CNH Industrial taking the lead in Europe

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CNH Industrial, with its New Holland, Case IH and Steyr brands, gained a 21.5% market share in Europe last year. This makes them market leader, taking over the first position from AGCO. This is the result of an analysis of tractor sales figures in 22 countries in Europe, carried out by as many farm machinery journals from these countries.

The survey was carried out by the members of the annual Tractor of the Year election in Europe. Dutch member is Trekker magazine, being the source of this article. All individual jury members of the election collected sales figures from their respective country. An overall breakdown of the sales figures across Europe was the result.

The total sales figures show that 21.5% of all new tractors sold in 2021 were New Holland, Case IH or Steyr. This makes CNH Industrial, parent company behind these three brands, the market leader in Europe again in 2021,  after AGCO first took over that position in 2020. CNH Industrial saw slight market share growth (0.2%). Within the group, New Holland is the largest brand with 13.9% market share.

AGCO, owning Fendt, Massey Ferguson and Valtra, was the market leader in 2020. In 2021 however, AGCO’s market share dropped by 2.7%, putting the group now in second place with 20.5%.

John Deere, the largest single tractor brand, is in third position with a 16.6% market share. This is a decrease of 0.9% compared to 2020.

Total salesMarket share %Change in % vs. 2020
John Deere27,54416.6– 0.9
CNH Industrial35,81221.50.2
AGCO34,15020.5– 2.7
Kubota10,000 (est)60.1
Number of newly sold tractors in Europe in 2021, Source: Trekker Magazine, the Netherlands

Strongest growth at Argo

Italian family-owned Argo group, owner of McCormick and Landini, showed the strongest growth in 2021. The manufacturer’s market share grew by 0.8% to a total of 3.5%.

Also Italian based Same Deutz-Fahr group (SDF) with its brands Deutz-Fahr, Same, Lamborghini and Hürlimann, saw its market share grow once again. SDF Group saw its share in Europe rise steadily over the past four years to over 10%. In 2021, the company grew by 0.8%.

Total market volume grows

A total of 166,394 new tractors were sold in these countries, a 12.7% growth compared to 2020.

Bear in mind however, that not all countries register in exactly the same way. Some countries do not use a lower power limit in registration, or use a one-year delay in the publication of market shares. In a few countries, a telescopic handler or quad bike is also registered as an agricultural tractor.

Moreover, it is not always a given fact that the registered tractor has been delivered (yet) to an end user, or that it is a stock model. Due to the lack of (usable) data, not all European countries are included in the overview. Think of Iceland, Latvia and Estonia. The same situation holds true for 2020 however, so at least an overall tendency can be shown.

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