Where should I start?
First of all, please give me your definition of a "tractor". 30 to 50 HP CUT? 50 to 100 HP Utility? 200 HP + 4WD? All of them? How about a 2WD, Air-Cooled Single Cylinder 25hp with an 8/2 gear transmission? Is that a "tractor" to most of us?
Mahindra sells literally thousands of these two tractor lines, mostly in India and China:
We designed the Yuvraj 215 for small farm operations. With one cylinder and 15 HP, the Yuvraj 215 is compact and easy to operate. We built it for long life and low maintenance, durability and dependability. It offers the first water-cooled single cylinder engine in the 15 HP segment, and its side shift gear is easy and comfortable to use.
Exceptional reliability and value for money make the Bhoomiputra our best-selling tractor, accounting for almost 60 percent of all tractor sales. It brings you robust style, strength, better pick-up, and high fuel efficiencyé*�nd itç—´ easy to operate. Highly dependable and low maintenance, the Bhoomiputra will transform your farmç—´ productivity for years to come.
These are extremely inexpensive tractors that are sold in astounding volume - just not in our areas. The Compact Utility Tractor market here in the US averages approximately 125,000 tractors per year. Mahindra sells that amount of the above two tractor lines in approximately 3 years, world-wide.
Kubota has held at least a 50% market share for CUTs in NA for quite some time, while Deere has hovered between 25% to 30% - so let's say 90,000 CUTs between the two - Mahindra in 3rd place really is not that big of a deal then, considering all the other manufacturers selling CUTs - if they are indeed in 3rd place. I personally believe they are in 4th, behind Case/New Holland.
Yes, Mahindra is HUGE, and not just in tractors. But notice how they specifically state they are the largest "in volume" - which well over 1/2 are low cost basic tractors - not that there is anything wrong with that. If we took tractor manufacturers and listed them as largest in monetary sales, they wouldn't even be close to #1. What they state is a great marketing tool and is a true fact, just maybe not the whole story.
While I will not say at all that they are "cheap knock offs of other brands" the truth of the matter is that for our market, Mahindra does not produce anything under around 100hp - they are all manufactured by other companies and branded with the Mahindra name. Just as Massey does with Iseki, Deere does with Yanmar, etc. While I am not a fan of big orange, of all the CUT manufacturers Kubota by far makes the most of each of their products in house.
So yes, Mahindra is huge for a reason, just maybe not the reason you thought.