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Tata International Ghana wins John Deere Africa Dealer of the Year Award 2020

Tata International Africa’s Ghana operation has been awarded John Deere Africa’s prestigious 2020 Dealer of the Year Award for the category of dealers outside the SADC region

CbOwFeFQJaco Beyers, managing director, John Deere Africa Middle East with Len Brand, CEO, Tata International Africa, who accepted the award on behalf of Tata Ghana. (Image source: Tata International Africa)

“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,” said Jaco Beyers, managing director, John Deere Africa Middle East (AME). 

In addition to overall customer satisfaction, other key criteria for the award include turnover and market share growth, added Beyers. “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.”

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, said, “We wish to thank John Deere AME for this wonderful acknowledgement. This award demonstrates the strength of the business partnership and teamwork between our two world-class brands, operating together on the continent, has been the key to our success. 

“Receiving this award is 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,” added Brand.

“Huge congratulations must go to David Kelder, head of agriculture and construction business at Tata International Africa. His focused leadership, clear strategy and knowledge and commitment to the John Deere brand in all the territories in which we operate in Africa is unwavering. 

“Of course, it goes without saying that the team in Ghana is truly doing an excellent job – they’re a fantastic team, very focused, they know what they have to do and have a great ability to know how to penetrate the market. This award is recognition for them, not for us. It is an incredible honour to receive this award. The hard work and effort, which has led to this momentous achievement, has been recognised,” commented Brand. 

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.


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