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Tractor sales breakdown: John Deere still out in front, but Kubota is charging up the outside

Tractor sales continue to decline for most manufacturers, with very few bucking the trend and actually increasing sales and market share.

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According to the Agricultural Engineers Association (AEA), registrations of agricultural tractors (over 50hp) reached 10,602 units in 2016, a decrease of 2.2 per cent from the level of the previous year. Unfortunately, due to European law, we will have to wait another 12 months for a brand breakdown of sales figures in 2016. However, 2015 numbers have now been revealed (see table).

 

Most manufacturers experienced little movement in market share, with John Deere holding onto top spot just above New Holland and Massey Ferguson. Very few manufacturers bucked the trend and grew market share compared to 2014. The most dramatic increases in sales came from Kubota, which sold 174 more tractors compared to 2014, and JCB, which sold 30 more tractors. For both manufacturers, this represents a jump of about 25 per cent more tractors sold in 2015 compared to 2014.

 

Commenting on Kubota UK’s 2015 success, Rob Edwards, Kubota UK agriculture business development manager says; “The big change for the Kubota business came in 2014, when we decided to create a specific agricultural division. This was really reflected in 2015, as we put a lot of focus on the development of bespoke agricultural dealers.

“Over the next five years, the plan is to reach a market share of 10 per cent, but the next 3 per cent will be very hard.”

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