Opinions Niels van der Boom
There's trouble in dealer land and this is why
The European agricultural machinery sector is in turmoil. Sales figures, and thus dealers' financial results, are under pressure. A wave of changes in Germany is causing the Netherlands to keep a close eye on the situation. What happens there could also happen here.
Now that all agricultural tractors have been provided with a license plate, it is much easier to gain insight into how many tractors are actually sold in the Netherlands. For example, in 2025, just under 2.200 new tractors were sold. license Plate posted. A decrease of 17% compared to 2024.
Gray import is large
Gray imports are now also clearly visible, and they're much larger than many people thought. In reality, the market is twice as large. Young used tractors also enter the Netherlands through official channels, but this is usually done by unofficial players. They steal valuable deals from importers and dealers.
Fendt, New Holland, John Deere, Deutz-Fahr, Massey Ferguson, and Valtra all sold more than one hundred new agricultural tractors in 2025, according to RDW data. Claas, Steyr, and Kubota are lower. They also have expensive sales teams. If this situation continues—and with the current slump in arable farming, dairy farming, and pig farming, it is expected to—it will be painful. Not all companies depend solely on tractors, but they are often the mainstay of the importer.
The picture is consistent across Europe. For example, tractor sales in Germany fell by a good 12% by 2025, and for the sub-100 hp segment, by almost a fifth. In France, tractor sales dropped by 18,5%. Dealers in Great Britain had to make do with 14% fewer tractors. These figures come from the trade associations for mechanical engineering companies.
Consolidation battle
Significant unrest has arisen in Germany following shifts in dealer positions early this year. CNH, the parent company of Case IH, New Holland, and Steyr, in particular, is undergoing a rigorous reorganization of its dealer structure. This began last November when the American Titan Machinery (one of the largest American dealerships) announced it was transferring its German locations to two colleagues. These companies were already New Holland dealers. Case IH is joining them. This fits within the "Multi-Brand Strategy" that CNH is rolling out for our eastern neighbors. A consolidation drive, in which multiple brands are carried by each company, similar to what Agco has been doing for some time with Fendt, MF, and Valtra.
At the end of January, Deutz-Fahr dealer D. Lankhorst, located near the Dutch border, announced it would be switching to CNH brands. This came as a complete surprise, especially since Lankhorst, owned by the Krone holding company, was also a dealer for this brand. How the company will combine this with New Holland haymaking machinery has not yet been announced.
Big consequences
This move has major consequences for other dealerships in the region. CNH has terminated or amended contracts with five other companies, depending on the terms of the contract. One of these companies, ABC Bruns, announced shortly thereafter that it has filed for a payment moratorium. The company, also located near the border, is experiencing financial difficulties and is reorganizing. Equally noteworthy is that one of the other companies (Reise Landtechnik) had just announced that, in addition to Case IH and Steyr, it will also acquire New Holland.
CNH wasn't the only one in the news. Ipso Agricultura, a Romanian-French John Deere dealership headed by Dutchman Arnaud van Strien, announced the acquisition of Rebo and B+S. These two German companies also sell this brand and together have seventeen locations. Ipso already has 45 locations in three countries, creating a super-dealer. By comparison, the largest American John Deere dealer, RDO Equipment, has 75 locations. With 62, Ipso is already approaching that number.
Consequences for the Netherlands
In lean times, belts are tightened and consolidation takes place in the sector. The Netherlands could also be affected by this. With relatively low sales figures and a high level of specialization, most international players avoid our country. So far, this has remained the case with BayWa, owner of Abemec. The troubled BayWa recently announced known €1,5 million to be invested in the expansion of one of the Abemec locations in Hoogeloon.
Consolidation doesn't always have to come from the manufacturer. Just look at the bankruptcy of GroeNoord and the fact that Kraakman remained the sole dealer. It can also happen the other way around, as Mechan International demonstrates. As part of the Zweegers Equipment Group, it acquired a majority stake in an Italian AGCO dealer last month. This isn't the first time. It also operates in Denmark, Germany, France, and Canada.
Eat or be eaten
The reality dealers face is similar to the challenges farmers face: incomes are under pressure, staff are becoming increasingly difficult to find, and let's not forget the aging population. Agricultural entrepreneurs are keeping a tight rein on spending for now, and that's being felt. The past few years have been good, but the reality today is different. Survival can be achieved by staying quiet, or by going on the offensive. In the world of dealers, it's still a case of eat or be eaten.
Niels van der Boom
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