Comment by righthand
6 hours ago
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.
The short answer is yes... As you mentioned, the physical side is generally standardized to some degree, but everyone I know tends to just use branded gear that's known to fit. Now if you like to resurrect old gear, then you become a shade tree mechanic pretty quick. I don't think that any farmer will survive more than a few seasons without being pretty smart at just getting stuff to work...
> if there's any tool incompatibility in the modern electronics?
Technically there are standards, but you know how that goes in the real world... Funnily enough, a friend bought a new tractor and planter, both from John Deere, and they weren't even compatible with each other. The tractor needed to have the cab removed to install the necessary hardware (ethernet) to be compatible with the planter.
> have been standardized forever
Hydraulic hose couplers didn't find common adoption until the mid-80s/early-90s, which is surprisingly late.
1 reply →
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.