Comment – Steady on, but time to shift gear

The past week has offered a clear snapshot: the agricultural‑machinery market isn’t collapsing, but it is changing. CNH Industrial’s decision to lower its full‑year profit outlook underlines the caution across global demand, while lead‑technology firms such as Bosch are charging head‑first into high‑voltage electrification and advanced drive systems. That dual message — caution on volume, urgency on innovation — is the one that UK manufacturers, importers, distributors and dealers must internalise now.

Right here in the UK the manufacturing PMI hinted at a tentative up‑tick in October — a positive sign indeed, though still below the 50‑mark. For those of us supplying or serving UK‑based agricultural machinery, this means being ready: supply‑chains may loosen, components may flow, but the fundamental buyer‑environment remains careful. The trade‑treaty horizon with Europe likewise remains significant: the Confederation of British Industry’s recent update on steel quotas reminds us that sourcing and cost structures cannot be taken for granted.

Meanwhile, over in the EU, firms such as ZAPI Group are demonstrating that the race for high‑voltage, hybrid and connectivity platforms is no longer future talk — it’s happening. For UK players, that means your next machine line, next retrofit proposition or next service model must reflect software, battery management, system‑integration and data‑services. Supply chain pundits reckon If you’re still purely selling steel and hydraulics, you’re already working at a disadvantage.

So what’s the learning? 2026 order‑books maybe will favour those who lean into service, parts, retrofit and tech‑enabled offerings rather than big new‑machine volume alone. Can dealers gear up demos, training and support around electrified or other fueled machines?

In short: stay steady, keep your foot on the throttle of innovation, but ease off the brake on service and value‑added. The business might not be booming, but a smart pivot now will keep you in gear when the recovery arrives.

Let’s not talk about all that sunk investment into dirty diesel and tractors with cabs shall we? Despite the cold winds of change blowing through the business, fundamentally farming still needs people in the seat and metal in the ground.

Right, off to don my trainers and pound the halls of Hanover. Wiessbier and currywust anyone?

Have a good one.

Andy