Tractor Brands Market Share

[K5lwq]

This has come up several times in multiple threads but finding accurate data is almost impossible for sales in the USA. The purpose of this thread is to try and provide accurate information.

I did find this blog that has some data on request for used tractors by brand. It is interesting but have not verified the source.

Any information would be appreciated.

The most demanded tractor brands on the used equipment market

Overall, during the first half of 2020, the amount of email requests for tractors listed on Mascus has increased by 51% compared to the same period last year.

blog.mascus.com

 

[LouNY]

Interesting, I expect there will be some push back from some of the color bleeders

 

[K5lwq]

So after preliminary research this will be very much a manual effort to get some indication of market share. This was discussed on TBN years ago with no real resolution. What I have found is financial reports that could be used to determine market share sales in dollars for publicly traded companies.

What I don't see is total market sales for the US so it will have to be a percent of sales to the companies reported. This probably will just be the major players in the US market so really not a great indicator but better than what we have without spending a lot of money.

Anyone have a better idea of how to look at this? If not, I will start building a spreadsheet to do the math.

 

[Slowpoke Slim]

Interesting, I expect there will be some push back from some of the color bleeders

A certain *very* prolific poster is going to be heart broken if you "discover" he's been pulling numbers out of his backside this entire time.

 

[DK35vince]

A certain *very* prolific poster is going to be heart broken if you "discover" he's been pulling numbers out of his backside this entire time.

I have asked him multiple times over the past year or two where his statistics are coming from he repeatedly posts as facts.
Never have got an answer

 

[K5lwq]

Here is the results I have found so far. Total revenue in USD Millions.

1. Deere $35,540.0 36.35% of total revenue
2. CNH $28,024.0 28.67% of total revenue
3. Kubota $17,690.8 17.99% of total revenue
4. AGCO $9,149.7 9.36% of total revenue
5. Mahindra $6,800.0 6.96% of total revenue
6. TYM $655.0 .67% of total revenue
7. Daedong $.7 0.00%

 

[sd455dan]

I find it fascinating that the requests were 5% for Ford tractors, considering the last Fords were built about 30 years ago before the major sell off to Fiat.

 

[s219]

I don't know about the used market, but in the new market, Kubota has been able to make claims that they were the #1 selling in the USA within certain market segments. This was put out in press releases which you can probably find with a search.

It might have been Neil Messick that explained how the math works and how a company could be so bold to make a claim. There are reports by an industry association that tracks total sales numbers. They know how many tractors were sold each year in the US, in each segment, over all brands, and they publish that number. Each manufacturer is then able to determine their % (but have no idea about the % of competing brands).

Kubota was over 50% in some segments and that allowed them to make a "mathematical" claim that they were #1 without any doubt (anything less than 50% and you could not be #1 with certainty unless you knew competitor's numbers). They have made similar claims in various other size and HP segments over the years. Here are a couple "fine print" notes I found on their website just now:

BX Series Claims: "#1 selling sub-compact tractor in the U.S. for over ten years."
Disclaimer: Based on EDA tractor sales data of under 20 horsepower models from 2009 to 2019

L Series Claims: "#1 selling compact tractor in the U.S. for over 10 years."
Disclaimer: Based on EDA tractor sales data of under 40 horsepower models from 2009 to 2019

Somewhere else we heard that overall Kubota was ballpark 50% and Deere was hovering around 20-25%. Which means all the other smaller brands combine for the remaining 25-30% of the market. This was compact tractors only, not including big Ag models.

 

[dodge man]

I think this probably covers all tractors where this board tends to be more of home owner, say a lot of 50 hp and under tractors. If you look at that segment it might look different. For example I live in an area of really good farm ground, western Illinois. Kubota is almost a non player in the ag business in my area, you see some of the bigger Kubota tractors being used for farming but not many. On the other hand JD, New Holland, Case seem to be the big players.

In the homeowner stuff, you see all sorts of tractors with Kubota and JD being popular.

 

[LouNY]

And just another tidbit to go along with the old adage figures don't lie but liars sure can figure.
Then you can go to this page at tractor house and in the under 40hp listing for sale,
John Deere is a huge leader with Kubota 2nd what can really screw with these numbers is that they are a mix of new and used.
https://www.tractorhouse.com/listings/farm-equipment/for-sale/category/1111/tractors-less-than-40-hp
Then I amended the search abit specified 2019 as the newest year and used in the search,
dropped the numbers down to 2034 in the USofA.
https://www.tractorhouse.com/listin...han-40-hp?Cond=Used&YT=2019&scf=True&CTRY=USA

 

[KennyG]

This perennial discussion is interesting, but probably not important. However, it's interesting to stop and think about what you see. It's very different in different areas. I just returned from a 6000 plus mile trip to the West coast and back, mostly off the Interstate. I was surprised to see only a few Kubota dealerships while I saw dozens of JD and a sizable number of Case IH. This was likely a result of going through areas where "tractors" start at well into 3 digit horsepower. I think I saw one Mahindra dealership and it had multiple brands. The JD and Case dealerships seemed to generally have a couple of tractors and a couple of combines in stock and otherwise just implements on the lots.

My area is mixed row crops and orchards. The big farmers use JD and Case/IH exclusively. Orchard/vineyards use mostly JD with a few NH and Kubota. Kubota seems to compete only with homeowners and landscapers.

I like my JD but the deciding factor was that the JD dealer is head and shoulders above the others in service and responsiveness. I suspect that dealer quality will be the major local factor in sales, especially to commercial users.

 

[K5lwq]

I don't see that Kubota is claiming number 1 anymore.

The only reference I find to Kubota in articles referring to the 2021 EDA report is they fell to the bottom of dealer relations of major manufacturers.

If they held the number 1 spot in 2019 they have not held that spot since.

I did see that Branson earned the Dealer Choice Award for the second year in a row. Lol go figure.

 

[dodge man]

Someone said led the under 18 hp and under subcompact market. Does anybody make on except Kubota with the 18 hp BX? JD I think only makes the 23 hp 1023e.

 

[Steppenwolfe]

Interesting, I expect there will be some push back from some of the color bleeders

Makes perfect sense to me that Kubota is only 3% of the used market... Who would ever want to get rid of one???

 

[DK35vince]

Makes perfect sense to me that Kubota is only 3% of the used market... Who would ever want to get rid of one???

You have never kept one long enough to hit 500 hours

 

[Steppenwolfe]

You have never kept one long enough to hit 500 hours

Very true. But, I do sell them and buy another Kubota. I just sold my 2014 ZD331 and got $400 less than I paid it. It had 250 hours on it. My 2015 L3301 is also for sale with only 220 hours on it. I will upgrade in the spring / summer. I like a newer tractor...

 

[Paystar]

You have never kept one long enough to hit 500 hours

Well over 500 on mine. Bulletproof.

 

[Steppenwolfe]

Well over 500 on mine. Bulletproof.

Dam n straight they are...

 

[K5lwq]

Kubota makes a good tractor but not what we are trying to understand. What we would like to know is market share. Has nothing to do with reliability.

 

[Torvy]

Not a fan of the fanboy approach, but that does point out a problem with used sales...you have to do a lot of data analysis and then it gets hard for most people to understand.

I admit being an IH fan, but their CUTS are essentially rebranded LS and identical to the New Holland...for all intents and purposes.