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Mahindra Returns as Anchor Partner of Chase Briscoe, Stewart-Haas No. 14 in 2024

Mahindra Ag North America, via brand Mahindra Tractors, will serve as the anchor partner of Chase Briscoe and the Stewart-Haas No. 14 Ford throughout the 2024 Cup Series season.


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Mahindra Ag North America has extended its relationship with Stewart-Haas Racing and will remain the anchor partner of the No. 14 Ford Mustang in the NASCAR Cup Series, driven by Chase Briscoe.

The multi-year agreement will see Mahindra Tractors, a brand of Mahindra Ag North America, continue sponsoring the NASCAR Cup Series team co-owned by Tony Stewart and Gene Haas for 2024 and beyond.

"Our partnership with Stewart-Haas Racing has been instrumental in building awareness for the Mahindra brand in North America. We look forward to continuing our sponsorship into the 2024 season," said Viren Popli, President and CEO, Mahindra Ag North America and Mahindra Automotive North America. “As owners of Mahindra Tractors, Tony and Chase appreciate the benefits our tractors deliver to the market and speak the same language as our dealers and customers. They are the perfect brand ambassadors for our tractors.”

The partnership between Mahindra and Stewart-Haas Racing debuted at the LA Memorial Coliseum in 2022 for the Busch Light Clash. Just five weeks later, Briscoe captured his maiden NASCAR Cup Series victory at Phoenix Raceway with the brand on-board his No. 14 Ford.

This past season, the brand served as a 16-race primary sponsor of Briscoe at NASCAR's top level, scoring a pair of top-five finishes with the Mitchell, Indiana-native at Talladega Superspeedway and Martinsville Speedway.

Based in Houston, Texas, Mahindra Ag North America is part of Mahindra Group's Automotive and Farn Sector, the No. 1 selling farm tractor company in the world, based on volumes across all company brands. Mahindra offers a wide range of tractor models from 20 to 75 horsepower, implements, and the ROXOR heavy-duty UTV.

The company's farm equipment is engineered to be easy to operate by first-time tractor or side-by-side owners and heavy duty to tackle the jobs of rural living, farming, and ranching. Steel-framed Mahindra Tractors and side-by-sides are ideal for customers who demand performance, reliability, and comfort. Mahindra dealers are independent, family-owned businesses located throughout the U.S. and Canada.

“I’ve had the honor of representing Mahindra Tractors since they first came into NASCAR and I’m blessed to have this relationship continue,” Briscoe said. “Mahindra is a people-first company, and it starts with their dealer network and goes all the way up to their corporate offices in Houston. It’s a true partnership that extends beyond the racetrack.”

Briscoe is the perfect embodiment of a Mahindra customer. From Indiana, Briscoe now lives on a 17-acre spread in rural North Carolina and uses two Mahindra Tractors to maintain his land - a 5145 4WD Shuttle and a 1626 HST.

“I don’t just talk about Mahindra Tractors, I use them – a lot,” Briscoe added. “They’re rugged and are always up to the task, but they’re also really user-friendly. I didn’t grow up in farming, so I had a little bit of a learning curve when it came to operating a tractor. But Mahindra Tractors are pretty intuitive. How you think it should work is the way it works, and if you have a question, the dealers are very knowledgeable and always available to help.”

Stewart, the owner of the No. 14 Ford Mustang, is also a proud customer of Mahindra Tractors, using a 5145 4WD Shuttle to maintain the land at his 414-acre ranch he owns in his hometown of Columbus, Indiana.

“One of my favorite things to do when I get home to Indiana is to just get outside and work the land,” Stewart said. “It’s a nice change of pace. Now, we still want to win in red on Sundays, but anytime I’m on a red Mahindra Tractor at home, I feel like I’m winning. Obviously, this is a partnership that runs deep. We’re proud to represent Mahindra Tractors and are grateful for the friendships we’ve made since first coming together two years ago.”

Briscoe and Mahindra Ag North America will return to the track in February, with the season kicking off at the LA Memorial Coliseum on February 5th, for the 2024 Busch Light Clash.

Image Credit: Rusty Jarrett, NKP, Courtesy o Ford Performance

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