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

Liquid Fertilizer Storage tanks
State of the IndustryComplex Fertilizer Market Brings Mixed Feelings
January 5, 2016
Declining fertilizer prices and plentiful supplies should be good news for growers facing low crop prices. But they and their Read More
Asmus Farm Supply crop protection products in storage
State of the Industry2016 Crop Protection Outlook: The Guessing Game
January 4, 2016
One would naturally assume that retail sales of crop protection products in a contracted market would themselves be contracted, but Read More
Seed corn bags in storage
Special ReportsThe Outlook For Seed In 2016
January 3, 2016
Among all crop input categories going into 2016, the seed category has as many questions regarding which direction it will Read More
Wilbur-Ellis’ new fertilizer blending facility, located in Mott, ND, was designed by A.J. Sackett & Sons.
State of the IndustryBuying Intentions Survey: Retailers Taking A Prudent Approach In 2016
January 2, 2016
The CropLife® magazine Buying Intentions Survey made its debut last year to gauge current industry trends against the retailer’s plans Read More
Trending Articles
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
STS16 2017
SprayersHagie Manufacturing Releases 2017 STS16 Sprayer To Market
November 16, 2016
Hagie Manufacturing LLC’s largest full season applicator is now available with enhancements for the 2017 model year. Hagie is officially Read More
Wilco
CropLife 100Valley Agronomics, Wilco-Winfield To Form New Agronomy Joint Venture
November 11, 2016
Valley Agronomics LLC, headquartered in Rupert, ID, is a joint venture between Valley Wide Cooperative and Winfield Solutions, LLC. Wilco-Winfield, Read More
FertilizerThe Fertilizer Institute Issues Statement On The U.S. Elections
November 10, 2016
The Fertilizer Institute (TFI) President Chris Jahn has issued the following statement on the results of the 2016 elections: “TFI Read More
Latest News
Tim McCardle, ARA Chairman
CropLife 100BRANDT COO Named ARA Chairman
December 5, 2016
BRANDT EVP and Chief Operating Officer Tim McArdle has been named chairman of the Agricultural Retailers Association (ARA) during a Read More
Crop InputsWilbur-Ellis Receives ResponsibleAg Certification At Mo…
December 5, 2016
Wilbur-Ellis Co., a recognized leader in precision agriculture technology and the distribution of crop protection products, announces the ResponsibleAg certification Read More
Young Corn Closeup
Eric SfiligojThe Read On 2017 For Agricultural Fortunes Is Anybody’s…
December 5, 2016
As I (and others) have written in recent months, the nation has just experienced one of the most offbeat election Read More
Acceleron B-300 seed coating
Crop InputsThe BioAg Alliance Launches New Yield-Boosting Microbia…
December 5, 2016
As part of their commitment to develop and commercialize innovative microbial solutions for farmers through The BioAg Alliance, Monsanto Co. Read More
ManagementCorn and soy planting update; Takeaways from Climate Co…
December 2, 2016
AgriBusiness Global Editor Dave Frabotta Joins Paul Schrimpf for a discussion of global corn and soybean planting trends, and a Read More
Radish cover crop taproot
Crop InputsSoil Health Institute, Datu Research Receive Grant To E…
December 1, 2016
The Soil Health Institute (SHI) and Datu Research have announced a $626,000 grant from the Walton Family Foundation to quantify the 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
ManagementAg Industry Comes Together To Address Climate Change
December 1, 2016
Addressing climate change — and more specifically, decreasing greenhouse gas emissions from agriculture — can only be achieved through collective Read More
Young soybean field
HerbicidesLiquid Formulation Valor EZ Herbicide Available For 201…
December 1, 2016
Valent U.S.A. Corp. has released Valor EZ; a liquid formulation of the company’s leading herbicide, Valor. Named Valor EZ Herbicide Read More
Key Cooperative Marcus Construction Steel Building
ManagementThe Value Of Cooperatives In Modern Agriculture
December 1, 2016
Editor’s Note: Jaxon Mullinnix of  Lone Tree, IA, was recently named the Iowa state winner of the 2017 GROWMARK essay Read More
AGCO Operator of the Year Tony Kornder
SprayersAGCO Names Tony Kornder Operator Of The Year
December 1, 2016
AGCO Corp. names Tony Kornder with Genesis Growing Solutions in Le Sueur, MN, the 11th annual Operator of the Year. Read More
Chris Henney OABA
ManagementOABA Industry Conference To Provide Outlook For Future …
November 29, 2016
The upcoming Ohio AgriBusiness Association Industry Conference is packed with widely-respected speakers and industry professionals, sharing their expertise on a Read More
Corn
InsecticidesMajor Review Finds Neonic Poses Low Risk To Aquatic Inv…
November 28, 2016
A major new ecotoxicological review and risk assessment has been published in the peer-reviewed literature and concluded that registered crop Read More
EquipmentGSI Details New Grain Drying Efficiency System for Coop…
November 28, 2016
Grain elevators and ag co-ops are always looking for ways to increase their energy efficiency to help improve profitability. For 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
AGCO AgControl system
Precision AgPrecision Ag Technology: Rate Control For The Times
November 28, 2016
It’s not surprising that the need for more economical, effective application is driving the demand for the latest rate controllers Read More
ARA
Eric SfiligojTaking The Industry’s Pulse At ARA
November 28, 2016
When most of you read this particular column, many of the industry’s key folks will probably be spending at least Read More
CHS Primeland
CropLife 100The 2016 CropLife 100 Report: Reviewing The Many Bulls …
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