Individual brand and manufacturer shares of Italian tractor sales remained stable in 2020, with New Holland’s dominant 20.4% slice of the cake slipping half a percentage point in a market down 3.4% overall on the 2019 figure.
Kubota and SDF Group’s Lamborghini brand were also off less than one percentage point despite being the biggest fallers, while the only field tractor marque to make a notable gain was Fendt with a single percentage point advance to 6.98%.
Italy’s Antonio Carraro, which has a strong position in groundscare and vineyard tractors and made the largest gain, however, at 1.47 percentage points to maintain a firm second place in the table.
Independent analysis of registrations data by Trattori magazine also points to a modest 0.85 percentage point recovery to 8.54% for the Argo Group’s Landini brand, which in years past has held the second-place slot but was earlier overtaken by John Deere, which in 2020 held an 8.92% share for third slot.
SDF’s SAME brand also held firm at 8.20% of the 17,944 units registered, with Deutz-Fahr’s slight gain helping to keep the group’s second-place position secure in the manufacturer ‘league’ ahead of AGCO and Argo, which both secured single-digit share gains.
Massey Ferguson and Claas made the slightest of gains at positions 10 and 11 in the brand ranking, while Case IH, Valtra and McCormick rounded out the list of familiar names.
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