{"id":5682,"date":"2026-09-02T14:57:15","date_gmt":"2026-09-02T12:57:15","guid":{"rendered":"https:\/\/adagri.com\/?p=5682"},"modified":"2026-09-02T17:26:24","modified_gmt":"2026-09-02T15:26:24","slug":"brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/marka-czy-cena-co-sprzedaje-ciagniki-w-dobie-zaciskania-pasa\/","title":{"rendered":"Brand or price? What sells tractors in an era of tightening belts?"},"content":{"rendered":"

The market for new agricultural tractors is entering a period of marked slowdown. With year-over-year declines in new tractor sales reaching nearly 20% (AgriTrac data, comparing January\u2013July 2025 to January\u2013July 2026), manufacturers and importers must now grapple with a question that was not nearly as significant until recently: Under cost pressures, do farmers still prioritize brand above all else, or is price increasingly becoming the deciding factor?<\/p>\n

The answer is not straightforward. Research data shows that the decision to purchase a tractor is multidimensional today and increasingly rooted in the farm's economic calculus. The Polish countryside is undergoing an accelerated lesson <\/span>economic survival<\/b> - farmers are analyzing more and more precisely not only the purchase price, but also operating costs, service availability, resale value, and predictability of machine use. As a result, the choice of a tractor today is determined not by a single parameter, but by the actual cost-benefit balance.<\/span><\/p>\n

Importantly, the decline is not evenly distributed. According to AgriTrac data, between January and July 2026, the number of registrations for tractors with 101\u2013140 KM of power fell by nearly 42%, and in the 141\u2013200 KM segment by 33%. At the same time, the number of tractor registrations with power ratings below 30 KM increased by 21%, and the average power of newly registered tractors fell from 118 KM to 114 KM. Not only is the market shrinking, but the structure of purchases is also changing<\/p>\n

Cost pressure on farms \u2013 farmers count every penny<\/h2>\n

A good example of the changes taking place on farms is the ARiMR data concerning subsidies for elite or certified sowing material under the de minimis aid formula. In the 2024 campaign, applications were submitted 65,138 applications<\/strong>, while in 2025 their number dropped to 43 270<\/strong>, or nearly 34%. After the application period ended in 2026, ARiMR announced that it had registered over 35k applications<\/strong>.<\/p>\n

Table 1. Applications for subsidies for certified seed material under the de minimis formula<\/span><\/i><\/p>\n\n\n\n\n\n\n
Campaign<\/b><\/td>\nNumber of de minimis subsidy applications<\/strong><\/td>\nOfficial source<\/b><\/td>\n<\/tr>\n
2024<\/b><\/td>\n65 138<\/td>\nARiMR, Report on the implementation of the ARiMR activity plan for 2024<\/em><\/td>\n<\/tr>\n
2025<\/b><\/td>\n 43 270 <\/span><\/td>\nARiMR, ARiMR Activity Report for 2025<\/em><\/td>\n<\/tr>\n
2026<\/b><\/td>\nover 35 thousand.<\/td>\nARiMR, Seed material 2026 \u2013 summary of the application process<\/em>, 17.08.2026<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Comparing this data, however, the change in the support system must be taken into account. Starting in 2025, farmers can also use the eco-scheme \u201eElite category seed material or certified category seed material.\u201d At the same time, ARiMR points out that in the same year, one cannot simultaneously receive de minimis aid for seed material and support under this eco-scheme. Therefore, a drop in the number of applications for de minimis does not automatically mean a proportional drop in the use of certified seed material.<\/p>\n

Therefore, the ARiMR data alone does not allow determining to what extent the decline in the number of de minimis applications is driven by farm savings and to what extent by the choice of another form of support. However, this leads to a broader conclusion: when analyzing today's purchasing decisions by farmers, it is not enough to look solely at the product price; the method of its financing and the final economic calculation are also gaining increasing importance.<\/p>\n

This mechanism is particularly visible in investments of significantly higher value. If a farmer analyzes various financing and support options for expenses amounting to hundreds of zlotys per hectare, they will calculate the purchase of a tractor worth hundreds of thousands of zlotys in even greater detail. In such a situation, brand strength still matters, but it must be weighed against price, financing costs, and the total cost of machine ownership.<\/strong><\/p>\n

