This week, myself and Service Dealer owner Duncan Murray-Clarke, caught up on a video call with our friend and regular contributor to the magazine, Sara Hey of dealer training experts in the States, BCI.

It's always great to chat with Sara to hear her take on the current dealer scene over there. As we heard when our intrepid dealer correspondent Jo Balmer spoke with her at Equip in Louisville last November (which definitely wasn't a holiday!), whilst there can be great differences between the networks on either side of the Atlantic, there are undoubtedly similarities.

One area that Sara mentioned this week which sounded remarkably similar to what UK and Ireland dealers are currently facing, is a notion that we've spoken about a lot so far in 2025 - and that's uncertainty. It seems American customers are also sitting on their hands more so than in some years, when it comes to making new machinery purchases.

Perhaps it might give our dealer readers some comfort to know that what they are currently experiencing is indeed a worldwide phenomenon. It sounds like contemporaries in the US are also battling market uncertainty this season. I'm sure it would be increased sales that would give our readers actual comfort, but it' something to consider none-the-less.

What this area of conversation led Sara on to discuss though, was how are dealers tackling marketing in this current climate? Her concern for dealers in the US was that she felt there wasn't enough dealer marketing happening - or more specifically, not enough of the right type of marketing.

Sara argued that fundamentally many of the dealers she sees are relying too heavily on their suppling manufacturers' promotional assets - to the detriment of selling their own dealership's brand. Simply re-posting a manufacturer's push on one of their new products, could end up being noise in the social media space, was a concern she voiced.

Manufacturers, Sara believed, can often be preoccupied with chasing the elusive new customer. If this is the case, dealers could be missing out through failing to properly market themselves towards the potential "gold mine" of customers already known to their business. These are ripe targets, who dealerships could be overlooking, she said.

Sara explained, "A dealership's current customers are actually their best leads for future business. They know the business, like the business, and have already bought from them. But they don’t always know how to do business with with them again. This is where timing and messaging comes into play."

She illustrated her point with a story about a dealership who her company had delivered a list of hundreds of hot customer leads to - all of whom had shown interest in the machinery they sold. When Sara followed up a couple of weeks later to see how they had done with selling themselves to these contacts, she was told by the dealer that they had been 'too busy' to action anything! 

With these thoughts in mind, Sara was interested to hear what marketing techniques UK and Ireland dealers are utilising now to combat this customer malaise. So, are you approaching your messaging differently? Can you rely solely on your manufacturers' assets? How are you getting your own brand into the minds of your local communities?

Please let us know in the comments below or, as always, feel free to drop me a line.

Husqvarna Group has announced that Pavel Hajman has, by mutual agreement with the board of directors, decided to step down from his role as CEO and board member as soon as a permanent successor is appointed, likely in late 2025.

Pavel said, “As we approach the end of the Group’s current 2025 strategy period, the board and I feel it is time to recruit a longer-term successor who can lead the Group into the next strategy period, which will aim at 2030 and beyond. We are announcing this in advance of my departure date in order to give the Board ample time to identify and appoint such successor. Until then, I will continue to give my full dedication to the company. I would like to sincerely thank the board of directors, and my colleagues around the world, for having given me the privilege to lead this fantastic company for the last two and half years."
 
Tom Johnstone, chair of the board, said, “I would like to thank Pavel for his tremendous dedication and efforts in leading the Husqvarna Group during what has indisputably been some challenging years. He has led a number of bold initiatives, ranging from cost-efficiency measures to increased electrification, a greater focus on sustainability and a more digitalised organisation, all of which will form the groundwork for the company’s future."

Pavel Hajman joined Husqvarna Group in 2014, and has been CEO since May 2023.

Knight Farm Machinery has appointed Harrison Tractors Ltd to its UK dealer network, with the March-based business set to sell, service and support the full Knight range of mounted, trailed and self-propelled sprayers across an important part of the UK’s arable area north of Cambridge. 

Jim Brown and James Harrison of Harrison Tractors

Founded by James Harrison in 2003, family-run Harrison Tractors Ltd specialises trading used tractors and equipment. In 2016, it expanded into new machinery, becoming a dealer for grass and arable equipment firm Pöttinger UK. Since then the company has built up a franchise list that now includes the likes of McConnel, Teagle, S&S Professional Drain Jetters, Göweil and, most recently, Muthing mulching equipment, further extending its line of arable and grassland machinery. 

“We prefer to be a used tractor specialist and not become involved with a dominant new tractor franchise, but to complement our tractor trade we decided to build a portfolio of new implement franchises in key areas that are in demand by farmers in our region,” explains James.

“We have been able for a number of years to offer an extensive line of crop establishment machinery, so adding a full range of self-propelled, trailed and mounted sprayers was a natural next step. Being less than an hour away the other side of Peterborough, we knew Knight and they knew us, so after initial talks we visited the factory and were very impressed with the product line and quality. 

