Mahindra Tractors

Tangelo proudly accepted the Award for the best Business-to-Consumer Website of the year for its client Mahindra USA, Inc. (Mahindra Tractors), at the 26th annual American Marketing Association (AMA) of Houstonʼs Crystal Awards.
The Crystal Awards is the industryʼs top marketing event, showcasing breakthrough strategic B-to-C and B-to-B communications with a focus on effectiveness and results. In addition to taking the Award for B-to-C website of the year, Tangelo was also selected as a finalist in the same category, making it the only firm to take 2 out of the 5 finalist spots.
Houston, Texas based Mahindra USA is part of the $15.4 billion Mahindra Groupʼs Automotive and Farm Sector – the #1 selling tractor company in the world, based on volume. Through rigorous industry research and customer survey feedback, Mahindra USA created a customer driven new web-based user experience in the farm equipment category, focusing on simplicity, value and delivering users information in a clutter-free, organized manner. This strategy aligned perfectly with Mahindraʼs brand promises of simplicity, ease-of-use and customer delight. Short of driving to one of 400+ dealerships across the country to test drive a tractor, a user can now experience Mahindraʼs value proposition and visualize all of the superior-performing product and legenday customer statisfaction attributes within the digital space. “Our primary goal from the onset of the project was to simplify the site experience for the visitor with a clean, reorganized flow of content – making it easier to find information.” said David Hoyt, Founder & Executive Creative Director of Tangelo. The dramatically redesigned site embodies the farm equipment leaderʼs forward thinking vision and commitment to the growing and evolving needs of its customers. Winning at the Crystal Awards shows that your marketing efforts have impacted your primary target market with measurable results.

Being selected as a finalist and winning is a testament to the quality of design execution and the overall strategy of producing positive results. All Crystal finalists were scored based on the key situation/challenge, objectives, applied strategy/tactics, clear message alignment and effective results. Additionally, the judging criteria applied double weight to how effective the campaign or project was in message alignment and the positive results garnered. “Customer-focused websites take a great deal of planning, strategy and collaboration. Weʼve accomplished our goals of embodying our brand tenets, and incorporating insights and suggestions directly from our customers and dealers. Thatʼs a win-win. And weʼre continually monitoring and improving. At Mahindra our guiding philosophy is
Accepting No Limits, employing Alternative Thinking and Driving Positive Change to enable people to Rise – our website is an embodiment of our Rise philosophy and our goal to provide our customers with a truly unique Mahindra experience.” said Cleo Franklin, Vice President, Marketing & Strategic Planning for Mahindra USA.

About Tangelo
Established in 2005, Tangelo is a hybrid-model, media neutral branding and communications firm based in Houston, Texas. Tangeloʼs specialty is in developing across all channels and tactics, delivering fully integrated campaigns that connect with consumers on multiple platforms. In the past few years, Tangelo is the most awarded firm in Houston in the web category, including a Webby Award – dubbed the “Internetʼs Highest Honor” by the New York Times. Tangelo is the only Houston firm to have ever
received this international award.
About Mahindra USA
Mahindra USA (MUSA) is part of the US $15.4 billion Mahindra Groupʼs Automotive and Farm Sector – the #1 selling tractor company in the world, based on volumes and the only tractor manufacturer in the world to win the industryʼs top two quality awards – the Deming Application Prize and the Japan Quality Medal, care of Union of Japanese Scientists and Engineers.  Houston, Texas based Mahindra USA (MUSA) is a wholly owned subsidiary of Mahindra & Mahindra Ltd. and began selling tractors in the USA in 1994. MUSA has since grown rapidly due to high customer satisfaction levels and strong customer referrals. Mahindra USA has three distribution points in the USA to help meet the needs of its customers and the growing demand for its products. Mahindraʼs professional-grade tractors range from 22hp – 83hp, and include the revolutionary new Max Series tractors. The Mahindra Max 22 and Max 25 are the first real tractors in the sub-compact market and feature true tractor performance and capabilities. The Mahindra Max 22 and Max 25 are joined by the industryʼs first mid-compact tractor, the Mahindra Max 28 XL, which has compact tractor performance and versatility in a near compact tractor size. All Mahindra Tractors are built with heavy duty components that allow them to outperform other tractors in their class and are designed to provide consumers with the ability to push more, pull more and lift more, so they can do more, in less time.  To learn more about Mahindra USA, please visit www.mahindrausa.com.