Today, therefore, what matters is not only how much the machine costs, but how much it will cost the farm over its entire lifecycle.<\/p>\n

Showdown in the marketplace: Giants versus \u201ebudget brands\u201d<\/span><\/h2>\n

AgriTrac data shows that <\/span>New Holland, John Deere, and Kubota \u2013 the big three of the Polish tractor market \u2013 still maintain their leading positions<\/b>, accounting for a total of over 35% registrations. Their lead remains clear, but given the current cost pressures, it is becoming increasingly difficult to build that lead solely on the strength of the brand.<\/span><\/p>\n

At the same time, manufacturers positioned in lower price segments are strengthening their position on the Polish market, including brands with Chinese, Korean, and Indian capital. A good example is Kioti, which, according to registration data after seven months of 2026, more than doubled its number of registrations compared to the same period in 2025.<\/span><\/p>\n

Such high dynamics must of course be analyzed in the context of a low base effect. However, this does not change the fact that <\/span>In a shrinking market, the growth of some manufacturers comes at the expense of the market share of others.<\/b>. The farmer has a specific investment budget and is increasingly comparing not only the purchase price, but also the equipment, operating costs, service availability, residual value, and total cost of ownership of the machine.<\/span><\/p>\n

The battle is therefore no longer just about who sells more tractors. It is becoming increasingly important who best responds to the need to maximize investment value with a limited farm budget.<\/b><\/p>\n

Can the brand leverage a higher price?<\/span><\/h2>\n

Yes, but under one key condition: <\/span>it must deliver value that the farmer is willing to translate into a higher purchase price<\/b>.<\/span><\/p>\n

According to research by Martin & Jacob, apart from pricing factors, the choice of a tractor is primarily determined by parameters and features directly related to productivity and operational risk. <\/span>More than 90% of respondents cited power, nearly 55% cited low failure rates, and more than 40% cited quick access to service and replacement parts.<\/b> It is precisely these elements that build the perceived value of the brand and make it possible to justify its positioning<\/a> in the higher price segment.<\/span><\/p>\n

The problem is that <\/span>the value of a product and the ability to finance its purchase are two different things today<\/b>. A farmer may prefer a proven premium brand because they associate it with reliability, service availability, and a lower risk of downtime, while at the same time lacking sufficient capital for the purchase amidst high financing costs and pressure on farm profit margins.<\/span><\/p>\n

This is where appears <\/span>financing as an element of brand value strategy<\/b>. Brand<\/a> Premium brands do not necessarily have to lower their list price to increase the accessibility of their offerings. Instead, they can use factory financing, leasing, or manufacturer credit as tools to lower the entry barrier and improve the accessibility of the investment.<\/span><\/p>\n

As a result, competition is no longer played out solely at the level <\/span>list price of the tractor<\/b>, but at the level of the entire economic model of the purchase: installment amount, financing cost, operating costs, residual value, service availability, and projected <\/span>total cost of ownership (TCO)<\/b>.<\/span><\/p>\n

Today, a premium brand must therefore not only justify why it costs more. It must also make its purchase financially achievable for the farmer.<\/b><\/p>\n

 <\/p>\n

Table 2. Premium brand value versus investment barriers on the farm<\/span><\/i><\/p>\n\n\n\n\n\n\n\n\n\n\n
Decision criterion<\/b><\/td>\nImportance for the farmer<\/b><\/td>\nSignificance for the premium brand<\/b><\/td>\n<\/tr>\n
Tractor power<\/b><\/td>\nOver 90% responses in the Martin & Jacob study<\/span><\/td>\nArgument for higher utility value and machine productivity<\/span><\/td>\n<\/tr>\n
Low failure rate<\/b><\/td>\nNearly 55% responses in the Martin & Jacob study<\/span><\/td>\nReduction of downtime risk and costs of unplanned repairs<\/span><\/td>\n<\/tr>\n
Service and parts availability<\/b><\/td>\nOver 40% findings in the Martin & Jacob study<\/span><\/td>\nElement of dealer network advantage and operational safety<\/span><\/td>\n<\/tr>\n
Brand reputation<\/b><\/td>\nIt affects the perception of quality and reliability<\/span><\/td>\nIt enables maintaining premium positioning<\/span><\/td>\n<\/tr>\n
Purchase price<\/b><\/td>\nKey with a limited budget<\/span><\/td>\nIt limits the ability to maintain a high price premium<\/span><\/td>\n<\/tr>\n
Financing<\/b><\/td>\nIt determines the availability of the investment<\/span><\/td>\nMaybe lower the barrier to entry without directly reducing the list price<\/span><\/td>\n<\/tr>\n
TCO and residual value<\/b><\/td>\nThey allow to assess the actual cost of use<\/span><\/td>\nThey help justify the higher price with the total cost of ownership<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

