Compared to the first brand loyalty study in 2011, New Holland has made great progress in cementing the allegiance of their farm customers. In that year, only 44% of farmers who considered New Holland as their primary brand of equipment said they were loyal. That grew by 19%, to 63% who declared themselves “brand loyal” in 2014. And that’s where it remains today, according to the results of Farm Equipment’s 2017 survey.

As they have in the past two brand loyalty studies, farmers who said that John Deere was their primary brand of tractors and combines registered a majority of the responses. This year, 60% of the total responses came from John Deere farmers. This is up from 54% of total responses in the 2014 survey.

A little over one-quarter (25.4%) of the total responses to Farm Equipment’s 2017 brand loyalty study came from farmers who list their primary equipment brand as Case IH. This is down from 32% in the 2014 study and up from 17% in the 2011 survey.