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Even With American Tariffs and Declining Sales, Agritech Invests in Family Farming and Foresees New Advancement in 2025 With Accessible Models
While many agricultural machinery manufacturers faced difficulties with the contraction of the sector, some smaller tractor companies found a different path. Data from Abimaq shows that, in 2024, the sale of tractors and equipment fell by 19.9%. Nevertheless, Agritech Lavrale, part of the Stédile Group, recorded significant growth.
According to Cesar Roberto Guimarães de Oliveira, sales and marketing manager for the company, the year 2024 closed with a 27% increase in sales.
He assesses that this result represented a positive milestone for the industry, even though the overall scenario was not favorable.
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“The year 2024 was excellent for us. We closed with a 27% growth,” he said in an interview with Portal AgFeed.
Impact of US Tariffs
However, 2025 brought distinct signs. Between January and May, sales maintained a good pace. During this period, the market had not yet felt the impact of external decisions.
The turning point occurred in April when the U.S. government announced tariffs of 10% on Brazilian products, raised later to 50% in July.
This movement left rural producers more cautious, slowing down investments in new machinery.
“After May, the market experienced a slowdown, and sales began to decline,” Oliveira reports. For him, the tariff imposed by Donald Trump acted as a brake for the entire chain, including companies without an export profile.
Projections for 2025
Despite the change in scenario, Agritech projects a 9% growth this year. The reason, the executive explains, is the robust order book, which ensures deliveries until December. “We are maintaining sales because we have a considerable buffer. Our order book is strong,” he states.
Focus on Family Farming
The company’s strategy focuses on family farming, a segment considered more resilient. The main clients are small and medium coffee, fruit, and vegetable producers.
During the 48th Expointer in Rio Grande do Sul, the company reinforced this positioning with the launch of machines aimed at these profiles of farmers.
New Models Launched
One of the highlights was the 1185 Fruteiro tractor. The machine was designed for use in orchards and allows the coupling of sprayers with specific requirements for turbine and liquid volume. Thus, it ensures efficiency and uniform coverage in applications.
In addition, the company recently introduced the AF14 microtractor. The model was developed for family farmers with properties of up to 20 hectares.
To enable purchases, Agritech relied on the Pronaf Mais Alimentos, a federal government program that offers credit of up to R$ 100,000 with interest of up to 2.5%.
“We said: let’s produce a machine with a lower cost, so that the producer can also buy implements without exceeding the financing limit,” Oliveira explains. This reasoning shows how the company seeks to circumvent the barriers of high interest rates.
Flexibility as a Differential of Agritech
Another differential is flexibility. The tractors of the brand, with power ranging from 14 to 82 horsepower, have a modular configuration, allowing adjustments according to need. “If the producer requests a change in the product, we adjust it. We produce according to his demand,” highlights Oliveira.
Markets Served in Brazil
Today, Agritech has more than 80 dealerships spread across Brazil. The Southeast, especially with coffee growers from São Paulo, Minas Gerais, and Espírito Santo, represents the largest market.
In the South, the company serves producers of grapes, tangerines, and peaches. “In the past, the Southern region was the strongest, but today the Southeast is leading,” comments the executive.
The presence also extends to the Northeast, particularly among grape producers in Petrolina, Pernambuco. In the Central-West, the participation is smaller.
The profile of the region, marked by large properties that require more powerful tractors, limits the company’s operations.
Trajectory of Agritech
Agritech’s trajectory began in 2001 when the Japanese Yanmar ceased its operations in Brazil. At that time, Agrale bought the rights to produce and use the brand. Oliveira recalls that he followed the entire process, as he has been with the company from the start.
In 2018, Yanmar decided to return to the country in partnership with Indian ITL, responsible for the Solis and Sonalika brands. The agreement led the Japanese to terminate the partnership with Agritech and brand their tractors with the Solis name.
Since then, Agritech has worked in conjunction with Lavrale, also part of the Stédile Group, which specializes in agricultural implements.
The family also controls Agrale, a manufacturer of trucks and agricultural machinery based in Caxias do Sul (RS). Although they belong to the same group, the operations are independent. “Indirectly, they are our competitors in the tractor line,” says Oliveira.
In summary: after a 27% jump in 2024, Agritech projects more modest growth of 9% in 2025. The decline in sales since May reflects the impact of American tariffs, which make producers more conservative in their investments.
Still, the company maintains its investment in family farming and in machines adapted to the needs of each customer.
With information from AgFeed.
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