004 imports tractors from China, but most recently began to produce their new 45 hp compact tractor, the 454 model in the southern portion of Brazil. The 454 model meets the Nationalized Brazilian program where 60% weight and 60% of the cost must be produced and made in Brazil in order to qualify for Federal and State Financing Programs. Green Horse is looking to nationalize its other models in Brazil as well in the near future. Green Horse had a successful sales season in 2008 and it continues to have success in 2009 as they sold more tractors in two days at the Agrishow in Brazil last month, than they did the full week at the show in 2008.

Jinma over the past several years has been able to penetrate other South American Countries, such as Argentina, Bolivia, Chile, Peru, Paraguay, Ecuador, Uruguay, and Venezuela under the Jinma brand name. The sales volume in most of these Countries has jumped almost overnight. The question now is can they sustain the sales volume without much of a support system? They just might be able to with the Green Horse Strategy in Brazil.

Jeffrey J.P. Schultz