Items Tagged with 'dealer loyalty'

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Special Report

Dealers See Mixed Bag of Brand Loyalty & Dealer Loyalty

Though dealers surveyed in 2020 indicated the lowest rate of decrease in brand loyalty yet, many also saw farmers more willing to prioritize quality dealer service over staying loyal to a specific color.
In addition to canvasing growers, Farm Equipment editors reached out to several dealers to ask how they perceived brand loyalty to have changed in recent years.
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Conversations in Ag

Agri-Service President & KanEquip Regional Manager discuss their businesses

Clint Schnoor, president of Agri-Service, a large multi-location AGCO dealership headquartered in Idaho and Bryndon Meinhardt, a regional manager for KanEquip, an 8-store CNH dealer in Kansas, sat down to talk for the first time during the Precision Farming Dealer Summit in Louisville, Ky. Despite carrying different brands and covering different markets, the two discovered their businesses have more similarities than differences.
Clint Schnoor, president of Agri-Service, a large multi-location AGCO dealership headquartered in Idaho and Bryndon Meinhardt, a regional manager for KanEquip, an 8-store CNH dealer in Kansas, sat down to talk for the first time during the Precision Farming Dealer Summit in Louisville, Ky. Despite carrying different brands and covering different markets, the two discovered their businesses have more similarities than differences.
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Brand Loyalty Part 4: New Holland: No Gain, No Loss

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.


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Brand Loyalty Part 1: Most Farmers Still Loyal to ‘Their’ Brand

Like the results of the brand loyalty studies conducted in 2011 and 2014, this more recent survey again demonstrates that farmer brand loyalty is alive and well in the ag equipment business — and much of it is built on customer loyalty to the dealer.
Traditionally, farmers are known to be dogged loyal to and identify closely with certain “colors” when it comes to the brand of equipment they purchase. To emphasize the competitive nature of the farm machinery business, not too awfully long ago, it was common to see signs in dealerships that read, “Friends don’t let friends drive red tractors” or “green tractors,” whatever the case may be. It wasn’t at all unusual to hear farmers brag about the superiority of their preferred brand of machinery.
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