A premium brand can maintain a higher price if it can translate its technical, service, and operational advantages into real value for the farm. In current conditions, however, an equally important element of the offer is becoming <\/span>available and tailored financing<\/b>.<\/span><\/p>\n

\"\"\u201eIn current market conditions, the price premium for a brand cannot be built solely on its reputation. It must be reflected in performance parameters, reliability, the availability of service infrastructure, and the machine's residual value. Today, what matters most to a farm is not just CAPEX, but the total cost of ownership and the operational risk associated with operating a tractor. At the same time, with limited financial liquidity, even an economically rational investment may be postponed. Therefore, factory financing is becoming an increasingly important element of the competitiveness of a premium offering\u2014it lowers the barrier to entry without the need to erode the list price.\u201d <\/i><\/p>

\u2014 Jacek Skowro\u0144ski, Management Board Member, Chief Technology Officer. <\/i><\/strong><\/p><\/blockquote>\n

Marketing proposal for the tractor industry<\/span><\/h2>\n

If a premium brand wants to effectively compete with the budget segment, its communication cannot be limited to exposing <\/span>reliability, technology or design<\/b>. Today, a key area of advantage is becoming <\/span>lower entry barrier for investment<\/b> and making it easier for the farmer to make a purchasing decision here and now.<\/span><\/p>\n

This means building an offer around financial instruments that limit pressure on farm liquidity and are tailored to <\/span>seasonality and the cash flow cycle in agriculture<\/b>. Financing is no longer an add-on to the product \u2013 it is becoming an essential part of the brand's value proposition.<\/span><\/p>\n

That is precisely the combination strong brand<\/a>, predictable TCO and available financing can allow premium manufacturers to defend their price premium and limit customer churn to cheaper alternatives offering a different price, equipment, and operating cost ratio.<\/b><\/p>\n

\"\"\u201eToday, a tractor is not sold by a low machine price. It is sold by a low barrier to entry. Increasingly, the farmer evaluates an investment not by the catalog price itself, but by its impact on the farm's liquidity. Therefore, competitive advantage today is determined not only by CAPEX, but also by the financing structure, the installment amount, and the total cost of ownership. The manufacturer that can lower the barrier to entry without lowering the product's value gains an advantage in the market.\u201d <\/i><\/p>

\u2014 Marcin Chrobot, group founder and president of Martin & Jacob. <\/i><\/strong><\/p><\/blockquote>\n

Precision marketing, which means the end of \u201eone ad for everyone\u201d<\/span><\/h2>\n

One of the biggest mistakes of modern agricultural marketing<\/a> is the treatment of farmers as <\/span>homogeneous target audience<\/b>. With current margin pressure and limited farm willingness to invest <\/span>mass communication is losing its effectiveness<\/b>, and a media budget without precise targeting can generate primarily costly reach instead of valuable leads.<\/span><\/p>\n

A modern marketing strategy should be based on <\/span>behavioral and contextual segmentation<\/b>, taking into account, among others, the production profile, farm scale, investment potential, machinery park, and the stage of the purchasing journey. Also becoming crucial are <\/span>purchase triggers<\/b> \u2013 signals indicating that a given farm may currently be in the process of considering a specific investment.<\/span><\/p>\n

