Survey: AGCO, Case IH And John Deere Still Top Ag Equipment Choice For Retailers

In the equipment marketplace the past few years, manufacturers have been pre-occupied with the tier question. Of course, in this particular situation, they are referring to the new federally-mandated emission regulations that agricultural equipment engines will have to adhere to within the next year or so. For some time now, potential customers have been educated on the new Tier IV engines that will soon become standard in virtually every new piece of Big IRON on the market.

But when it comes to the ag equipment manufacturers themselves, the question of tiers is taking on increasing importance, especially among those companies that make self-propelled sprayers for the nation’s largest ag retailers. For several years now, CropLife® has asked companies on its annual CropLife 100 listing about their ag equipment preferences. Likewise, for several years, the gap in fleet make-up between the largest self-propelled sprayer manufacturers such as AGCO Corp., John Deere and Case IH and the other marketers out there has grown progressively wider. During the 2011 CropLife 100 survey, the percentage difference between the Big Three and the other players in self-propelled sprayers stood at 38%. In the 2012 survey, however, this gap has grown significantly, now standing at 53%.

AGCO Leads

Among the Big Three themselves, the annual battle for overall market share continues to be heated. Despite this fact, the No. 1 player in the market among CropLife 100 retailers remains AGCO — the same position the Duluth, GA-based company has held since our magazine started tracking these figures in the early 2000s. Since companies can have more than one manufacturer’s brands in their fleets, our survey asked respondents to mark all the brands that were present (meaning that a score of 100% would be perfect per brand name among retailers surveyed).  In 2011, 87% of CropLife 100 respondents wrote that AGCO self-propelled sprayers — either sporting the Ag-Chem, Spra-Coupe or Willmar names (in a few cases) — made up part of their equipment fleets. In 2012, this percentage dipped only slightly, to 85%.

As for why AGCO machines remain the most popular in their fleet configurations, CropLife 100 respondents continued to credit the company for constantly upgrading the options on their machines.

Actually, the battle for second place in 2012 was the more intriguing fight. In 2011, John Deere had a comfortable 13% lead over Case IH among CropLife 100 retailer self-propelled sprayer fleets, 79% to 66%. In 2012, however, the lead evaporated significantly. This year, 74% of respondents wrote that John Deere sprayers were in their fleets. Meanwhile, 73% indicated that sprayers with red and black paint were present.

When looking at the next tier of self-propelled sprayer manufacturers, the news from the 2012 CropLife 100 survey was mixed. On the one hand, GVM saw a modest uptick in its sprayer fleet presence, with 20% of respondents indicating Prowlers or Predator models were in their equipment yards, up from 18% in 2011. On the other hand, Hagie Manufacturing continued to struggle, with its units now present in 15% of respondent fleets, down from 28% in 2011. Likewise, Miller-St. Nazianz sprayers were present in only 8% of 2012 CropLife 100 respondent fleets, down from 15% in 2011.

Buying Green

Besides learning what ag equipment products were currently sitting in retailer lots, the CropLife 100 survey also tries to determine what brands are likely to be added to these fleets in the coming year. Again, as with the current self-propelled sprayer make-up questions, respondents can choose multiple answers for their responses.

In the 2011 survey, Case IH was the most popular choice among respondents with plans to buy new equipment in 2012 at 55%. On the bright side, the Racine, WI-based company saw this percentage basically hold steady in the 2012 survey with 54% of respondents planning to buy red and black sprayers in 2013.

But Case IH no longer holds the lead in this segment. Instead, 58% of 2012 CropLife 100 survey respondents wrote they plan to buy John Deere sprayers in 2013, up 7% from the 2011 survey results.

In third place among this group was AGCO. According to the 2012 CropLife 100 survey, 45% of respondents hope to purchase Ag-Chem or Spra-Coupe sprayers in 2013. The better news for the company is the fact that this percentage has been steadily improving, up from 33% in 2011 and 28% in 2010.

