Farmers Rank John Deere Top Tractor Brand

In the recently released 2021 Progressive Farmer Reader Insights Study, John Deere was ranked the top tractor brand in the Most Durable, Best Ownership Experience and Highest Owner Loyalty categories for full size tractors.                                     

The report noted that at the segment level, Kubota and John Deere dominate the top of the rankings, with New Holland also taking home a top award.  Of the nine categories in which farmers could rate tractor brands, John Deere won 5, including the Highest Owner Loyalty award in all 3 tractor segments.

John Deere received the highest percentage of "loyal" customers in the survey at 52%, above the overall average of 45%. Case IH followed with 42% and Kubota had the third-highest percentage at 41%. AGCO had the lowest percentage of loyal farmers at 16%.

EDITOR’S TAKE:

It is interesting to see how farmers rank the various tractor companies. We typically see surveys where dealers rank manufacturers from their perspective, but this one puts the spotlight on which company is actually meeting customer expectations. Part of that ranking has to do with the product itself, but there is also a significant portion that is attributable to the Deere dealer network. One of the things Deere does extremely well is train dealers and their employees on a continual basis. This survey also underscores the loyalty farmers/ranchers have when they feel comfortable with both the product and the dealer. You, as a CAD member, have a prime opportunity to build that type of loyalty with your farm/ranch customers. Your CAD training, the continuing interest in agriculture, vis a vis this AIR newsletter, and the special package called AgPack, all place you in the driver’s seat to be an agricultural partner in the eyes of the farm/ranch community.