Over 25% willing to switch brands.
During AgriDirect’s annual update, more than 2,000 Dutch arable farms answered questions on investment plans and brand preference.
There are no major differences in market share compared to 2021. John Deere, New Holland and Fendt remain the most popular brands, followed by Case and Massey Ferguson. The top 10 most popular tractor brands this year are as follows:
- John Deere (21%)
- New Holland (20%)
- Fendt (13%)
- Case (11%)
- Massey Ferguson (10%)
- Deutz Fahr (6.6%)
- Claas (5%)
- Valtra (4%)
- Steyr (2%)
- Same (0.8%)
Brand loyalty
Although arable farmers appear to be loyal to the current brand, over a quarter of those surveyed (25.8%) said they would be willing to switch to another brand. Important criteria when deciding on a brand are dealer location and quality. Price appears to play a less important role, as long as service and quality are up to scratch.
The main criteria when buying a new tractor
Although arable farmers appear to be loyal to the current brand, over a quarter of those surveyed (25.8%) said they would be willing to switch to another brand. Important criteria when deciding on a brand are dealer location and quality. Price appears to play a less important role, as long as service and quality are up to scratch.
- Dealer nearby: 51.1%
- Quality: 46.6%
- Good service: 40.7%
- Price: 36.8%
- Other/no answer: 13.9%
Investing in the short term
15.5% of surveyed arable farmers want to invest in a new or second-hand tractor. Of the arable farmers who say they want to invest in a new tractor in the short term, over 10% plan to do so in the first half of 2022. Over 23% plan to do so in the second half of 2022 and 31% in 2023.
Disclaimer: The data in this article is out of date.
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