Reading Time: 6 minutes I remember watching the start of the 1970s BBC series The World at War. The screen showed the wreckage of a French village. Over it, Lawrence Olivier entoned, “Down this road in 1944, the soldiers came. When they left, a community which had lived for a thousand years was dead.” If such a documentary was […] Read more
Watching a new world order unfold
How much damage is 2022 doing to global supply chains for equipment manufacturers?
John Deere goes full throttle
Being the biggest in the world isn’t big enough for John Deere
Reading Time: 6 minutes The strategy is clear. The company isn’t hiding it. Even in its most recent sustainability report, John Deere says it is going all out to make the world’s farmers happy to invest even more money in green precision ag equipment and new technologies. But just how much more? Currently, the brand claims the world’s farmers […] Read more
CNH revs up its strategic plan
CNH Industrial’s new CEO sets a direction he thinks farmers will want to buy into
Reading Time: 6 minutes When a new executive takes over a major corporation, it’s no surprise that a new strategic plan gets announced within a few months. The plan becomes a road map of sorts, revealing the new boss’s objectives and vision for the future. A new broom sweeps clean, as the old proverb says, and it’s what these […] Read more
Sprayer designs save the day
Chemical application is under the microscope, and farmers around the world face future limitations on inputs, especially herbicides
Reading Time: 5 minutes “Welcome to the new world of spraying,” quipped Roeland Coopman, chief commercial officer at Agrifac, a European-based sprayer manufacturer, as he made a presentation during a recent online media conference streamed live from Paris, France. Those words are no exaggeration. How chemicals are applied on farm fields in developed countries across the planet is poised […] Read more
The 4th industrial revolution begins
Mark January 4th down as one of the biggest days in your lifetime
Reading Time: 4 minutes Why January 4th? Well, John Deere, the world’s biggest ag equipment brand, announced that day it is building a fully autonomous 8R tractor for the North American marketplace this year. This is a really big deal. “Autonomy is no longer just a concept or a demo,” said Jahmy Hindman, chief technology officer at Deere. “It’s […] Read more
A glimpse into the past: How we got to the modern combine
Want to see how much change has come to farming in your parents’ lifetime? Just look at how they get the harvest in
Reading Time: 6 minutes A few years ago I was at John Deere World Headquarters in Illinois for the official unveiling of the brand’s S Series combines. To put some perspective on how big a deal this was, Deere’s marketing team guided us to the building’s large auditorium. There, they put their spotlights on a gleaming, impressive new S9, […] Read more
Used farm equipment sees big demand
There’s something very new — and unsettling — about this year’s used equipment market
Reading Time: 7 minutes This year, any farmer expecting a new tractor in time for spring seeding knows they shouldn’t hold their breath. It may or may not arrive on time. Problems including staff shortages, transportation bottlenecks, a shortage of components — all a result of COVID-19 in one way or another — have hit ag equipment manufacturers simultaneously […] Read more
What’s holding up delivery of your new tractor?
You’ve got a new tractor or combine on order, but will it get built in time? COVID-19 could hardly have hit the world’s farm machinery sector harder, or come at a worse time. Here’s how manufacturers hope to fight back
Reading Time: 5 minutes A few years ago I was standing in a brand new ag equipment manufacturing plant in Germany listening to a senior brand executive talk about its cutting-edge design. Compared to the company’s old facility, he remarked, its storage area was relatively tiny. When asked why, his reply came quickly and with a smile: “We use […] Read more
Coping with uncertainty
A look at how senior executives are dealing with COVID-19’s effects on their firms
Reading Time: 7 minutes The disruptions to business and industry caused or worsened by COVID-19 have been well documented in the media. How, exactly, are equipment makers being affected, and how are they fighting back? Are they all experiencing similar problems, and how significant are they? To find out, Country Guide spoke with senior executives at three Canadian manufacturers. […] Read more
Farm machinery scores big in 2022
It used to be that trophies were won with brute strength. Now it’s electronics that score the big prizes and shows us what farming is on its way to becoming
Reading Time: 5 minutes When I spent a summer working as a mechanic’s helper at an Allis Chalmers dealership in 1978 as one of my first jobs, I recall a brand marketing rep coming out to hold a customer information session. He brought cut-away examples of some of the features being built into their newest tractors, including the brand’s […] Read more
A message from April Stewart, Country Guide's Associate Editor