In practice, this means moving away from the model <\/span>\u201eone ad \u2013 one message \u2013 all farmers\u201d<\/b> for the sake of communication dynamically tailored to the needs, potential, and decision-making moment of a specific recipient. This not only increases campaign effectiveness, but also allows for better utilization of the media budget and shortens the path from brand contact to a qualified sales lead.<\/span><\/p>\n

What should modern, multi-channel communication look like?<\/span><\/h2>\n

Modern marketing communication<\/a> should not be designed according to one universal farmer profile, but around <\/span>specific purchasing problems and barriers characteristic of individual household segments<\/b>. An example approach could look as follows:<\/span><\/p>\n

 <\/p>\n

Table 3. Farm segmentation and the differentiation of purchasing barriers and marketing messages\u00a0<\/span><\/em><\/p>\n\n\n\n\n\n\n
Segment<\/b><\/td>\nProblem<\/b><\/td>\nMessage<\/b><\/td>\n<\/tr>\n
A. Cereal and rapeseed producer \u2013 jumping liquidity<\/b><\/td>\nRevenue primarily comes in after the harvest. Out of season, the farmer cuts back on expenses and does not want to tie up capital in investments.<\/span><\/td>\n\u201eDo not freeze your capital. Tailor the financing to your farm's revenue cycle and start repayment when revenue from crop sales comes in.\u201d<\/b><\/td>\n<\/tr>\n
B. Milk producer \u2013 monthly liquidity<\/b><\/td>\nRegular income from milk production provides greater predictability, but the farmer fears rising financing costs and market changes.<\/span><\/td>\n\u201eOpt for stability. A fixed and predictable installment allows you to plan the cost of your investment without worrying about rising burdens during the financing period.\u201d<\/b><\/td>\n<\/tr>\n
C. The farmer who bets on time\u00a0<\/b><\/td>\nA dislike of complex procedures and banking bureaucracy, as well as the fear of machine downtime during a critical period of the season.<\/span><\/td>\n\u201eMinimum formalities, maximum working time. Quick decision at the dealer and full service support when you really need it.\u201d<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

The above three segments may need <\/span>the same product, but a completely different selling point<\/b>. A grain producer needs a solution to revenue seasonality, a livestock farmer needs cost predictability, and a farmer who values time needs speed and convenience in the process.<\/span><\/p>\n

That is the essence <\/span>multichannel communication<\/b>we are not changing the product, but <\/span>we adjust the focus of the message to the actual purchasing barrier of a given segment<\/b>.\u00a0<\/span><\/p>\n

\"\"<\/p>\n

FARM AI\u2122 by Adagri \u2013 precision that turns theory into profit<\/span><\/h2>\n

The segmentation theory sounds good. The real challenge, however, is translating it into execution. This raises the question: how to reach different segments of farmers at the same time with a message that corresponds to their actual needs, purchasing barriers, and decision-making moment?<\/span><\/p>\n

The answer is <\/span>FARM AI\u2122<\/b> \u2013 Adagri's proprietary solution that combines unique agricultural <\/span>BIG DATA<\/b> with the potential of artificial intelligence. The technology allows a shift from traditional targeting based on basic demographic data or declarations to <\/span>behavior modeling and purchase decision prediction<\/b>.<\/span><\/p>\n

\"\"\u201eOver the years, the market has grown accustomed to simplifying analytics down to page views, clicks, or cookie IDs. We went a step further. Based on our proprietary analytical concept, we built Agro Decision Genome\u2122\u2014an advanced model that does not try to assign a farmer to a single rigid label, but rather reflects the way their farm makes key decisions.\u201d <\/i><\/p>

\u2014 Jacek Skowro\u0144ski, Management Board Member, Chief Technology Officer. <\/i><\/strong><\/p><\/blockquote>\n

The mentioned system analyzes real behaviors in <\/span>10 key decision dimensions<\/b>, including, among others,. <\/span>price sensitivity, risk aversion, or technology adoption<\/b>. Thanks to this, the algorithm can identify not only that, <\/span>who is<\/span><\/i> recipient, but above all <\/span>what can determine his purchasing decision<\/span><\/i>.<\/span><\/p>\n

