Deere & Co., a well-known manufacturer of tractors, bulldozers, and lawnmowers, has been investing in technology and robotics for nearly two decades. They have recently developed a fully autonomous version of their farm tractor, the 8R, that does not require a driver. However, the global fleet of autonomous farm vehicles is currently less than 50. Despite this, Deere sees itself becoming one of the leading AI and robotics companies in the world, alongside Tesla and Silicon Valley technology giants. They have made strategic investments and acquisitions in agtech startups, and their autonomous 8R tractor represents a major advancement in agriculture technology. Deere’s competitors, such as AGCO and Case IH, are also developing automation and autonomy for farm machinery. The industry is still in the early stages of autonomous farming, but Deere is positioning itself for future success.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Deere & Co. investing in technology and robotics | Transition from heavy-metal manufacturer to AI and robotics company | John Deere becomes one of the leading AI and robotics companies | Realization that technology drives value creation and increases productivity for farmers |
| Deere unveils fully autonomous 8R farm tractor | Pushing further into autonomous farm vehicles and technology advancements | Fully autonomous farming systems for row crops | Increase in productivity, profitability, and sustainability for farmers |
| Deere’s autonomous fleet is currently less than 50 | Increase in autonomous farm vehicles | Global fleet of autonomous farm vehicles is more widespread | Advancements in technology and increased adoption by farmers |
| Deere acquires agtech startups and forms partnerships | Strategic planning and investment in automation and data analytics | Continued acquisitions and partnerships with agtech startups | Harvesting know-how and talent to drive innovation |
| Deere’s strategic planning spans nearly two decades | Development of automation, data analytics, GPS guidance, IoT connectivity | Continued development and advancement of automation, data analytics, and IoT | Realization that technology is essential for value creation in farming industry |
| Deere’s autonomous 8R tractor showcased at CES | Giant leap in agtech and marketing benefit | Increased interest and development of autonomous tractor projects | Demonstration of the viability and potential of full autonomy in farming |
| Deere’s autonomous tractor uses computer vision and machine learning | Integration of AI and machine learning into farming equipment | Enhanced computer vision and machine learning capabilities in farming equipment | Improved decision-making and automation in farming operations |
| Deere acquires AI assets from agtech pioneers | Integration of AI into autonomous farm equipment | Integration of advanced AI technologies into future farm equipment | Enhancing the capabilities and efficiency of autonomous farm equipment |
| Deere establishes Startup Collaborator program | Testing innovative technologies with customers and dealers | Continued testing and adoption of innovative agtech solutions | Staying ahead of competitors and finding new technologies before they become obvious |
| Deere’s competitors also developing automation and autonomy | Development of automation and autonomy in farm machinery | Increased competition and development of automation and autonomy in the industry | Meeting the demand for automation in farming operations |