New survey of farmers reveals clear opening for Asian agricultural machinery

• 80.7 percent of farmers do not rule out Asian manufacturers when purchasing machinery next time – despite existing concerns about quality and service
• A saving of as little as 10 to 19 percent would prompt one in four farming businesses to switch brands; with a saving of between 20 and 29 percent, the willingness to make the switch rises to almost 60 percent
• More than one in two farming businesses are aware of companies around them that are already using Asian machines – social proof is becoming the main catalyst for market shifts

Ludwigsburg – A current and representative survey conducted by MHP among 500 German farmers (survey period: two weeks; data collection method: online interviews) reveals a clear shift in brand perception on the agricultural machinery market: Despite the downturn in the industry, 82.6 percent of businesses are planning to purchase large farm machinery within the next three to five years. At the same time, 80.7 percent do not rule out buying machinery from Asian manufacturers.

Price sensitivity and social proof are accelerating change

More than 53 percent of farmers are already aware of businesses around them that are using Asian machinery. This social proof reinforces the willingness to question traditional brands. The perceptible price sensitivity is particularly relevant: A saving of just 10 to 19 percent would prompt 26.6 percent of respondents to consider switching brands; with a saving of between 20 and 29 percent, this figure rises to 59.2 percent.

“The data shows that customer loyalty can no longer be taken for granted. In the field of agricultural machinery, too, it is no longer just the machine itself that counts, but innovative digital solutions, strong service, and maxi-mum performance. Those who act now and invest in service excellence, intelligent software functions, and robust value networks will secure a strategic advantage,” said Federico Magno, Group CEO at MHP.

Between skepticism and playing catch-up: Asian suppliers as major market players in the future

The survey also reveals that Asian suppliers are no longer attractive on account of the price alone: Software, automation solutions, and technological expertise are increasingly cited as arguments for making the switch. At the same time, however, reservations remain, with 43.6 percent expressing concerns about quality, 41.8 percent recognizing shortcomings in terms of local service, and 38.2 percent fearing an insufficient supply of spare parts.

“A saving of just under 20 percent is enough to sway many decision-makers – and this is fundamentally changing market strategies. Our data shows that rather than being just a short-term concern, the price factor can become a structural determinant for switching brands. At the same time, we are noticing that Asian suppliers are combining this determinant with software, automation, and attractive service packages. For established manufacturers who wish to maintain their edge through differentiation in the premium segment, this means that they will have to consistently hone their value proposition beyond the price,” said Josef Heißenhuber, Associated Partner at MHP.

In the long term, however, German farmers are anticipating a clear shift in the market, with 68.2 percent expecting Asian manufacturers to become key competitors in the next ten years and almost 20 percent even predicting a leadership role for them.

Key data used in the survey

The survey was conducted immediately after Agritechnica 2025 and thus in a phase of higher awareness of new market players. The machinery and solutions presented by Asian manufacturers at the event are likely to have made many farmers even more open to the idea of alternative suppliers.

Over a two-week period, a total of 500 farmers from Germany were surveyed using standardized online interviews. The results paint a representative picture of the mood in relation to investment intentions, brand perception, and the perception of Asian suppliers on the German agricultural machinery market.