In practice, this means moving away from the \u201eone product \u2013 one message \u2013 entire target audience\u201d model. For a dairy farmer, a key trigger may be the guarantee of a fixed installment and predictable financing costs, whereas for a rapeseed producer, an offer that reduces the need to commit capital before the harvest will hold greater value.<\/span><\/p>\n

This is precisely the essence of precision marketing in agriculture<\/b> \u2013 the algorithm identifies the most likely purchasing barriers and motivators, and then allows communication to be tailored to them. As a result, the dealer does not have to improvise with arguments. They receive a precisely defined sales context and a message that addresses the real need of a specific segment. Thus, data ceases to be merely an analytical resource and becomes a tool that directly supports the sales process.<\/span><\/p>\n

Summary for agro brands<\/span><\/h2>\n

In the second half of 2026, the agricultural brands that will gain an advantage are those that move away from competition based solely on <\/span>catalog price<\/b> and they will start managing communication based on <\/span>precise segmentation, real investment barriers, and the decision-making context of farms<\/b>. Under conditions of margin pressure, limited liquidity, and growing investment caution, it is no longer enough to communicate \u201emore for less.\u201d You have to show a specific segment of farmers, <\/span>why a given investment makes sense specifically within his economic and operational model<\/b>.<\/span><\/p>\n

Connection <\/span>in-depth market data, behavioral analytics, and AI technology<\/b>, such as <\/span>Agro Decision Genome\u2122<\/b>, allows to move from mass reach to <\/span>marketing precision<\/b> \u2013 identifying the right audience, the right buying triggers, and the right arguments at a specific stage of the decision-making path.<\/span><\/p>\n

