Market analysis

from Farms & Farm Machinery issue 395

Don’t Say It, Spray It

tractor sales momentum continues

Demand for agricultural

machinery is high and is likely to stay that way amid emerging supply challenges

Gary Northover is executive director of the Tractor & Machinery Association of Australia (TMA). He can be contacted on (03) 9813 8011 or at gary@tma.asn.au January has seen a continuation of the sales momentum that saw 2020 deliver the strongest year in tractors sales since the 1980s. What has caused surprise is the strong level of demand across the board, with expectations that this will continue through the year. Supply challenges that were first seen in the middle of last year continue and we expect this to be the case for much of the year. Suppliers are beginning to report some cost increases with shipping, etc. and these are likely to see modest machine price rises as a result. January sales were up 60 per cent on the same month last year and it’s a reminder of how quickly the industry recovered from that period 12 months ago. Activity in the month was strong in all states, with NSW again the standout, up 111 per cent on the same time last year. Victoria reported a solid lift up 30 per cent; meanwhile Queensland was up 63 per cent. Western Australian sales picked up 47 per cent in December, sales in South Australia were solid at 24 per cent up and finally Tasmania finished the month 68 per cent ahead. The increase in sales numbers is spread evenly across the four reporting categories, supported by the Instant Asset Write-Off Scheme. The under 40hp (30kW) range was up 81 per cent for the month. The 40 to 100hp (30–75kW) range was again up strongly 56 per cent in the month and the 100 to 200hp (75–150kW) category was up 42 per cent. The large 200hp (150kW) Plus range enjoyed its first rise for some time, up 73 per cent on January last year. It is this range that appears to be the hardest hit by supply constraints with reports of long lead times common. For products under 200hp we are seeing lead times on factory orders being extended by around six to eight weeks, however it can be two to three times greater than this for the larger machines. Sales of combine harvesters are expected to be similarly affected during the year, with the usual order intake season taking on greater importance. Baler sales were in line with the same month last year and are expected to remain strong in 2021. Sales of out-front mowers are still flying, up 124 per cent on the same time last year. As we look forward to 2021, most suppliers are predicting a continuation of the strong levels of demand underpinned by both the ongoing favourable weather conditions and the Instant Asset Write-Off Scheme. We do however expect to see some unevenness in supply as the main manufacturing centres in North America and Europe continue to struggle with the impacts of the coronavirus. This may lead to some ‘lumpiness’ in sales reporting, however we expect this year to be another strong one. Finally, the TMA’s Annual Conference is planned to be held once again this year in Melbourne during July. Full event details will be published shortly and we hope that people will take the opportunity to come together again after what feels like a very long break.

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Deere quits Agritechica

John Deere will not exhibit at Agritechnica 2021 due to ongoing concerns over COVID-19. Chris McCullough reports

Above: John Deere had a major presence at Agritechnica 2019 In a blow to event organisers, John Deere has announced it will not attend Agritechnica in November this year. The major agricultural machinery show, organised biannually by DLG, the German Agricultural Society, is set to go ahead, despite many other European show organisers cancelling their events in light of the COVID-19 pandemic. Deere is typically one of the show’s biggest supporters in terms of show presence and revenue generated for exhibition space. In a statement, Deere vice president of sales and marketing Alejandro Sayago said the decision was an extension on the company’s wider pause on attending trade fairs. “Despite numerous controlling measures, such as business restrictions, lockdowns and event cancellations, the pandemic has not yet been sustainably brought under control,” he says. “The future remains uncertain with virus mutations and the slow progress of vaccination. As such, an adequate protection of world’s population cannot yet be ensured, which would be an essential prerequisite for participation in an international trade fair.” DLG’s Agritechnica project manager Freya von Czettritz says in a response that the group expects more than 2,000 exhibitors to participate in the event. “The number of exhibitor registrations to date underscores the importance of Agritechnica as a global platform for agricultural machinery manufacturers and their suppliers,” she says. “Together with our safe business concept for the physical trade fair in Hannover in November, we are working closely with our exhibitors to create the best possible planning conditions for safe and successful participation in the world’s leading trade fair for agricultural machinery. “Numerous leading agricultural machinery companies have already signed up or are currently in the planning stages of their trade show appearance at the trade show in Hanover in November. From May this year, all exhibitors will be able to present themselves on our new online platform Agritechnica digital,” she adds. Companies that have already registered as exhibitors for Agritechnica 2021 include Claas, Agco, SDF, Kubota, Amazone, Kuhn, Kverneland, Krone, Horsch, Lemken, Pottinger, Grimme and Väderstad.

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