Comment by 9rx
6 hours ago
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.
They need to swing the pendulum back, the current problem is that there is now a whole generation about to take over from the previous and the new gen has never had to use a non-John Deere a tractor. If they could evangelize their product as the “smarter farmer that doesn’t need all that tech” then they might have success.
The problem with your argument is that the smarter farmer does indeed need all that tech if they're expecting high productivity.
You should know that there are alternatives to green machines; Case, Massey Ferguson, Fendt etc.
Oh hey, do you happen to know if there's any tool incompatibility in the modern electronics?
The other thing about tractors is that the three point hitches, PTOs, etc etc, have been standardized forever, so there's very little lock in in terms of, swap out your JD for and IH and away you go, so I'm curious if eg modern seed drills have any fancy tech which locks you in.
3 replies →
I know but for the sake of timeliness I’m not writing out every tractor company. Further John Deere has led the way on the current state of tractors.
The farmer who doesn't want or need tech already buys from the likes of Versatile, Kubota, or maybe even Massey Ferguson if more towards the middle of the road. "Low tech" is already a serviced market. That's not to say there isn't room for another competitor, but there isn't much indication that Ursa is becoming one. When you can't even sell the product you produced last year... The bit in the article about them not wanting to really scale up is telling.
It is not like John Deere actually has a monopoly. There is just as much CNH (CaseIH, New Holland) seen out in the fields, and even when you want all the bells and whistles, Fendt is rapidly becoming understood to be the true king of tech. What John Deere does have going for it is that they generally do better than everyone else at keeping parts in stock where the parts are needed; local to the farmer. Ironically, repairability is where John Deere finds the win at the end of the day.