Unique tractor dealer research released - Part two


Insight is at the heart of everything we do at TAP. We have made it our business to understand the world of agriculture and to stand out as an agency with compelling content at its heart. Our latest fact finding mission has seen us commission some research amongst UK machinery dealers (agriculture and ground care) regarding their opinions and perceptions about the market and brands.

Part Two -  The top tractor brands, rated by dealers

The tractor market has seen ups and downs over the last few years with new players entering and it is fair to say disrupting the market.

Dealers are that crucial connection with the customer and we will be sharing this unique research with you over the coming month or so and findings will be posted below. The data was collected via a survey through Service Dealer Magazine earlier this year which sampled feedback from 48 dealership organisations across the UK.

A summary document of the findings will be available from TAP.
Register Below to recieve the FREE summary document in July.


The top rated brand is Fendt, with an overall score of 3.78 out of 5, closely followed by John Deere with 3.75

Unique tractor dealer research released - Part two


The tractor industry is evolving each year with new brands entering the market all the time. As part of TAP’s research, dealers were asked to rate the suggested brands from 1 to 5 on ‘Quality’, ‘Innovation’ , ‘Value for money’ & ‘After-sales Support’. (1 = poor,  5 = excellent)

Fendt was rated highest for ‘Quality’ & ‘Innovation’ (scoring an average of 4.3 out of 5 for both). However, it was interesting to learn that Kubota was rated ‘Best Value for Money’, scoring an average of 3.8 out of 5, with 63% of dealers giving it a score of 4 or more. 

John Deere was rated highest for ‘After-sales support’ (scoring 4 out of 5) closely followed by Fendt (scoring 3.8 out of 5). The lowest score in this category was 2.4 out of 5.

Out of all the manufacturers, the lowest rated score for ‘Quality’ was 2.1 out of 5 & the lowest score for ‘Innovation’ was 1.9 out of 5. The lowest score for ‘Value for Money’ was 2.5 out of 5 - compared to the highest in the category of 3.8 out of 5. 

Findings for all 14 tractor manufacturers will be published in our summary report at the end of the month.  Register below.

This page will be updated with our next instalment over the next week.  If you would like reminders then follow us on Twitter or Facebook (just click icons at top of page to follow) and please tell your colleagues if you feel they might benefit from this insight.

Your details are solely for TAP’s use to deliver the report summary and confirmation follow up. They will not be shared with any external organisations. Please ensure that your details are accurate (i.e.correct organisation showing). TAP will only release the report to correct submissions.

If you would like to know more about TAP, just let us know via and we will be in touch.



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