John Deere While much of America’s indigenous engineering base has been overwhelmed by cheaper imports, the company which provides the most vital link to its most basic need for food is still in rude health. John Deere’s continued success serves as an example of what can be achieved by a company which has managed to expand aggressively while maintaining an image of intense caution. Farmers might not seem the type to be swayed by attractive design but in the case of a John Deere tractor, they’re happy to have it in any colour so long as it’s green.
With one in three tractors sold in Britain a green-and-yellow ‘un, there are lessons aplenty from market leader John Deere. Naturally, engineering is pivotal to its success – strong drivetrains, smooth hydraulics and the latest in sat-nav guidance take the labour out of ploughing, sowing and reaping. Surface design plays a supporting role. Raked bonnets and sharks-gill air intakes give the range a recognisable silhouette, while the bright colours complement the wonderful economy in the logo – a simple deer to represent a Deere. Who knew that tractors could be cool enough to seduce landed gentry and plain-talking Yorkshire farm boys alike? Sleek design is only half the story, however. Wide distribution and after-sales service are key sources of competitive advantage to this highly 72
informed customer base. Should one’s John Deere fail during the harvest scramble, you will need it up and running again before the morning dew has lifted. If dedication to improvement and American spirit led John Deere to conquer the world, its number-one status rests today in the hands of the dealerships all around the country. As we know from Byron Sharp, it’s the synergy of mental and physical availability that truly makes brands grow. That’s why pretty much everyone in farming knows a Deere owner and it’s what makes it such a worthy champion of design. AK