An Ag Equipment Intelligence survey of over 800 growers conducted in April shows nearly two-thirds would describe themselves as “brand loyal” and purchase the same brand year-after-year when it comes to tractors, field equipment or combines. 

This is inline with the 2020 brand loyalty survey when 63% of farmers said they were brand loyal, but down from 75% in 2017. 

Just over 24% of farmers said they are less brand loyal than they were 5 years ago. Dealers are a bit more pessimistic about how brand loyal their customers are, with 53% reporting their customers are less brand loyal vs. 5 years ago. 

While about 10.5% farmers report being more brand loyal compared to 5 years ago, only 4% of dealers said their customers are more brand loyal vs. 5 years ago. Farmer commentary suggests price, service and the dealership are some of the top contributors to brand loyalty. 

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