From October 7 to 8, 2021, the European Association of Agricultural Machinery Dealers (CLIMMAR) held a general meeting of members in Amsterdam, the Netherlands. This is the first time since the pandemic that the association has held a face-to-face meeting, which has previously been held online.
Erik Hogervorst, president of the European Agricultural Machinery Dealers Association, said that at present, the impact of the epidemic on enterprises is still under control, but it has had a huge impact on people's lives. While most initially thought it was only short-term, it is now realized that it will be long-lived. If someone had predicted that the world would be locked down for more than a year, no one would have believed it, but today, most people's lives are affected in one way or another, and the way they work has changed overnight, such as teleconferencing and online video conferencing. It also makes people now more aware than ever why it's important to interact with people face-to-face.
For many years, CLIMMAR has been paying attention to the exhibition of agricultural machinery, and in the case of a long time without the exhibition, fortunately, most agricultural machinery dealers and users have no major problems in keeping up with the new developments in the market, sales continue, and all the information can be found online. But Erik Hogervorst also said the most important part of the show is communication, understanding what's going on in the business and what customers, distributors, consultants and manufacturers are thinking. What does this mean for the future? CIMMAR has taken note of new initiatives in related areas, such as online exhibitions, which must be assessed for their development potential.
At the conference, CIMMAR released the results of the latest edition of the Results of the Tractor Dealer Satisfaction (DSI) survey for the European market. In 2021, the survey covered 862 dealers in 9 countries across Europe, ranking the major tractor brands from 14 dimensions. The tractor brands are Case IH, Claas, Deutz, Fendt, John Deere, Kubota, Massey-Ferguson, New Holland, Same and Valtra. It is worth noting that the number of dealers participating in the survey is at a low level but not a historical low at the special moment when the current epidemic has not ended, and it has not decreased compared with the previous year, which may indicate that the darkest hour of agricultural machinery dealers has passed.
In terms of brand image, the average score is 14.7 points. Fent 17.5, John Deere 16.4, Messe Ferguson 15.2, New Holland 14.5, Valmet and Kolok both 14.2, Kubota 14.1, Case 14.0, Deutz 13.7 and Sai mai 13.4. Merced Ferguson and New Holland both scored 0.8 points higher than last year, while Deutz and Symey lowered by 0.8 and 0.6 points, respectively.
In terms of market performance, the average score is 11.8 points. 13.4 for Fenter, 12.4 for Kolok, 12.2 for New Holland, 11.8 for Valmet and Saimeier, 11.6 for Messe Ferguson, 11.5 for Keys, 11.3 for Deutz, 10.9 for Kubota and 10.8 for John Deere. Compared with last year's survey results, only New Holland and Case raised 1.2 and 0.1 points respectively, while the rest of the brands declined, and Kubota and Deutz decreased by 2.1 and 1.9 points, respectively, a large decline. In terms of the performance of the spare parts market, the average score is 13.3 points. Kubota and Koraku both received 14.6, Finter 14.2, Valmet 13.4, Saimei 13.0, Messe Ferguson 12.9, John Deere 12.8, Deutz 12.7, New Holland 12.6, and Case 12.4. New Holland is up 0.9 points from last year, and Deutz is down 1.3 points from last year, the brands with the biggest increases and declines, respectively.
In terms of after-sales service and warranty, the average score is 13.5 points. Among them, Finter 15.2, John Deere 14.7, Kubota 14.2, Koraku 14.1, Messe Ferguson 13.8, Valmet 13.3, Case 13.0, New Holland 12.9, Sai Mai 12.5, Deutz 11.5. New Holland is up 1.5 points from last year, and Deutz is down 1.2 points from last year.
In terms of anti-theft, the average score is 9.6 points. Phint was 13.5, Valmet was 11.5, John Deere was 10.6, Case 9.6, Messe Ferguson and Deutz were both 9.1, Kolaku was 8.8, New Holland and Deutz were both 8.4, and Kubota was 8.0. Fenter and New Holland each improved by 1.1 points from last year, and Deutz lost 1.5 points from last year.
