As 2025 begins, we’ve gathered up the coverage that you, our subscribers, found most interesting in 2024.
Most Read Staff Blogs

Union Contracts & Pyrrhic Victories … It’s 'Still' About the Margin, Stupid! By Mike Lessiter, Editor/Publisher
- In this blog from July 19, 2024, Mike Lessiter wrote, "Union heads bring employers to their knees on 6-year contract, and then the trends for manufacturing/labor costs and customer demand cross in opposite directions — as most knew it would. That margin that kept equipment “made in America” is now eroding with changing labor, COGS and demand dynamics. Be careful what you ask for, because short-term entitlements can lead to this very result…"

Just Another Sad Major-Line Tale? By Mike Lessiter, Editor/Publisher
- Mike Lessiter was stopped in his tracks on Feb. 15, 2024, after reading a Wall Street Journal article on what had become of the electric vehicle (EV) “revolution.” The WSJ writers’ words featured in this article were a mere summary of nuggets that our ag equipment readership could relate to, including the penalty for blindly following a major-line manufacturer in a quest for keeping the peace or chasing market share bonuses.

TAFE: The Thorn in AGCO’s Side that Won’t Go Away By Kim Schmidt, Executive Editor
- Executive Editor Kim Schmidt had heard enough from Tractors and Farm Equipment Limited (TAFE) and its demands of AGCO — the loudest of which was that AGCO separate its board chairman and CEO roles. Posted with only 5 days left in December, her blog was the second-most viewed article of the month, as well as the third most-viewed staff blog on Farm Equipment for the entire year.

When Bypassing the Dealer to Buy Direct Goes Wrong By Noah Newman, Technology Editor
- In this March 1, 2024 blog, Technology Editor Noah Newman says that "There’s a certain allure for customers to buy direct from the manufacturer, but as two recent news stories show — the grass isn’t always greener." Implement companies Everything Attachments and Leon’s Manufacturing were been in the news for not delivering on paid equipment. A judge granted a temporary restraining order against the owner of Everything Attachments, which sells directly online. Leon’s Manufacturing, which would enter receivership in July, was the subject of multiple complaints about its sales and delivery practices.

'All Hands on Deck': What One Manufacturer is Doing to Solve Technician Shortage By Noah Newman, Technology Editor
- As 70% of employers reported trouble filling roles requiring skilled labor, Caterpillar challenged its dealers to hire 40,000 new technicians in 2 years. This May 21, 2024 blog points out that Caterpillar did several things to reach that 40,000-mark, including the launch of a development program that pays candidates to train and targets a wide range of recruits from high school graduates to veterans to mothers who’ve been out of the workforce for several years.
Most Read Guest Blogs

How Big is Too Big? By Leo Johnson, Advisor & Consultant for Machinery Advisors Consortium
- In this Sep. 3, 2024 guest blog, Leo Johnson points out that most dealers started small and grew by expansion or acquiring neighboring dealers. The annual Big Dealer Report, published by Ag Equipment Intelligence, shows that most dealers have grown, but recently-retired dealer executive Leo Johnson poses the question of "How big is too big?"

Root Cause of the ‘Ripped Up Deal’ — Volume Discounts By Duane Scholten, Owner/President of Scholten's Equipment
- In early September of last year, the Farm Equipment blog ‘Ripped-Up’ Multi-Unit Trade Deals & Viral Videos summarized a gone-viral video posted by Monticello, Ill., farmer Jake Lieb on Aug. 29, 2024 about a "ripped up" multi-unit dealer purchase order by John Deere dealer AHW. On Oct. 24, dealer executive Duane Scholten responded to the ongoing mess with his root cause — the OEM's tantalizing volume discounts.

Ag Equipment’s Changing Marketing Tactics By Tim Brannon, Dealer-principal of B&G Equipment
- On Nov. 2, 2024, dealer-principal Tim Brannon responded to Farm Equipment Editor/Publisher Mike Lessiter’s blog “How About Spending Where a Return is Always Found?” In his response, Tim Brannon talks about his experience in the industry from when he was a child up until this point. Tim starts out by saying that “Magazines, dealer visits and the few field days were the main equipment promos of the early days.” He goes on to discuss the development of machinery shows after the National Farm Machinery Show (NFMS) that started in the late 1960s, the chaos that ensued in agriculture in the 1980s and the impact that the invention of the internet had on the industry in the 1990s with many superior products falling by the wayside, and their place taken by an inferior products due to better advertising.

