Recently released figures from the AEA for the 2024 calendar year confirm that CNH Industrial has regained first place in the UK tractor market, narrowly overtaking John Deere after a sharp year on year shift in registrations. While the data covers 2024 registrations, its publication in early 2026 provides fresh context for current dealer strategies and brand momentum heading into the new buying season.
The figures underline how closely matched the UK’s two largest tractor groups remain and why portfolio strength is increasingly decisive in a softer overall market.
CNH Regains UK Market Leadership Based on 2024 Registrations
According to the newly released AEA data, CNH Industrial delivered 3,408 tractors in the UK during 2024, giving the group a 28.98 percent market share. This places CNH just ahead of John Deere, which registered 3,304 units, equivalent to 28.09 percent of the market.
Within CNH, New Holland accounted for the majority of volume, supported by steady contributions from Case IH. When viewed by individual brand rather than group total, John Deere remained the single most registered tractor brand, highlighting the difference between brand strength and multi brand group performance.
| Company / Brand | Units | Market share (%) |
|---|---|---|
| CNH Industrial | 3,408 | 28.98 |
| – New Holland | 2,270 | 19.30 |
| – Case IH | 1,138 | 9.68 |
| John Deere | 3,304 | 28.09 |
| AGCO | 2,571 | 21.86 |
| – Massey Ferguson | 1,295 | 11.01 |
| – Fendt | 859 | 7.30 |
| – Valtra | 417 | 3.55 |
2023 to 2024 Registration Changes Explain the Leadership Shift
The AEA release also highlights how relative declines, rather than absolute growth, reshaped the leaderboard:
- CNH registrations fell by 272 units, but its market share increased by 1.40 percentage points.
- John Deere recorded the largest volume decline, down 736 units, resulting in a 2.19 percentage point drop in market share.
- AGCO saw registrations fall by 363 units, with a marginal market share decline as Massey Ferguson offset sharper drops at Fendt and Valtra.
This pattern shows that CNH’s return to the top was driven by a more resilient performance across its brand portfolio rather than outright market expansion.
Why These 2024 Figures Still Matter Going Into 2026
Although the data relates to 2024 registrations, its recent publication makes it highly relevant for understanding current UK market structure. Dealer networks, stock planning, and pricing strategies entering 2026 are still shaped by the momentum established during 2024.
The figures reinforce a key takeaway for the UK tractor market: groups with multiple strong brands are better positioned to manage demand swings than single brand manufacturers, even when that single brand remains highly popular.
As the market looks ahead to the next full registration cycle, the CNH versus John Deere battle remains one of the closest and most strategically important contests in European agricultural machinery.
About the AEA and UK Tractor Registration Data
The figures referenced in this report are published by the Agricultural Engineers Association (AEA), the official UK trade body representing manufacturers, importers, and distributors of agricultural machinery.
AEA tractor registration data is widely regarded as the authoritative benchmark for the UK market, as it is based on DVLA registrations and validated industry reporting. The association typically releases final, fully reconciled annual figures after extended verification, which explains why complete data for a given calendar year may be published months later.
As a result, AEA releases often serve not only as historical records but also as strategic reference points for manufacturers, dealers, and analysts assessing market momentum, brand performance, and planning decisions for upcoming seasons.