That's it <\/span>data-driven marketing, precise targeting, and communication personalization<\/b> can become one of the key tools for rebuilding sales efficiency in a difficult market environment. Brands that are able to translate household data into specific communication and sales scenarios have a better chance of capitalizing on existing demand, <\/span>defend sales targets, increase the efficiency of media budgets and maintain a competitive advantage.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Rynek nowych ci\u0105gnik\u00f3w rolniczych wchodzi w okres wyra\u017anego spowolnienia. Przy spadkach sprzeda\u017cy nowych ci\u0105gnik\u00f3w si\u0119gaj\u0105cych blisko 20% rok do roku (dane AgriTrac, por\u00f3wnanie okresu stycze\u0144-lipiec 2025 do stycze\u0144-lipiec 2026) producenci i importerzy musz\u0105 dzi\u015b mierzy\u0107 si\u0119 z pytaniem, kt\u00f3re jeszcze niedawno nie by\u0142o tak istotne: czy rolnik w warunkach presji kosztowej nadal wybiera przede wszystkim […]<\/p>\n","protected":false},"author":12,"featured_media":5687,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-5682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-porady-marketingowe"],"yoast_head":"\nMarka czy cena? Co sprzedaje ci\u0105gniki w dobie zaciskania pasa? - Adagri<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marka czy cena? Co sprzedaje ci\u0105gniki w dobie zaciskania pasa?\" \/>\n<meta property=\"og:description\" content=\"Rynek nowych ci\u0105gnik\u00f3w rolniczych wchodzi w okres wyra\u017anego spowolnienia. Przy spadkach sprzeda\u017cy nowych ci\u0105gnik\u00f3w si\u0119gaj\u0105cych blisko 20% rok do roku (dane AgriTrac, por\u00f3wnanie okresu stycze\u0144-lipiec 2025 do stycze\u0144-lipiec 2026) producenci i importerzy musz\u0105 dzi\u015b mierzy\u0107 si\u0119 z pytaniem, kt\u00f3re jeszcze niedawno nie by\u0142o tak istotne: czy rolnik w warunkach presji kosztowej nadal wybiera przede wszystkim […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/\" \/>\n<meta property=\"og:site_name\" content=\"Adagri\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-02T12:57:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-02T15:26:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/adagri.com\/wp-content\/uploads\/2026\/09\/260901_Adagri_blog_mark_.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jacek Kwiatkowski\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jacek Kwiatkowski\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/\"},\"author\":{\"name\":\"Jacek Kwiatkowski\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#\\\/schema\\\/person\\\/9eda59d7e70ec2bd1b891013bd3e039e\"},\"headline\":\"Marka czy cena? Co sprzedaje ci\u0105gniki w dobie zaciskania pasa?\",\"datePublished\":\"2026-09-02T12:57:15+00:00\",\"dateModified\":\"2026-09-02T15:26:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/\"},\"wordCount\":2694,\"publisher\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/adagri.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/260901_Adagri_blog_mark_.jpg\",\"articleSection\":[\"Porady marketingowe\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/\",\"url\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/\",\"name\":\"Marka czy cena? Co sprzedaje ci\u0105gniki w dobie zaciskania pasa? - Adagri\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/adagri.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/260901_Adagri_blog_mark_.jpg\",\"datePublished\":\"2026-09-02T12:57:15+00:00\",\"dateModified\":\"2026-09-02T15:26:24+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/#primaryimage\",\"url\":\"https:\\\/\\\/adagri.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/260901_Adagri_blog_mark_.jpg\",\"contentUrl\":\"https:\\\/\\\/adagri.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/260901_Adagri_blog_mark_.jpg\",\"width\":1200,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Strona g\u0142\u00f3wna\",\"item\":\"https:\\\/\\\/adagri.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marka czy cena? Co sprzedaje ci\u0105gniki w dobie zaciskania pasa?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/adagri.com\\\/en\\\/\",\"name\":\"Adagri\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/adagri.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#organization\",\"name\":\"Adagri\",\"url\":\"https:\\\/\\\/adagri.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/adagri.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Adagri_logo_kwadrat.jpg\",\"contentUrl\":\"https:\\\/\\\/adagri.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Adagri_logo_kwadrat.jpg\",\"width\":512,\"height\":512,\"caption\":\"Adagri\"},\"image\":{\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/adagri-marketing-rolniczy\\\/\"],\"description\":\"Adagri sp. z o.o. to agencja marketingowa wyspecjalizowana w bran\u017cy rolniczej. \u0141\u0105czy wiedz\u0119 o rynku agro, dane i nowoczesne technologie z kompetencjami w zakresie strategii marki, kreacji, content marketingu, SEO, GEO i AI Search, Google Ads, social media, Public Relations oraz rozwi\u0105za\u0144 opartych na danych i sztucznej inteligencji. Adagri wspiera producent\u00f3w i marki dzia\u0142aj\u0105ce na rynku rolniczym w budowaniu relacji z rolnikami i realizacji cel\u00f3w biznesowych.