Volume 13 | Issue 1 | Year 2010

As the largest sugar producer in the world, Brazil provides ample scope for its thriving market. In its 50th year of successful trading, Motocana, based in Piracicaba, São Paulo, is no stranger to the rise of sugar cane farming and the development of specialized equipment for its cultivation and harvesting. Since the launch of the famous cane loader, more than 200 models have been created for the industry, and the company has earned international recognition for its high levels of quality and innovation. Three years after its launch, the bestselling core sampler, which is a part of the sugar cane line of products, has sold a record 100 units.
STABILIZING SUCCESS
“In recent years the sugar industry has been responsible for 75 percent of our sales,” explains Trevisan. However, despite the past importance of cane farming to the company, it has been carefully investing in new products and sectors. The sugar industry is notoriously erratic, with rising prices and market changes that can leave a bitter aftertaste for producers. Several factors can hinder long-term growth of agriculture, such as supply-side constraints including adverse macroeconomic shocks, ongoing transportation and marketing bottlenecks, financial constraints, and a slowdown on the expansion of agricultural land. Rising consumer demand for high-value foods and the biofuels industry also threaten to reduce the availability of Brazil’s exportable surpluses.

The nature of the market is the reason for the diversification of Motocana’s products. In addition to the line of loaders, planters, harvesters and core sampler, the company has focused investment in forestry equipment and cranes. In fact, when Motocana was founded in 1959 it manufactured hydraulic components, pumps, commanders and cylinders. “The last three years have seen investment in the new products, to return to a more varied product mix. We have won new contracts and diversified our sales,” says Trevisan. The objective of the strategy is to balance sales between the sugar cane and forestry and cranes lines equally, therefore reducing the impact of oscillations in the sugar and ethanol industry.

“We are constantly working on new equipment for the forestry division to complement the existing line and investing in staff so that we can reach new markets,” says Trevisan. The forestry line comprises a range of fixed and assembled wood loaders, cargo transfer cranes and trailers each with specific load transferring and loading capabilities. The specially designed and manufactured cranes are multi-use and can be fitted with hooks or claws to load scrap and move heavy materials. Motocana also manufactures a complete range of replacement parts for its machinery.

In total, Motocana produces 750 pieces of equipment every year. The 7,800-square-meter factory located in a 12,500-square-meter business park at the entrance to Piracicaba is well-equipped to manufacture all models for both the internal and foreign markets. Motocana products are exported to several countries in South America, Central America and Africa and the success of the machinery has resulted in plans to construct a second unit of 11,000 square meters in the future. “The new plant will increase our assembly and production capacity and is due for completion in the next few years,” confirms Trevisan.

LOADING LEADERS
Motocana is the leading manufacturer of sugar cane loaders and core samplers in Brazil. As well as leading machinery, it prides itself on innovation as a key part of the success of the company, continuously seeking improvements and watching market needs by developing new products and technologies.

The company also recognizes its highly qualified team as an essential part of its growth. All employees from managerial to technical support and accredited representatives are responsible for maintaining and producing the quality that is synonymous with the brand. The balance of products and professionals represents Motocana’s response to its markets, and strong strategy for survival and success.

The structure and organization of the company make Motocana tough on competition. As well as a recognized brand, the durable, reliable products are accessibly priced with low maintenance costs. “Complementing existing machinery is not only a technological challenge, we also adds value to our products by offering a complete after-sales service,” says Trevisan. Contact with the market and its clients have always been important in Motocana’s search for new technologies, markets and suppliers. “Our mission is to offer what the market needs, attend the requirements of our clients in the form of effective sugar farming, forestry and crane technology solutions, while increasing our presence and maintaining growth,” he continues.

Motocana has achieved high levels of brand visibility by participating in trade fairs all over Brazil. In 2009 alone the company exhibited products at Agrishow, Feicana, Fenasucro and Simtec, four of the largest farming shows in the country.

Leading technology for cane farming shot Motocana to the top of the market, but it is a position that the company enjoys with diligence. Far from being overcome by the rush of success from the sugar industry, Motocana maintains a level-headed strategy aimed at diversification and expansion, guaranteeing its future through customer satisfaction.

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