“It’s great to sign with a local British business that is so well-respected for its quality and technology, particularly as it is also, like ours, family-owned and operated.”

Paul Harrison, who oversees sales and marketing at Knight Farm Machinery, says the company is especially pleased to have signed a specialist implement dealer of the calibre of Harrison Tractors. 

“The area around this part of northern Cambs and the surrounding counties is an especially important territory for Knight, with some significant arable enterprises."

The STIHL Group have announced that they increased their sales to 5.33 billion euros last year - an increase of 1.1 percent compared to the previous year (2023: 5.27 billion euros). 

The company said that despite a year marked by restrained consumer spending, geopolitical uncertainty, and regional differences in economic development, 2024 sales remained "well above pre-pandemic levels". The manufacturer says they generated over 90 percent of its turnover outside its German home market.

Michael Traub, CEO of the STIHL Group said, “We are driving the transformation of our company from a position of strength. Despite economic headwinds, we remain strategically focused and continue to invest in future-facing technologies, innovative product solutions, and the development of our global sales and manufacturing footprint.”  

As of December 31, 2024, the STIHL Group employed 19,732 people worldwide, a slight decrease from the previous year (2023: 19,805). 

In terms of global market development, our region of Western Europe was described as "a mixed picture". Low consumer sentiment and a sluggish construction sector impacted the first half of the year, said the manufacturer. However, favourable weather conditions and targeted sales initiatives drove strong demand in the second half, especially in the UK, where STIHL said they posted double-digit growth. The German market also performed above average. 

Battery-powered products accounted for 25% of total unit sales in 2024, reflecting their growing importance in the company's portfolio (2023: 24 percent). 

Looking ahead, Michael Traub said he anticipates moderate single-digit revenue growth over the next few years, " . . tempered by intense competitive and transformational pressures."

According to figures released by the AEA, the number of agricultural tractors registered in April 2025 at 986 machines was 15% lower than in April 2024.

Agricultural economist at the Association, Stephen Howarth, explained, "That meant the number of tractors logged during the year to date was over 800 (21%) down on the opening four months of last year, reaching 3,214 machines.

"That is the lowest total registered by this point since 2001."

Organisers of Agritechnica 2025 say this year's trade show will offer dealers an opportunity to explore cutting-edge technologies, connect with manufacturers, and strengthen their international networks.

As farms continue to embrace digitalisation, say the show organisers, dealers must adapt by offering not just equipment but also expertise in smart technologies. They promise that November's show will provide targeted support through initiatives like Business Matchmaking, which connects dealers directly with relevant exhibitors, and the International Dealer Center - a dedicated space for global dealer networking. Dealers registered through the official website can also benefit from visibility via the fair app and exhibitor directory.

Agritechnica says current challenges - geopolitical instability, rising interest rates, and extreme weather - are impacting farm incomes and investment confidence. While external pressures remain hard to counter, they believe dealers can stand out by offering expert advice, tailored digital solutions, and strong aftersales support. With more tech-savvy customers, says the show, it’s essential that dealership staff are trained to explain and integrate advanced systems like sensors, robotics, and precision farming tools.

New for 2025:

• Business Matchmaking: Facilitated B2B connections between dealers and exhibitors
• “Pop-up Talk Dealer” Sessions: Daily networking events with international speakers
• Workshop Live 2.0: Live demos focusing on service, AI, and automation
• Career Promotion: Targeted at attracting young talent into agri-machinery trades

Agritechnica 2025 takes place 9 to 15 November 2025 in Hanover, Germany.

Argo Tractors GB has announced the appointment of Hollies Engineering as its newest authorised dealer for both Hampshire and the surrounding areas.

L-R: Richard Haines, commercial director, Argo Tractors GB and Richard Sessions, managing director, Hollies Engineering
 
Based in Manor Farm Buildings at Church Lane, Exton, Argo say Hollies bring over 20 years of experience to the table, in addition to a strong reputation for quality agricultural machinery sales and aftercare. They say the dealership's dedication to customer satisfaction, coupled with an in-depth understanding of the local farming community, makes them an ideal partner.
 
"We are thrilled to welcome Hollies Engineering to the McCormick dealer network," said Richard Haines, commercial director with Argo Tractors GB.
 
"Their commitment to providing excellent customer service aligns perfectly with McCormick's values. We are confident that their expertise and local knowledge will ensure that our Hampshire-based customers receive the highest level of support."
 
Richard Sessions, managing director of Hollies added, "Everyone at Hollies Engineering is incredibly pleased to be partnering with McCormick Tractors. We recognise the quality and innovation that McCormick brings to the agricultural market."

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