2014-03-03   facebook twitter rss

Fendt Expands Unit Sales and Market Share in Europe

AGCO/Fendt has achieved a new record with 17,837 tractors sold in 2013. That was 3,249 units, or 22 percent, more than in the previous year. With this huge increase, the German tractor manufacturer has substantially increased market share in its main sales region, Europe, from 7.7 percent to 9.4 percent.

“After the opening of our completely new production facilities, we set ourselves the new goal of selling 18,000 Fendt tractors in 2013. We nearly reached this sales target. And we are pleased that we, together with our European dealers and distributors, have succeeded in substantially increasing market share to 9.4 percent,” said Peter-Josef Paffen, Vice President and Chairman of the AGCO/Fendt Management Board.


Fendt Range

The largest and most important markets for Fendt are Germany, France, Great Britain/Ireland, Italy, Austria, the Netherlands, Spain, Switzerland, Belgium, Scandinavia and Central/Eastern Europe.

On the German market, AGCO/Fendt further increased its high market share for tractors over 50 hp to 21.1 percent and, with 6261 Fendt registrations, takes first place according to the statistics of the German Federal Office for Motor Vehicles.

Fendt market share for tractors in Western and Central Europe (overall market and market share)

Fendt market share for tractors in Western and Central Europe (overall market and market share)

AGCO/Fendt also significantly expanded its market share on the largest European agricultural market, France. With 3586 registrations and a market share of 9.8 percent in 2013, Fendt succeeded in topping the results of the prior year, 2759 Fendt registrations and an 8.4-percent market share. “The acceptance and image of the Fendt brand has grown in the past years, and here in particular. With our broad and attractive product portfolio and the overall efficiency of our machines, we meet the requirements of the professional segment and were therefore able to win over French farmers,” said Peter-Josef Paffen, explaining the 4-percentage point increase in market share in the past 10 years.

AGCO/Fendt also recorded a leap in market share for tractors 60 hp and higher in Great Britain. Market share has been climbing here since 2006, from 2.7 percent to 6.2 percent. “The market in Great Britain is of particular interest for Fendt, because there is a strong demand for high-horsepower tractors 200 hp and higher. We are in an excellent position to satisfy the requirements in this professional segment with our Fendt 700, 800 and 900 Vario high-horsepower tractors.”

Fendt also succeeded in setting a new record in Denmark, with a nearly 10 percent market share. “Our outstanding dealers and distributors, who are very close to our customers, as well as a good overall agricultural situation, have permitted us to expand our market share to 9.8 percent in the North and to establish Fendt as a brand for professional farmers,” said Paffen. “But we are also seeing long-term and continually growing development in Central Europe, for example, in Bulgaria. In addition to our 800 Vario and 900 Vario high-horsepower tractor series, we also sell our all-rounder, the 300 Vario, there.”


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