John Deere holds market share as tractor sales fall

John Deere has retained its tractor market share of about 30 per cent in 2010, putting it top of the table again with 4,427 units sold.

While CNH’s market share has taken a dip since 2009, the combined efforts of New Holland and Case IH keep the company in second place.

Hot on its heels in third place, Agco has increased its market share by 1.4 per cent, thanks to an increase in sales of all its brands.

Claas continues its market share increase at a pace, rising from 5.1 per cent in 2008 to 6.2 per cent in 2010. The bottom half of the table remains fierce with SDF, Kubota and AgriArgo all jostling for position around the 4 per cent mark.

Figures for last year cannot be revealed yet, due to the European Commission only permitting the analysis of company information one year in arrears.

However, overall tractor sales have fallen from a high of 18,564 in 2008 to 14,486 in 2010. This high was due to several factors in 2008, most notably high commodity prices and a healthy used tractor export market.

“This attractive used market provided farmers with an incentive to trade-in their tractors, often earlier than required,

resulting in a lower net price for a new machine,” says AEA chief economist Chris Evans.

Total tractors registered in 2011 was 14,094, about average for the previous decade, says Mr Evans. “The industry outlook for the next couple of years remains buoyant. Sales figures probably won’t rise unless we see another set of extraordinary circumstances as in 2008.

“As farms increase in size, so do tractors, so fewer are required.”

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