Is John Deere Losing Ground in Drones or Is the Market Just Not Ready?
Is John Deere Losing Ground in Drones or Is the Market Just Not Ready?
Ben Thorpe of Ag Equipment Intelligence recently wrote What Happened to John Deere’s Ag Spray Drone?
It’s a thoughtful question that’s worth exploring.
In 2019, John Deere had a significant presence of drones at their Agritechnica display.
Since then there has been little communication from John Deere surrounding a drone offering— meanwhile, they have announced numerous new products and partnerships, including See and Spray, ExactShot, a partnership with SpaceX and a host of other initiatives and technologies, including those discussed at their 2022 Leaps Unlocked Event.
Drones have not been a part of their talking points, even with all of the following improvement over the last 5 years. It begs the question: Is Deere truly missing out? Or are they strategically waiting it out?