alt Hacker NewsThey need to swing the pendulum back, the current problem is that there is now a whole generation about to take over from the previous and the new gen has never had to use a non-John Deere a tractor. If they could evangelize their product as the “smarter farmer that doesn’t need all that tech” then they might have success.
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You should know that there are alternatives to green machines; Case, Massey Ferguson, Fendt etc.
The farmer who doesn't want or need tech already buys from the likes of Versatile, Kubota, or maybe even Massey Ferguson if more towards the middle of the road. "Low tech" is already a serviced market. That's not to say there isn't room for another competitor, but there isn't much indication that Ursa is becoming one. When you can't even sell the product you produced last year... The bit in the article about them not wanting to really scale up is telling.
It is not like John Deere actually has a monopoly. There is just as much CNH (CaseIH, New Holland) seen out in the fields, and even when you want all the bells and whistles, Fendt is rapidly becoming understood to be the true king of tech. What John Deere does have going for it is that they generally do better than everyone else at keeping parts in stock where the parts are needed; local to the farmer. Ironically, repairability is where John Deere finds the win at the end of the day.
The problem with your argument is that the smarter farmer does indeed need all that tech if they're expecting high productivity.