In computer services, the average score is 12.8. It was 14.8 for Fenter, 13.6 for Kolok, 13.5 for Valmet, 13.1 for John Deere, 13.0 for Messe Ferguson, 12.7 for Sai mai, 12.4 for Kubota, 12.2 for Deutz, 11.9 for New Holland, and 11.5 for Case. New Holland is up 0.6 points from last year, and Deutz is down 1.2 points from last year.
For advertising and product support materials, the average score is 11.4 points. 13.0 for Fenter, 12.7 for Kolok, 11.7 for Valmet and Kubota, 11.4 for New Holland and Saimei, 10.9 for Messe Ferguson, 10.7 for Deutz, 10.4 for Case, and 10.2 for John Deere. New Holland is up 1.1 points from last year and Deutz is down 1.9 points from last year.
In terms of management and payment terms, the average score is 13.6 points. Among them, Fernth 15.0, Kubota 14.4, John Deere 14.1, Valmet 14.0, Kolok 13.8, Messe Ferguson 13.6, Sai Mai 13.4, New Holland 13.2, Deutz 12.9, Keith 12.6. New Holland is up 1.6 points from last year and Deutz is down 0.9 points from last year.
In terms of financial support, the average score is 11.6 points. Kolok received 12.2, Messe Ferguson 12.0, New Holland 11.9, Keith and Fient 11.8, Kubota 11.4, Valmet 11.2, Deutz 11.1, and Sai mai and John Deere both 10.2. New Holland is up 1.3 points from last year, while Saimai, Deutz, Valmet and Kubota are down 2.0, 1.4, 1.1 and 0.8 points respectively from last year.
In terms of training, the average score is 13.5 points. Among them, Phint was 14.5, Koraku closed 14.2, Kubota 14.1, Messefergson 13.7, Symey, New Holland and Valmet were 13.3, Deutz 12.7, Case 12.4, and John Deere 11.8. John Deere and New Holland each improved by 0.8 points from last year, and Deutz was 1.6 points lower than last year.
In terms of management, the average score is 13.3 points. Among them, Finter was 15.8, Koloku was 14.2, Valmet was 14.1, Kubota was 13.9, Messe Ferguson was 13.8, New Holland was 13.4, Keys 12.3, Sai Mai 12.1, John Deere 12.0, Andyz 11.1. New Holland is up 1.8 points from last year, and Deutz and John Deere are down 2.0 and 1.5 points, respectively, from last year.
In terms of profitability, the average score is 12.7 points. Among them, Finter 15.6, Kubota 13.4, New Holland and John Deere 13.1, Messe Ferguson 13.0, Valmet 12.3, Keys 12.2, Kolok 11.7, Saimei 11.4, Deutz 11.0. Messer Ferguson and New Holland improved their scores by 1.5 and 1.2 points, respectively, and Deutz lowered by 1.3 points.
In terms of willingness to improve, the average score is 12.3 points. Among them, Fernth 14.2, Koloku 13.4, Messe Ferguson 2.7, Kubota 12.5, New Holland 12.3, Valmet 11.9, Sai mai 11.7, John Deere 11.6, Keith 11.4, Deutz 10.9. New Holland and Messe Ferguson were up 2.1 and 1.0 points, respectively, from last year, and Deutz was down 1.4 points from last year.
In terms of the relationship between manufacturers and distributors, the average score is 13.7 points. Among them, Fint 15.7, Koraku closed 14.5, Kubota 14.9, Messe Ferguson and Valmet were both 14.1, New Holland 13.9, Sai Mai 13.7, Keith and Deutz were both 12.6, and John Deere 10.7. New Holland is up 1.3 points from last year, and Deutz is down 1.9 points from last year.
Taken together, the overall tractor score averaged 12.9 points. Of these, Phinter is 14.6, and in 14 dimensions, Phint comes out on top in most aspects. It was followed by Kolok 13.5, Kubota 13.1, Mercel Ferguson and Valmet each 13.0, New Holland 12.7, John Deere and Saimeier 12.3, Case 12.1 and Deutz 11.9. It is also worth mentioning that New Holland scored 1.2 points higher than the 2020 survey, the largest increase, and Deutz scored 1.5 points less than the last survey, the decline is the largest.
(Source: Tractors & Agricultural Transporters Magazine)
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