The latest brand-by-brand analysis of market share information from the Farm Tractor & Machinery Trade Association (FTMTA) shows that the three top-selling brands in the Republic of Ireland in 2024 were John Deere (23.2%), Massey Ferguson (17.6%) and New Holland (17.6%). The trio accounted for 58.4% of all tractor sales, representing a total of 1,061 tractors of the 1,817 units registered in 2024.

Case IH came in fourth, accounting for 11.1% of the market, followed by Valtra (6.98%) in fifth.

Claas (5.44%) and Fendt (3.74%) were ranked in sixth and seventh, followed by Landini (2.47%). Kubota (2.36%) and Deutz Fahr (2.25%) ranked next.

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Zetor recorded a 0.99% share, with McCormick recording a 0.83% share, followed by Tumosan with 0.66% share and JCB with 0.44%.

The three major players in the tractor industry – namely John Deere, CNH (Case IH and New Holland) and AGCO (Massey Ferguson, Valtra and Fendt) accounted for 80.27% of the 2024 Irish market.

New Holland gained 1.7% year on year.

2024 vs 2023

If we compare the 2024 data to the previous year (2023), John Deere also led the way with a 29.3% share, followed by Massey Ferguson (18.7%) and New Holland (15.9%), with the trio accounting for 63.99% of all 2023 new tractor sales.

This means John Deere’s year-on-year market share declined by 6.1%, after rising by 2.66% a year previously. Meanwhile, Massey Ferguson dropped its share by 1.1%, while New Holland gained 1.7%.

From 2023 to 2024, Case IH maintained fourth position, and gained a 1.65% share. Again, Valtra remained in fifth position but lost a 0.3% share.

Claas remained in sixth position, but gained a 1.63% share. Fendt remained in seventh but recorded a very marginal market share drop of 0.07%. Coming from a low base, Landini surpassed Kubota, growing its share by 2.01%.

Kubota recorded a marginal decrease, while Zetor, McCormick and Tumosan made marginal gains.

Deere tops UK

Meanwhile, UK data, which is supplied from the Agricultural Engineers Association (AEA), shows that the top three most popular brands across the UK and Northern Ireland are the same, except there is a difference in second and third position and there is a bigger gap between each. Once again, John Deere (28.1%) leads the way, followed by New Holland (19.3%), with Massey Ferguson (11%) falling into third position.

Year-on-year, we note that John Deere dropped its market share by 2.2%, New Holland grew its share by 0.7% and Massey Ferguson gained marginally by 0.5%.

The top three brands accounted for 58.4% of all tractor sales, or a total of 6,868 tractors of the 11,761 units registered in 2024.

Fourth position was held by Case IH with a 9.7% share, followed by Fendt (7.3%), Kubota (6.1%), Claas (3.6%), Valtra (3.5%), and Same Deutz-Fahr (SDF) with 1.9%.

Meanwhile, JCB accounted for 1.8% of sales, with Argo Tractors accounting for 0.8% (McCormick 0.6% and Landini 0.2%). The three major players in the tractor industry – John Deere, CNH (Case IH and New Holland) and AGCO (Massey Ferguson, Valtra and Fendt) – accounted for 79% of the 2024 UK market.

Massey Ferguson dropped its Irish market share by 1.1%

EU competition law

On competition grounds, trade bodies such as the FTMTA or the AEA are not allowed to release data on what brands sold X number of new tractors until a one-year period has passed.

This is due to EU competition law restrictions. Thus, 2025 market share figures won’t be released by such trade bodies until early 2026.