Ag Retail Equipment Report: The Green Party Continues

R4045 Sprayer John Deere
According to CropLife 100 survey respondents, approximately eight out of 10 sprayers in their fleets (78%) are John Deere units. Pictured: Deere’s R4045 Sprayer.

In the annual race for sales in the ag retail equipment marketplace, the color schemes for participants are a little more varied than just the red and blue of the nation’s major political parties. There is also a fair amount of yellow and green paint as well, not to mention a few members dressed up in black and white. So who dominates the equipment process?

For much of the history of the CropLife 100 annual report, ag retailer voting in this area tended to mirror Chicago politics a bit, with a single four-letter company dominating the landscape. However, instead of beginning with the letter “D,” the ag retail equipment house was ruled by an “A” company, AGCO. Throughout the early 2000s, self-propelled sprayers dressed in AGCO yellow were the most common across the nation’s ag retail outlets. Typically, approximately 80% of the CropLife 100 ag retailer equipment fleets were made up of AGCO units. Every other manufacturer was left chasing this market leader.

But a funny thing began taking place once the calendar turned to 2010. For whatever reason, ag retailers started moving their voting dollars to sprayers outside of the AGCO party. In a few short years, the market share advantage once held by yellow units started shrinking bit by bit. By the end of 2014, the once dominant share difference between AGCO and nearest rival John Deere was down to a mere 1%.

By 2015, the stage was set for a sprayer showdown. In the end, according to CropLife 100 ag retailers, an average of 82% of their fleets were dressed in John Deere green vs. 76% dressed in AGCO yellow. (Editor’s Note: Since ag retailers tend to have multiple different sprayers in their fleets, the survey allows respondents to select multiple options, with percentages shown vs. 100% if one brand name was present in all fleets.) This 6% difference marked the first time since the CropLife 100 survey began following the sprayer sales market that AGCO wasn’t the overall leader.

Still Easy Being Green

Given all the drama surrounding sprayer sales leading up to 2016, the question was what would this year bring? Could John Deere maintain its new leadership position or would AGCO mount a comeback? And what of the rest of the field?

Not surprisingly, 2016 was not an overly strong year for ag retail equipment sales. According to the CropLife 100 survey data, the top three manufacturers — AGCO, Case IH, and John Deere — all saw their percentages fall from 2015. However, when all the figures were finally tallied, John Deere had succeeded in not only increasing its market share lead, but building upon it as well.

Source: 2016 CropLife 100 Survey
Source: 2016 CropLife 100 Survey

According to CropLife 100 survey respondents, approximately eight out of 10 sprayers in their fleets (78%) are part of the John Deere party. Sprayers in AGCO yellow come in second place, with a 71% presence market share, now 7% behind the market leader.

As for No. 3 Case IH, the past few years have seen a steady decline in market share among the nation’s top ag retailers. In 2014, the company’s sprayers were present in 68% of CropLife 100 ag retail fleets. This dropped to 65% in 2015 and dropped another 2% this year to 63%.

The rest of the field performed significantly better than the Top Three in 2016. According to the 2016 CropLife 100 survey, No. 4 Hagie saw its market share stay flat at 24%. Meanwhile, No. 5 GVM and No. 6 New Holland/Miller-St. Nazianz each increased their market share presence numbers 2%, to 17% and 16%, respectively.

Slowness in 2017

Now that the races have been decided for 2016, what might next year bring? If the CropLife 100 retailers are to be believed, the market for ag retail equipment will stay slower than normal. For 2017, almost one in five ag retailers plan to sit out the equipment race entirely (18%) by not making any purchases whatsoever.

For those who do plan to buy, it appears the race will again boil down to three players — John Deere, AGCO, and Case IH. According to the survey, 53% of respondents will be looking to add John Deere sprayers to their fleets. Forty-three percent will opt of AGCO while 41% will add Case IH red units to the mix.

