Asian agricultural machinery is taking over the European market

Most farmers no longer consider equipment from China or other Asian countries to be exotic and are ready to abandon familiar brands for the sake of economy. The study shows that a significant part of equipment owners plan to change the supplier of tractors and combines if the price advantage is convincing enough.

This is reported by Top Agrar with reference to a survey of 500 farmers conducted by the consulting company MHP.

According to the data obtained, 80.7% of farmers who plan to update their equipment fleet in the next three to five years do not rule out purchasing machines from Asian manufacturers. Giants such as Zoomlion and Lovol are increasingly appearing in the field of view of farmers, as traditional loyalty to European brands weakens under the pressure of economic circumstances. Many have already seen such equipment in operation: 53.2% of respondents know neighboring farms that already use Asian machines.

Price remains the main factor opening the door for new players. For every fourth farmer, a price advantage of 10-19% is enough to seriously consider changing the manufacturer. If the equipment from Asia is 20-29% cheaper, the willingness to switch to a new brand increases to almost 60%. In general, about 74.6% of respondents consider the possibility of changing the supplier if the benefit is from 10% to 39%.

Despite the financial attractiveness, farmers still have significant reservations. In particular, 43.6% of respondents have doubts about the quality of manufacturing and durability of components. Another 41.8% fear problems with local service, and 38.2% consider possible delays in the supply of spare parts as a risk. Nevertheless, 68.2% of respondents expect that in 10 years Asian companies will become the most important competitors in the agricultural machinery market.

Experts note that it is now important for European manufacturers to focus not only on hardware, but also on implementing digital intelligent systems and ensuring uninterrupted operation of equipment. Asian manufacturers are learning very quickly and are already offering automation solutions, so traditional brands will have to prove their superiority through service excellence and new standards of efficiency.

Метки: Китай, ЕС, сельхозтехника