Equipment And The CropLife 100: The Big Getting Bigger

For the past few years, one of the most interesting and followed parts of our annual CropLife 100 coverage has come from the equipment sector. This is particularly true for the self-propelled sprayer market. Based upon the historical perspective, this part of the ag retail equipment industry has largely belonged to sprayers painted in either white (Spra-Coupe) or yellow (Ag-Chem) colors — brands which in recent years have fallen under the AGCO Corp. umbrella. In fact, when the CropLife 100 survey first started tracking these statistics, respondents indicated that approximately eight out of every 10 sprayers on their facility lots carried the Ag-Chem or Spra-Coupe names.

However, in the latter years of the first decade of the 21st century, this market dominance by AGCO brands began to wane. From market shares consistently in the 80%-plus range, AGCO’s overall placement on retailer lots started to fall. In fact, during the 2010 CropLife 100 survey, respondents indicated that only 72% of their sprayer fleets consisted of AGCO units, down 3% from the 2009 survey. Worse still for the company, this percentage put AGCO within striking distance of its nearest rival, John Deere, which held a 70% market share. Indeed, there was speculation that with a little market push and good fortune, John Deere could tie or top AGCO’s market share leadership position by the time the 2011 CropLife 100 survey was completed.

But it didn’t happen. When the final numbers from this year’s CropLife 100 were tallied, AGCO had not only held off its main rival, but firmly re-established itself as the clear sprayer market leader. According to respondents, AGCO sprayers make up 87% of CropLife 100 retailer fleets, up an impressive 15% from the prior year. Better still, this is on par with the mid- to high-80% market share AGCO held back in the early 2000s among the nation’s largest retailers.

As for the reason why AGCO has managed to reverse its market fortunes, most respondents credit the company’s aggressive line of new sprayer options for both the Ag-Chem and Spra-Coupe brands in the past year for convincing them to purchase the company’s products. This included brand new RoGator models such as the 1300 and an updated Spra-Coupe (now sporting a more orange-like color scheme).

No Second Place Slouches

As for AGCO’s largest competitors, John Deere and Case IH, 2011 was anything but a down year. Although neither company was able to match AGCO’s sales growth among CropLife 100 retailers, both did manage to grow their market shares nonetheless.

For sprayers painted in green colors, 2011 was another solid second place finish. According to CropLife 100 retailers, 79% of their sprayer fleets are John Deere models, up 9% from the 2010 total. Like its larger market share rival, John Deere has been fairly aggressive in new sprayer development during 2011 with the continued emphasis on the company’s series sprayers and the launch of the new 4940 unit.

When it came to sprayers painted red, 2011 was also a solid year. Case IH sprayers made up 66% of CropLife 100 sprayer fleets this year, up 4% from the 2010 total. As in the case of AGCO and John Deere, new sprayer model developments and launches kept Case IH units popular in the eyes (and pocketbooks) of ag retailers.

With the intense fight for market share among the Big Three manufacturers, smaller companies tended to see their piece of the ag retailer pie drop during 2011. For example, Hagie units represented 28% of sprayer fleets at CropLife 100 retailers, down from 32% in 2010. Likewise, GVM sprayers saw their market share fall 4%, from 22% in 2010 to 18% this year.

On the other hand, sprayers sporting the Miller-St. Nazianz’s name and colors were present at 15% of CropLife 100 retail facilities, up 2% from the 2010 total.

Better Red Next Year

So now that AGCO has successfully defended and grown its share compared with all other sprayer manufacturers in 2011, the question becomes can this market momentum last? For some indication of this, let’s consider another part of the CropLife 100 questionnaire which focuses on ag retailers’ intent to purchase going into the coming year.

When retailers were asked which company sprayers they planned to buy in 2012, Case IH finished top of the list at 55%. This was an impressive 16% jump from the number of retailers who planned to purchase Case IH sprayers during the 2010 survey.