Leave a Reply

CropLife 100 Stories

CHS Primeland
CropLife 100CropLife 100: The Half-Way Report
July 10, 2017
For more than 30 years now, CropLife® magazine has regularly tracked the state of the ag retail marketplace through its Read More
Greystone Construction built the tension membrane fertilizer storage building (left) and steel seed treater building (right)
CropLife 100Pinnacle Plans President and CEO Transition
June 5, 2017
Pinnacle Operating Corp. has announced Kenny Cordell will be stepping down from his role as President and CEO in the Read More
Alfalfa
CropLife 100Wilbur-Ellis Forms Distribution Agreement with S&W Seed Co.
May 31, 2017
S&W Seed Co., a leader in the alfalfa seed industry, has entered into a distribution agreement with Wilbur-Ellis, a leading Read More
GROWMARK-2017-Interns
CropLife 100GROWMARK Names 2017 Summer Interns
May 16, 2017
Forty-two college students are exploring agricultural career opportunities this summer as GROWMARK interns. They are working at FS member cooperatives Read More
Trending Articles
Stewardship‘Gonna Fly Now’ with Environmental Respect
July 20, 2017
One of the most memorable moments in movie history occurred in the Academy Award-winning 1976 film “Rocky.” Haven gotten his Read More
StewardshipEnvironmental Respect 2017 Kicks Off Enjoying an American Pastime
July 18, 2017
Following months of planning and scheduling, the 2017 Environmental Respect Awards (ERA) celebration kicked off in fine fashion as more Read More
Soybean Closeup
Crop InputsMissouri Lifts Dicamba Ban, Issues Stricter Application Parameters
July 14, 2017
The Missouri Department of Agriculture has lifted its barely week-old ban on new dicamba technologies, which have been at the Read More
Crop InputsMonsanto Responds to Arkansas, Missouri Dicamba Bans
July 10, 2017
Monsanto, provider of the dicamba-tolerant Roundup Ready Xtend crop system for soybeans and cotton, issued the following statement on Friday, Read More
Retail FacilitiesPCS-Hammond Meets Fertilizer Storage Needs with New Dome Facility
July 8, 2017
The new barrel dome facility at the PCS-Hammond Regional Distribution Center in Hammond, IN, can hold more than 100,000 tons Read More
PrecisionAg Vision Conference
Precision AgPrecisionAg® Vision Conference: Focused on the Future
June 13, 2017
PrecisionAg® is pleased to announce the return of its PrecisionAg Vision Conference, October 10-12, 2017. Based on overwhelmingly positive response Read More
Latest News
ManagementCropLife Retail Week: Dicamba Update and InfoAg Preview
July 21, 2017
Editors Eric Sfiligoj and Paul Schrimpf discuss reports from the field and comments from Monsanto about dicamba drift this season, Read More
Stewardship‘Gonna Fly Now’ with Environmental Respect
July 20, 2017
One of the most memorable moments in movie history occurred in the Academy Award-winning 1976 film “Rocky.” Haven gotten his Read More
StewardshipEnvironmental Respect: Grand Grounds, Posters Parade
July 19, 2017
To celebrate their accomplishments in the area of environmental stewardship, award recipients at the 2017 Environmental Respect week spent much Read More
StewardshipHarden’s Message to ERA Winners: Do Tell Your Good Stor…
July 19, 2017
As the daughter of a peanut farmer, Krysta Harden, Chief Sustainability Officer for DuPont Crop Protection, understands the importance the Read More
StewardshipFarming Smarter Hinges on 4R Best Management Practices
July 18, 2017
Preserving water quality while feeding another 2 billion people by 2050 is the challenge facing North America’s farmers and its Read More
StewardshipEnvironmental Respect 2017 Kicks Off Enjoying an Americ…
July 18, 2017
Following months of planning and scheduling, the 2017 Environmental Respect Awards (ERA) celebration kicked off in fine fashion as more Read More
Soybean Field Sunset
OpinionPicking Partners in the Crop Protection Market
July 17, 2017
Agriculture is a market awash in highs, lows, and everything in between. This is certainly true in the world of Read More
TMX-2050-In-Cab-Display-Launch-Run-Screen
EquipmentGPS Auto Steer: Innovating in a Mature Market
July 17, 2017
In the world of Big IRON, GPS auto steer has closely mirrored the evolutionary path of consumer GPS Navigation systems Read More
MFA-Centralia-MO
Eric SfiligojThe Resilience of Ag Retailers
July 17, 2017
After covering the ag retail market for 17 years, I think one of the most impressive character traits I’ve seen Read More
SERA-meeting
Stewardship4R Event Explores How to Minimize Phosphorus Losses
July 17, 2017
This year the Southern Extension and Research Activity (SERA) – 17; will be meeting in Oregon, OH, from August 14-17. Read More
Students Soybean Field
StewardshipCCA 4R Study Guide Available
July 17, 2017
In June the International Plant Nutrition Institute (IPNI) released the Certified Crop Advisor (CCA) 4R Nutrient Management Specialist (4R NMS) Read More
Soil soybean closeup
FertilizerThe 4Rs and Potassium
July 17, 2017
Are we meeting crop K needs? Using the 4R nutrient stewardship approach of selecting the right source at the right Read More
Soil Young Corn
StewardshipTop 10 Themes from the 2017 4R Nutrient Stewardship Sum…
July 17, 2017
Preserving water quality while feeding another 2 billion people by 2050 is the challenge facing North America’s farmers and its Read More
Soybean Field Sunset
Crop InputsWhich is Better for Soybeans: Fall or Spring Applicatio…
July 17, 2017
There have been many questions about fall versus spring applications of phosphorus (P) and potassium (K) to soybeans, writes Dr. T. Read More
corn-potassium-deficiency-University-of-Minnesota-Extension
Crop InputsRecognizing Potassium Deficiency Symptoms in Crops
July 17, 2017
Some crops exhibit characteristic deficiency symptoms when adequate amounts of K are not available for growth and development, according to Read More
ManagementComplexity in Agriculture: The Rise (and Fall?) of Mons…
July 17, 2017
Sometimes it seems as if the ag world is changing so fast that we can barely keep up with it Read More
Crop InputsMonsanto: Illegal, Improper Use at Root of Drift Proble…
July 14, 2017
Monsanto isn’t backing down from the position that its tool — the Roundup Ready Xtend dicamba-tolerant system for soybeans and Read More
Soybean Closeup
Crop InputsMissouri Lifts Dicamba Ban, Issues Stricter Application…
July 14, 2017
The Missouri Department of Agriculture has lifted its barely week-old ban on new dicamba technologies, which have been at the Read More