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

Olson Ag Enterprise
CropLife 100Wilbur-Ellis Acquires Nebraska Seed Retailer
January 13, 2017
Wilbur-Ellis’ Agribusiness, a recognized leader in precision agriculture technology and the distribution and marketing of plant protection, seed and nutritional Read More
Jeff Troike Ceres Solutions
CropLife 100Troike Named CEO Of Newly Formed Ceres Solutions Cooperative
January 6, 2017
Jeff Troike has been named President and CEO of the newly formed agribusiness known as Ceres Solutions Cooperative. Ceres Solutions Read More
CropLife 100GROWMARK Acquires L.T. & E., Inc.
January 6, 2017
GROWMARK acquired the assets of L.T. & E., Inc., a family owned and operated tank and truck manufacturer and repair Read More
Growmark FS Outlet
CropLife 100GROWMARK Acquires Propane Terminal In New Hampton, IA
January 4, 2017
GROWMARK has acquired a propane terminal in New Hampton, IA. The facility has 11 tanks with nearly one million gallons Read More
Trending Articles
Matt Hopkins17 Agriculture Apps That Will Help You Farm Smarter In 2017
December 9, 2016
Ag professionals are working smarter, not harder, than ever before. Smart farming technologies have enabled them to reduce costs, maximize Read More
R4023 Sprayer, John Deere
CropLife 100Ag Retail Equipment Report: The Green Party Continues
December 7, 2016
In the annual race for sales in the ag retail equipment marketplace, the color schemes for participants are a little Read More
Mike Stern
Precision AgClimate Corp. CEO Talks Retailer Support For Digital Ag
December 1, 2016
CropLife Magazine’s sister publication, AgriBusiness Global, recently sat down with Mike Stern, CEO of The Climate Corp., following the Monsanto subsidiary’s Read More
Precision AgTrimble Debuts End-to-End FMIS Platform
November 28, 2016
October’s inaugural PrecisionAg Vision Conference left this author with many thoughts and things to ponder in the coming months. Probably Read More
CHS Primeland
CropLife 100The 2016 CropLife 100 Report: Reviewing The Many Bulls And Bears Impacting This Year’s Marketplace
November 28, 2016
For virtually all of 2016, the nation was wholly focused on the big Presidential election. Some folks aligned themselves with Read More
Monsanto sign
Crop InputsMissouri Governor Meets With Bayer CEO To Discuss Monsanto Merger
November 21, 2016
Missouri Gov. Jay Nixon visited Bayer AG global headquarters in Leverkusen, Germany, on November 18 to discuss the proposed Bayer-Monsanto Read More
Latest News
Andersons Retail Store
UncategorizedThe Andersons To Close All Retail Stores; Shutdown Does…
January 16, 2017
In a stunning announcement to the Toledo area, The Andersons Inc. said on Sunday that it would close its two Read More
Trimble TMX-2050 In-Cab Display
Eric SfiligojPrecision To Lead Agriculture In 2017?
January 16, 2017
Another new year is upon us! And I’m certain I speak for many in the agricultural world when I say Read More
Eric SfiligojThe Mood From Madison? In A Holding Pattern
January 16, 2017
Last week, I had the chance to attend the annual Wisconsin AgriBusiness Classic show in Madison, WI. It’s been a Read More
Syngenta Sign
Crop InputsAccenture Helps Syngenta Transform Its Global Logistics
January 13, 2017
Syngenta, a leading agriculture company, has collaborated with Accenture to design and implement a new digital logistics operating model across Read More
Fall Creek Seth Harden The Nature Conservancy
StewardshipLocal Farmers’ Watershed Initiative: Continuous Improve…
January 13, 2017
The goal in the Big Pine Watershed Project is to more intentionally do what local farmers and responsible ag retailers Read More
HerbicidesEPA Expands Enlist Duo Herbicide Registration To 34 Sta…
January 13, 2017
The U.S. EPA has expanded the geography for application of Enlist Duo herbicide from 15 to 34 states. This means Read More
Olson Ag Enterprise
CropLife 100Wilbur-Ellis Acquires Nebraska Seed Retailer
January 13, 2017
Wilbur-Ellis’ Agribusiness, a recognized leader in precision agriculture technology and the distribution and marketing of plant protection, seed and nutritional Read More
ManagementDeere-Precision Planting Update and the Ag Secretary Wa…
January 12, 2017
Editors Paul Schrimpf and Eric Sfiligoj provide the latest on the court date for John Deere/Precision Planting and the quest Read More
Monsanto sign
Seed/BiotechMonsanto, NRGene Form Agreement For Big Data Genomic An…
January 12, 2017
Monsanto Co. and NRGene have announced that the companies have reached a non-exclusive, multi-year global licensing agreement on NRGene’s genome-analysis Read More
AGCO Custom applicator
SprayersAGCO, Asmark Institute To Offer Training For Beginning …
January 11, 2017
AGCO Corp. and the Asmark Institute are collaborating to offer a new training program dedicated to educating and developing custom Read More
ManagementAg Land Values In Limbo In 2017
January 10, 2017
Several factors will come into play in 2017 that will determine the direction of land values. Randy Dickhut, senior vice Read More
Industry NewsPattison Agriculture Positioned To Be Leading Canadian …
January 10, 2017
Pattison Agriculture Limited (Pattison Agriculture), a division of The Jim Pattison Group (the Pattison Group), has announced the merger of Read More
Fertilizer Tender close-up
MicronutrientsHow Micronutrients Fit Into 2017 Fertility Plans
January 10, 2017
Where do micronutrients stand going forward in fertility plans? For one thing, Tim Mundorf, Field Representative with Midwest Laboratories, says Read More
Fertilizer application
State of the IndustryCautious Optimism On Fertilizer In 2017
January 10, 2017
What kind of fertilizer rates are growers and retailers looking at in 2017 and beyond? According to stakeholders CropLife magazine Read More
Asmus Farm Supply crop protection products in storage
State of the IndustryCrop Protection Products Market: Complexity Begets Oppo…
January 10, 2017
While other key market segments in agriculture continue to see tumultuous shifts in sales volumes going forward (large equipment sales are Read More
RoGator RG1300B AGCO
Sprayers10 Sprayers That Will Showcase The Latest Application T…
January 10, 2017
Sprayer manufacturers continue to step up their games with the latest in application technology. From direct injection systems and four-wheel Read More
Soybean Field
FungicidesGrowers Report Yield Boost, Extended Residual Disease C…
January 9, 2017
With the new growing season around the corner, it’s time to start thinking about inputs for 2017. As growers weigh Read More
Donald Trump
Eric SfiligojTrump’s New Ag Secretary Coming Soon?
January 9, 2017
As agricultural experts are quick to point out, incoming President Donald Trump largely has the nation’s growers to thank for Read More