Fendt remains the strongest brand in the German Agricultural Society’s (DLG) 2022/2023 image barometer, but the seven to nine point lead it usually enjoys has been cut to just over one.
John Deere lost one point, but was enough to regain second spot from Claas, which lost nearly two points. However, the difference between the two companies is less than a tenth of a point.
The best of the rest were some distance from the podium with Amazone in fourth spot closely followed by Lemken (both companies lost points). Horsch and Deutz-Fahr also maintained their rankings, while Kuhn nudged past Krone to achieve its best ever eighth position. Case IH narrowly defended its place in the top ten against New Holland.
Overall, Ropa recorded the largest increase in points with +1.4 points, followed by Grimme with +1.3 points and Massey Ferguson, Steyr and Holmer with +1.2 points each.
Top 10 farm machinery manufacturers
Rank Brand Brand Index Brand Index Brand Index
2022/2023 2021/2022 2020/2021
1 Fendt 52.90 61.85 59.35
2 John Deere 51.62 52.68 50.83
3 Claas 51.56 53.44 50.73
4 Amazone 46.71 50.79 49.58
5 Lemken 46.41 49.58 46.46
6 Horsch 39.62 39.30 37.78
7 Deutz-Fahr 37.85 37.62 36.13
8 Kuhn 35.93 36.52 32.42
9 Krone 35.70 36.88 34.12
10 Case IH 35.43 36.09 33.58
668 participants took part in the survey. Average farm size was 354ha (+2ha on 2021/2022), average participant age was 52 and 35% manage a purely arable farm.
Conducted since the mid-1990s, the DLG survey questions participants on four topics; brand awareness, loyalty, performance and image. Each one is awarded a maximum of 25 points. Source: DLG
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