In second place on the Intent to Purchase list in 2012 is John Deere. According to 51% respondents, they plan to buy green sprayers next year, down slightly from 2010’s 54% total.

As for AGCO sprayers, only 33% of CropLife 100 retailers are looking to purchase these models. Still, this is an increase from the 28% of respondents that were looking to buy the company’s units in 2011.

Still, if there is cause for concern for AGCO’s market share fortunes in 2012, it could come from the service side of the business. According to various industry sources, part of the reason AGCO sprayers have been less popular among ag retailers in recent years ties to service.

So for the 2011 CropLife 100 survey, we asked respondents which sprayer manufacturer offered the best customer service based upon their experiences with the major players. On this list, John Deere’s services finished in first place, noted as exceptional by 37% of those surveyed. Case IH finished a close second at 30%.

As for AGCO, the company was noted as the best customer service provider by 24% of respondents, better than 13% lower than category leader John Deere.

So in other words, there should continue to be a heated battle for sprayer market supremacy among the major manufacturers.

Leave a Reply

State of the Industry Stories
State of the IndustryAgriculture’s Troubled Waters
March 3, 2014
Water quantity and quality issues threaten to hamper agriculture on a wider scale in the not-too-distant future. Technology breakthroughs and improved practices are providing potential solutions. Read More
State of the IndustrySponsor Profiles: Simplot, SST And WinField Support CropLife State Of The Industry Report
January 8, 2014
The sponsor partners of the CropLife State of the Industry report have demonstrated ongoing leadership including their support of this report. Read More
State of the Industry2014 State Of The Industry: Agricultural Concerns Creep In
January 2, 2014
With many strong sales years under its belt, the agricultural community is hoping for another positive growth experience in 2014, but mindful of a few challenges that might keep this from happening. Read More
State of the IndustrySeed Systems Top Watch List
January 2, 2014
Retailers are closely following herbicide tolerance and drought resistance traits. Read More
Top 100 Articles
Growmark Group
CropLife 100GROWMARK In 2015: Back, To The Future
March 2, 2015
The nation’s third largest ag retail organization is simultaneously moving forward while remembering its past. Read More
CropLife 100Pinnacle Expands Sanders Brand In The South
February 27, 2015
Pinnacle has acquired Hopkins Seed and Chemical in Qulin, MO, which expands the company's Sanders brand to nine Southern states. Read More
CropLife 100Pinnacle Launches New Providence Agriculture Location In Indiana
February 27, 2015
Pinnacle Agriculture Holdings — ranked No. 6 on the CropLife 100 — has established a new retail location in New Castle, IN, which will operate as part of Pinnacle's Providence Agriculture brand. Read More
CropLife 100Cooperative CHS Returns $518 Million To Owners
February 23, 2015
The 2015 cash return to owners is based on CHS net income of $1.1 billion, the company's second highest on record. Read More
corn field
CropLife 100The Andersons’ Humic DG Now Available In Canada
February 13, 2015
The Andersons, Inc. Turf & Specialty Group has announced its Humic DG product is now available to customers in the Canadian turf, agriculture and horticulture markets. Read More
Farmer on tablet
CropLife 100Southern States Co-op: An Inside Look At Our Aerial Imagery Program
February 8, 2015
Now is as good a time as any to explore the basics of what a retail aerial imagery program looks like today. Read More
Latest News
Eric SfiligojCommodity Classic 2015: Playing The Waiting Game
March 2, 2015
There was plenty of future-talk at this year’s event as companies (and growers) are largely in a holding pattern of sorts. Read More
Industry NewsHighway Equipment Appoints New Director Of Business Dev…
March 2, 2015
