Nearly 58% said they feel the “about the same” about John Deere as they did 5 years ago. 5 years ago, nearly one third, or 30.3%, of Deere customers said they were “slightly more brand loyal” (21.2%) or “significantly more brand loyal” (9.1%) today.
Of all farmers who identified themselves as John Deere customers, 77.3% also described themselves as “brand loyal.” Among this group, 78.8% also said “yes” when asked, “Do you begin your purchase process for new equipment with the desire to purchase the same brand as your tractor and/or combine?”Īsked to describe their feelings about their primary brand today vs. Not only did John Deere farm customers dominate when it came to the largest percentage of responses (67%), but they also demonstrated a higher level of loyalty to “their” brand. In terms of how farmers feel about “their brand” today compared with 5 years ago, a large majority (81.8%) feel “about the same,” (55.5%) “slightly more loyal” (17.2%) or “significantly more loyal (9.1%).” Only 18.2% indicated they feel less loyal today than they did 5 years ago. Generally, this is how farmers participating in the Farm Equipment/Farm Progress survey conducted in October 2010 ranked the brands in terms of loyalty. New Holland followed with a 23% share, Case IH at 12% and AGCO at 10%. It’s evident that brand loyalty translates into higher sales and bigger market share.įor example, in 2009, it’s estimated that John Deere held a 25% market share in North American unit sales of tractors over 40 horsepower. More than half - 55.5% -feel “about the same” about their primary equipment brand as they did a half decade ago.Īt the same time, 26.3% of the farmers were either “slightly more loyal” or “significantly more loyal” to their primary equipment brand compared to how they felt 5 years ago.Īs would be expected, the degree of brand loyalty among farmers varies dramatically in some cases. When asked to describe their feelings about their primary brand today compared to 5 years ago, only 18.2% were “slightly less loyal” or “significantly less loyal.” When farmers were asked, “Would you describe yourself as ‘brand loyal’ in your purchase of tractors, field equipment or combines?” nearly two thirds - or 64.6% - of all respondents said “yes.” Overall, they continue to be faithful to their primary brand when purchasing farm machinery.Īs a group, these farmers also say their brand allegiance has not shifted much - except to get somewhat stronger - during the past 5 years. Only 4% named one of the AGCO brands - Massey Ferguson, Challenger and Gleaner - as their primary farm equipment brand, and 3% didn’t claim any of the majors as their preferred brand of machinery. Slightly over 17% named red Case IH machinery as their personal preference, while 9.1% said they lean toward the colors of New Holland. What did emerge from the survey is the key role dealerships play in maintaining brand loyalty.Īmong all respondents, 66.7% said their primary brand of tractor and/or combine was the green equipment of John Deere. The fact is brand loyalty in the farm equipment business is not dead. farmers may be becoming color blind when it comes to their preference for equipment brands, the survey results indicate this is not the case.
The findings of this 6-question survey will serve as the baseline for this report and the basis of future information Farm Equipment will compile and disseminate.ĭespite wishful thinking that U.S. These were farmers with annual incomes of $500,000 or higher. In late October, Farm Equipment and Farm Progress Companies conducted a random survey of 2,000 Midwest farmers to determine their equipment preferences and how it affected perceptions about their dealers. This dealer didn’t need to wonder where that little girl got the message that green was better than red. He said to her, “You should be wearing one of our red hats.” He noticed the little girl was wearing a green John Deere hat. The dealer knew the father was a life-long loyal John Deere customer, but they stopped in to look at a shortline product that this dealership carried. He described the time when a local farm family walked into his dealership. Then he offered an anecdote that revealed how deeply that strong brand and the loyalty that follows it has become embedded in North American agriculture. There’s just something about seeing those green tractors out in the field.” While staunchly loyal to the red equipment he had sold for several decades, the dealer quipped, “I wish we could do something like Deere has done when it comes to marketing and brand recognition. While some see allegiance to equipment colors fading, a recent survey of high-income farmers shows that they remain true blue - or green or red to ‘their’ brand.Ī few years ago, while visiting a Case IH dealer in the upper Midwest, the conversation turned toward farm equipment brands and branding.
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