LAMMA 2012: Tractor sales down overall for 2010

The tractor sales for 2010 have been released, with AGCO – and Valtra in particular – the biggest movers.

Released by the Agricultural Engineers Association (AEA), the figures have to conform to EU competition rules, which dictate that sales figures for individual makers are only allowed to be made public a year behind.

The overall trend saw sales continue to decline from a peak of 18,564 tractors in 2008 and 16,326 in 2009, with 14,486 being sold in 2010. Sales figures went down at every maker, almost without exception, though some of that drop may reflect moves towards high-horsepower machines.

Holding on to the top spot for a remarkable 12th year running is John Deere, whose market share has risen from 29% in 2009 to 30.6% in 2010, despite actual tractor sales dropping from 4,727 in 2009 to 4,427 in 2010.

Second was New Holland, which sold 2,612 tractors in 2010, somewhat down from the 3,218 units sold in 2009. Its market share also decreased from 19.7% in 2009 to 18% in 2010.

Third biggest seller was Massey Ferguson (including Challenger), with 1,851 tractors sold in 2010 compared to 1,992 sales in 2009. Despite the slight dip in sales, market share for MF actually rose from 12.2% to 12.8%. Not too far behind was Case IH, selling 1,160 units and claiming a market share of 8% in 2010, compared to the 1,279 tractors and 7.8% share in 2009.

Claas also saw a slight rise in market share, with its 6.2% share in 2010 rising slightly from 6% in 2009. As with almost all manufacturers, Claas experienced a drop in sales from its 982 tractors sold in 2009 to 904 in 2010.

The smaller players – ie those with less than 5% market share – are led by Kubota, which saw a drop in sales and market share in 2010 to 655 and 4.5% respectively, down from 750 and 4.6% in 2009.

Closely following Kubota in the UK sales league is Fendt, which saw a slight rise in market share from 3.8% in 2009 to 4.1% in 2010, remaining ahead of Agco counterpart Valtra. But because the overall market fell, Fendt tractor sales reached 593, down from 625 in 2009.

The big mover, and the only maker to post improved sales, was Valtra. Its sales climbed to 553 in 2010 from 533 in 2009, while market share also saw a boost from 3.3% in 2009 to 3.8% in 2010. In comparison, Deutz-Fahr sales dropped from 796 in 2009 to 498 in 2010, while its market share dropped from 2009’s 4.9% to 3.4% in 2010.

There were mixed fortunes for the AgriArgo brands. McCormick saw its tractor sales drop to 324 units from 431 in 2009, while market share also shrank to 2.2% from 2.6% in 2009. And while Landini’s 155 tractors sold in 2010 marked a slight decrease from the 165 sold in 2009, its market share actually rose from 1% in 2009 to a slightly improved 1.1% in 2010.

JCB sold 191 tractors in 2010, down from the 210 sold in 2009, but the British maker’s market share remained steady at 1.3%.

tractor sales 2010

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