'K-Agricultural Machinery' Draws Attention in Hanover, Germany... Full-Scale Expansion into Europe

Agricultural Machinery Companies Focus on Europe Amid US Tariff Impact
Spotlight at Europe’s Largest Agricultural Exhibition, "Agritechnica"

The domestic agricultural machinery industry is intensifying its efforts to penetrate the European market. This is because the North American market, which has accounted for the largest share of exports so far, is inevitably affected by tariffs and other factors that impact price competitiveness. As a result, major companies such as Daedong and TYM have been striving to develop differentiated strategies to expand their market share in Europe. Agritechnica, Europe’s largest agricultural exhibition held in Hanover, Germany from November 9 to 15, served as a venue to showcase these efforts.

Visitors are viewing products at Daedong's booth at Agritechnica. Daedong

On the 21st, Daedong announced that it participated in Agritechnica for the first time since its founding, laying the groundwork for enhancing the recognition and competitiveness of its export brand, KIOTI. Agritechnica is one of the world’s four largest agricultural exhibitions, with more than 2,800 agriculture-related companies from 53 countries and approximately 500,000 visitors. According to Daedong, its participation in this event demonstrates its determination to accelerate its push into the European market.

Daedong exhibited 10 key products for the European market, including tractors, multi-purpose vehicles, and compact construction equipment, at a booth spanning approximately 420 square meters. Among these, the main attraction for visitors was Daedong’s upcoming Level 4 autonomous tractor. This AI tractor, equipped with an artificial intelligence learning model, can independently recognize its work environment and perform unmanned autonomous operations. The company aims to launch it in the European market by 2027. A Daedong representative explained, “Given the high demand for premium tractors with advanced specifications and a wide range of options in the European market, the vision AI-based unmanned autonomous operation feature drew particular attention.”

The autonomous transport robot, also showcased at the event, is being developed to reflect the working environment and customer needs of the European market. It is scheduled to be released as a multi-purpose agricultural field robot, with weeding functions added next year and pest control functions by 2027. During Agritechnica, Daedong also held a European distributor conference to share its mid- to long-term vision and goals with local dealers. Yoon Chihwan, Head of Daedong Europe, stated, “KIOTI aims to go beyond cost-effectiveness in the European market and become a brand recognized for its confidence in quality, enhanced parts and service capabilities, and outstanding product support.”

Visitors are viewing products at the TYM booth at Agritechnica. TYM

At this year’s Agritechnica, TYM officially announced its transition to a direct sales system for the German and French markets. Starting next year, the company will shift from the existing importer-based model to direct sales by the manufacturer, reorganizing its parts supply chain and service network around its European subsidiary. TYM plans to directly manage pricing, quality, and after-sales service, and will expand this system to major European countries within the next three years. In addition, it will gradually establish local assembly plants and expand its supply chain to enhance consistency in quality and service.

At its exhibition booth, TYM displayed six core models for the European market, allowing visitors to easily view the product lineup and performance. The company also provided hands-on experiences with the latest digital technologies, including telematics and autonomous driving, which received positive feedback. Kim Hokyeom, Head of TYM Global Business Division, said, “Transitioning to a direct sales system is a strategic choice to provide European customers with more reliable service, systematic sales, and after-sales support. We will strengthen our competitiveness in the European market and establish a foundation for sustainable growth.”

This content was produced with the assistance of AI translation services.