Planning To Buy

Of course, perhaps the best news on this front for self-propelled sprayer manufacturers is how strongly CropLife 100 retailers plan to buy new equipment in 2013. For example, in the 2011 survey, 21% of respondents wrote that their companies had “no plans to purchase” any new sprayers during the 2012 calendar year. In the 2012 survey, however, this percentage has dropped significantly, with only 14% of respondents being in a “non-buying” mood come 2013.

So AGCO leads in terms of the number of units in the field and John Deere has the edge in intended purchases for 2013. But which company offers the best overall service? On the 2011 CropLife 100 survey, John Deere leads vs. its peers at 37%. Case IH was a close second at 30%.

On the 2012 survey, however, these companies switched positions. According to this year’s CropLife 100 respondents, Case IH provides the best service to its customers at 40%. John Deere, meanwhile, was chosen best by 37% of those surveyed. As was the case in 2011, AGCO remains a distant third on this question with only 17% of CropLife 100 retailers rating it as providing the best service to its customers. No other self-propelled sprayer manufacturer finished higher than 3% on this question.

Leave a Reply

CropLife 100 Stories

CropLife 100CHS To Build $3 Billion Fertilizer Plant In North Dakota
September 5, 2014
The fertilizer plant in Spiritwood will be the single largest investment in CHS history, as well as the single largest private investment project ever undertaken in North Dakota. Read More
CropLife 100BRANDT Acquires Lemon Ag Services
August 4, 2014
The acquisition of Lemon Ag fits BRANDT’s aggressive corporate strategy of providing superior agronomic advice and services for customers in central Illinois. Read More
CropLife 100Wilbur-Ellis To Relocate Agribusiness Division To Denver
July 16, 2014
The move Eastward will allow Wilbur-Ellis’ Agribusiness Division to be more accessible to relevant geographies and is expected to enhance communication and collaboration among the division’s nearly 3,000 employees. Read More
CropLife 100Map: Pinnacle Agriculture Holdings Acquisitions In 2014
May 29, 2014
Pinnacle Agriculture Holdings continues to expand its agricultural retail distribution business through these key acquisitions in 2014. Read More

Top 100 Articles

CropLife 100CHS: Driving Momentum To Help Farmer-Owners Grow
December 11, 2014
CHS Inc., the nation’s leading farmer-owned cooperative and a global energy, grains and foods company, must capture new opportunities to Read More
CropLife 100BRANDT, Verdesian Ink Distribution Agreement
December 9, 2014
The agreement grants BRANDT the exclusive right to sell and market Verdesian’s patented Steric chemistry in the Turf and Ornamental and eastern U.S. ag markets under the BRANDT Reaction product line name. Read More
CropLife 100CropLife 100: The Colors Of Custom Application
December 5, 2014
Although many color spray rigs are in the yards of the nation’s top ag retailers, the majority of them still come in only a few shades. Read More
CropLife 100Pinnacle Invests In Meridian Agriculture Distribution
December 4, 2014
Meridian will provide retailers with supplier-branded products and numerous opportunities to differentiate themselves from their competitors. Read More
CropLife 100CropLife 100: Entering A New Seed Era
December 4, 2014
The seed category has been re-vitalized during the past few years, and more good news (and varieties) are headed the industry’s way in 2015. Read More
CropLife 100CropLife 100: The Depressed State Of Fertilizer
December 3, 2014
Following downright giddy growth earlier this decade, fertilizer sales have fallen back down to earth the past two years. Read More