\",\"email\":\"sekretariat@adagri.com\",\"telephone\":\"+48 71 79 20 690\",\"legalName\":\"Adagri sp. z o.o.\",\"foundingDate\":\"2010-04-22\",\"vatID\":\"PL8942996794\",\"taxID\":\"8942996794\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"11\",\"maxValue\":\"50\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/#\\\/schema\\\/person\\\/9eda59d7e70ec2bd1b891013bd3e039e\",\"name\":\"Jacek Kwiatkowski\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/adagri.com\\\/en\\\/wp-content\\\/litespeed\\\/avatar\\\/d4bc7c34184e90b469980ef23d2e2b41.jpg\\\/?ver=1792810752\",\"url\":\"https:\\\/\\\/adagri.com\\\/en\\\/wp-content\\\/litespeed\\\/avatar\\\/d4bc7c34184e90b469980ef23d2e2b41.jpg\\\/?ver=1792810752\",\"contentUrl\":\"https:\\\/\\\/adagri.com\\\/en\\\/wp-content\\\/litespeed\\\/avatar\\\/d4bc7c34184e90b469980ef23d2e2b41.jpg\\\/?ver=1792810752\",\"caption\":\"Jacek Kwiatkowski\"},\"description\":\"Od lat aktywny w obszarze strategicznego planowania zintegrowanych kampanii w modelu 360\u00b0. Wsp\u00f3\u0142tw\u00f3rca wielu sukces\u00f3w rynkowych zwi\u0105zanych z rozwojem marek i produkt\u00f3w rolniczych. Doskonale rozumie procesy rynkowe wszystkich kluczowych kategorii rynku, od siewu do zbioru. Zwolennik holistycznego podej\u015bcia do marketingu. Uko\u0144czy\u0142 dziennikarstwo i komunikacj\u0119 spo\u0142eczn\u0105 na Wydziale Filologicznym Uniwersytetu Wroc\u0142awskiego. Jest absolwentem Uniwersytetu Ekonomicznego we Wroc\u0142awiu. Uko\u0144czy\u0142 program Szko\u0142a Strategii Marki realizowany przez SAR. Od 2022 roku jest prezesem agencji reklamowej Adagri specjalizuj\u0105cej si\u0119 w reklamie rolniczej. W swoich dokonaniach zawodowych zapisuje wsp\u00f3\u0142prac\u0119 dla firm dzia\u0142aj\u0105cych w r\u00f3\u017cnych segmentach sektora rolno-spo\u017cywczego, co przek\u0142ada si\u0119 na wyj\u0105tkowo zwinne i logiczne budowanie kampanii reklamowych.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/jacek-kwiatkowski-b434711a9\\\/\"],\"jobTitle\":\"Prezes zarz\u0105du\",\"worksFor\":\"Adagri sp. z o.o.\",\"url\":\"https:\\\/\\\/adagri.com\\\/en\\\/blog\\\/author\\\/jacek-kwiatkowski\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Brand or price? What sells tractors in an era of tightening belts? - Adagri","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/","og_locale":"en_US","og_type":"article","og_title":"Marka czy cena? Co sprzedaje ci\u0105gniki w dobie zaciskania pasa?","og_description":"Rynek nowych ci\u0105gnik\u00f3w rolniczych wchodzi w okres wyra\u017anego spowolnienia. Przy spadkach sprzeda\u017cy nowych ci\u0105gnik\u00f3w si\u0119gaj\u0105cych blisko 20% rok do roku (dane AgriTrac, por\u00f3wnanie okresu stycze\u0144-lipiec 2025 do stycze\u0144-lipiec 2026) producenci i importerzy musz\u0105 dzi\u015b mierzy\u0107 si\u0119 z pytaniem, kt\u00f3re jeszcze niedawno nie by\u0142o tak istotne: czy rolnik w warunkach presji kosztowej nadal wybiera przede wszystkim […]","og_url":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/","og_site_name":"Adagri","article_published_time":"2026-09-02T12:57:15+00:00","article_modified_time":"2026-09-02T15:26:24+00:00","og_image":[{"width":1200,"height":900,"url":"https:\/\/adagri.com\/wp-content\/uploads\/2026\/09\/260901_Adagri_blog_mark_.jpg","type":"image\/jpeg"}],"author":"Jacek Kwiatkowski","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Jacek Kwiatkowski","Est. reading time":"13 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/#article","isPartOf":{"@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/"},"author":{"name":"Jacek Kwiatkowski","@id":"https:\/\/adagri.com\/en\/#\/schema\/person\/9eda59d7e70ec2bd1b891013bd3e039e"},"headline":"Marka czy cena? Co sprzedaje ci\u0105gniki w dobie zaciskania pasa?","datePublished":"2026-09-02T12:57:15+00:00","dateModified":"2026-09-02T15:26:24+00:00","mainEntityOfPage":{"@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/"},"wordCount":2694,"publisher":{"@id":"https:\/\/adagri.com\/en\/#organization"},"image":{"@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/#primaryimage"},"thumbnailUrl":"https:\/\/adagri.com\/wp-content\/uploads\/2026\/09\/260901_Adagri_blog_mark_.jpg","articleSection":["Porady marketingowe"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/","url":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/","name":"Brand or price? What sells tractors in an era of tightening belts? - Adagri","isPartOf":{"@id":"https:\/\/adagri.