Comment by righthand

Keep in mind that tractors are also getting massive.

The economics of row-crop agriculture is "you gotta farm more land". That means spending as much time in the field as you can with as big a machine as you can.

So not only is time you spend fixing your tractor yourself time you're not spending on your primary job, it's also working on a machine that's just monstrously huge. Delegating that work to a specialist with specialized tools is a very reasonable way to live.

You still can. My 26-year-old took automotive shop when he was a Junior in HS. Of course, we live in a rural school district...

> you're still gonna be pissed at the downtime cost of having a tech drag their ass out to wherever you are

You might be pissed that the machine malfunctioned at all, but you kind of have to accept that if you want to be in the business. It comes with the territory. But you are not going to personally travel all the way from the office out to the field to fix it. That's insanity.

The small farmer who has to do it all to make the business viable has more reason to want to fix it himself, but they live on the used market. The small farmer can't afford those new machines. Have you seen how expensive new equipment is?

And that is exactly what Ursa is gambling on here: That if they remove all but the bare necessities that they can get the price point of new down to something small farmers can actually afford. However, it remains to be seen if that is compelling enough. Not having all the modern conveniences does take its toll on your mind and body after a long day in the field. A modern-spec used machine may still be more appealing to the small farmer who has to operate his own equipment — and let's face the harsh reality here: even if you aren't personally going to operate it, hired help isn't coming if you don't give them the most luxurious equipment available. They can just as easily go work for the farm that was willing to invest in it.

Because it's not an effective use of their time. New farm equipment buyers are running big businesses. Shifting their focus away from the business to repair equipment would be as silly as the CEO of Google personally replacing a failed hard drive on an employee's workstation. There is an industry out there that is already worried about the repairs for you. You, not being in that industry, don't need to be.

Like before, those next in line buying used equipment on smaller farms are more likely to have free time to spend on doing their own repairs and may even enjoy doing it as a hobby, but like before, the are limited to what's available on the used market. If the BTOs aren't buying Kubotas[1], it won't be a used option. This segment of farmers aren't choosing what enters the market initially.

[1] And generally they don't, but the big-time snow pushers seem to really like them, so in reality you do have options even on the used market. It turns out that tractors aren't just for farmers.

It may be true that I do not understand whatever nondescript fundamental issue it is that you mention but don't elaborate on, but I most definitely understand the constraints of farming. Being a farmer, I live it each day.

And as a farmer who owns equipment from across all the major brands (and some unheard of brands to boot), you are right that John Deere is most reliable for having parts in stock. I've been burned by the others having to wait a week on parts to be delivered from who knows where. That is not a fun position to be in. Repairability is where John Deere has the clear advantage. That is, just as you point out, why they are most popular. Nothing else matters if your equipment doesn't work.

You pay a lot more for that luxury, but when the clock is ticking...

LOL. If you're a row cropper, you're running a big combine. Several grain trucks. Lots of expensive gear. Gear breaks down, that's why you buy something reliable, that has techs in your area who can fix things quickly, with a parts network that stocks stuff from decades back.

Farmers are self-sufficient in incredible ways, but maintaining a multi-million dollar combine is pushing it. They can do oil changes, filter changes, replace consumables on implements, and do basic trouble shooting, but there are limits.

And yes, time does matter. That's why farmers tend to help each other out a lot. Field catch fire because you didn't clean off your combine the previous day? It's going to be your neighbor coming out and helping firebreak your field so you lose 5 acres instead of 500. Can't afford to have your own sprayer for fertilizer, etc? You hit up the co-op.

And farmers have crop insurance. Doesn't make them whole, but the idea that they're going to be eating dirt if they harvest a day late is silly.

If I was a farmer and wanted a low-tech tractor that would be reliable into the future, why would I gamble on a startup when I could buy a Kubota tractor from a company that has been in business for 136 years, with an established dealer and parts network? I would certainly opt for the Kubota.

I’m not a farmer, but sometimes I sell generators. Even today, some specs only allow CAT and Cummins, even though Generac and Kohler have been around for decades and are perfectly good options, they haven’t been around as long as CAT and Cummins.

When purchasing capital equipment, some customers want to buy from a company with some longevity instead of a random startup, even if it costs more.

I’m always highly skeptical of startups in mature industries like farming (~10,000 years old, or hundreds of years for mechanized agriculture) with many established players already operating. I saw an article in the last year or two about a small directional boring machine from a startup company that claimed to be advancing the industry, but multiple manufacturers like Ditch Witch already manufacture and sell the exact same piece of equipment, they’re just not claiming to be revolutionary to attract investor capital.

What early demand are you seeing, exactly? The article does indicate that they plan to ramp up production in 2026, but no mention of actual sales. It is quite possible that they are increasing production thinking that they need to roll them out to dealer lots to gain any traction.

In fact, their TractorHouse profile shows that they are still struggling to sell last year's models. If there was demand, why hasn't that demand already gobbled up the stock? "I guess it would be cool to own one if it was given to me for free" isn't demand.