Latest News

Seed/BiotechKaren Arthur Joins AgriThority As Seed Treatment Produc…
December 19, 2014
Prior to joining AgriThority, Arthur directed research and development programs, overseeing laboratory and field research, to build the Valent U.S.A. seed treatment portfolio. Read More
EquipmentJohn Deere To Sell Crop Insurance Business
December 19, 2014
Deere & Co. has reached a definitive agreement to sell its crop insurance business, subject to regulatory approval, to Farmers Mutual Hail Insurance Co. of Iowa. Read More
Crop InputsNufarm Fills Regulatory VP Position
December 18, 2014
Nufarm announced today that Rob Schwehr has been promoted to the position of Vice President of Innovation & Regulatory Affairs for Nufarm Americas. Read More
Seed/BiotechReport: China Approves Viptera Corn, U.S. Officials Awa…
December 17, 2014
Chinese authorities have informed some agriculture industry officials the government has approved U.S. imports of a type of genetically modified corn developed by Syngenta. Read More
FertilizerMonty’s Plant Food Brings In New Sales Rep
December 16, 2014
Monty's Plant Food Company has hired Warren Kearns as its newest Sales Representative for the South Carolina area. Read More
EquipmentHagie Wins 2014 CropLife IRON Product Of The Year Award
December 15, 2014
The self-propelled sprayer maker has a hit on its hands with the new STS Series model. Read More
Syngenta
Seed/BiotechSyngenta Sees China Approving Contentious GMO Corn Soon
December 15, 2014
Syngenta will make an announcement when it receives official documentation from China that Agrisure Viptera corn, known as MIR 162, has been cleared for import. Read More
Crop InputsVerdesian Life Sciences Names Vice President Of Communi…
December 15, 2014
Amy Bugg will oversee the execution of all promotional strategies for the corporate brand and the complete product portfolio. Read More
StewardshipFarmers, Retailers Attend 4R Certification 4U Workshop
December 15, 2014
More than 160 farmers and ag retailer attended the “4R Certification 4U” workshop December 12 to learn more about the 4Rs of nutrient stewardship, water quality research in the area and cost-sharing opportunities. Read More
Matt Hopkins10 Best New Agriculture Apps For 2015
December 15, 2014
These new agriculture apps are certain to help ag professionals do their jobs more efficiently in 2015 and beyond. Read More
ManagementARA Learnings, Retail Buying Intentions: Welcome To Cro…
December 12, 2014
This informal video program puts news and events effecting retailers into context, and features Editors Paul Schrimpf and Eric Sfiligoj. Read More
Seed/BiotechMonsanto Herbicide-Tolerant Technology Closer To Commer…
December 12, 2014
The final EIS moves Monsanto one step closer to the introduction of Bollgard II XtendFlex cotton and Roundup Ready 2 Xtend soybeans, paving the way to provide access to dicamba-tolerant soybeans and cotton. Read More
Seed/BiotechUSDA Issues Final Environmental Impact Statement On Her…
December 12, 2014
The USDA Animal and Plant Health Inspection Service (APHIS) is issuing a final environmental impact statement on varieties of cotton and soybeans that have been genetically engineered for resistance to several herbicides, including the one known as dicamba. Read More
CropLife 100CHS: Driving Momentum To Help Farmer-Owners Grow
December 11, 2014
CHS Inc., the nation’s leading farmer-owned cooperative and a global energy, grains and foods company, must capture new opportunities to Read More
LegislationARA Applauds CFATS Passage Prior To Holiday Adjournment
December 11, 2014
The streamlined bill provides a four-year authorization of the CFATS program and guidance to DHS on key issues of chemical facility security Read More
Seed/BiotechBayer CropScience’s ILeVO Approved By EPA
December 11, 2014
EPA has approved ILeVO, the only seed treatment that protects the root system against infections caused by the Sudden Death Syndrome fungus and has activity against dangerous nematodes. Read More
Biologicals in Emerging Markets Map.
Crop InputsBiocontrols Could Quadruple By 2025; Will Regulators Pl…
December 11, 2014
The European experience with GMOs offers caution — and a promise — for biologicals. Read More
Crop InputsBASF Donates $75,000 To Feeding America
December 10, 2014
The donation will support Feeding America’s National Produce Program, an initiative that helps with planning, transportation and logistics to ensure fresh produce deliveries to the 200 member food banks around the country. Read More