1 September 1995

Same Group claims No 2 sales spot

SAME-Deutz-Fahr plans to take the top spot from New Holland in the Western European league of tractor manufacturers.

Currently claiming the number two position, Same-Deutz-Fahr leapfrogged over the likes of John Deere, Case IH and Massey Ferguson when Same-Lambor-ghini-Hurlimann bought the Deutz-Fahr agricultural manufacturing division from KHD earlier this year.

But this strong European position is not reflected in the groups UK performance, where, even since the Deutz-Fahr deal, its combined market share is still only about 5%.

The group remains a second-division manufacturer in the UK behind the big four – Case IH, John Deere, Massey Ferguson and New Holland.

Group chief executive Gerald Hampel is keen to improve this position but stresses that, despite the merger, existing marketing arrangements in the UK are unlikely to change.

Same and Lamborghini tractors are imported by Same-Lamborghini UK, while Warkwicks-based Watveare brings in Deutz-Fahr tractors and combines.

"We are negotiating to extend our contract with Watveare," says Mr Hampel.

"We use independent importers in other countries, and as long as they remain successful we wont change the situation."

But Mr Hampel concedes that there may be changes in the way Deutz combines are sold. Pressure may be applied to some Same and Lamborghini dealers in arable regions to sell Deutz harvesters if they are selling those from other companies, he adds. &#42

Tractor sales: Western European tractor registrations (1994)

Manufacturer Market share

New Holland21.0%


John Deere12.1%

Massey Ferguson11.3%

Case IH9.2%

* Source: Same-Deutz-Fahr Group.