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MOST IMPORTANT FACTORS make better-informed decisions about the products they research.
CAUSING FARMERS TO SWITCH This shift to quality has also impacted farmers. With their own high-
EQUIPMENT BRANDS quality products in short supply and high demand, more farmers
are focusing on the edge a “quality-driven” farm gives them over
2020 RANK FACTOR CHANGE FROM 2017 their competition. In turn, equipment manufacturers that prioritize
1 Parts availability +1 quality are also seeing demand for their brand and products rise
2 Product engineering -1 significantly.
3 Equipment invoice price +2 Dealer
4 Dealer repair/service -1 Dilemma
5 Product specialist at dealership -1 Another major factor in the 2020 survey attributed to the rise or
6 Manufacturer warranty No change decline in loyalty among brands was the role that dealers play.
Farmers surveyed felt that their relationship with local dealers
7 Bad experience with current dealership +1
and representatives was more important than remaining loyal
8 Uptime guarantee/loaner program -1
to a particular brand. In short, if their dealer switched brands, an
9 Bad experience with current brand No change overwhelming majority of farmers would switch brands as well.
10 Change in dealer ownership/location +1 This “dual switch” was driven primarily by the key role the parts
11 Equipment financing options -1 and repair markets play in their relationships. Dealers aim to please
their local customers, and when parts availability or repairs cause a
12 Dealer purchase consolidation No change
strain for one party, it ultimately affects both. Dealers were faced
Rankings were calculated by adding the percentages of farmers with either stepping up their offerings of better equipment, or risk
indicating that a factor is "very important" or "somewhat important." losing a long-time customer, perhaps one they see every Sunday
at church. Not surprisingly, the number one factor among surveyed
farmers who switched brands (96.3%) said they did so because
of parts availability. The number two reason for switching brands
(95.7%) was better product engineering, with the actual price of
DO YOU CONSIDER the equipment being number three on their list (94%) of reasons
YOURSELF BRAND LOYAL? for the switch. Looking at these numbers, it’s not hard to see why
(ALL RESPONDENTS) manufacturers who deliver high quality, long-lasting equipment that
farmers can easily find parts for and maintain are surging ahead in
2020 2017
all areas of the market.
Face
NO NO Value
37% 25%
YES YES So, what’s the final takeaway? Well, for me at least, it’s that the
63% 75% current trend among ag products in the US is returning to its roots
by focusing on quality over quantity. We’ve all heard the saying
“they sure don’t make ‘em like they used to.” Well, my hope is that
in the future, my grandchildren will be able to fondly remember the
equipment we use now for its lasting value the way we remember
The percentage of farmers who reported being brand loyal the machines our grandparents used. I’m proud to work for a
dropped 12 points to 63% in the 2020 Brand Loyalty study manufacturer that understands the needs of its customers, and
compared to 75% in 2017's study. never cuts corners when it comes to quality.
This trend also shows that people are once again valuing
relationships. The relationships between manufacturers and local
dealers, dealers and farmers, and farmers with their communities
are no longer seen as simply “transactional.” Each unique connection
WOULD YOU DESCRIBE is a link in the chain that drives needed improvements, motivates
YOURSELF AS "BRAND LOYAL"? mutual success and encourages community growth. Perhaps the

YES (2020) CHANGE FROM 2017 current shift in loyalty shows that American values aren’t quite as
different these days as we may have previously thought. And that’s
All farmers 63% -12%
a great thing, because whether it’s equipment, parts or produce,
AGCO owners 55% -5%
the result of this re-focus on quality is something we all reap the
Case IH owners 67% -13% benefits of... a better quality of life.
John Deere owners 65% -12%
New Holland owners 47% -16% Source: https://www.agequipmentintelligence.com/ext/resources/aei/Reports/AEI_Brand-
Loyalty-in-the-Farm-Equipment-Business_Report_0520.pdf
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