What are the most popular tractor brands in 2021 and do arable farmers want to invest in new machines? If so, will they stay loyal to their brand or switch? During AgriDirect’s update round, more than 2,000 Dutch arable farms answered questions on investment plans and brand preference.
John Deere and New Holland swap places
The market shares of the two most popular tractor brands John Deere and New Holland are very close.
Looking at company size, the two brands alternate:
- Among smaller farms, John Deere is the most popular with 21%, followed by New Holland with 1% less. Fendt also has a large share within small businesses with 18%.
- Farms with 10-20 hectares of land most prefer New Holland (22%), followed by John Deere with over 20%.
- Farms with 20-50 hectares as well as 50-100 hectares most often choose John Deere followed by New Holland.
- The largest companies have equal preference for John Deere or New Holland at 25%.
Top 10 popular tractor brands
Besides John Deere and New Holland, the Top 10 consists of: Fendt, Case, Massey Ferguson, Deutz Fahr, Valtra, Claas, Steyr and Same.
Brand loyalty
Overall, 30% are willing to buy a different brand of tractor than the current one in the future. The smallest farms (<10 hectares) are the most willing to switch (33%). The largest farms, with 100 hectares or more, the least (almost 25%).
Reasons to switch brands
Main reasons for switching are dealer nearby (50%), quality (45%), Service (35%) and price (32%).
Investment plans in new or used tractor
The fact that 30% of those surveyed are willing to switch in the future does not say that they will invest in a tractor immediately. This is evident from arable farmers ‘ investment rates in a new or used tractor:
- Less than 10 hectares: 16.4%
- Between 10 – 20 hectares: 9.6%
- Between 20 – 50 hectares: 11.1%
- Between 50 – 100 hectares: 16.1%
- More than 100 hectares: 26.3%
Disclaimer: The data in this article is out of date.
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