The standard-tractor market in the EME region (Europe and the Middle East) is very uneven. Overall, fewer new tractors were registered on the European market in 2020 than the year before. Fendt managed to grow its market share in key regions.
Christian Erkens, Fendt Sales Director, EME (Europe and the Middle East)
“For the first time, Fendt reached a 10.6% market share in the European market. We managed to expand our share not only in major farming countries like Germany, France, Poland and Italy, but also in important markets such as Austria and Denmark. I’d like to congratulate every sales partner and Fendt sales department across Europe who contributed to this outstanding success,” said Christian Erkens, Fendt Sales Director, EME (Europe and the Middle East).
Source: Italian Ministry of Transport
Fendt grew its market share in Italy by 3.5% for tractors rated 60 hp and above
In 2020, 1,253 new Fendt tractors were registered in Italy. The tractor market shrank last year. While 18,524 new tractors were registered in 2019, the total for new registrations in 2020 came to 18,005 units, 519 fewer tractors.
For tractors rated 60 hp and above, Fendt reached an 8.4% market share in 2020. In 2015, that market share stood at 4.9%. So Fendt grew its market share by 3.5% over five years. This steady growth was also positively driven by the strengthening of Fendt’s sales network for the full Fendt Full Line programme in Italy.
For the first time, Fendt reached a 12.8% market share in Denmark for tractors rated 40 hp and above
A Fendt 700 Vario tractor paired with a Fendt Tigo forage wagon
The tractor market shrank in Denmark. In 2020, a total of 1,591 tractors were registered in the 40 hp-and-above segment, while in 2019 the same segment saw 1,796 units registered.
In this segment, Fendt reached a 12.8% market share — a 5.4% increase in market share compared with 2019 (2019 market share: 7.4%, 133 Fendt tractors). 175 of the 203 new registrations last year were in the power class above 200 hp. The average power of newly registered tractors in Denmark in 2020 was 228 hp.
Source: Statistics Austria
Fendt significantly expands its market share in Austria
In 2020, Fendt reached a 12.5% market share on the Austrian tractor market for machines rated 0 hp and above, including specialty tractors — a total of 717 newly registered Fendt tractors.
Fendt’s market share grew by 2.3%. In 2019, market share stood at 10.2% with 541 registered Fendt tractors. Overall, 5,716 tractors were registered on the Austrian market, 424 more than the year before.