Answer Letter ... More Industry Perspective on ‘Root Cause of the ‘Ripped Up Deal’ — Volume Discounts’ By Leo Johnson, Advisor and Consultant for Machinery Advisors Consortium
- This Oct. 28, 2024 guest blog was an “answer letter” to Duane Scholten’s commentary on a Farm Equipment staff blog 'Ripped-Up’ Multi-Unit Trade Deals & Viral Videos that digs into a viral video posted by Illinois farmer Jake Lieb about a "ripped up" multi-unit dealer purchase order with John Deere dealer AHW LLC. In Leo’s response he says “First, let’s clarify the term “Volume Discounts.” Since farm equipment dealer consultants are always correct, and I am now one myself, I believe Duane’s use of the term “Volume Discounts” is incorrect.” Leo believes Duane was referring to Volume Bonus rather than Volume Discounts. Leo goes on to discuss whether Volume Bonus is good or bad for the farm equipment dealer industry and comes to the conclusion that “it depends.”

How the Election Changes Equipment Sales Outlook By Tim Brannon, Dealer-principal of B&G Equipment
- Guest columnist Tim Brannon reflected on the 2024 presidential election and answered Farm Equipment's question on how business outlooks changed following Trump's election victory in this blog published on Nov. 12, 2024.
Most Read Feature Articles

Inaugural Farm Equipment Hall of Fame Class of 2024
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Ronald D. Offutt, RDO Equipment By Mike Lessiter, Editor/Publisher
- Ron Offutt appears more comfortable behind the scenes, elevating and promoting the achievements of his staff when it comes to taking a bow. We imagine Ron was more excited by what it would mean to those rowing the boat for him than accepting another piece of hardware for his crowded office wall.
- Derek Stimson, Rocky Mountain Equipment By Kim Schmidt, Executive Editor
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Charlie Hoober, Hoober Inc. By Kim Schmidt, Executive Editor
- Charlie Hoober, Hoober Inc., excelled in farm equipment dealer retail sales & service. Charlie Hoober was a service-focused dealer. Charlie spent a lot of time out in the shop with the service technicians and would readily go out into the field to help fix problems. Charlie is also 100% customer focused, driven to take care of the customer and he was always preaching customer service over the years to those around him.

Swather Leads to a ‘Full Fleet’ Conquest, Additional Sales By Mike Lessiter, Editor/Publisher
- This article from May 15, 2024, discussed how a New Holland dealer, after being locked out of an influential custom cutter for years, created $1 million in repeatable sales by converting one influential, but demanding, custom harvester. Intermountain New Holland converted a customer previously running 5 Massey Ferguson self-propelled windrowers to 6 New Holland SR260+ with the 416+ Header. The key was the dem, and led the customer to roll the remainder of his fleet over to all New Holland machines.

H&R’s Investment in Growth & People By Katie Pratt, Contributing Writer
- This article from July 3, 2024, focused on how a regional management structure allowed 2024 Farm Equipment Dealership of the Year H&R Agri-Power to expand, develop staff, employee ownership & technology.

Summer of Change at the Dealership Formerly Known as Alliance Tractor By Noah Newman, Technology Editor
- This Oct. 18, 2024 article explores how the Vincennes, Ind., Deere dealer prepared for a busy harvest season after being acquired by Sloan Implement. This was part 5 in the Boots on the Ground Series.

Dealers Better Prepared for Softening in Used Market By Kim Schmidt, Executive Editor
- With used inventories rising and the market tightening, Stacy Anthony, CEO of 6-store AGCO dealership AgRevolution, and the late Greg Burch, COO of 20-store Case IH dealership H&R Agri-Power, shared their insights in this March 27, 2024 article on how a downturn in 2024 could compare to what the industry faced in 2014.
Most Read News Articles

Fed Announces Larger Than Expected Rate Cut By Kim Schmidt, Executive Editor
- The Federal Reserve lowered its discount rate by half a percentage point on Sept. 18, 2024, to 4.75-5%, the first cut since 2020. After a more aggressive cut than investors had been expecting, Farm Equipment's Insider text poll indicated a positive impact on year-end farm equipment purchases.

A Look at Case IH's Soon-to-be-Released ‘Biggest Combine Ever Produced’ By Farm Equipment Staff
- While New Holland was launching its CR11 combine at Agritechnica, Case IH announced it would be introducing its “biggest combine ever produced,” the AF Series. One dealer described this as “the worst kept secret in farm equipment,” confirming the red introduction was the same machine as the CR11.

- Updated again in September 2024 to coincide with the annual "Shortline Edition" of Farm Equipment, this timeline project by the Lessiter father-son duo includes several new discoveries & additional context on the most impactful machinery innovations to date.

