Technology Changing the Pace of Farm Equipment Manufacturers

This is Tim Hammerich of the Ag Information Network with your Farm of the Future Report.

When it comes to new innovations in agriculture, knowing the specific needs and challenges of farmers ensures that new products are not only realistic but also practical. Chris Dempsey says that at CNH, by streamlining the development process and introducing products to farmers faster, they’ve gathered more efficient feedback.

Dempsey… “ And so one of the things that we've done in adjusting our development process is getting new product into the field with customers faster. And what's different in that mentality versus how we used to do it was, you know, we'd largely develop in a bit more waterfall centric way until, you know, we had a complete solution, which meant we didn't catch things fast enough, or we made it too far down the path and we didn't get feedback early enough, you know, to kind of make those decisions. And also, it's helped us understand quicker in the process if we're going to be able to develop something at a cost that's gonna translate to a price point that a customer's willing to, you know, adopt.”

This means CNH also has to partner with a strong dealer network that can keep up with the rapid pace of technological advancements.

Dempsey… “We have to have a dealer channel that is really, really sharp in this space. And as fast as technology moves, continuing to make sure that our channel has the tools and the support that they need from us as a manufacturer, it's a different kind of support. You can't support technology the same way that you support a hard good, like, you know, an engine or a tractor or a combine. And so it's a bit of a unique skill set.”

Again, that’s Chris Dempsey of CNH.