Furio Oldani
2024 closes the tractor registrations with a decline of just over 12 percent, a decidedly negative performance, but much less distressing than the “-25.05” recorded at the end of March. In reality, it is common opinion that the market is much more negative than the registration data suggests. If we read the registrations proposed for the month of December alone, we realize that the self-registrations advanced by the dealers had a great influence on the apparent recovery, tractors which are to all intents and purposes registered and therefore sold, but which in in reality they are stopped in the yards waiting for a buyer. However, separating the volumes of these vehicles from those actually sold is not possible nor can we criticize the dealer who, following a “black” year, tries to take home the bonus expected by the manufacturers for those who reach the agreed sales objectives.
On the other hand, the practice is also constant in the car and motorbike sectors and is not unwelcome to the market as it allows the purchase of new vehicles, vehicles offered at “zero kilometres”, at lower prices compared to the “new-new ”. It must be said that in any case the car registrations have not changed the final 2024 ranking which as always sees New Holland at the top followed by Deutz-Fahr and Landini, both growing in terms of shares. Fendt’s share is also growing, closing the calendar year ahead of John Deere for the first time in Italy. This in turn contains the return of Same who surpasses Kubota
despite the fact that the latter brand also sees its market share increasing.
Behind him, the fight between Massey Ferguson and Claas was resolved in favor of the Agco brand, but Claas still kept Valtra and Case Ih at a distance, with the US brand almost paired with the Finnish one. Closing the ranking of traditional vehicles are McCormick and Lamborghini, with the latter in free fall due to the SDF decision to propose the white tractors as luxury versions of the green-black ones. With regards to the national specialist brands, Antonio Carraro, Bcs, Ferrari, Goldoni and Pasquali, 2024 was difficult for everyone due to competition with the Asian brands which was won hands down in technical terms, but which was impossible to sustain on an economic level.
Title: tractor market: the clever ones of the tractor
Translation with Google