Cory Venable, who joined Highway Equipment Company (HECO) in 2013 as OEM Account Manager, has been promoted to Director of Business Development. Read More
Prairieland FS employees
Eric SfiligojWorkforce Worries
March 2, 2015
Finding good employees almost always ranks as the No. 1 or No. 2 problem for ag retailers in our annual CropLife 100 survey. Read More
Growmark Group
CropLife 100GROWMARK In 2015: Back, To The Future
March 2, 2015
The nation’s third largest ag retail organization is simultaneously moving forward while remembering its past. Read More
CropLife 100Pinnacle Expands Sanders Brand In The South
February 27, 2015
Pinnacle has acquired Hopkins Seed and Chemical in Qulin, MO, which expands the company's Sanders brand to nine Southern states. Read More
CropLife 100Pinnacle Launches New Providence Agriculture Location I…
February 27, 2015
Pinnacle Agriculture Holdings — ranked No. 6 on the CropLife 100 — has established a new retail location in New Castle, IN, which will operate as part of Pinnacle's Providence Agriculture brand. Read More
2,4-D Celebrates 70 Years; GROWMARK Uses Super Bowl Ad To Share Positive Message
Management2,4-D Celebrates 70 Years; GROWMARK Uses Super Bowl Ad …
February 27, 2015
Jim Gray, executive director of the 2,4-D Research Task Force, lays out planned activities to mark the chemistry’s 70th anniversary. Read More
HerbicidesUniversity Of Arkansas Flag The Technology Program Adds…
February 27, 2015
Started in 2010, the Flag the Technology program provides a visual reference for applicators to distinguish between fields planted with different herbicide-tolerant trait technologies. Read More
Luckey Farmers, Inc.’s Berkey Farm Center
Industry NewsLuckey Farmers’ Berkey Branch Certified In 4R Nut…
February 26, 2015
The 4R Nutrient Stewardship Certification Program has announced Luckey Farmers Inc.’s Berkey Farm Center in northwest Ohio has been added to its growing list of nutrient service providers to achieve certified status. Read More
Crop InputsWinField Unveiling NutriVision Technology, Ascend Dry F…
February 24, 2015
New for 2015 are NutriVision Technology, a unique tool for monitoring in-season plant nutrient availability, and Ascend WSG plant growth regulator, a new dry formulation of Ascend plant growth regulator. Read More
FertilizerNew Formulation Of NutriSphere-N Protects High Volume U…
February 24, 2015
Verdesian Life Sciences is launching NutriSphere-N HVTM, a new polymer formulation of the proven NutriSphere-N Nitrogen Fertilizer Manager that protects high-volume applications of UAN. Read More
EquipmentIowa Ag Secretary Northey Names Hagie Water Quality Lea…
February 24, 2015
Iowa Secretary of Agriculture Bill Northey has named Hagie Mfg. as a recipient of the Secretary’s Water Quality Initiative (WQI) Leader Award. Read More
FungicidesEvito Fungicide Gives Canadian Wheat Growers New Diseas…
February 24, 2015
EVITO fungicide from Arysta LifeScience North America gives Canadian wheat and barley growers a new option for disease control. Read More
Eric SfiligojThe Commodity Classic Turns 20
February 23, 2015
Two decades in, this annual gathering of all things agriculture has become a must-see event. Read More
CropLife 100Cooperative CHS Returns $518 Million To Owners
February 23, 2015
The 2015 cash return to owners is based on CHS net income of $1.1 billion, the company's second highest on record. Read More
CropLife Retail Week: On The Road Edition
ManagementCropLife Retail Week: On The Road Edition
February 20, 2015
Editors Paul Schrimpf and Eric Sfiligoj discuss their recent trips to the National Farm Machinery Show in Louisville and the Read More
Crop InputsLand O’Lakes Acquires FLM+ Assets
February 19, 2015
FLM+ will become a wholly owned subsidiary of Land O'Lakes, Inc., and the company will retain its employee base after closing of the deal, which is scheduled for the second quarter of the year. Read More
Seed/BiotechUnited Suppliers, Stine Seed Form Marketing Alliance
February 19, 2015
The new alliance will greatly expand sales opportunities for Stine Seed with the United Supplier Seed Link Owners. Read More