By Danny Gavin, AEM Communications Coordinator --
Equipment manufacturers make important decisions every day about where to sell, where to invest resources, and how to respond to changing market conditions. Having access to timely, reliable market data can bring greater clarity to those decisions. That’s where AEM’s Market Share Statistics programs provide value.
The association's 400 programs, which cover more than 200 unique products, give participating AEM members access to proprietary market data reported directly by manufacturers. This information helps companies better understand their position in the market and make more informed business decisions.
“Members use market share data to know what their ‘piece of the pie’ is and determine where they need to market and sell their equipment,” said AEM Senior Director of Market Share Statistics Jacquelyn La Favor. “Knowing more about their market share helps them drive important business decisions.”
AEM's program portfolio spans agriculture, construction, utility, forestry, aggregates, cranes, material handling, and other specialized equipment sectors in North America and globally. Recent North American program additions include handheld mobile scanners, landfill compactors, and telescopic wheel loaders, further expanding opportunities for members to participate in AEM’s statistical reporting programs.
Today, 339 companies and reporting entities participate, and Hargrove Association Insights (HAI), AEM’s data processor, publishes 7,859 company reports monthly.
Reliable Data Directly From the Source
For market data to be useful, manufacturers need to have confidence in its accuracy and reliability. AEM’s Market Share Statistics programs are built around data provided directly by participating manufacturers.
“AEM’s data is so reliable because it comes from the manufacturer themselves,” La Favor said. “Our programs are comprised of the most real-time, accurate data one could get.”
Participating members also play a role in governing the programs. AEM administers the programs and holds committee meetings where members help govern program parameters and support the accuracy and reliability of the data. That member involvement is key to maintaining a resource designed around industry needs.
Protecting Proprietary Information
Market share information can be highly sensitive; as a result, protecting the data submitted by participating manufacturers is a key component of AEM’s statistical programs.
AEM’s programs operate on a contribute-to-receive basis, meaning only companies that participate and contribute data receive the resulting published reports. Most programs are also undisclosed, with disclosure checks designed to prevent individual companies’ numbers from being identifiable.
“There are extra security measures in place to make sure that all data is protected very well,” La Favor said.
Together, those safeguards allow manufacturers to contribute proprietary information while benefiting from a broader view of the market.
“AEM’s data is so reliable because it comes from the manufacturer themselves. Our programs are comprised of the most real-time, accurate data one could get.” -- Jacquelyn La Favor
Helping Members Get the Most From Their Participation
AEM also provides support to help participating companies understand and successfully engage with the programs. When a new company joins a program, AEM validates its participation based on product specifications and availability to ensure it meets reporting requirements. The company then designates reporters who attend a program orientation through AEM.
Participating companies also receive technical training from HAI on the systems used for reporting. AEM conducts checkpoints to ensure the company has the resources and information it needs to participate successfully.
Members are encouraged to stay connected with their account success advisor and subscribe to the AEM Industry Advisor newsletter for updates on the Market Share Statistics team’s work, events, and new programs.
Save the date for the next Market Share Statistics Fall Meetings & Forum, taking place at AEM's Milwaukee headquarters from September 21-23, 2027.
Turning Market Data Into Business Intelligence
AEM’s broader business intelligence offerings provide members with data and insights that can help them better understand the markets in which they operate. Those offerings include member insights, economic data, equipment market reports, global agriculture industry reports, webinars, and other resources.
AEM’s Market Share Statistics programs complement these resources by providing participating manufacturers with proprietary data drawn directly from the industry. That information helps members better understand their market position and inform decisions about where and how they compete.
As La Favor puts it, market share data is “one of the core services that our association offers.”