ONGOING COVERAGE: Right-to-Repair Impact on Dealers, Deere, Other OEMs By Farm Equipment Staff
- This constantly-updated content chronicles the latest updates and legal issues surrounding the class action lawsuit and Right to Repair act. This article help inform our audience on updates and issues such as the House Bill introduced by Robb Greene that would give farmers the right to repair equipment in Indiana, a proposed law in Canada that would require dealers to supply farmers with repair manuals, parts & tools, and much more.

North America’s Largest Dealer Groups By Farm Equipment Staff
- In response to ongoing requests from both dealers and manufacturers about North American ag machinery demographics and the economic importance of the industry, the editors of Farm Equipment commissioned an annual report via the Farm Equipment 100™. In its second year (2024), this compilation took a deeper dive into the Ag Equipment Intelligence Big Dealer report (a joint project with Machinery Advisors Consortium) to focus on the industry's largest movers and shakers as seen in this May 21, 2024 article.
Most Popular Webinars

2024 Executive Briefing Mid-Year Review
- As a follow-up to Ag Equipment Intelligence’s 2024 Executive Briefing event, a panel of industry experts shared their year-to-date successes, pain points and outlook for how the rest of 2024 would play out for their corner of the ag industry in this June 7, 2024 webinar.

Is AI Going to Replace the Traditional Dealership?
- John Andersen demystified Artificial Intelligence in the dealership, so leaders can future-proof their dealership and equip their team with the knowledge to leverage new technology. In this April 11, 2024, webinar, John discusses the important difference between AI and EI, where AI fits in the dealership, what dealerships need to do to be ready for AI and what software companies like DIS are doing to meet this change in the market.

A Comprehensive Review of the 2024 Cost of Doing Business Study
- On Oct. 31, 2024, Curt Kleoppel and Trent Hummel examined the financial landscape of the farm equipment industry to help dealers establish meaningful benchmarks. They also discussed the results of North American Equipment Dealers Assn.’s (NAEDA) 2024 Cost of Doing Business Study, produced by Equipment Dealer Consulting LLC.

What's Your Valuation Strategy in Today's Market?
- On Oct. 24, 2024, leading valuation experts from Pinion guided attendees through the different strategies and methods to assess the value of one's business. Marc Johnson and Ryan Herrman discussed the various methods dealerships can employ, when to utilize them and how to have confidence in knowing how much a business is really worth — now and in the future.

