AGCO/Fendt has set a new record – 17,837 tractors sold in 2013. That’s 3,249 more units, or 22%, than the previous year. This tremendous growth let the German tractor manufacturer significantly increase its market share in the key European region – from 7.7% to 9.4%.
“After bringing our newest production capacity online, we set ourselves a new global goal: to sell 18,000 Fendt tractors in 2013. We nearly hit that target. We’re also pleased to report that, together with our European dealers, we significantly increased our market share, to 9.4%,” noted AGCO/Fendt vice president and chairman of the board Peter-Josef Paffen.
Fendt’s largest key markets are Germany, France, the UK and Ireland, Italy, Austria, the Netherlands, Spain, Switzerland, Belgium, the Nordic countries and Central and Eastern European countries.
On the German market, AGCO/Fendt further expanded its already significant market share for tractors above 50 hp, to 21.1% (6,261 tractors sold). According to the Federal Motor Transport Authority, this result secured Fendt first place in Germany.
Fendt’s tractor market share in Western and Central European countries (total sales volume and market share)
AGCO/Fendt also significantly increased its market share in Europe’s largest agricultural market, France. With sales figures of 3,586 units and a 9.8% market share achieved in 2013, Fendt surpassed the previous year’s record results – 2,759 units and an 8.4% market share. “Recognition of the Fendt brand, and a positive attitude towards it, has grown in recent years, and in this region especially. Thanks to our wide range and our machinery’s proven high efficiency, we meet the professional segment’s requirements, which has let us win over French farmers,” said Peter-Josef Paffen, explaining the sources of the 4-percentage-point market share increase over the last 10 years.
AGCO/Fendt also achieved record results for tractors above 60 hp on the British market. Since 2006, market share has grown from 2.7% to 6.2%. “The UK market is of special interest to Fendt given the significant demand for high-power tractors – 200 hp and above. With our high-power Fendt 700, 800 and 900 Vario tractors, we have an excellent opportunity to meet demand in this professional segment.”
Fendt also set a new record in Denmark, reaching almost a 10% market share. “Our first-class dealers and distributors, working in the closest possible contact with customers, together with the favourable overall agricultural situation, have let us increase our market share to 9.8% in the North and establish ourselves as a brand for professional farmers,” said Paffen. “But we’re also taking a longer-term view, and constantly expanding the scale of our activity in Central Europe, in Bulgaria for example. There, alongside our high-power 800 Vario and 900 Vario series, we’re also selling the versatile 300 Vario.”
