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TRACTOR
GUIDE
JANUARY 2018
34
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JANUARY 2018
35
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Massey Ferguson has a long and proud tradition of
engagement with Irish agriculture, dating right back
to when Ulsterman Harry Ferguson first became
involved in tractor building over 80 years ago. That
Irish association continues to this day and is clearly
evident in the person of William Judge, who is the
national sales manager for Massey Ferguson in the
Irish and UK markets, writes
Matt O'Keeffe
A native of Edenderry in Offaly, William has worked his way
up through AGCO to his current position, having joined
the organisation 10 years ago. William's experience is far
broader than tractors, as he was initially involved in sales
of non-tractor AGCO equipment. For those unfamiliar with
AGCO, Massey Ferguson is the company's global brand with
other well-known tractor models in the stable including
Fendt, Valtra and the American Challenger tractor brands.
Tractor sales
One of the most important figures in the tractor sales
market is the year-on-year average unit sales figure. William
notes that average Irish tractor sales were down by 5 per
cent in 2017 on the previous year, but takes some solace
from the fact that the Massey brand has managed to drive
sales in the Irish and UK markets to the stage where it now
holds the number-one spot in terms of sales against some
pretty strong competition. He puts this success down to
one significant fact: "We have a great network of dealers on
the ground."
Changing trends in tractor sales
The tractor market has changed significantly in recent
years, as the Massey Sales Manager explains: "Taking an
arable farmer as an example, an economical machine that is
easy to operate is the first priority. Economy encompasses
fuel as well as getting through the work as quickly as
possible. Time and labour are getting scarcer so a tractor
that gets the work done efficiently and quickly is important.
CONTINUING THE IRISH
CONNECTION AT MASSEY
William Judge,
Massey Ferguson.
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