John Deere closes its fiscal year 2017 maintaining its leadership in the national market of agricultural tractors
By Milagros Jurado
The John Deere brand has closed its fiscal year 2017 with very good economic figures, maintaining the undisputed leadership that, for years, it has been exhibiting in the national market of agricultural tractors, according to Enrique Guillén, general director of John Deere Ibérica. In the presentation of his 2017 balance sheet, held in January in Madrid, Guillén highlighted a 6% increase in the turnover of the commercial unit of John Deere Ibérica.
An average increase in the case of units such as Getafe is up to 22%, thanks to the reactivation of the US market, which absorbs 90% of its production. For 2018, John Deere Ibérica estimates a 5% drop in the sale of tractors, although from the company remain positive because, “although the drought situation that the sector suffers since last year, in agriculture there is a lot of diversification and the effects of the last four years that have been good are still felt”, said Enrique Guillén. The general director of John Deere Ibérica has also highlighted that one of the strengths of his company is that, through its own banking services, it is in a position to facilitate the financing of the purchase of its tractors.
As in previous years, John Deere has grown again this year in market share, closing the fiscal year 2017 with 11,300 tractors, as pointed out by the commercial director of John Deere Ibérica.
Enrique Guillén has highlighted the visionary and pioneering character of his brand in responding to the needs of digitization, the basis of an agriculture of the future or Agriculture 4.0
In this line, Guillén stressed that John Deere is a leader in Professional Agriculture, providing the agri-food company of today and tomorrow with comprehensive services, financial solutions, and tools for farm management. “John Deere offers its customers a solid offer of value as a company, through its technical solutions and through a dealer network, whose restructuring was undertaken some two years ago and which is the basis of our business”, said Guillén.
A network of dealers that plays a fundamental role in the ideology of this brand, whose main maxims are: caring for the customer, providing value and ensuring that you get the best possible return on your products and services.
Innovation as a strategic bet
Closely related to one of the great aspirations of John Deere, the digitalization of data, is the strategic commitment of this brand for innovation, which has made it a leader in Precision Agriculture. An illustrative example of this is the VisualNACert application, developed in collaboration with Telefónica.
The investment in R + D + i has also led this brand to break molds in the market with tractors like those of the new 5R series. “A tractor like the one that there is not another like in the market, by concept, power and specifications“, affirmed Guillén.
Managing Director of John Deere Ibérica: “innovation is one of our main pillars and is in our DNA, as evidenced by the awards we have obtained at FIMA and that recognize our achievements in this area”
FIMA 2018
Among the most outstanding technical innovations with which this company will go to FIMA, include tractors and self-propelled machines and energy; agronomic management solutions, with communication system and notice of operation in tractors and harvesters (John Deere Connected Support Expert Alert) and active guidance of implements (AIG); and driven machines and fixed and mobile installations such as the JOHN DEERE STALKBUSTER, the first stubble crushing technology integrated into the head of the forage harvester.
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