Data-Driven Solutions for Modern Ag Dealers
- On Dec. 16, 2024, Fusable's Matthew Cox revealed strategies and solutions to help dealerships tackle the toughest challenges in moving equipment and driving sales. With actionable insights and real-world examples, this webinar was designed to give you the tools you need to succeed in a competitive market.
Most Viewed Videos
Ag Express Opens New Facility in Sulphur Springs, Ind.
- Ag Express Electronics celebrated its new facilities with a ribbon cutting and open house for their local customers in Sulphur Springs, Indiana. COO Eric Randolph discussed the facility's advantages, how they could better help their customers and the future potential.
One-on-One with Farm Equipment’s Dealer Hall of Famers Part 2
- On Nov. 11, 2024, an interview by George Russell with Paul Wallem from Wallem International and Charlie Hoober of Hoober Inc. reflected on their Hall of Fame careers in the farm equipment industry and what their induction means to them.
Pottinger Builds First New Facility Outside of Europe in Valparaiso, Ind.
- Pöttinger established its own sales subsidiary in the U.S. in 2008. Klaus Pottinger, Gregor Dietachmary and Drew Brown, GM of Pottinger U.S. and Canada, discuss the importance of the North American market and opportunities for dealers.
What I Learned from My First Year Strip-Tilling
- Retired Johnson Tractor dealer-principal Leo Johnson and his son, Patrick, were planting corn into strips for the first time in southern Wisconsin. In this video posted April 30, 2024, Leo and Patrick discuss how their strip-till maiden voyage went.
5 Years Later: Mike Lessiter and Eric Raby Part 1
- Eric Raby, talked at length with Ag Equipment Intelligence at the 2019 Agritechnica in Germany about OEM's goals to double its revenue over the next 5 years. On the 5-year anniversary of that in-depth discussion, AEI reconnected with Raby for a deep dive discussion on how things actually played out.
Top On The Record Newscasts
These episodes of On the Record were brought to you by Associated Equipment Distributors and Benzi America.
Kubota Dealers React to New Acquisition Limitations Policy
- In this episode, Ag Equipment Intelligence took a look at industry reactions to Kubota's new limiting acquisitions policy for dealers. In the Technology Corner, Noah Newman examined how autonomy may provide a health benefit to the ag equipment industry. Also in this May 24, 2024 On the Record episode was a recap of the end of AGCO and Ohio Ag Equipment's distribution agreement.
More Layoffs Hit Ag Manufacturers
- Alamo Group announced it was closing its Gibson City, Ill., facility and laying off its staff. In the Technology Corner, Noah Newman shared the impact Ag Leaders Al Myers has had on the ag industry. Claas’s Eric Raby shared his outlook for the rest of 2024 and 2025 and AEI also dove into impacts Deere’s layoffs will have on its bottom line in this Aug. 23, 2024 On the Record episode.
Farmer’s Viral Video Spotlights Ugliness of Challenging Times for Dealers
- Ag Equipment Intelligence followed up on Jake Lieb’s viral TikTok video about Illinois John Deere dealer AHW LLC canceling his order. In the Technology Corner, Noah Newman visited with Sloan Implements salesperson Jason Seger on demoing the S7 combine with automation. Also in this Sep. 13, 2024 On the Record episode was an update on the auction market and the WASDE results.
Analysts Comment on CNHI CEO's Departure
- Ag Equipment Intelligence looked at some analyst comments on Scott Wine's departure from CNH Industrial. In the Technology Corner, Noah Newman talked to Pessl Instruments' CEO about the investment it received from Lindsay Corp. Also in this April 26, 2024 On the Record episode, dealers and farmers chimed in on brand loyalty, air seeder sales forecasts and layoffs at the Racine, Wis., Case IH plant.
Big Dealer Consolidation Continues in 2024
- Key takeaways from Ag Equipment Intelligence's 2024 Big Dealer Report were reported. In the Technology Corner, Noah Newman showed us how cover crop planting could be done autonomously. Also reported were CNH Industrial's drop in ag sales, AGCO's decline in combine and application equipment sales and news of UK New Holland factory strike in this May 10, 2024 On the Record episode .
Top Boots on the Ground Videos
The Farm Equipment Boots on the Ground series is brought to you by Yetter Farm Equipment.
Upgrading Service Trucks for Better Remote Service
- Alliance Tractor Service Manager Roger Roberson details what comes with the store's newly upgraded F-750 service trucks and what these upgrades bring to the table in this March 26, 2024 Boots on the Ground video.
The Benefits of Being Acquired by a Big Dealer
- Sloan Implement announced in March 2024 it would acquire all 4 Alliance Tractor locations. Employees at the Vincennes store expressed their high hopes for what a greater pool of resources and contacts might do for their growth in this June 5, 2024 Boots on the Ground video.
Preparing for Harvest & Dealing with High Amounts of Used Inventory
- Jason Boyles, store manager for Sloan Implement in Vincennes, Ind., shared how the dealership was approaching an unusual harvest season. Boyles also shared why managing their used equipment inventory could prove to be the biggest challenge ahead in this Sep. 23, 2024 Boots on the Ground video.
Sloan Implement Demos Limited Production S7 Combine
- Sloan Implement salesperson Ryan Seger showcased a limited-production S7 combine that the dealership had been demoing for wheat growers in the Vincennes, Ind., area. Seger shared what customers were saying about the new technology and explained the dealership’s overall philosophy on precision technology.
Selling Farmers on a See & Spray Subscription
- The "See & Spray" unit demoed out of the Vincennes Alliance Tractor store operates on a "credit" system, raising the question of how farmers truly feel about paying subscriptions for technology they don't "own" in the traditional sense. And a big part of that was proving the ROI behind the unit, said Ryan Seger, Sales Representative at Alliance Tractor.
Dealership of the Year Video Series
The 26-part 2024 Farm Equipment Dealership of the Year video series, sponsored by Martin Till and Brillion Farm Equipment, features H&R Agri-Power and Eis Implement, respectively.
Stories from Independent Farm Equipment Innovators
Stories from Independent Farm Equipment Innovators Episodes
- Several years ago Farm Equipment Editor/Publisher Mike Lessiter initiated an “oral history” type project to capture the stories of 25 independent (shortline) farm equipment pioneers in making a go in what increasingly has become “big business” dominated by big manufacturers. This ongoing series consists of 15-minute vignettes on the stories behind some of the most influential entrepreneurs to impact farmers in North America — and worldwide.
Dealership Minds 2024

Dealership Minds 2024: Vanderloop Equipment
- For the 6th installment of Farm Equipment’s Dealership Minds series, 8 staff members traveled throughout central Wisconsin to experience first hand how a successful dealership — Vanderloop Equipment (VE) — operates in the midst of planting and hay cutting season in May.
Popular Facebook Posts
These 5 Facebook posts were the top performing posts by Farm Equipment in 2024, with 3 out of the 5 featuring Case IH’s new AF11 combine.