Tata International Ghana wins John Deere Africa Dealer of the Year Award


Tata International Africa’s Ghana operation has won a prestigious award.

The company was awarded John Deere Africa’s 2020 Dealer of the Year Award for the category of dealers outside the SADC region.

Jaco Beyers, Managing Director, John Deere Africa Middle East (AME) said that Tata Ghana winning the prestigious award did not come as a surprise following the commitment the Tata team had demonstrated towards the John Deere brand.

“The John Deere Dealer of the Year Award is presented to a dealer that performs over and above in various aspects of the business including delivering value to our customers. With the commitment the Tata team has demonstrated towards the John Deere brand and our customers, it does not come as a surprise that it has won the 2020 award,” says Jaco Beyers, Managing Director, John Deere Africa Middle East (AME).

Beyers noted that other key criteria for the award include turnover and market share growth.

We are passionate about customer care and part of the evaluation for this award is assessing how our dealers take care of our customers. From a John Deere point of view, we actively engage with our dealers not to purely sell a product, but to also build lasting relationships with all customers. It is for this reason that Aftermarket and Customer Support weighted highly in assessing the winner of this award,” he noted.

At the handover of the award at John Deere Africa’s head office in Boksburg, Ekhuruleni, South Africa this month, Len Brand, CEO of Tata International Africa thanked John Deere AME for the acknowledgement.

He noted that the award shows the strength of the business partnership and teamwork between their two world-class brands, operating together on the continent, has been the key to their success.

“Receiving this award is a testament that if you put the right talent together, it works. These kinds of awards confirm that what we are doing in Africa is working well.

“It’s good for us and it’s good for the OEMs. Looking at Ghana, we have great fundamentals in place there. We have trucks, we have buses, we have agriculture equipment, we have construction equipment, an excellent team and the cherry on top is our retail financing offering. All these elements work very well if you have a great deal in place. And that’s exactly where we are right now,” adds Brand.

Brand congratulated David Kelder, Head of Agriculture and Construction Business at Tata International Africa for his focused leadership, clear strategy and knowledge and commitment to the John Deere brand in all the territories in which Tata operate in Africa.

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He also heaped praises on Tata Ghana team, citing that it is a fantastic team, very focused and know what they have to do and have a great ability to know how to penetrate the market.

Brand added that the award is a recognition for the team.

The Ghana operation is headed by Aline Badr, the only woman business leader in Tata International Africa. Aline and her team have certainly set the bar high.

She has successfully led the team in Ghana since Tata commenced operations in the country early in 2019.

“Our solid reputation of supporting John Deere products sold in Africa has certainly borne fruit. In addition to this award, which means a great deal to us, we have made successful in-roads in winning market share as a new player in the industry, which is extremely encouraging. Our commitment to customer support through our uptime strategy has benefited John Deere owners in Ghana and other countries in which we operate,” concluded Brand.

The Tata group began its relationship with the African continent in 1977 with the establishment of Tata Zambia.

In 1994, the Tata group inaugurated Tata Africa Holdings in Johannesburg, South Africa, which now serves as the group’s headquarters in the continent.

Tata International Africa is present in 12 African countries. It operates in engineering, services, telecommunications, information technology, chemicals and materials.

Tata companies in Africa promote the social and economic development of local communities through education, entrepreneurship and health initiatives.

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