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/#primaryimage"},"image":{"@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/#primaryimage"},"thumbnailUrl":"https:\/\/adagri.com\/wp-content\/uploads\/2026\/09\/260901_Adagri_blog_mark_.jpg","datePublished":"2026-09-02T12:57:15+00:00","dateModified":"2026-09-02T15:26:24+00:00","breadcrumb":{"@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/#primaryimage","url":"https:\/\/adagri.com\/wp-content\/uploads\/2026\/09\/260901_Adagri_blog_mark_.jpg","contentUrl":"https:\/\/adagri.com\/wp-content\/uploads\/2026\/09\/260901_Adagri_blog_mark_.jpg","width":1200,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/adagri.com\/en\/blog\/brand-or-price-what-sells-tractors-in-the-era-of-belt-tightening\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Strona g\u0142\u00f3wna","item":"https:\/\/adagri.com\/en\/"},{"@type":"ListItem","position":2,"name":"Marka czy cena? Co sprzedaje ci\u0105gniki w dobie zaciskania pasa?"}]},{"@type":"WebSite","@id":"https:\/\/adagri.com\/en\/#website","url":"https:\/\/adagri.com\/en\/","name":"Adagri","description":"","publisher":{"@id":"https:\/\/adagri.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/adagri.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/adagri.com\/en\/#organization","name":"Adagri","url":"https:\/\/adagri.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/adagri.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/adagri.com\/wp-content\/uploads\/2026\/09\/Adagri_logo_kwadrat.jpg","contentUrl":"https:\/\/adagri.com\/wp-content\/uploads\/2026\/09\/Adagri_logo_kwadrat.jpg","width":512,"height":512,"caption":"Adagri"},"image":{"@id":"https:\/\/adagri.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/adagri-marketing-rolniczy\/"],"description":"Adagri sp. z o.o. is a marketing agency specializing in the agricultural industry. It combines knowledge of the agro market, data, and modern technologies with competencies in brand strategy, creative, content marketing, SEO, GEO and AI Search, Google Ads, social media, Public Relations, and solutions based on data and artificial intelligence. Adagri supports producers and brands operating in the agricultural market in building relationships with farmers and achieving business goals.","email":"sekretariat@adagri.com","telephone":"+48 71 79 20 690","legalName":"Adagri sp. z o.o.","foundingDate":"2010-04-22","vatID":"PL8942996794","taxID":"8942996794","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"11","maxValue":"50"}},{"@type":"Person","@id":"https:\/\/adagri.com\/en\/#\/schema\/person\/9eda59d7e70ec2bd1b891013bd3e039e","name":"Jacek Kwiatkowski","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/adagri.com\/en\/wp-content\/litespeed\/avatar\/d4bc7c34184e90b469980ef23d2e2b41.jpg\/?ver=1792810752","url":"https:\/\/adagri.com\/en\/wp-content\/litespeed\/avatar\/d4bc7c34184e90b469980ef23d2e2b41.jpg\/?ver=1792810752","contentUrl":"https:\/\/adagri.com\/en\/wp-content\/litespeed\/avatar\/d4bc7c34184e90b469980ef23d2e2b41.jpg\/?ver=1792810752","caption":"Jacek Kwiatkowski"},"description":"Active for years in the field of strategic planning of integrated 360\u00b0 campaigns. Co-creator of many market successes related to the development of agricultural brands and products. Excellent understanding of the market processes of all key market categories, from sowing to harvesting. Advocate of a holistic approach to marketing. Graduated in journalism and social communication from the Faculty of Philology at the University of Wroclaw. He is a graduate of the Wroclaw University of Economics. He completed the School of Brand Strategy program implemented by SAR. Since 2022, he has been president of Adagri, an advertising agency specializing in agricultural advertising. In his professional achievements he records cooperation for companies operating in various segments of the agri-food sector, which translates into exceptionally agile and logical construction of advertising campaigns.","sameAs":["https:\/\/www.linkedin.com\/in\/jacek-kwiatkowski-b434711a9\/"],"jobTitle":"Prezes zarz\u0105du","worksFor":"Adagri sp. z o.o.","url":"https:\/\/adagri.com\/en\/blog\/author\/jacek-kwiatkowski\/"}]}},"_links":{"self":[{"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/posts\/5682","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/comments?post=5682"}],"version-history":[{"count":20,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/posts\/5682\/revisions"}],"predecessor-version":[{"id":5707,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/posts\/5682\/revisions\/5707"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/media\/5687"}],"wp:attachment":[{"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/media?parent=5682"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/categories?post=5682"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adagri.com\/en\/wp-json\/wp\/v2\/tags?post=5682"}],"curies":[{"name":"WordPress","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}