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  4. > Strategic Analysis of the Brazilian Off-highway Vehicles Market : Despite Short-term Headwinds, Sales are Expected to Reach 170,000 Units by 2021

Key Findings

Market on Growth Trajectory Towards 170,000 Units by 2021
•The total off-highway vehicle (OHV) market in Brazil is expected to grow to between x and x units by 2021 from about x to x units in 2014. Growth in infrastructure and transport mobility projects, expected increases in agricultural output, and government/financial programs are among the drivers. Stable demand is expected in 2015 and early 2016, followed by a period of growth.

Agriculture Equipment will Account for the Greatest Volume
•The agriculture equipment segment is expected to account for x % to x % of total OHV volume by 2021, with between x and x units sold. Earthmoving equipment is expected to have a share between x % and x %.
•AGCO (Massey Ferguson and Valtra) is expected to be the market leader, followed by Case New Holland (CNH Industrial), cumulatively holding between x % and x % of the market by 2021.

Wheel Tractors, Backhoes, and Aerial Platforms to Dominate
•In terms of equipment type, wheel tractors, backhoes, and aerial platforms are expected to account for more than x % of the total market by 2021, cumulatively surpassing x units.

Local Manufacturing is an Imperative
•High import taxes, the Brazilian government’s push to strengthen domestic market expertise, and prerequisites for qualifying for financial support are among the drivers for additional manufacturing facilities in the country.
•Market participants have set up at least x new manufacturing facilities in Brazil in the past x years, positioning the country as a manufacturing hub for the entire Latin American (LATAM) region with the potential of achieving economies of scale and competitive pricing and positioning.

Chinese OEMs to Gain Share in Earthmoving Equipments
•A number of Chinese original equipment manufacturers (OEMs) recently set up manufacturing facilities in Brazil. Sany, XCMG, and SDLG are examples. Apart from aiming to make the country a manufacturing hub, these OEMs are offering the entire range of earthmoving equipment—backhoes, loaders, hydraulic excavators, and graders—at competitive prices.
•The OEMs are offering products such as compactor rollers to compete with market leaders, but also are focusing on growth segments such as compact equipment to increase their penetration.

Compact Equipment and Equipment Rental should be the Focus
•Compact equipment such as mini excavators of less than x tonnes and below x horsepower (hp) and skid steers are expected to grow to account for more than x units annually by 2021.
•Equipment rental market penetration is be

Technological Advancements are Expected
•Brazil’s motor vehicle air pollution control program includes emission regulations for construction and agricultural equipment (PROCONVE MAR-I). The regulations are expected to propel the market toward the adoption of cleaner, more efficient technologies with a focus on engine advancements and emission-reducing strategies.
•A move towards precision farming and productivity mapping will result in more OHV telemetry solutions.

Table Of Contents

Strategic Analysis of the Brazilian Off-highway Vehicles Market : Despite Short-term Headwinds, Sales are Expected to Reach 170,000 Units by 2021
Executive Summary 3
Research Scope, Objectives, Methodology, and Background 20
Definitions and Segmentation 27
Mega Trends and Industry Convergence Implications 30
Market Overview 34
Special Focus—Brazilian OHV Telematics 39
Total OHV Market -
• External Challenges: Drivers and Restraints 47
• Forecasts and Trends 55
Construction and Mining Equipment Segment 61
Agriculture Equipment Segment 74
Profiles of Select OEMs and Tier I Suppliers 86
Conclusions and Future Outlook 96
Appendix 100

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