Survey Shows Growing Openness to Alternative Machinery Brands
A new survey of farmers in Germany reveals a significant shift in how agricultural machinery buyers view suppliers from Asia, suggesting potential opportunities for non-traditional manufacturers in European markets.
The survey, conducted by consulting firm MHP among 500 farmers immediately after Agritechnica 2025, finds that more than eight in ten respondents say they do not rule out purchasing machinery from Asian manufacturers when next updating their fleets. Around 82.6 per cent of businesses surveyed are planning to invest in large farm equipment within the next three to five years, and 80.7 per cent indicate they would consider machines from Asian suppliers alongside established brands.
Price sensitivity is a key factor driving this openness. A saving of just 10–19 per cent compared with current suppliers would prompt more than a quarter of respondents to consider a brand switch, rising to nearly 60 per cent if savings reach 20–29 per cent. More than half of those surveyed also report being aware of neighbouring farms that already operate machinery from Asian manufacturers, which reinforces willingness to consider alternatives.
Despite lingering concerns among some farmers about quality and service support from newer suppliers, many expect a continued shift in market dynamics over the next decade. Around two-thirds of respondents anticipate that Asian manufacturers will become key competitors in the European machinery market, with nearly one in five predicting that they could assume a leadership position.
Industry analysts say the results underline changing attitudes among machinery buyers, driven by economic pressures, exposure to a wider range of equipment at international trade shows and growing confidence in the performance of non-traditional suppliers. Farm purchasing decisions are increasingly influenced not only by brand loyalty but by value, service quality and technological capability.
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