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
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
AgriSync
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
Latest News
Soybean Plant closeup
HerbicidesRegional Listening Sessions Give Farmers A Voice In The…
February 27, 2017
Both scientists and regulators have had a lot to say about the growing problem of herbicide resistance and how weed Read More
Greystone Construction built the tension membrane fertilizer storage building (left) and steel seed treater building (right)
CropLife 100Pinnacle Announces Successful Exchange Offer Results An…
February 27, 2017
Pinnacle Agriculture Holdings, LLC has announced today the early tender results of its previously announced offer to exchange (the “Exchange Read More
IEI Barge Fertilizer Potash Port Terminal
EquipmentLegacy Building Solutions Receives Design-Build Merit A…
February 27, 2017
When IEI Barge Services needed a building capable of storing and loading fertilizer, they turned to Legacy Building Solutions to Read More
ManagementSouth Africa Update and the New New Leader G5
February 24, 2017
Editors Eric Sfiligoj and Dan Jacobs discuss the recent visit to South Africa by sister magazine AgriBusiness Global and the Read More
Fall Creek Watershed
StewardshipUpdate: Nutrient Stewardship In Indiana Requires Cool, …
February 24, 2017
Update: The application deadline for NCRS funding has been extended to March 17, 2017. Green leaves sparkle in the sunlight. Trees Read More
Greenleaf Technologies TADF03-D Dual Fan Nozzle
NozzlesSix Greenleaf Nozzles Approved For XtendiMax With Vapor…
February 22, 2017
Greenleaf Technologies has announced that six of its TurboDrop D Series nozzles have been approved for use with Monsanto’s XtendiMax Read More
Winter Wheat
Industry NewsTiger-Sul Hires Manitoba And Eastern Canada Account Man…
February 22, 2017
Tiger-Sul, a global leader in sulphur fertilizers and crop performance products, has announced that sales veteran Trevor Loewen has joined Read More
NFMS 17 Hagie Sprayer
Eric SfiligojThe Read From Louisville: Uncertain
February 22, 2017
By the time this column appears across the country, the annual Commodity Classic will be in full swing. This means Read More
SprayersApache 1000 Series Sprayer Earns 2017 EquipmentWatch Hi…
February 21, 2017
ET Works has been named a winner in the 2017 EquipmentWatch Highest Retained Value Awards program, the industry’s only award Read More
Measuring Bulk Tanks
StewardshipMeister Media Among 2017 Award Winners Presented By The…
February 21, 2017
The Pesticide Stewardship Alliance (TPSA) held its annual conference in San Diego, CA, earlier this month where three awards were Read More
John Reifsteck
CropLife 100GROWMARK’s Reifsteck Earns NCFC Director Of The Y…
February 21, 2017
GROWMARK Chairman of the Board and President John Reifsteck has earned the prestigious Director of the Year Award from the Read More
Roy Blunt
LegislationARA Recognizes Blunt, Heitkamp For Legislative Efforts …
February 17, 2017
Agricultural industry continues to face federal regulatory challenges. Thankfully, agriculture’s allies in the U.S. Senate stepped forward. The Agricultural Retailers Read More
LegislationThe Fertilizer Institute Commends Senate On Confirmatio…
February 17, 2017
The Fertilizer Institute (TFI) President Chris Jahn issued the following statement on the Senate confirmation of Oklahoma Attorney General Scott Read More
Trump, Senate, Cabinet
LegislationBREAKING: Trump EPA Nominee Scott Pruitt Confirmed by S…
February 17, 2017
Scott Pruitt, who as Oklahoma’s attorney general spent years suing the Environmental Protection Agency over its efforts to regulate various Read More
ManagementFebruary Road Trip Edition
February 17, 2017
Editors Paul Schrimpf and Eric Sfiligoj discuss their recent visits to Indiana and Kentucky. Read More
Heritage Cooperative Finished Building Aerial
ManagementHeritage Cooperative, Agland Co-op Approve Merger
February 17, 2017
Agland Co-op and Heritage Cooperative stockholders have both approved the merger agreement between Agland Co-op and Heritage Cooperative. Now begins Read More
LegislationARA Fly-In: Ag Retail Descends on Capitol Hill, Lawmake…
February 15, 2017
More than 100 agricultural retailers, distributors and suppliers headed to Capitol Hill Tuesday morning for the Agribusiness Congressional Fly-in, according to a Read More
Untreated soybean seed Heartland Coop
Seed/BiotechMarrone Bio Innovations, Groundwork BioAg Bio-stacked M…
February 13, 2017
Marrone Bio Innovations, Inc. and Groundwork BioAg, Ltd have announced successful seed treatment field trials of the world’s first all-biological Read More