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

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 Opportunity
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
Pioneer corn seed in storage
Special ReportsState Of The Seed Industry: Better Later Than Never
January 3, 2017
Traditionally, the majority of the nation’s grower-customers made their seed planting decisions in the late fall. Normally, when folks attended Read More
Trending Articles
Crop InputsFlying Under the Radar No More, FMC Goes Big
April 13, 2017
Describing FMC as “under the radar,” admittedly, is probably a stretch. But in a snap of the fingers, FMC upped Read More
Young Corn Plants
Crop NutritionStill Hunting Yields
April 1, 2017
There’s no denying it — the agricultural marketplace today is undergoing a fundamental shift in fortunes. Not too many years Read More
Nutrients for Life Foundation Teacher
FertilizerNutrients For Life Foundation Celebrates 10 Years Teaching Fertilizer Education
March 23, 2017
Those in agriculture know fertilizer is a vital ingredient to grow strong, productive crops. In fact, fertilizer is responsible for Read More
AdjuvantsA New Weed-Control Era Begins: But First, One Last Obstacle
March 4, 2017
There is trepidation, there is reluctance, and there is excitement. Ag retailers feel it all about the new dicamba and Read More
LIFT Academy video screenshot
Crop InputsLIFT Agriculture Academy: A Q&A With West Central Distribution’s Dean Hendrickson
March 1, 2017
West Central Distribution recently launched its LIFT Agriculture Academy, a new, premiere training and professional development resource for West Central’s ag Read More
Farmer and aptop
Matt Hopkins10 Warning Signs Your Website Is Grossly Outdated
February 8, 2017
Your Website is often a visitor’s first impression of your ag retail business. A positive first impression can set the Read More
Latest News
BPIA logo
Seed/BiotechBPIA Files Comments with USDA
April 24, 2017
The Biological Products Industry Alliance (BPIA) has filed comments with the USDA’s Animal and Plant Health Inspection Service (APHIS) Plant Read More
Eric SfiligojHope for Application Equipment Sales
April 24, 2017
The old saying goes that a “rising tide lifts all boats.” If this is indeed the case, then things may Read More
Stewardship video screenshot
ManagementNew Video Raises Awareness of 2,4-D Stewardship
April 24, 2017
A new public service video developed and produced by the 2,4-D Research Task Force, in conjunction with the American Soybean Read More
ManagementAn Inside Look at Award Winning Ag Retailer Gar Tooteli…
April 20, 2017
CropLife Editor Eric Sfiligoj discusses An Inside Look at Award Winning Ag Retailer Gar Tootelian Read More
Students Soybean Field
Industry NewsMACA Announces 2017 Young Leader Scholarship Recipients
April 19, 2017
The Mid America CropLife Association (MACA) Board of Directors selected 11 college students to receive the MACA Young Leader Scholarship Read More
Growmark FS Outlet
SoftwareKnoa Software Solution Helps GROWMARK Boost System Perf…
April 19, 2017
Knoa Software, a leading provider of user experience management (UEM) software, has announced that GROWMARK, Inc., a regional agricultural cooperative Read More
Crop InputsFBN Publishes ‘Voice of the Farmer’ Agricul…
April 17, 2017
Farmer’s Business Network (FBN) released today its “The Voice of the Farmer”, which the company is describing as “a special Read More
ManagementTalking Responsible Ag
April 13, 2017
CropLife Editor Eric Sfiligoj discusses the Responsible Ag program with director Bill Qualls. Read More
Crop InputsFlying Under the Radar No More, FMC Goes Big
April 13, 2017
Describing FMC as “under the radar,” admittedly, is probably a stretch. But in a snap of the fingers, FMC upped Read More
Crop InputsWhat do Roundup and Mickey Mouse Have in Common? Califo…
April 13, 2017
(SOURCE: East Valley Times) Glyphosate, the active ingredient in Monsanto Co.’s Roundup and many other weed killers, is being added Read More
Syngenta headquarters in Basel, Switzerland
Crop InputsSource: ChemChina to Divest Assets to Adama Following S…
April 11, 2017
China National Chemical Corp. plans to redistribute agrochemical assets to its Adama unit after the $43 billion takeover of Syngenta Read More
Farming drone air
Eric SfiligojThe Interest in UAVs for Agriculture Grows
April 10, 2017
At times, it seems as if experts have been predicting “big things” for unmanned aerial vehicles (UAVs) for several years Read More
OpinionOpinion: Taking On The Farmers Business Network
April 8, 2017
Well, another round of venture capital funding has come to Farmers Business Network (FBN), followed up with the obligatory feature Read More
Drone
EquipmentFarming Drones: The Future Of Agriculture?
April 7, 2017
Chances are, you already know drones are amazing. After all, this is something DroneLife readers just understand. But if you’re Read More
ManagementFMC-DuPont, Crop Plantings, and UAV Updates
April 6, 2017
Editors Eric Sfiligoj and Jackie Pucci discuss the purchase agreement between DuPont and FMC, the 2017 crop acreage mix and Read More
Falcon soil sampler
EquipmentSerious Soil Sampling Rigs
April 6, 2017
The industry has seen an increase in automation in sampling equipment, and consultants now often pull cores with an automated Read More
Iowa waterways
FertilizerDow AgroSciences Recognizes Ag Retailers’ Role in Prote…
April 6, 2017
The state of Iowa and its agriculture community have worked for decades to preserve soil health, protect water quality and Read More
Farmer Scouting Weeds in Soybean Field
EquipmentSoil, Scouting Programs Continue To Gain Value
April 5, 2017
How much growers and their retailers utilize soil testing and scouting varies greatly. But they should step up their game Read More